John Davies, Sales Director at Peak Converters, talks about his role, furniture flammability regulations and his passion for a cover band.
Let’s start with you. Can you share a bit about yourself and your background?
During the 80s my father was involved in a foam conversion business, manufacturing synthetic sponges for large retailers and supermarkets, so summer holidays from 16 onwards were spent either packing sponges into bags on the production line or helping bail scrap. Pretty good fun to be honest, I got paid and most importantly earned an invitation to the very ‘lively’ works Christmas party each year.
I wanted to study Chemistry at University, but the grades weren’t quite there…so I opted for a Business and Finance Course instead. After graduating I spent several years in the automotive industry working for a US based parts manufacturer, before moving into the foam industry, working for the next seven years at Carpenter who had just moved into the UK market. An opportunity arose at Peak, formerly known as Breasley Foam, in 1995 and here I am 30 years later.
What is your current job role and key responsibilities?
My current role is Sales Director, which I started in 2020 – I work closely with our senior management team to ensure we meet all our customers’ requirements in a professional and effective manner, helping to enable both their commercial success and ours. This requires an understanding of our customers and the markets they serve, as well as our internal operations and of course a detailed knowledge of the materials we offer.
What do you love about your job?
Visiting customers, seeing what they do and getting to know the individuals involved. It’s the absolute key to any successful customer / supplier relationship.
What time is your alarm clock set for, and do you have a morning routine?
Depends on which part of the country I’m travelling to. As sitting in traffic always feels so depressing, I tend to try and get under way before the rush hour, tea and toast with a quick look over the BBC News website.
Why did you choose to work in the furnishing industry?
It wasn’t a specific choice really, just how events and opportunities unfolded. Although it is very pleasing to see a piece of furniture come together especially if we’ve been involved in its design and development. And it’s an industry which plays a part in everyone’s lives.
Have there been any special moments during your career?
During COVID, like many foam conversion companies, we stayed open to produce products for the NHS. One item we developed with a medical customer was a foam prone positioning kit, very widely used for patients in intensive care units, seriously ill with the disease.
What is your favourite item of furniture you own and why?
Our dining room table. It’s been the focus of many great evenings with friends, hosted Christmas dinners with family and over the years has facilitated lots of great time spent with the kids; from painting, to playing with Lego, board games and the regular Subbuteo matches.
What do you think is trending within the industry at present?
As with last year we are seeing further development of deep, comfort cushions, produced with a mixture of foam and fibre components, frequently going into the larger type ‘statement’ suites.
What would you change in the industry?
There is currently a government review underway regarding furniture flammability regulations along with continued concerns regarding flame retardants. The 1988 legislation is long overdue an overhaul and restructuring of the regulations is required quickly to enable the industry to move forward with certainty.
Can you share an insight into your future plans?
I thoroughly enjoy what I do. Working closely with a group of people who I’ve known for many years in a relaxed and friendly atmosphere…so I will continue to do my best to both support our customers and grow the business.
What do you enjoy most outside of work / free time?
We regularly go for coastal walks, especially around Anglesey. I still play for my local cricket club during the summer and enjoy playing the guitar.
What might someone not know about you?
Over the years I’ve been a member of several incredibly mediocre cover bands, including The Random Prents, should have been ‘Parents’ but there was a typo on the flyer for the first gig.
If you had a different career, what would it be?
A teacher. I was fortunate enough to be a school governor for eight years and found the whole experience very rewarding.
Finally, if you were an item of furniture, what would you be and why?
A Robert (Mouseman) Thompson dining chair: I’ve collected their furniture for a number of years now, it’s very traditional, made from English Oak, beautifully crafted with the signature little mouse always present somewhere. And it’s still run by the same family in the heart of Yorkshire. Classic design, exceptional quality and British made…all my boxes ticked.
www.bigfurnitureshow.com/peakconverters
Five Fun Questions
1) If you could hack into any one computer, whose computer would you choose and why?
The late Stanley Kubrik: I’m a fan of his films and it would be great to ‘put to bed’ (or not!) all the conspiracy theories surrounding him
2) What fact amazes you every time you think of it?
Time moves faster on your head than your feet: gravity affects time. GPS satellites have to correct for this.
3) What’s the most spontaneous thing you’ve ever done?
Agree to start sea swimming, no wet suits allowed. I can usually make it through November but throw the towel in (literally) after that until March.
4) What is the most important object you own and why?
Clay hand and foot imprints of the children which were made when they were 6 months old.
5) What did you think was cool when you were young but isn’t cool now?
Drinking ‘Snake bites’ – half of lager with a half of cider for the uninitiated. Classy back in the early 80’s.
