Having steadily established an enviable presence in the UK over the past five years, seating specialist Hydeline wowed visitors to this year’s January shows with the launch of a new brand, At the Helm. What prompted this new direction, and what could it mean for existing customers? Paul Farley spoke to UK sales manager, Michael Sheedy …
Sporting the chic, assured look of a lifestyle interiors brand, smart new sofas, and promising ongoing diversification into a range of ancillary interiors products, At the Helm’s unveiling at imm cologne and the January Furniture Show stopped visitors in their tracks.
The brand – a modern take on British style – was the brainchild of Jonathon Tan, whose family owns Hydeline. Assisted in its delivery by Michael Sheedy and designer Ryan McNeish, Jonathon’s ambition was twofold, explains Michael: “Building on the company’s two decades of experience in the US market, Hydeline was established in the UK to offer its independents and groups a mid- to upper-end seating proposition. But its owners always wanted to create a lifestyle brand in addition to their non-branded business, to establish something even more concrete and enduring.
“It’s a global vision – I think that’s vital when you’re targeting the higher end of the market – but we’re very much committed to the UK in the first instance, as our modern interpretation of British design demonstrates.”
Prompted by the trade’s warm response to the new Chesterfields it launched at last year’s show – prompting comments from buyers such as “probably the best Chesterfield manufacturer in the Far East” – the factory turned its attention to developing more traditional shapes than usual, applying its expertise in design and comfort to (what would become) At the Helm’s launch models.
With the addition of two models at AIS’ members show in June, the portfolio now totals 10 distinct chairs. The brand also comprises a line of attractive pendant lights, available by the container.
To help stockists present the new models to best effect, the company has developed an in-store gallery concept which features the lighting and graphical elements featured in At the Helm’s impressive exhibition displays. A variety of custom-built gallery options will be available to retail partners, at varying levels depending on the number of models on display in-store. “We’re developing a complete lifestyle offering,” says Michael, “and we’re helping our stockists give At the Helm the platform it deserves.”
The brand’s direction is the responsibility of Jonathon (who is behind the original concepts) and Ryan (the “creative driver”). “It’s great that Ryan is working with us,” says Michael. “We were looking for somebody who had a proven track record in commercial design, who’d hit the ground running and give the brand its own distinctive direction – and we haven’t been disappointed. The model designs are still in their infancy, but we’ve firmly established the look and feel of the brand, and this will continue to develop over time.
“We are firm believers in thinking outside the box – we want to offer a bold new direction in comfort and style, and our new designs for 2020 very much reflect this thinking. And we’re only just getting started!”
By way of example, Michael points to the brand’s new photography (pictured), which sets the tone for a new era of upmarket marketing and PoS materials –opulent, well-appointed settings that are aspirational yet lived-in, proudly putting the new models to the fore.
“Jonathon and Ryan stay on top of the trends, and will keep on moving At the Helm forward – but, having laid the groundwork, they’ll be looking to keep it fresh without straying too far from the initial concept.”
Having enjoyed a “fantastic” reaction in both the NEC and Koelnmesse in January, At the Helm has made good progress since, and Michael says that the majority of Hydeline’s existing customers have been keen to get involved.
To date, the family-owned company has followed an impressive trajectory. Michael says that its UK turnover doubled in 2017, and again in 2018, and is on track to do so again this year. As well as adding a new factory to enable volume production (plus added seating comfort and greater efficiency), the company will shortly strengthen its management team through the appointment of an MD and the re-organisation of its management team, “scaling up the operation and future-proofing it for the long term”, says Michael.
“We’re aiming for growth from £20m to £30m, then to £40m,” he says. It’s an ambitious statement – but, with the business having such a well-defined route to market, who says it can’t achieve world domination?
At the Helm will exhibit with Hydeline at imm cologne and the January Furniture Show next year, giving visitors a chance to inspect the latest lines from both.
Pictured: Buckingham
