Entrepreneur Interview: Georgia Metcalfe
December 12, 2023
As part of our Entrepreneur Series, we had the pleasure of getting to know Georgia Metcalfe Founder at The French Bedroom Company –an award winning French furniture boutique.
In this interview, we deep dive into what lead Georgia into the industry, the challenges she faced along the way, top tips for a first-time entrepreneur and much more…
What was your background prior to founding French Bedroom?
I worked in PR, starting out in corporate and then moving into consumer PR, promoting interior design businesses. During my time as PR Director for Sanderson, I realised my passion lay not just in relationships but most notably in the methodology and statistics of running a business, the core commercials and P&L. That, coupled with a love of interiors, furniture and furnishings, enabling a combined passion to alight.
Where did your inspiration come from to start a business within the furniture retail sector?
I knew I needed to identify a product that was either not available or had gaps in sales opportunities. For my 30th birthday I asked my family for an antique French bed. I’d always loved the romantic and feminine look of French beds, but there seemed to be nothing equivalent in the UK. That was the light bulb moment!
What were your initial steps you took to start up your business?
I started French Bedroom alongside my PR work, to not only fund it, but in case the business case missed the mark, or the internet didn’t take off – there are always macro environmental risks that you can’t control.
Sourcing the beds was the biggest milestone, I could either buy furniture made from UK suppliers, or design and manufacture them in overseas factories. UK supplier sourcing is expensive, while overseas factories want orders in very large quantities, which is difficult when you are starting out.
“We started with three beds, four chandeliers, and a handful of rugs and bed linen. Systems were basic, stock was low, but ideas were flowing, and hearts were aflutter. When the phone rang for the first time and we had our first sale we did a little jig!”
By 2007, things were taking off, just as the storm clouds of global recession were gathering. Fortunately, French furniture was very much in fashion which made it easier to weather the crisis even though the business was only just in its infancy.
What top three attributes make your business the success that it is today?
Our mission is for timeless style that will last for not only decades but generations.
Our furniture and furnishings are made by women, for women.
Our items are made by artisans, craftsmen and women, to standards of exceptionally high quality, built to last a lifetime.
Were there any major challenges you had to face regarding your business, and how did you overcome them?
The last few years have been the perfect storm. Factory closures due to Covid, UK port delays due to a lack of containers, the infamous Suez Canal vessel (which we had containers on), Brexit paperwork, haulier shortages, extra costs for containers… it’s been a sea of trouble. Even with over ten years of experience, it has been exceptionally hard.
Owning a business is all about relationships – when the chips are down that is what will sustain you. For instance, during Covid, we paid our UK factories upfront to support them. The factories worked around the clock and the resulting stock holding gave both parties a competitive advantage.
During 2023, we’ve felt the decline of the UK economy internally and externally, with higher interest rates and weak global demand contributing to gloom across the retail sector. Despite this, tougher conditions can provide opportunities for SMEs to gain competitive advantage and we’re not slowing down. The business continues to invest in new product development, led by what the customer wants, as well as introducing more marketing channels and growing headcount.
As the industry continues to fight a price battle, French Bedroom remains focused on designing timeless products of the highest quality that customers will treasure for many years to come. The economic storm will pass and it is important not to compromise on these core values for short-term reasons.
If you could give any advice to an entrepreneur who desires to start up a business within the retail sector, what would it be?
Think and live like your customer, so you can predict their desires and behaviour.
Go so far to have an empty chair in meetings for your customer, so they can give their opinion on what you’re discussing.
Growth happens when you take considered risks.
Every no is closer to a yes – I firmly believe this.
Start every day with a fresh energy, some days you’ll get to the top of your mountain, other days you’ll barely leave basecamp. That’s OK.
Anything is possible – believe you can do it and you’ll find a way.
Feel empowered by empowering others.
Know your skill gaps and employ a team to fill those gaps.
Be nice to everyone and say thank you. It gets you further next time round.
What are your main goals in 2024, both professionally and personally?
The overarching ambition for the business is to produce as many pieces as possible in-house, with a focus on production in the UK. Our customers are mostly in the UK and they value timeless style and quality. Some of the best craftswomen and seamstresses in the world are here in the UK, some of whom have had to take significant career breaks for families. There is still such an issue with businesses offering the flexibility these women need, yet they’re so talented and undervalued.
Working with UK makers also means reducing imported goods where we can, we’re mindful of the cost to the planet when products are imported which is why UK-made is such a key ambition.
We’re working relentlessly to evolve our supply chain to future proof the brand and our product set. Like many businesses we know nothing good happens overnight.
It’s important for me to use the success of French Bedroom to open the door for women and girls who’ll tread the boards after me. Currently only 2% of UK investment funding goes to female-founded businesses, so we have to work harder and work together. I’m a member of Buy Women Built, a network of female-founded businesses moving to shift perception and help one another grow. Building awareness, collaborating and celebrating each other publicly is key.
What has been the highlight of your career so far?
This month I won the Woman of the Year award by DX Connect Digital, that was an incredible accolade. But in honesty, each week something amazing happens whether it’s finding ways to work with a new female supplier in Pakistan or Indonesia, or finding a UK-based seamstress who can create the perfect ruffle and invisible zip on our cushions.
As a business we’ve been honoured to win over ten awards in the past three years. These awards not only congratulate the team but keep us striving forwards and aiming higher. It’s hard work, and these awards act as rewards for the team (together with great Christmas and summer parties!).
What do you predict the main furniture trends of 2024 will be?
Minimaluxe – an aesthetic coined by Living Etc Magazine that started to form in 2020 lockdown. Minimaluxe is about paring back the visual clutter in order to celebrate the things that make you feel wonderful, creating the luxury of being able to see the possessions you love most. The trend also includes tactile materials that elevate your home – bouclé, slubby linen, untreated wood, and a contrast of smooth and naturally rough textures.
Ethical maximalism – going for bold and colourful, but produced in a way that respects and protects the environment from which the materials came.
Natural and neutral – made from 100% natural materials such as wood, cotton, wool and linen, these items are predominantly handmade and pale and neutral in tone and palette.
Quick fire:
What is the best piece of advice you’ve ever received? To not take criticism from anyone you wouldn’t accept advice from.
Favourite holiday destination? Ibiza, for its views, beaches, café culture, restaurants, people and of course world-class nightlife. My husband and I got engaged there, so it will always hold a special place.
Morning or Evening person? Late evening! My mind goes into a creative phase when the work tasks of the day and home chores of the evening are done. I keep post it notes by my bed to scribble down ideas.
What three items would you take with you on a desert island? The business owner in me would choose practical items like trainers, de-salination equipment and SPF.
My heart would choose my family members.
But in this hypothetical world of wonder, my answer is: a cream tea, a silk pillowcase and the How To Fail podcast series (introduced to me a few years back by our MD Holly Yates).
