Marketing to Interior Designers

In addition, we have included (and indicated on the database) the relevant practices featured in the latest edition of the 'Top 100 Interior Designers', a league table published by House and Garden. (Whilst primarily a domestically focused consumer magazine, the House and Garden index of interior designers includes practitioners working in all sectors of the industry, including commercial and new build. The journal undertakes extensive research into the sector, interviewing leading experts, and the resultant Top 100 list represents their view of the top interior designers.)

In addition to named contacts, addresses, telephone numbers, and websites, the database includes email addresses for each entry, with approximately 71% being name-specific to the contact. If you are logged in, you may now download the database here. Non-subscribers may purchase the database separately for £80 + VAT from our Shop or subscribe here.

NB In our database of Specialist Contractors, we have included larger, generally multi-disciplinary companies, who include commercial interior design amongst their activities.

Profile of the Interior Designer

The role of the interior designer, while often unregulated and not formally defined, is an important one in the construction specification process. Interior designers are responsible for the planning and design of interior spaces in both commercial and domestic buildings, whether for new builds or re-development projects. Their work is essential to creating functional and aesthetically pleasing environments that meet the needs of the end users.

In larger projects, interior designers typically collaborate with architects, engineers and other consultants. Their responsibilities extend beyond creating detailed designs, and often include selecting and specifying materials, products, and components that will be used in the project. This involves ensuring that the chosen elements meet both the aesthetic vision and practical requirements of the project.

Additionally, interior designers may be tasked with preparing project budgets, ensuring that the design and materials align with the financial constraints. They also play a key role in navigating the regulatory landscape and are often involved in obtaining necessary planning permissions and ensuring that designs comply with building regulations.

Overall, the role of an interior designer is multi-faceted, requiring a blend of creativity, technical knowledge, and project management skills to bring spaces to life while meeting all functional, aesthetic, and regulatory requirements.

An Architect or an Interior Designer?
In some countries, the professional interior designer might be described as an Interior Architect, but, in the UK, this would be illegal unless they were also a qualified architect and registered with the Architects Registration Board (see Marketing to Architects). Whilst there is frequently an overlap between the roles of an architects and an interior designer, the two do, generally, also have very separate responsibilities. In order to help understand this, the British Institute of Interior Design (BIID) has published a very useful article, entitled An Architect or an Interior Designer, illustrating these differences and the typical overlaps.

In the UK, the interior design sector is characterised by a predominance of small-scale operations and independent professionals. There are only a few large interior design practices, as the majority of interior designers operate as sole practitioners or work on a freelance basis. This trend is partly due to the flexible nature of interior design work, which allows professionals to take on projects individually or collaborate with developers, architectural firms, and multi-disciplinary practices on an as-needed basis.

The British Institute of Interior Design (BIID) has estimated that there are approximately 20,000 interior designers in the UK, but explains that producing a precise number is difficult because, firstly, there isn’t a government regulator for interior design and, secondly, the relevant ONS category is too broad – see full article for more details.

Many interior designers are freelance or work as part of a small practice. This model is well-suited to the diverse and often project-based demands of the industry. It allows interior designers to offer specialised services, maintain creative autonomy and adapt to varying project scopes, from small residential re-designs to large commercial developments. This structure also benefits developers and larger firms, who can bring in design expertise on a project-by-project basis, ensuring that they have the right skills for specific requirements without the overheads of maintaining a large in-house design team. As a result, the interior design sector in the UK is highly dynamic and varied, with many professionals offering unique and tailored services across different segments of the market.

The UK Interior Design Market and Size
The IbisWorld report (updated September 2024) estimated that the market size of the UK’s Interior Design industry was £1.6bn and comprised some 15,122 employees. Because it is an unregulated market, anyone can call themselves, and practice as, an interior designer. However, many practitioners will be registered with one or more of the sector’s professional bodies, such as th Society of British and International Design (SBID) or the British Institute of Interior Design (BIID).

The SBID is a professional accrediting organisation for the interior design industry and its members must demonstrate that they meet the Society's minimum professional standards in order to maintain membership: the Society also provides an accredited CPD qualification.

Similarly, the British Institute of Interior Design requires its members to demonstrate that they meet the Institute's minimum standards and they must also undertake CPD throughout their careers “... to ensure their continued expertise in design process, practice and regulatory matters”. The BIID merged with the Interior Design Association in 2013 and describes itself as the only professional organisation for interior designers which has been granted the accolade of 'Institute' status.

Like architects in the UK, the geographical spread of interior designers is uneven, with a disproportionate number based in London (particularly) and the South East. In 2025, Credence Research published a report on the UK Interior Design Market and said that “… the market is primarily concentrated in urban areas, driven by the higher concentration of residential, commercial, and retail developments. However, there are notable differences in demand, driven by economic conditions, population density, and consumer preferences.” It posited that London is the dominant region in the UK interior design sector, commanding 40% of the market. The Midlands and North of England accounted for around 25% of the market and it was noted that cities such as Birmingham, Manchester, Leeds, and Sheffield have seen significant growth in their interior design sectors. Scotland and Wales accounted for about 15% collectively, and the report said that cities such as Edinburgh and Glasgow are seeing increased demand for residential and hospitality design. The South West of England and Northern Ireland were estimated to account for 10% and 5% of the market respectively.

