Above: Adam Goodrum’s new collection for CULT 

Presenting at Launch Pad’s annual mentorship workshop, Chris Correll of CULT (recently rebranded from Corporate Culture) gave some insights into how one of Australia’s leading furniture retailers works with Australian furniture designers.

Ross Didier’s Tiller seating collection

Correll emphasises the importance of partnership and collaboration between designers and retailers. “Our preference is to collaborate and have open dialogue and collectively develop product that we bring to market together. We are always looking for new people with new ideas that fit a niche,” he says.

For those designers considering online retailing, Correll emphasises the importance of a physical presence – particularly when your design is new and as yet untried in the market.

Stoneware pendant lamps by Adam Cornish

“Whether it’s a piece of furniture or lighting, a new design has to be seen, touched, sat in and understood in order to be commercially successful,” he says. “True personal experience, product association and human interaction are the best ingredients when selling new furniture or lighting design.

“The question to always ask yourself is this: Would you purchase a piece of furniture or lighting and spend $500 or $5000 on it, sight unseen? The answer is probably not.”

Coco Pendant mini by Kate Stokes (Coco Flip)

When approaching a retailer, Correll highlights the importance of research and understanding your prospective retailer. “Understand their existing product portfolio, understand the gaps, identify an opportunity and use this research to open a dialogue with them,” he says.

Also important is whether or not that retailer is a supporter of Australian design. Knowing your own vision and aligning this with your retail partner will heighten the opportunity for partnership and growth between your business and theirs.

Correll also shared five indispensible tips on presenting your product and making initial contact with retailers:

1. Personally introduce yourself with a telephone call
2. Identify the opportunity within your potential partner’s product offering
3. Follow up with a personal meeting
4. Keep the dialogue open
5. Taking a collaborative approach will better ensure a sustainable and successful partnership

Chris Correll is CULT’s National Sales Manager. Correll spoke at the Launch Pad mentorship workshop in July this year.

For more information on the Launch Pad emerging design program, click here.

CULT
cultdesign.com.au

Launch Pad
launch-pad.com.au