Brand and New Product Development Director – Sofa Brands International
WHO ARE SOFA BRANDS INTERNATIONAL?
Sofa Brand International is a market leader, with a turnover of close to £70m, and home to four unique sofa brands: Duresta, Parker Knoll, G Plan and The Lounge Co.
Our range of contemporary and classic styles reflect the individual needs and lifestyles of our customers and can be found in 600 retail outlets across the UK. Sofa Brands International has a collective heritage of over 500 years’ experience in the industry. With a wealth of design, manufacturing, sales, and marketing talent, we are a force to be reckoned with when it comes to British-made, handcrafted furniture.
At the heart of the group lies great British design and craftsmanship. Every piece of furniture from SBI’s four brands is made by hand in purpose-built factories in Nottinghamshire and Wiltshire. The group excels in combining the best of traditional furniture making methods with cutting‑edge techniques.
At Sofa Brands International, we work hard to offer the best in the industry and we’re the largest manufacturer of quality sofas in UK. Our employees are the lifeblood of SBI; the group currently employs 700 people.
JOB OVERVIEW
The Brand & New Product Development Director is responsible for defining and delivering the long-term vision, strategy and creative direction of the company's brands and product portfolio.
As the guardian of the brand, the role will ensure all customer touchpoints reflect the company's premium positioning, heritage and commercial objectives. Simultaneously, the role will lead the creation and development of innovative, market-leading furniture collections that meet customer needs, strengthen competitive advantage and drive sustainable growth.
The successful candidate will combine strategic commercial awareness with exceptional creative leadership, translating market insight, consumer trends and retailer feedback into compelling products, collections and brand experiences.
The position plays a critical role in shaping how consumers, retailers and industry stakeholders perceive the business and its brands.
KEY RESPONSIBILITIES
Brand Strategy & Leadership
- Define and own the long-term brand strategy across G Plan, Parker Knoll, Duresta and The Lounge Co.
- Protect and enhance the premium positioning of the brands.
- Ensure consistency of brand identity across all channels and customer touchpoints, ensuring the individual handwriting of each brand is protected.
- Act as the internal champion and external ambassador for the brands.
- Develop brand guidelines and governance frameworks.
- Lead and mentor the marketing and NPD team, setting clear objectives.
- Be an active member of the Exec team, providing brand and creative input to key discussions/decisions, and contribute to company-wide strategy and decision-making.
- Lead the end-to-end new product development strategy.
- Identify emerging consumer, retail and design trends.
- Develop innovative product roadmaps aligned to business objectives.
- Oversee furniture design concepts from initial brief to commercial launch.
- Ensure products balance design excellence, customer appeal and commercial viability.
- Review product portfolio performance and identify opportunities for improvement.
- Establish robust processes for gathering consumer insight.
- Analyse market trends, competitor activity and future lifestyle influences.
- Partner with retail customers to understand changing consumer demands.
- Translate insight into actionable product and brand strategies.
- Develop integrated marketing strategies that support brand growth and revenue objectives.
- Manage effective and on-going communication with the retail base. Lead annual marketing plans and campaign development by brand.
- Oversee digital marketing, social media, PR, content and promotional activities, Ensuring brand consistency across all channels and touchpoints.
- Manage brand launches and major product introductions such as trade shows to ensure the brand positioning is visible to the retailer, and consumer.
- Maximise return on marketing investment, with a clear strategic proposition to drive customer acquisition, retention, and lifetime value through integrated campaigns.
Creative Direction
- Understand product lifecycles and recommend courses of action.
- Develop commercial briefs (fabrics and models) and communicate internally to the Design team, for all new product developments.
- Set the overall creative vision for the business.
- Oversee photography, video, content creation, merchandising and visual identity.
- Direct showroom presentation and exhibition strategy.
- Ensure all creative outputs represent a premium customer experience.
- Work closely with external agencies to deliver best-in-class creative campaigns.
Product Lifecycle Management
- Manage the full product portfolio across the SBI Group.
- Lead product rationalisation and portfolio optimisation.
- Ensure successful delivery of new product launches.
- Monitor product performance and customer feedback post-launch.
Leadership & Team Development
- Build and lead a high-performing New Product Development and Marketing team.
- Foster a culture of innovation, creativity and accountability.
- Develop succession plans and capability development programmes.
- Encourage collaborative working across functions.
Cross-Functional Collaboration
- Partner closely with Commercial, Manufacturing and Procurement teams.
- Balance creative ambition with operational feasibility and commercial performance.
- Ensure products are manufactured efficiently while maintaining quality standards.
- Support sales teams with compelling product stories and launch materials.
- Lead the SBI creative hub and ensure all work is in line with the brand strategies and positioning.
- Work with the creative teams to ensure that fabric and product direction is targeted at the desired audience.
Budget & Resource Management
- Manage new product development and marketing budgets.
- Evaluate investment opportunities and project ROI.
- Prioritise resources against strategic objectives.
- Ensure projects are delivered on time and within budget.
- Set KPIs and regularly report on performance, insights, and impact.
- Use data and analytics to optimise campaigns and spend.
General
Will be required to attend key customer meetings and shows to communicate the brand story and understand the needs of the market
KEY PERFORMANCE INDICATORS
Brand Performance
- Brand awareness growth
- Brand preference scores
- Digital reach and engagement
Product Development
- Successful product launch rate
- Speed to market
- Product profitability
Commercial Outcomes
- Revenue growth from new collections
- Margin contribution of new products
- Marketing ROI
- Market share growth
Team Performance
- Leadership effectiveness measures
KNOWLEDGE & EXPERIENCE
- Significant leadership experience within branding, product development, design or marketing.
- Proven experience leading product innovation and category development.
- Track record of developing and growing premium consumer brands.
- Experience managing multidisciplinary creative teams.
- Experience bringing products from concept through to commercial launch.
- Demonstrable success leading strategic business initiatives.
- Experience in furniture, interiors, home furnishings, luxury products or design‑led consumer goods.
- Experience working with major UK retail partners.
- Experience working in a manufacturing environment.
SKILLS
- Brand strategy and management.
- Consumer behaviour and market insight.
- Product design and development processes.
- Marketing communications.
- Digital marketing channels.
- Commercial and financial principles.
- Furniture manufacturing processes.
- ESG and responsible sourcing practices.
QUALITIES WE VALUE
- High level of personal integrity
- Visionary thinker.
- Passionate about design and innovation.
- Customer-centric.
- Curious and trend aware.
- Commercially minded.
- Inspirational leader.
- Collaborative and engaging.
- Highly creative but commercially disciplined.
- Resilient and adaptable.
DIVERSITY, EQUITY & INCLUSION
At Sofa Brands International, we don't just accept difference, we celebrate it, support it and recognise the value it brings to our people, our customers and the communities in which we operate.
We are proud to be an equal opportunities employer and are committed to creating a diverse, inclusive and respectful workplace where everyone can thrive.
We welcome applications from all suitably qualified candidates and will not discriminate on the basis of age, race, colour, ethnicity, religion or belief, sex, sexual orientation, gender identity or expression, pregnancy or maternity, marital or civil partnership status, disability, nationality, citizenship, genetic information, or any other characteristic protected by applicable law.
Sofa Brands International are committed to ensuring that our recruitment process is accessible and inclusive for all. If you require any reasonable adjustments or additional support at any stage of the application or selection process, please let us know. We will work with you to understand your requirements and make appropriate arrangements to ensure you have an equal opportunity to demonstrate your skills, experience and potential.
As an organisation we believe that our differences make us stronger and help us build a business where everyone feels valued, respected and empowered to succeed.
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