On being online: Jane Clayton & Co.

A look at how another brand has responded to an increasingly digital retail world

In COVER 75, we caught up with the directors of two forward- thinking brands that sell rugs online, to ask about the nature of their internet presence. Our interview with the The Future Perfect was posted online last week, and the second interview, with Jane Clayton & Company features below. Don’t forget that you can access a free digital edition of COVER 75 here.

Jane Clayton & Company

This British company, founded in 1979 by Jane Clayton, offers bespoke soft furnishings online. Jane’s son, Bertie Clayton, has headed the business since 2013; his vision is to make interiors brands accessible to everyone. Jane Clayton & Company recently launched a US website in addition to the UK one. They stock over 100 brands and dozens of new collections are added each week.

When did you start in online retail?

We started online in 2013, taking Jane Clayton & Company from an interior design service to offering a broad range of designer brands online. At the time, the online o er of designer interiors products was limited, and the online shopping experience was uninspiring. We had a vision to create a more inclusive and accessible approach to interior design, with a diverse but carefully curated collection of easy-to-browse pieces in one place. We added rugs to our product offering in 2020, in response to customer demand and as a logical extension to our original fabric and wallpaper categories. Our range of products caters to a variety of tastes and budgets, from coveted high-end designers to emerging independents and household names such as Morris & Co, GP & J Baker and MINDTHEGAP.

How did this change over the pandemic and post-pandemic?

The pandemic presented a significant opportunity for us, as people found themselves spending more time at home than ever before. We experienced substantial growth in fabric and wallpaper sales as customers sought to invest in their homes, so it felt right to launch rugs at this time. We’re seeing continual growth year-on-year, with sustained high-demand across our ranges.

What is important for your brand in the curation of your collections?

Our goal is to simplify interior design for both our trade clients and retail customers by offering a wide array of brands, styles and materials, in one single destination. We aim not to lean too hard towards a particular look or style and we take on a several thousand new designs each year. We use sophisticated merchandising tools which help us show best-sellers or emerging trends to customers in response to how customers interact with our website.

We strive to inspire our customers to discover their individual style and invest in pieces that authentically reflect their personality, which is why we curate a diverse range of rug brands, from renowned names like Brink & Campman to artisanal high-end labels like GAN and nanimarquina.

What trends do you see in terms of the audience demographic and products suited to an online platform?

Our customer base includes a blend of trade professionals and individual customers seeking items for their own homes and interiors.

Traditionally there has been a perception that online is not suitable for highly tactile interiors products, complex or more expensive items. This has changed in recent years as consumers have become used to buying high-ticket and customised items online—whether it be a car, a kitchen, or a rug. There is also so much more information available to help people make informed interior design decisions, whether through Instagram or online ‘masterclasses’ Our customer demographic is broader than it was, and they are more confident in making sometimes bold design decisions of their own. We see customers engaging at a wide range of price points.

How do you see the future of your online retail story?

We want to continue making it easier for customers to access brilliant interiors products, so are constantly looking at ways to improve the customer experience. For example, we will soon be launching rug samples, making it easier to see the colour and feel the texture of rugs we stock before making a purchase.

Our made-to-measure service remains one of our core offerings, allowing customers to have beautifully handmade furnishings made from their favourite fabric, and we’re excited to announce the upcoming launch of custom rugs, expanding upon this service. Customers will have the opportunity to commission stunning rugs crafted to their precise specifications and dimensions, resulting in a truly bespoke and distinctive addition to their living space.

As always, we’re continuously looking out for new brands to partner with. Earlier this year we had some great conversations at London Design Week and Maison & Objet, and we have an exciting pipeline of new brands to add to our range in the coming months.

Jane Clayton and managing director Bertie Clayton, of Jane Clayton & Company