Page 4 - RLI May 2019

who’s who in retail

MEETS

PHILIPPE

CHAINIEUx

CEO OF MADE.COM

Q. What are your key objectives over the next 12 months? Q. What do you make of social media and its prominent rise
A. We have had a great start to 2019 so far, with the unveiling of our in importance over the last few years?
expanded flagship showroom in Soho in London, which has tripled A. Being a digitally-native brand, online will always come first for
in size and now houses a host of new technology. We also released us, and we see social media as a key tool in raising our brand
results that show a 37 per cent increase in revenue for 2018, and awareness. For example, we recently launched ‘Shop Instagram’ – a
recently announced that 2019 will see Europe overtaking the UK as shoppable feed of posts tagged with #madedesign. This allows us to
our biggest market, with the launch of four new territories this year provide our customers with intuitive and informed style advice and
- Portugal, Italy, Denmark and Sweden. Therefore, our focus over the recommendations from MADE and is already proving to be very
next 12 months will be taking great design to new audiences through popular with our followers.
our continued expansion into Europe.
Q. What would you consider to be your career highlights?
Q. Have the economic struggles across the market in recent A. The highlight of my career has been always hiring people with a
years had any impact on the business? different skillset that I can learn from, and watching them flourish.
A. We had a strong year in 2018, at a time when the retail sector is
going through unprecedented change. Over the past 18 months, we Q. How are you feeling about the 12 months ahead?
have seen an accelerating trend towards customers shopping online for A. I’m feeling positive about the year ahead. As I mentioned
big ticket items, driven by a shift in consumer behaviours and the rise of above, we’ve had an exciting start to 2019 following on from a
the digital generation. As a business, we are well-positioned to benefit very strong year in 2018. Our continued European expansion
from this transition from high street to online in the homewares market remains a key focus but we are also conscious of not becoming
and to capitalise on growing consumer confidence in digital retail. complacent. Innovation has always been and continues to be an
important pillar of everything that we do; it enables us to adapt to
Q. What key leadership skills do you feel are the most changing trends quickly and ensures we remain relevant for our
important in the current retail climate? ever-evolving group of customers. As the shift from high street
A. We had a strong year in 2018, at a time when the retail sector is to online accelerates, agility has never been more important to
going through unprecedented change. Over the past 18 months, we remaining relevant.
have seen an accelerating trend towards customers shopping online for
big ticket items, driven by a shift in consumer behaviours and the rise of Q. Do you have words of warning for the industry?
the digital generation. As a business, we are well-positioned to benefit A. These aren’t words of warning but rather a challenge for all
from this transition from high street to online in the homewares market retailers. By 2022, 50 per cent of the consumer landscape will be
and to capitalise on growing consumer confidence in digital retail. millennials or younger. This is a seismic shift for an industry that’s
already gone through a huge amount of change over the past decade.
Q. As a leader, when making key strategic decisions, what At MADE, we pride ourselves on relentless innovation but a key
proportion of the decision do you feel is fact-based and what challenge for us, as it should be for every business, is to continue
proportion is instinctual? to listen to what our customers want and action this, so we remain
A. Data and fact collection are absolutely key to making strategic relevant in the changing consumer landscape.
decisions. But for the more difficult decisions, I trust my convictions
and the direction that I think is right for the company. Q. Do you have words of warning for the industry?
A. At MADE, we are constantly striving to redefine how the
Q. Can a leader be transformational and authentic? digital generation buys home design. Innovation is an integral
A. I think every leader can be both at the same time, as long as you part of our DNA, and we have lots of exciting ideas in the
uphold the values of your company. pipeline for next year.

04 RETAIL & LEISURE INTERNATIONAL MAY 2019