Interview With Mike Manders, CEO Of Luxury Bathroom Brand Haddon

In recent years, across the various retail sectors, we’ve seen a growing appreciation and renewed move toward British design. In fashion, interiors, and branding in particular, the trend is growing strongly. We’ve been talking to Mike Manders, CEO of luxury bathroom brand Haddon, about what this resurgence means for British businesses and how consumer demands are changing.

Are you seeing a growing appetite for British-made or English-designed products among consumers? What’s driving that shift?

English design is at the heart of Haddon. It was an active decision to do this. I’ve worked in the interiors industry for many years and for a long time, I’d felt dissatisfied with how things were being done. There was an overarching focus on cost-cutting and an absence of service. And this was partly driven by the fact that design has defaulted to European standards across the interiors sector, particularly within the bathroom industry.

Yet design is part of English heritage. I think that’s one of the reasons why so many consumers are now seeking out English-inspired design. For my business, that’s about bringing back the timeless elegance of English design while consumers demand authenticity, quality, and locality.

So, what’s the difference between English and European interiors design?

I’m unsure we can use a generic label, such as ‘European’ design. Each country within the EU has its unique style – whether that’s the Scandinavian drive for minimalist, functional neutrality or the French preference for romantic, elegant, and ornate detailing. For the UK, though, design has always been about quality materials and craftsmanship.

Taking bathrooms as an example – as that’s the area I know best – during the last 40-odd years, UK bathroom suites have primarily been designed and made in Portugal. Quickly formed fibreglass and acrylic bathtubs are shipped here en masse, leading to look-alike bathrooms proliferating across the country. And they all need updating in a decade because they’re simply not made to last. In English design, baths are traditionally crafted from stone and made to last and this is very much in keeping with the growing move towards sustainability.

Do you think sustainability is currently influencing the move towards British design?

Absolutely. It’s not the only factor at play, but people are increasingly aware of the need for all of us to adopt more sustainable buying habits. When you invest in products, you’re usually doing a number of different things, including reducing the potential carbon footprint of your product, reducing importing, and supporting responsible sourcing.

On top of that, when you choose something like a stone bathtub over a fibreglass model, you’re enhancing the durability of your bathroom. You’re also choosing a product that is both reusable to a certain degree and entirely recyclable.

Why do you think that eco features are more in demand?

More than anything else, this has to come down to greater awareness. 50 years ago, few people had even heard of the concept of sustainability. Value was the greatest driver of sales. Now, value still matters, but consumers are looking for other things too. Sustainability, durability, service, all matter as much as value now. So, if people can find products that do what they need them to do while reducing environmental impact, that will almost always be the option they choose.

Have you noticed any other changing customer demands?

Alongside sustainability, we’re seeing an increasing need for performance, aftercare and service. While sustainability matters, people will no longer accept poor quality options simply because they are eco-friendly. They want goods that will last and perform the job that they are designed to do – and they want support when things go wrong. So, that comes down to warranties, easily accessible follow-up support, maintenance reminders, and even services such as end-of-life product takeback or recycling options. The customer experience no longer ends when the product changes hands. Businesses have to look to the future and determine how they can build long-term relationships with their customers that will foster loyalty and enhance brand reputation.