Alan Spencer (AS), Managing Director, and Andrew Kerr (AK), Commercial Director, at Siren Furniture, talk about their respective roles, industry trends, sustainability and why fire regulations are a barrier to change.
Meet Alan and Andrew
AS: My background in sports science interestingly led me into the furniture industry. I was working at Satra Technology Centre in their advanced concepts research team focused on formulating new test methods and proving product concepts. At the time there was a European furniture project underway and I was asked to assist and join the department, which led to a transition into quality and technical in retail before moving to Siren in 2005.
AK: I set off with dreams of a job in advertising and marketing for big brands but spent 25 years in sales, merchandising and commercial roles in the clothing industry. Like Alan I somewhat fell into the upholstery industry whilst looking for a new role. Fortunately, many of my existing skills and experiences were relevant and transferable so the transition was quite smooth.
What is your current job role and key responsibilities?
AS: Appointed Managing Director earlier this year, I oversee the running of the business, co-ordinating the business strategy and plans alongside my co- directors at Siren. have also maintained responsibility of overseeing the Quality and Technical side of the business since 2005. This involves factory sourcing, design and development, ensuring products will meet our own internal standards as well as those of the retailers we work with. Ethical and Sustainability issues come under my umbrella alongside customer service.
AK: I joined at the start of 2020 running the John Lewis account, then Covid struck, so probably didn’t fully start until October. I have since picked up additional responsibilities and became Commercial Director earlier this year. I am now responsible for all commercial activities including sales and product development across the business.
What do you love about your job?
AS: We have a small productive team at Siren and long-term relationships with all of our suppliers and many of our retailers, and working with them all always seems very personal so it encourages us to give our rule and do our best for each other. Since the management buyout we’ve also had the opportunity to really drive the business forward and inject fresh impetus, which is a great feeling.
AK: I love the passion for product that everyone in the industry seems to have. From suppliers to customers in the industry, our trusted contacts in the factories and fabric suppliers, and the fact that we have the opportunity to get involved with everything and work closely as a team.
What time is your alarm clock set for?
AS – 6am – more often than not, I am awake before that time. I would love to say I get up, exercise and then head off to work; but in reality, it’s a shower, checking emails on my phone in case one of our factories needs some urgent information and then getting in the car.
AK: I am usually up before 6:00, ideally, I get in a quick exercise session, scan through any urgent messages, then it’s lunches and the school run before hitting the office.
Who do you most admire in the industry and why?
AS: Thinking back, my first real insight into furniture was William Morris as we visited the museum as part of my design tech level, but modern day Timothy Oulton. He created a really strong brand with beautiful designs.
AK: Being relatively new to the industry, for me it is no one individual, more the collective efforts of our factories to jump through hoops to make things happen – there’s more of a personal touch then I have experienced before.
Have there been any special moments during your career?
AS: Completing the Management Buyout currently sits in top spot and the fresh look and feel that has come to fruition over the past 9-12 months.
AK: I worked for Touker Suleyman (Dragon’s Den) for nearly 7 years and learnt a lot from him, both in a business sense, but also on a personal level. Then like Alan, the completion of the MBO, which has given us the freedom to completely revitalise our showroom and product range in our ambition to evolve creative direction and grow the business.
What is your favourite item of furniture you own and why?
AS: I have a small chair and stool that was developed many years ago but never really went into production. I had it made up in a sample leather from Italy. Very comfortable and looks great, it wouldn’t look out of place in the showroom today.
AK: My Siren sofa of course!
What do you think is trending within the industry at present?
AS: Everything in the Siren showroom and if it’s not, it should be! So come and speak to us about stocking it! Earlier this year we launched the largest-ever collection of new models, and unveiled more designs at AW Long Point in our continued momentum to design and develop new ranges.
AK: Show-wood models such as our Somerton range and Cradle accent chair are proving popular. Along with curved silhouettes such as the Carpella and designs with sleek, refined lines like the Varese, whilst rich textures and leather finishes are also in demand.
What would you change in the industry?
AS: Fire Regulations as they stand are a barrier to change and environmental / sustainability within the industry. I wouldn’t want to see a reduction in the safety of products but there is such uncertainty about what is happening at the moment it doesn’t help any manufacturer prepare or plan for the future.
AK: A consistent approach to sustainability would be a positive step forward.
Can you share an insight into your future plans?
AS: Continued design and development, and a drive for sustainability – my colleague Murray has recently been given the role of Sustainability and Compliance Manager and is formulating our strategy to move forwards. We will continue to look for and trial more sustainable materials in our products.
AK: Simply to continue to look at ways we can improve all that we do to make Siren bigger and better.
What do you enjoy most outside of work / free time?
AS: I have always enjoyed encouraging and watching my children play sports; my eldest daughter competes in cycling time trials, my other daughter was a gymnast for 12-14 years and won numerous competitions including county champion; and my son loves his Martial Arts (Jado Kuin Do) He has been doing this for 6-7 years and is a Black Belt; as well as playing rugby and cricket. So that keeps us very busy.
AK: Being outside, we love walking and exploring new places as a family. I really enjoy cycling when I get the time and the occasional game of 5-a-side, though the knees take a while to recover these days.
What might someone not know about you?
AS: I am grading this October for my black belt, and hopefully by the time this is released I will have qualified as a Jado Kuin Do instructor.
AK: As a 12-year-old I won the Nottingham Evening Post Junior Superstars competition.
If you had a different career, what would it be?
AS: RAF pilot – I spent a brief while in the Air Squadron as an officer cadet at university.
AK: As being a professional footballer was not an option, I would have loved to have worked in advertising.
Finally, if you were an item of furniture, what would it be and why?
AS: A bookcase so that I have a purpose but stand quietly in the corner and hear what’s going on.
AK: A dining table at Nottingham Forest Football Club so I could hear the goings on behind the scenes!
Five Fun qs:
1) If you could hack into any one computer, whose computer would you choose and why?
AS: Donald Trump just to see if he believes what he says, and the truths behind the fake news.
AK: It would be interesting to hack Richard Branson’s computer, and also access his famous contacts.
2) What fact amazes you every time you think of it?
AS: The Jamaican hummingbird (doctor bird) can fly upside down.
AK: That the earth can fit into the sun over a million times, not sure how accurate that is, but it sounds good.
3) What’s the most spontaneous thing you’ve ever done?
AS: Brought a motorbike on eBay whilst having a few drinks with family friends.
AK: After being made redundant in the 2008 recession, decided to up sticks and tour Australia for 6 weeks.
4) What is the most important object you own and why?
AS: Sea fishing rod. Although it’s not been used for several years it was handed down to me from my grandad.
AK: My vintage watch -it was bought as a gift for my 40th and all of my family and close friends contributed to buy it, so it means a lot.
5) What did you think was cool when you were young but isn’t cool now?
AS: Hair (yes I used to have some) or double denim. Having said that not sure I would know what’s cool and what’s not nowadays.
AK: Most things that were cool when I was young have come and gone a couple of times since, but I don’t think my burgundy sta pressed trousers have ever enjoyed a revival moment!
