Regular Furniture News contributor Steve joined the family bed retail business in 1989. Since taking the lead at Sussex Beds in 2014, the ‘unorthodox’ CEO (now with a podcast of the same name) has cultivated one of the UK’s best-regarded independent furniture chains.
How might a child describe what you do?
“He helps people sleep better by selling comfy beds ... and also talks on the phone a lot.” They’re not wrong.
What’s the biggest long-term challenge you face?
Keeping a traditional industry moving at the pace customers expect. Retail – especially in beds – can be slow to evolve. The challenge is modernising without losing the values and personal service that made us strong in the first place.
If you had 10 x your working budget, what would you spend it on?
I’d invest in our people, our shops, and our customer journey – making every touchpoint easier, warmer, and more memorable. And I’d make sure the team had something unforgettable in return. Without them, we wouldn’t be here.
What would be the title of your autobiography?
Mind the Gap: Between Sleep, Sales and Sanity.
What does ‘work/life balance’ mean to you?
It’s not about hours – it’s about presence. Being fully engaged where you are, whether that’s in a team meeting or at home with family. Balance, to me, means living with intention, not exhaustion.
Who’s been your most influential professional mentor?
On reflection, in 2014, we started working with a business coach. The impact of the coaching transformed us from technicians within a business to leaders of it. Our business would not be here today without it. Thank you, Lucy Cameron.
What advice would you give your younger self?
Don’t wait for everything to be perfectly lined up. Start, adjust, learn. And trust your instincts – they’re usually better than you think.
What’s been your best day in business to date?
There have been big wins, of course, but some of the best days are when I step back and see the team thriving, supporting each other, and making great decisions without needing me. That’s when you know you’ve built something that lasts.
What’s the biggest myth about our industry?
That it’s just about furniture. We’re in the business of comfort, wellbeing, and helping people get better sleep – something that affects every part of their life.
What should everyone in our industry either stop or start doing?
Stop saying, “It’s always been done this way.” Start listening more to your team, your customers, and the changes around you. We need to evolve if we want to stay relevant.
Where do you see the industry going in the next 5-10 years?
Personalisation, sustainability and service will define the future. Retailers who stay human, agile, and connected to real customer needs will lead. Those who don’t may struggle – even if they’ve been around for generations.
What question do you wish we’d asked? How would you have answered?
Q: What keeps you motivated after all these years?
A: The people. My family, our team, our customers. Business is never just about the bottom line – it’s about relationships, trust, and the impact we have, day in and day out.
