This autumn, the MD role at Ekornes UK – purveyor of the Stressless luxury recliner brand – will be taken up by James Tate. A long-term Ekornes employee, James returns to the UK operation after transforming Ekornes’ Australian activities into a fully-fledged subsidiary.
Describe your industry background
In 2004 I was appointed business development manager for Ekornes in the UK. I was there for just under four years, then moved to Leggett and Platt to serve as sales director on its adjustable beds department in 2008. In 2009, I moved back to Australia with a business plan for Ekornes Pty, and became MD of that company in 2009.
What challenges did you face in Australia?
The Australian business was simply an importer agency prior to my arrival. Whilst it was working very nicely, it was recognised that we had the time and resources across the business for growth. Setting up an Ekornes subsidiary there meant putting our global marketing system in place and implementing a full inventory system. The Australian business was very much a start-up – the brand recognition over there was much lower than in the UK.
"We’ve got a great retailer network, and developing how we work with that network is key"
What are your thoughts on the UK operation as it stands?
The UK operation is certainly one of our leading businesses, and much of this is down to the long relationships we’ve enjoyed with retailers. We’ve just continued to evolve and put equity into our brand in the UK – we’ve got a great retailer network, and developing how we work with that network is key.
What is your take on the UK market in comparison to Australia’s?
The economic environment is much tougher in the UK, so that makes the sales side of things a little more difficult. We’ve got to be constantly putting equity into the brand, and doing promotions – the television ads and this year’s key colour, clementine, have been highly successful so far.
When times are tough, the strength of your brand comes to the fore. Stressless has proved its worth as it’s become difficult, and has increased its market share in the UK over the past four years. As I mentioned, I’m essentially trading a strong economic position for one in which there’s a lot more brand recognition.
How is your work in Australia likely to inform your management of Ekornes UK?
Being a business in a different stage of development, there’s different challenges – but obviously there’s elements I’ll be bringing to the UK. However, I’ve got to get my feet under the table before I announce anything. As a global company, we’ve got experience from all corners of the world – there’s a lot of expertise and experiences to draw from.
Then, of course, there’s the UK team, which has been in place for a long time. I think that of all the staff that I’ll be working with upon my return, there’s only three I’ve not worked with beforehand!
Are you pleased with your decision to return to the UK?
I see it as a great opportunity. I’ve always enjoyed working with Ekornes, and London is, in effect, my second home. It’s a great city to live in.
I’m looking forward to working in a bigger, different type of Ekornes business. I’ve already got a long history with Ekornes, so have quite a good feel for how head office wants to drive the business. It’s a great challenge, I know, but I’m confident that we’ll do what’s best for the market.
