Design with Purpose: Sebastian Conran’s Insight for Retailers Ahead of Top Drawer

As Top Drawer AW25 approaches, the premier destination for discerning buyers seeking the most inspiring and design-led products, we turned to Sebastian Conran, one of Britain’s most respected product designers and a Trustee of the Design Museum, to explore what design with purpose really means for today’s retail landscape.

Retail Revealed spoke with Sebastian through a series of questions, exploring his perspective on purposeful design. Here, we share an extract from that conversation, offering valuable insights for buyers preparing to source at Top Drawer.

With a career spanning collaborations with Habitat, John Lewis, Joseph Joseph and Zyliss, Sebastian is known for blending functionality, beauty, and sustainability into products that customers not only want, but cherish for years to come. His reflections below highlight how retailers can embrace durability, trend awareness, and storytelling to create product ranges with real impact.

Q: How would you define design with purpose, and why should it matter to buyers sourcing at Top Drawer?

Sebastian Conran: The key purpose of merchandise design is to create value. First, Customer Value which is the transactional worth that attracts interest and builds a sense of fair exchange. Then there is User Value which is the enduring satisfaction where the product remains useful and cherished long after the price is forgotten.

Functional innovation is also vital. Products that make people wonder “why has nobody thought of that before?” are especially rewarding. Given how overwhelmed we are by stuff and the limited space in homes, I also focus on multifunctional products. For example, using a stainless steel roasting dish as a washing-up bowl replacement. This purposeful design delivers lasting appeal and is important for Top Drawer buyers.

Q: How can retailers use the "form follows fabrication" mindset when selecting commercially viable, design-led products?

Sebastian Conran: Understanding how things are made allows you to design products that are simple to manufacture, cutting out complexity, failure and cost while maintaining quality. Knowing the manufacturer’s capabilities before designing or partnering with suitable manufacturers during product development is crucial.

When choosing manufacturers, never decide on price alone, as cutting costs can damage quality and lead to returns that hurt both profits and reputation. Josiah Wedgwood noted, “Fashion is often more significant than Merit.” If a product is not on trend, no matter how good it is, it will fail. So form follows fashion. Make well-made products that also meet consumers’ tastes.

Q: How can retailers foster emotional durability in the ranges they stock?

Sebastian Conran: Customers want “antiques of the future.” Classic and timeless designs that reflect the times rather than passing trends. In the past, products were expected to last decades. Today, with fast technological change, timeless designs remain logical for non-electric goods but should be balanced with colour and sculpture for added character.

Look at what products you cherish. Love comes from what something is, not where it came from. Designer names on products also foster lasting value. A search for my name on eBay revealed many items that retain appeal because of it.

Q: How should buyers adapt their product mix based on store scale and audience?

Sebastian Conran: Large high street stores have scale economies that allow them to create unique merchandise tailored to customer needs, like IKEA and M&S. Specialist boutiques should curate quirky, special merchandise that appeals to wants over needs, often sourcing direct from manufacturers despite the added wholesaler costs.

For example, Habitat broadened accessibility but lost some exclusivity, which prompted the creation of the Conran Shop for craft-made, limited editions. For special purchases, I prefer specialist stores with best-in-class brands.

Q: What retail and design trends should buyers be watching for A/W25, and how can they prepare their sourcing strategy before visiting Top Drawer?

Sebastian Conran: Buyers should focus on personalisation, as consumers want unique décor and furniture that express their interests and style. Eco-conscious shoppers are looking for sustainable, traceable goods. Upcycled and refurbished furniture is rising in appeal for its sustainability and individuality.

Bold statement décor, multifunctional modular products and tech-integrated lines all matter. Strengthening digital and social commerce is also key to reaching new segments. Expect cosy retro influences and sculptural dark wood pieces to reflect current tastes.

Q: How can user experience and customer experience principles be applied to buying decisions across both physical and online retail?

Sebastian Conran: Every design must consider the reasons why a customer would purchase it. If no product sells, no user experience exists. Products must stand out visually, be easy to understand with clear benefits, and ideally include a personalised “love line” narrative that explains their specialness.

Pricing transparency is vital. Hidden VAT or shipping costs deter buyers online. Honest and clear communication about why a product matters builds loyalty in both physical stores and online.

 

Sebastian’s advice is clear. Buyers sourcing at Top Drawer should look for products that balance innovation with emotional durability, sustainability with commercial sense, and storytelling with design integrity. Purposeful design, he reminds us, is not just about appearance. It is about creating lasting value for customers and retailers alike.

Register today to secure your place at Top Drawer and experience purposeful design first-hand.