Most trend research arrives pre-digested. Someone else has been to the shows, done the looking, decided what matters. By the time it reaches a brief, it's at two removes from the actual thing.

I go to Maison et Objet, Heimtextil, Decorex, Première Vision and London Craft Week every season. Being in the room is different — you notice what people stop in front of, what gets quietly copied, what's actually moving and what's noise dressed up as direction.

The output is a considered view on what is changing, why it matters commercially, and where the opportunity is for home and lifestyle brands. The observations are mine. The analysis is grounded in ten years of making product that has to earn its place on the shelf.