Repositioning the UK’s leading Vintage Furniture platform

  • VP of Brand

Business context

Vinterior is one of the leading UK vintage furniture marketplaces with over 180,000 products and 1,800 professional sellers on the platform. The business started its journey in 2016 and had achieved impressive growth by focusing on speed of delivery, engineering talent and SEO capabilities. With reach and scale in place; the business felt that the timing was right to invest in brand and creative. I was invited to join at mature seed stage to elevate brand across product, content, design and visual merchandising in preparation for Vinterior’s next growth phase.

Project Highlights

  • Supported Founders in presenting brand vision to VCs. Chuffed to see Vinterior successfully land Series A (€9.3 million) from brand-led investors - Active Partners (Investors in brands such as Soho House and Rapha).

Clarifying Customer Understanding

  • My role
  • Discussion guides
  • Interviews
  • Analysis and findings
  • Research team
  • VP of Growth - Karlyn Armstrong
  • Product Designer - Rafael de la Torre

Research and analysis

Any brand project starts with a deep understanding of the audience and the problems you help them solve. Vinterior already had incredible insight and customer data stored by team function. So, the main challenge here was to create a centralised view of the customer journey and their key customer types. Worked with VP of Growth and Product Designer on indepth customer research across key customer types.

Revitalising a well-loved Brand

  • My role
  • Brand Strategy
  • TEAM
  • Curation - Louise Parker
  • Artwork - Carmela Bartolome

Brand purpose

Packaged up research into guidelines that refreshed brand purpose, values, competitor differentiation, and customer profiles.

A new creative expression

  • My role
  • Plan (Understanding objectives of the channel)
  • Produce (Templates that can scale)
  • Review (Results and iterations)
  • Tone of voice - Kerry Robinson
  • Mary Horgan
  • Head of Content - Danielle Greco
  • Social Media Manager - Tiannah Hodding
  • Product Curation - Louise Parker
  • Design - Carmela Bartelome
  • Art work and illustration - Luana Goes

Building out the Brand team

Hired new talents, and external consultants to complement the present team. Together we explored Vinterior's ownable differences across the projects below and onboarded the wider Vinterior team through numerous guidelines and company-wide presentations.

Project Highlights

  • CRM Email communications
  • Buyer content strategy
  • Seller content strategy
  • Influencer partnerships
  • Product curation strategy