Page 30 - RLI September 2019

rom experiences offered to customers browsing
online or searching in-store, to delivering design
direct-to-door, Heal’s draws on over 200 years of
F expertise and innovation in the design sector so
that customers can rest assured the company is here to help
and create the home its consumers have always wanted.
The company currently operates one flagship store on
Tottenham Court Road, along with five additional showrooms
which are located in Kingston, Brighton, Birmingham, Yorkshire and
Westfield London and range in size from 5,000 to 20,000sq ft.
“The 42,000sq ft flagship has been here for over 200 years;
it is a magnificent space and has some incredible heritage,
including the famous Cecil Brewer staircase, (apparently
the most photographed staircase in London), the “Sign of
the Four Poster” (which people used as a meeting point in
the 19th century), the Heal’s Cat and Ambrose café,” says
Hamish Mansbridge, CEO of Heal’s.
“Where Design Lives” has become something of a mantra
for Heal’s. For customers who are searching for properly The company has gradually increased social media
designed furniture that is built to last that comes with quality presence in recent times, and is now approaching 100,000
craftsmanship, it is the place to go. followers on Instagram. They are also beginning to work with
In recent years the company has strived to become more bloggers and influencers and ran a campaign called Spaces,
of a destination, whether this is online or in-store, with the in- where they gave over all the windows at the front of the
store experience beginning from the first greeting. The other flagship store to five influential women, bringing them a large
big shift in recent times is the transition to frequent online amount of coverage in print and online.
sales, which now account for 40 per cent of transactions. So why does Mansbridge feel customers remain so fiercely
The most recent store was at Westfield London in May last loyal and what sets Heal’s apart from the furniture crowd?
year. This was a smaller format “showroom” similar to the unit that “I think customers
opened at the Mailbox Birmingham in 2017. The idea behind this appreciate that our brand “Sir Ambrose Heal, who ran
latest store was to increase brand awareness to a wider audience has been around for so long
while delivering sales at the same time. Both the Mailbox and and stick to what it does the business for 40 years and
Westfield stores are part of a wider home offering in the centres, best, but we must work was knighted for his services to
where they are co-located in a “Home Quarter” with similar at retaining that loyalty.
retailers so visitors to these stores have a real destination to peruse. Essentially it comes down design, used to say: “If in doubt,
As for a store development pipeline, Mansbridge notes there to great product; customers innovate” and that quote still
is no defined scope, the current focus is on its e-commerce invest in a Heal’s piece
offering, however any and all opportunities will be reviewed because they know it is built adorns our office walls today”
as and when they arise. He explains that furniture stores are to last. As for what sets us
expensive spaces, and that recent openings have been smaller apart, I believe we provide a fantastic end-to-end service, from
format showrooms as these are interesting as space-savers and the online or in-store experience right the way through to
new concept spaces. However he did concede that it would the delivery of furniture which is always fully assembled in the
be great to return to Guildford given the right opportunity. room of choice,” says Mansbridge.
“Sir Ambrose Heal, who ran the business for 40 years and was As the topic of Brexit is almost unavoidable in the present
knighted for his services to design, used to say: “If in doubt, innovate” climate, this presents the biggest challenge to Heal’s who have
and that quote still adorns our office walls today,” says Mansbridge a contingency in place, but in reality the business will face up to
as he talks about how the brand stays relevant over 200 years since whatever happens and get on with what it always has, providing
opening. “We try to continue that mantra today and you can see it fantastic product and brilliant service to its customers.
in the products we launch. Of course we take inspiration from the “The other challenge is of course the pace of change in
big shows, but equally we have a great team of in-house designers e-commerce. New tools like augmented and virtual reality
and we also collaborate closely with external designers such as will become the norm, and we will continue to develop our
Matthew Hilton and Russell Pinch to produce new pieces.” offering accordingly,” concludes Mansbridge.
An Unflinching

Commitment to Design

Heal’s has been designing, making and selling furniture since 1810 and have
helped create untold numbers of beautiful homes utilising their expert design
advice and service. Here, RLI sits down with Hamish Mansbridge, CEO of Heal’s

to discuss what the future holds for a company already over 200 years old.

30 RETAIL & LEISURE INTERNATIONAL SEPTEMBER 2019