Spencer Lee, Director at Lakeland Furniture – UK seating specialist (bar stools, office chairs and dining chairs), talks about his role, recent investments, the need for wide-scale clearer product information and what’s next for the business.
Meet Spencer
My role focuses on overall strategy, product development and sourcing, and identifying opportunities to improve the business. I tend to work on the direction and ideas side of the company while the operational team manages the day-to-day running.
Recent investments?
Over the past year we have focused on improving product presentation and customer clarity. This includes new photography, better product information and clearer compatibility guidance to help customers choose the right seating for their space.
We have also been investing in the online buying experience and are introducing the FERO checkout system, a new AI-assisted checkout platform developed in the Netherlands designed to streamline the checkout process. In addition, we are rolling out LOXA extended warranty protection across our product range, giving customers the option to add additional protection when purchasing.
Future plans?
We plan to continue strengthening our core seating categories – bar stools, office chairs and dining chairs – while gradually introducing some luxury ranges and improving the online buying experience.
Over the coming months we will be monitoring the performance of the improvements we are introducing this year. Following that, we plan to further develop the online buying experience with more product video and room visualisation tools that help customers see how furniture will look in their space before purchasing. The aim is to make it easier for customers to understand how products will look and fit before buying.
What is your mission?
Our aim is to make buying seating online straightforward and reliable by offering a strong range, clear product information and dependable delivery.
On sustainability, what is your business doing on this topic?
Last year we installed solar panels at our warehouse and moved to full LED lighting to reduce energy usage across the operation.
From a product perspective, our focus is on durability and clear product information so customers choose the right item first time. Furniture returns can create unnecessary transport and waste, so providing accurate measurements, guidance and product detail helps reduce that where possible.
How has recent business been? What trends are you noticing?
Demand for kitchen island seating remains strong, particularly bar stools. We are also seeing continued demand for home office seating as more people work from home.
Before COVID we supplied a significant amount of office furniture for traditional workplaces, but that part of the market slowed considerably, so we have adapted our range accordingly. Home office furniture has become a much bigger driver, particularly chairs designed to suit home interiors with softer materials such as velvet and colours like mocha and neutral tones.
What would you change in the industry?
Clearer product information across the industry would help customers make better decisions. In furniture, measurements and compatibility are often unclear, which can lead to confusion and unnecessary returns.
What challenges do you currently face and how are you overcoming these?
One challenge with selling furniture online is helping customers visualise fit and suitability. We focus heavily on measurements, guidance and product detail to reduce uncertainty.
Do you have any staff you would like to pay special thanks or recognition to and why?
Our customer support and warehouse teams play a key role in the business. Their work ensures orders are processed efficiently and customers receive clear communication and reliable service.
Shannon Taylor has recently moved into a more operational role within the business and now oversees much of the day-to-day running. Her work across customer support, order processing and general operations has been a big help in keeping everything running smoothly as the business continues to grow.
Why do you think customers choose your business?
Customers choose Lakeland for a strong range, products held in stock and a straightforward buying experience. We specialise in seating rather than covering every furniture category, which allows us to offer one of the largest selections of bar stools in the UK alongside a focused range of office and dining chairs. We focus on reliability and clarity rather than gimmicks.
Final thought…
Lakeland Furniture has been operating since 2006 and continues to focus on doing a small number of seating categories well, rather than trying to cover every type of furniture.
