Business | Talking Point
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Claire White,
The Shop & Display Equipment Association is an industry voice for creativity, collaboration and commercial
innovation. It is the UK’s leading trade association for retail professionals and suppliers. Claire White, a design specification consultant at Antalis, was recently appointed vice president of the association. Here she
explains more about the association and her role within it.
When and where did you get your start in the industry? What’s your background? My journey into retail design began with a National Diploma in Spatial Design and quickly evolved into a hands-on career at Marks & Spencer, where I started as a visual merchandiser for homeware. My role soon expanded to visual merchandising manager, leading a team of 15 and playing a key role in the transformation of former Littlewoods stores into new M&S Home formats. Over the last 22 years, I’ve held a range of creative roles across retail and shopfitting sectors, including senior positions at Bonmarché HQ, Assura (Pharmacy Group), and most recently Pets at Home, where I helped establish and lead their boutique brand Barkers as creative and visual merchandising manager.
How long have you been involved with SDEA and what inspired you to put yourself forward for the role of vice president? I’ve been active with SDEA for several years, initially through Antalis’ membership, and served on the SDEA Council for three years. I was recently elected vice president by fellow council members. I was truly honoured to accept the role. Being part of the Executive Council has given me the opportunity to help guide the association and represent the creative voices within our industry.
What is SDEA and what is its function? The Shop & Display Equipment Association (SDEA) is the largest trade association of its kind in Europe,
18 | August/September 2025
supporting retail display suppliers, manufacturers, and designers.
Looking after its members, through marketing, promoting to its wide audience via its online directory, providing direct sales leads and networking opportunities. As well as offering discounts, expert advice, support, industry news and reputable supplier recognition.
What does the vice president role entail and what does this look like for the industry? As vice president, I support the president and director on key initiatives including: • Membership growth. • New events and awards. • External representation and advocacy.
What plans does SDEA have for the next 12 months? In the coming 12 months, the SDEA will be focused on: • The Creative Retail Awards this September, celebrating innovation and customer experience in retail.
• A new joint initiative with the National Association of Shopfitting (NAS): the Creative Interior Awards, showcasing excellence in commercial design and fit-out.
• Expanding membership engagement and introducing new services.
How can someone get involved with SDEA? To get involved, professionals can become a member, attend a networking event, or reach out to existing members of council representatives.
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