Marketing to Interior Designers

In addition, we have included (and indicated on the database) most of 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 leading interior designers.)

Other information provided includes address, telephone number, and website. In addition to named contacts, addresses and telephone numbers, the database includes email addresses for each entry. Email addresses have been included, with approximately 78% 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 £75 + VAT from our Shop or subscribe here.

Our listing of Specialist Contractors also contains a number of firms who carry out fit-out and interior design, mostly on the commercial side.

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.

In some countries, the professional interior designer might describe themselves 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). In September 2019, the British Institute of Interior Design (BIID) published a helpful article, entitled An Architect or an Interior Designer, explaining the different roles and responsibilities of the interior designer and the architect, and illustrating where these roles sometimes overlap.

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 Society of British and International Design (SBID) has said that “77% of interior design businesses have a turnover of less than £100,000 per year. These are mainly small businesses with one to three members of staff but they make up 80% percent of the sector in the UK.”

The freelance and small practice 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.

In its 2024 report, Interior Design Activities in the UK, IbisWorld found that the top four companies generated just 32% of industry revenue.

The UK Interior Design Market and Size
The 2024 IbisWorld report 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 the 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 2010 the Design Council produced a survey of the design industry (not just interior design) and found that some 40% of all designers were based in London and the South East. Although the survey is now fourteen years old, it is not thought that these findings will be significantly different today.

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-oriented 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, 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 2023 event attracted over 13,500 visitors, of whom 94% were identified as designers. Moreover, the show attracted 66% of the House & Garden top 100 designers. The event includes many floorcoverings, wallcoverings, surface materials, door and window fittings, lighting, etc.

Many shows focus on specific sub-sectors, such as the Flooring Show and the Surface Design Show, which welcomed over 6,000 architects, designers and specifiers to the 2024 edition. National construction shows also attract interior designers: 26% of visitors to the 2024 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 330+ UK Construction Industry Journals, which includes contact data, together with circulation and advertising 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, Interior Designer Magazine and eSociety (digital only) the house journal of the Society of British and International Design. 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
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, such as 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 generators, Crannull Consulting, maintain 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.