BIG INTER VIEW WITH JONATHAN BURRAGE

Let’s start with you. Can you share a bit about yourself?

Married, five children and a threeyear-old golden retriever. We also have two cats, but I don’t talk about them! I started out with the John Lewis graduate training programme in the late 90s moving into various buying and global sourcing roles within Kingfisher. I jumped the fence to manufacturing in the mid noughties and have enjoyed several leadership roles in consumer goods since (Roberts and Magimix to name two.) I’m passionate about rugby and I enjoy swimming (typically 10-12km each week).

What is your current job role and key responsibilities?

I joined Hydeline in January 2022 as their managing director. We have spent the last year setting out a strategic vision for the business whilst focusing on the day-to-day disciplines of our operations.

What do you love about your job?

Primarily our people, though we do also make the most beautiful, upholstered furniture. I spent a great deal of time with the senior leadership team before joining the business. It was important that the culture of the business was either aligned with my own open and collegiate approach or, at the very least, was open to moving in that direction. I am extremely lucky to work with a team that are passionate about what they do. We may be a small fish in a big pond, but we definitely punch above our weight.

What time is your alarm clock set for?

6am every day of the week. I have always been an early riser. I am in the office at 7am and once I have checked on the sales figures from the previous day, I will walk the floor to ensure we are maintaining our standards of housekeeping in all areas of the building. I have always treated an office and warehouse space in the same way I did the shop floor back in the 90s. Some retail habits don’t go away. Beyond that, my days are extremely varied and are often dictated by the operational opportunities and challenges that the team are managing.

Why did you choose to work in the furnishing industry?

I have been in and out of the furniture industry for a good part of my working life, but the Hydeline team are the reason I have returned. I was really impressed by their appetite to succeed, and their commitment to both the Hydeline and At The Helm stories. We have the most incredible products and a great deal more surprises in the pipeline for 2023.

Who do you most admire in the industry and why?

I couldn’t single out one individual. I admire those who have been in the industry for many years yet are still evolving their business, developing their people, and putting the customer first. Any industry needs fresh ideas to create opportunity and growth. One of my first bosses once told me “if you only do what you did, you will only get what you got!” Too many businesses fail because they stop doing the things that made them a success in the first place. Imagination, creativity, drive, ambition, and risk.

Have there been any special moments during your career?

I have been extremely fortunate to have travelled across much of the world in my career. Though you often miss the splendour of the places you visit, the opportunity to meet people of different cultures has always fascinated me. People do business with people and spending time face to face with colleagues from around the world has certainly enriched my life and most definitely benefitted the businesses I have been fortunate to represent.

What is your favourite item of furniture you own?

I have always worked hard and played hard, determined to maintain a true work/life balance. My super king size bed and memory foam mattress is sanctuary at the end of each fulfilling day, and it’s the only place where I’m offline.

The next generation of consumers are even more unforgiving, and they have clear ideas on what they require from manufacturers and retailers alike.

What do you think is trending?

We are talking a lot about biophilic design. The consumer need and desire to remain connected to the natural environment is evident across the fabric styles and designs we are seeing. This is moving hand in hand with the increasing need and demand for environmentally kind product and production methods. The next generation of consumers are even more unforgiving, and they have clear ideas on what they require from manufacturers and retailers alike. Our industry remains very traditional in its production methods but there are some great stories emerging of where new entrants are disrupting the market. At Hydeline, we are working hard to incorporate recycled materials into our products and manufacture our At the Helm frames from FSC certified wood. Furthermore, with lifetime guarantees on all our frames, we are focussed on manufacturing incredible products that are built to last for generations.

What would you change in the industry?

I love this industry. We make the most beautiful products for people to enjoy for generations. If there was one thing I would change, it would be the amount of short-life furniture that ends up in landfill.

Can you share an insight into your future plans?

At Hydeline, we believe that everyone deserves to relax in comfort whilst remaining connected to loved ones and the wider world. This is at the heart of everything we do. We have an exciting NPD program in place to leverage this ambition, putting the end-consumer front and centre in the look, feel and comfort of the products we design.

What do you enjoy most outside of work / free time?

Spending time with my family. A birthday or seasonal gathering is typically 20+ adults so it can get quite rowdy.

What might someone not know about you?

I can hold my breath for four minutes!