Emma Rackley, Director of Home at Associated Independent Stores (AIS), talks about her career to date in the industry, her admiration for Emma Leeke, how wellness is impacting the Beds sector and why it’s important to break down the barriers for young people entering the industry.

Let’s start with you. Can you share a bit about yourself and your background?

I’ve spent over 20 years in the Home and Furniture industry, I’m pretty sure my love for Home stems back to growing up in a house that was permanently being re-decorated and reinvented. We moved a lot as a RAF family and my mum loved interior design, so I’m sure it all started there. After completing an Economics degree, I went straight into retail and buying. I’ve been lucky enough to have worked in some incredible businesses – Leekes, an independent retailer, Furniture Village and Bensons within the multiples market and Very, an online business. My current role is Director of Home at AIS.

What is your current job role and key responsibilities?

I started as Director of Home with AIS just over three years ago, my responsibility is the product proposition for our Members across Home, Furniture and Flooring, managing the team, and setting the direction for our product strategy.

What do you love about your job?

That’s easy; the people and the product. The team at AIS are a brilliant bunch – everyone is so passionate about supporting our Members and demonstrate a real product flair. The industry is jam packed with great, talented, supportive, and witty people; it’s a community I enjoy being part of. I will never tire of seeing new products, watching how the trends change (and sometimes come full circle), seeing consumers’ patterns changing and trying to decipher how to respond to those changes.

What time is your alarm clock set for and do you have a morning routine?

My alarm goes off at 5am at the start of the week as I like to try and miss the traffic (which never happens) to get to the office in Solihull. The morning involves at least two coffees before 9am. One thing I’ve tried to incorporate in the lighter months is a quick walk outside before I start the day as I definitely have a better day when it’s started with a bit of fresh air.

Why did you choose to work in the furnishing industry?

I don’t remember ever making the choice, it was just what I always was going to do. From a really young age I knew I wanted to work with Home and asked who choose the “stuff” in shops. When I learnt that it was an actual job, I was set on it!

Who do you most admire in the industry and why?

Emma Leeke – she took a punt on me and then supported, moulded and helped me shape my career. She was an incredible boss, is a talented individual, and an excellent businesswoman.

Have there been any special moments during your career?

Lots! So, it’s hard to choose one. Being given the chance to be the Furniture buyer at Leekes was a real milestone, and a real leap of faith on their part. When I’ve left roles, the kind words that colleagues and team members have said will stay with me forever and have shaped me throughout my career.

What is your favourite item of furniture you own and why?

I have a G Plan coffee table (Astro, the circular curvy one with glass inset) that my Nan and Gramp gave me. I say ‘gave me’, but from a young age I always loved it and when they moved house and tried to get rid of it, I made them keep it for me until I had my own house, so they ended up storing it for me for over 10 years. I will keep it forever.

What do you think is trending within the industry at present?

Wellness is a massive phenomenon which plays so seamlessly into the Beds category, sleep being such a critical part of it. We have kept this as the focus of our thoughts with our new Dreamworld collection. Dreamworld is an AIS exclusive brand and offers our Members something unique, margin rich and great value for the consumer.

What would you change in the industry?

I would break down the barriers that seem to prevent more young people joining the industry. It’s hard to pinpoint what prevents them entering, but it’s something that needs to change to ensure the industry continues to evolve and innovate more.

Can you share an insight into your future plans?

We have just shared our latest strategy with our Members showing our clear product direction and areas of focus, which really puts product at the heart of what AIS do. Those initiatives will start to emerge over the coming months.

What do you enjoy most outside of work / free time?

Gardening is now my absolute passion, the COVID-19 period enabled me to transform our garden, and now I try and spend as much time as I can doing it. There is nothing more satisfying than seeing the garden come to life when Spring comes. I’ve now swapped my adrenalin filled years for wild swimming. You feel superhuman when you get out of a freezing cold lake after a swim.

What might someone not know about you?

I’m not a fan of a roast dinner.

If you had a different career, what would it be?

I’d work in a dog rescue centre, or be a gardener of course.

Finally, if you were an item of furniture, what would it be and why?

A mattress – a pale shade of white all year round, lots of hidden layers and a bit squishy because I can’t drag myself to the gym.

www.bigfurnitureshow.com/aistradeservices

Five Fun Questions:

1) If you could hack into any one computer, whose computer would you choose and why?

I wouldn’t, its illegal…

2) What fact amazes you every time you think of it?

Mother nature – how things die off in the winter but come back bigger, brighter and better the next season, mind blowing!

2) What’s the most spontaneous thing you’ve ever done?

A wing-walk.

3) What is the most important object you own and why?

My Passport.  It’s a privilege to be able to travel, see new places and experience new things.

5) What did you think was cool when you were young but isn’t cool now?

The WHITE, yes white alloys that I sported on my first car, a red Fiesta 1.4 Sport….