Scottish furniture and homeware retailer Sterling Home has appointed Danny Campbell as its new head of inspiration, with the Scotland’s Home of The Year judge aiming to "encourage individuality back into the nation’s homes".
The TV judge has launched his partnership with the retailer through the publication of the inaugural Sterling Style Index, which aims to provide a national snapshot of how people make decisions when it comes to styling and upgrading their homes.
The findings are the results from a national interiors survey with responses from thousands of homeowners across the country alongside two years of shopper purchasing data spanning nine regions of Scotland.
The results show that homeowners are strongly driven by practicality and value, says Sterling, with two in three homes (80%) avoiding an annual refresh of their living space, and instead opting for bigger changes such as re-layout only when moving home or something breaking.
Over one third (34%) describe themselves as 'budget-first and durability-led', focused on interiors built for children, pets or smaller living spaces. Meanwhile, around one in six (16%) say they only buy when they know they are getting the best deal or a major markdown.
Despite the online conversation around ‘trend fatigue’, nearly four in five (78%) say they do not regret any interiors trends and do not feel a trend they followed was overhyped.
Instead, the data suggests Scottish homes are being shaped by personal stories and lived experience. Almost three in five (58%) say their interiors choices are inspired by personal memories and sentimental pieces.
Danny Campbell says: “My new role as head of inspiration at Sterling Home is a perfect partnership built on a common goal of helping Scots craft their dream home. The Style Index encapsulates my experience exploring the very best homes in the nation. I know that style here is shaped as much by light, weather and real life as it is by whatever’s trending online. Use this index as a tool, not a rulebook, and you’ll make choices that feel current now and still feel like you later.”
The index maps five clear themes that shape the future of interiors, from calmer, comfort-led spaces and sociable, flexible living, to smarter space-making, warmer layered tones, and a stronger pull towards individuality and character. Sterling says it is designed to be "a guide homeowners can use, not a set of instructions, helping translate the trends into choices that feel right for their own routines, their own homes, and the way they actually live".
Ryan O’Donovan, head of marketing and digital at Sterling Home, comments: “The Style Index is about cutting through noise and making home style feel more achievable. These results show Scottish customers are decorating for real life, with value, durability and meaning leading the way. Danny’s role is to turn that insight into inspiration people can actually use, whether they’re making a small update or investing in a piece that needs to last.”
