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 Over the years Luxaflex has grown into a global brand and in Europe, in particular, has seen major development. Blinds & Shutters puts the questions to managing director Russell Malley.
Q. What got you started in the industry?
A. From a background in pharmaceuticals, I moved into the window fashions industry and took the opportunity to work for HunterDouglas and the Luxaflex brand. It was an opportunity that was too good to miss because it was an established, yet growing brand supported by a large European dealer network and a superior range of innovative products. I saw the growth opportunity for the products within the window fashions industry which has continued to grow during my 11 years with the company.
Q. What do you feel was the company's big breakthrough?
A. Really the strength of Luxaflex is within the product range. The breadth, quality and individuality of the collections are second to none. From the launch of the first metal Venetian blind in 1951, Luxaflex has always led the way in the blinds industry with new product innovations and creating new markets.
Q. What do you feel is the greatest threat to the industry today?
A. The current credit crisis, lack of consumer confidence, reduced consumer spending and the housing market are all significant factors which will have an effect on the window fashions market and across the whole retail sector but we are combating this by working in close partnership with both our independent dealers and major chain stores. In 2003 we introduced the Luxaflex Inspiration Dealer scheme, which supports Luxaflex dealers with a bespoke in-store display concept, product updates, sales leads and marketing. With this support many Luxaflex Inspiration dealers have seen their sales grow as a result of making this commitment. With our ongoing product introduction schedule we are forecasting further growth in 2008.
Q. Where does your company draw inspiration from for its products?
A. Luxaflex has a significant R&D programme, run primarily from the head office in the Netherlands, both for product improvements and new product design. As part of a world wide Hunter Douglas organisation, Luxaflex also draws inspiration from successful innovations in the US market. The local UK market and consumer research also play a vital role in our product development programmes.
Q. What advice would you give someone entering the industry today?
A. Listen to the consumers, the dealers and the market to fully understand what the consumer needs are and how to present it to them. This is a fiercely competitive market with many companies vying for the attention of the consumer, but through hard work and focus, the rewards are there to be made.
Q. How has the industry changed over the years?
A. The window fashions industry has seen a marked change with the introduction of blinds as a more functional product than curtains within the market. Consumers now demand function and style at their windows as well as value for money. To keep ahead in the industry we strive to develop functional products which are also elegant and aspirational. We believe that Luxaflex is in a strong position within the market as we work closely with our dealers to ensure the consumer is given a superior level of service as well as a high quality and stylish product.
Q. If you could change one thing about the industry what would it be?
A.The impact of cheap, ready made imports which can devalue products within the UK market and affect the consumers' view on window coverings.
Q. How do you relax?
A. Reading - I usually end up with a business book. The last one was SUMO by Paul McGee. It is well recommended.
Q. Who do you most admire in business?
A. Richard Branson has made huge success of the Virgin brand and applied it to numerous industry sectors. Also, Steve Jobs, who revolutionised a dying Apple brand and created an entirely new product industry with the introduction of the ipod.
Q. What is the best thing about your job?
A.Seeing through the process of an initial idea for a new product, the idea coming into fruition, and it’s development into a product driver for the entire industry.
Q. What is your favourite pastime?
A. I enjoy developing /coaching youth rugby teams.
Q. Are you for or against the smoking ban?
A. From a personal perspective I am definitely in favour of the ban. The whole experience of going out for a drink or meal is certainly more pleasurable since the ban came into effect. From a business perspective it created a huge opportunity in the market for awnings and parasols, for outside smoking areas to be created in bars and restaurants etc.
Q. What do you think will be the future big changes for the industry?
A. Apart from the internet, the retail industry and how it develops and changes in the future will have the biggest effect on the made to measure industry.
Q. What has been your worst business decision?
A. The secret is not to make any bad decisions! But if things do go wrong I see this as an opportunity to learn and improve in the future.
Q. What has been your best business decision?
A. We have worked hard to build close working relationships with major chain stores who are truly focussed on supplying the consumer with not only quality products but also excellent customer service. At the same time we have introduced the Luxaflex Inspiration Dealer programme in the UK. This has been a huge success for both Luxaflex and the dealers who have joined the programme. As a result of this introduction we have created professional and consistent retail displays across the UK that provide the consumer with a recognisable place to go when looking for window fashions.
Q. 'Live to work' or 'Work to Live'?
A. There should be a balance between the two. I believe in hard work and focus but also greatly value spending time with my family and friends. If you put the effort in to any aspect of life, whether it be work or personal life, you will get the rewards you deserve.
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