Marketing to Interior Designers
When targeting interior designers, successful marketing strategies should closely mirror those used for architects. This approach emphasises the importance of both technical and performance attributes of a product, in addition to its aesthetic appeal. Interior designers, much like architects, are detail-orientated professionals who prioritise functionality, durability, and compliance with technical standards when specifying products for their projects.

The UK Interior Design Bureau, a specialised marketing agency that assists product manufacturers in reaching the interior design specification sub-sector, advises against using purely emotive marketing messages which “… will not match the interior designer’s professional mindset when sourcing products …” Unlike consumer marketing, where emotional appeal often plays a significant role, interior designers require clear and detailed information about a product’s specifications, such as its durability, material properties, installation requirements, and compliance with relevant standards.

If these technical aspects are not communicated effectively, it can lead to missed sales opportunities, particularly in the context of long project timelines where decisions are subject to multiple reviews and approvals. Furthermore, the decision-making process in interior design projects often involves various stakeholders, including the construction and fit-out teams, who may impose additional criteria or pressures. This makes it crucial for product marketing to address all these aspects comprehensively to ensure the product remains a viable choice throughout the project cycle.

In order to succeed in this market, manufacturers should ensure their marketing materials are clear, precise, and focused on the practical benefits of their products, while also demonstrating how these products can meet the specific demands of interior design projects. By aligning marketing strategies with the professional needs and expectations of interior designers, companies can better position their products for selection in this competitive field.

Promotional Opportunities via Trade Bodies
The British Institute of Interior Design provides an online 'Supplier Directory' to which suppliers of products and services to the interior design industry may submit their details for inclusion. Further opportunities are available to product suppliers via membership and becoming a BIID Industry Partner, which provides the “… opportunity for suppliers to gain commercial advantage. Benefits include features in the BIID newsletter, social media promotions, profile on the BIID website, event attendance, etc. Companies are encouraged to engage fully with the (BIID) membership by undertaking sponsored events and provide Continued Professional Development (CPD).” (See also Construction CPD and Marketing.)

Similarly, the Society of British and International Design (SBID) runs a programme of CPD events and provides a platform of supplier presentations, which can be supported by relevant product manufacturers.

Exhibitions
There are numerous and varied trade show opportunities for manufacturers and service providers to target the sector. In order to research those offering the most targeted exposure to interior designers, log on to consult our calendar of 190 UK Construction Exhibitions, which also provides previous attendance data. Many events will target specific sub-sectors of the industry and, thereby, attract interior designers. For example, Decorex International describes itself as the UK’s longest-running interior design show. The 2024 event attracted over 12,500 interior design professionals. The event includes many floorcoverings, wallcoverings, surface materials, door and window fittings, lighting, etc.

Many shows focus on specific sub-sectors, e.g. the Flooring Show, and the Surface Design Show, which is typically visited by around 6,000 architects, designers and specifiers. The Workplace Design Show describes itself as the UK’s leading workspace interiors exhibition. National construction shows also attract interior designers: 26% of visitors to the 2025 edition of Futurebuild were described as Architects and Designers.

Journals
Similarly, many of the industry's journals reach interior designers. In order to identify the most appropriate journal for your campaign, log in to download our database of 320+ UK Construction Industry Journals, which includes contact data, together with circulation data (when given) and a short profile of the target audience for each title. In specific sub-sectors, publications include titles such as DARC (lighting in architecture), Healthcare Design & Management, and Hospitality Interiors. More broadly, interior designers can be reached through titles such as Design Curial, Interiors Monthly, Interior Design Magazine, and Interior Designer Magazine. SBID also includes product and project information on its blog. Dezeen is an online architecture and design magazine which the publishers claim receives 3 million unique visitors per month.

For circulation of press releases, the database mentioned above includes named editorial contacts (with email addresses).

Directories

For manufacturers and suppliers seeking to list their products in relevant directories, The British Institute of Interior Design provides an online Supplier Directory. Similarly, the Society of British and International Design (SBID) also publishes a Supplier Directory.

In addition to these, there are a number of other interior design specific publications in the marketplace. Please Log in or Subscribe to browse our indices of directories and online portals, which provide details of resources used by construction professionals, including interior designers. Relevant titles include The Interior Design Directory, Interior Design, and Design Curial, as well as a wide range of sector-specific directories covering areas such as housing, lighting, bathrooms, kitchens, blinds and shutters, flooring, etc.

Sales Support
Construction project lead generator, Crannull Consulting, maintains details of leading interior designers and offer product manufacturers and suppliers a dedicated sales support service whereby they will make contact to introduce product(s) and canvass potential interest / arrange appointments, etc.