THE KBBREVIEW INTERVIEW | Lisa Lalor A
s a bespoke fitted furniture specialist that operates through a direct-sell business model, you would be forgiven for thinking that, as an independent KBB retailer, you have little in common with Neville Johnson Furniture. However, according to MD Lisa Lalor there is a strong underlying synergy, not least that it sits alongside premium kitchen furniture brand Tom Howley as part of the Bespoke Home Interior Design Group (BHID).
“Like a lot of independent KBB retailers, many years ago Neville Johnson operated off of a pretty traditional marketing strategy,” she explains. “But, like independents, we have had to deal with the learning curve that is the acceleration of digital marketing. “The key move for me was reshaping the marketing strategy into a digital first model some years ago. That was a huge step change for us. Our prep- aration in the digital marketing arena allowed us to react quickly to the speed in which consumers adopted digital technology during the pandemic which caught some businesses unaware. “Social media traffic increased by over 100% during the pandemic and while digital has clearly put pressures on businesses in other ways, what it’s done for home interest brands like Neville Johnson is allow us to really demonstrate the breadth of our bespoke offering and reach a wider audience. What it’s done for the interiors sector is accelerate brand awareness and design trends. It’s a really exciting time.
“If, as an independent retailer, you’re not already making the most of online platforms, I strongly suggest it’s an area you need to turn your attention to.” Neville Johnson was established in 1987 to offer a bespoke fitted furniture product to corporate and commercial clients. By 1991, the company had identified a niche in the domestic market to offer luxury fitted home-office and bedroom furniture to the premium market. Lalor’s journey through the ranks began when she joined Neville Johnson as marketing manager in 2001. Eight years ago, she was promoted to the board as BHID Group marketing director and in October 2020 she became MD of Neville Johnson. “Marketing specialists often jump around so people often ask why I’ve stayed with the brand so long,” she explains. “The business hasn’t stopped evolving since I started at Neville Johnson in 2001. Since then, we’ve acquired Tom Howley [in 2011], launched a staircase renovation business and acquired the London Door Company, so there’s been lots of things to keep me interested. “I love the brand and when I was asked to take on the role of MD, obviously I jumped at the chance, albeit in the midst of a global pandemic and the operational challenges that came with it.”
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The right fit
Lisa Lalor became MD of Neville Johnson, one of the interiors industry’s most iconic brands, in October 2020 – during the Covid-19 pandemic. Rebecca Nottingham learns about how she steered the company through those challenging times and gets her predictions for the sector moving forward
· October 2022
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