Summary of "Why House of Hackney Put Mother Nature on Its Board of Directors"
Podcast: Business of Home Podcast
Host: Dennis Scully
Guest: Frieda Gormley, Co-founder of House of Hackney
Release Date: December 9, 2024
1. Introduction
In this insightful episode of the Business of Home Podcast, host Dennis Scully engages in a deep conversation with Frieda Gormley, the co-founder of the renowned British textile and wallpaper brand, House of Hackney. Together with her husband, Javi Royal, Frieda transitioned from the corporate sphere to establish a brand deeply intertwined with nature and sustainability. This episode delves into the brand's journey, challenges, innovative practices, and groundbreaking decision to include Mother Nature on their board of directors.
2. Frieda's Background and Founding House of Hackney
Frieda Gormley opens up about her unconventional path to the interior design industry. Originally from Dublin, Frieda pursued law but soon realized it wasn't her calling. Her creative spirit led her to join Ireland's largest retailer, Dunn Stores, and subsequently, she became a buyer at the influential fashion chain, Topshop.
Notable Quote:
“Jane Shepherdson really showed to me that business could be a voice for good.”
— Frieda Gormley [04:51]
Under the mentorship of Topshop's CEO Jane Shepherdson, Frieda was inspired to integrate values like fair trade and organic materials into business. This foundation was pivotal when she and Javi decided to launch House of Hackney, aiming to infuse nature into home interiors with vibrant patterns and sustainable practices.
3. Early Business Challenges and Growth
Launching House of Hackney was fraught with challenges. Frieda recounts their initial struggles with sales and establishing credibility in a market that is inherently cautious and values durability and craftsmanship.
Notable Quote:
“The first year is the toughest. And actually the first five years are tough.”
— Frieda Gormley [15:18]
Their perseverance saw a turning point when they secured a partnership with Liberty, a prestigious British luxury department store, which significantly boosted their visibility and sales. This success laid the groundwork for House of Hackney’s first flagship store in East London five years post-launch.
4. Navigating Private Equity
As House of Hackney expanded, Frieda and Javi sought private equity to stabilize and grow the business. They entered into a private equity deal that allowed them to retain majority ownership—a rarity in such arrangements. This partnership brought in experienced management that fortified the company's financial and operational structures.
Notable Quote:
“The model is about high growth, fast growth and it's very exploitive. So yeah, the model itself needs reform.”
— Frieda Gormley [19:35]
Despite initial successes, they faced the inherent challenges of the private equity model, which emphasizes rapid growth often at the expense of sustainable practices. This experience ultimately influenced their philosophy on growth and business sustainability.
5. Embracing Sustainability and Mission-Driven Practices
House of Hackney has always prioritized sustainability, but their commitment deepened over time. They meticulously calculated their environmental footprint and realized that their initial contributions to restoration projects were insufficient.
Notable Quote:
“We feel it's our duty to contribute towards the reparations of what's happened in the past.”
— Frieda Gormley [27:06]
In response, they increased their contributions to 5% of all sales towards nature restoration and actively engaged with their supply chain to promote regenerative practices. This holistic approach ensures that their business operations align seamlessly with their environmental ethos.
6. Introducing Mother Nature to the Board
One of the most groundbreaking decisions by House of Hackney is appointing Mother Nature and future generations to their board of directors. This symbolic move reinforces their dedication to environmental stewardship and long-term thinking.
Notable Quote:
“Business is responsible for a lot of the mess the planet is currently in.”
— Frieda Gormley [23:13]
Through this initiative, facilitated by Lawyers for Nature, House of Hackney commits to considering the environmental impact of every business decision, ensuring that sustainability is ingrained in their corporate strategy.
7. Philosophical Approach to Growth
Frieda emphasizes a cautious and purposeful approach to growth. House of Hackney aims to maintain a team of around 40 people, balancing profitability with their restoration projects. Growth is pursued only when it aligns with their mission, preventing the dilution of their core values.
Notable Quote:
“We will only grow if it's necessitated by purpose.”
— Frieda Gormley [22:56]
This philosophy not only preserves the company’s integrity but also fosters an environment where innovation and sustainability thrive hand in hand.
8. Company Culture and the Four-Day Workweek
House of Hackney pioneered the four-day workweek, branding Fridays as "Nature Fridays." This initiative encourages employees to spend more time in nature, fostering a healthy work-life balance and enhancing overall team well-being.
Notable Quote:
“We want to give people time to build that relationship [with nature].”
— Frieda Gormley [38:26]
The positive impact on employee retention and energy levels underscores the success of this progressive work model, inspiring other companies in the interior design industry.
9. Future Plans and Industry Impact
Looking ahead, House of Hackney is focused on refining their sustainable practices and exploring innovative solutions like plant-based paints. Frieda advocates for industry-wide collaboration to drive meaningful environmental change and emphasizes the importance of educating customers about sustainable choices.
Notable Quote:
“Beauty should be quite holistically beautiful and go deeper than just the aesthetic.”
— Frieda Gormley [42:45]
Her vision extends beyond product design to fostering a collective responsibility within the industry, aiming to harmonize aesthetics with ecological integrity.
10. Personal Insights and Closing Thoughts
Outside of her professional endeavors, Frieda finds solace in nature, frequently swimming and walking in Cornwall. Her personal connection to the environment fuels her dedication to making House of Hackney a beacon of sustainability in the home design industry.
Notable Quote:
“Being in nature with my friends, family, or just by myself is what fills my cup again.”
— Frieda Gormley [44:36]
Frieda's unwavering commitment to nature and sustainability serves as an inspiration, highlighting the profound impact that purposeful business practices can have on both the environment and community.
Conclusion
This episode of the Business of Home Podcast offers a compelling narrative of how House of Hackney blends creativity, sustainability, and social responsibility. Frieda Gormley's journey underscores the potential of mission-driven businesses to effect positive change, setting a benchmark for the interior design community and beyond.
Listen to the full episode here to dive deeper into Frieda Gormley's transformative approach to business and sustainability.