My Work...
Before launching Curated, I spent over 15 years in retail buying - developing product ranges, launching new departments, and driving growth across fashion, home, and lifestyle categories. Here’s a look at some of the projects and results I’m most proud of, along with kind words from the suppliers and partners I’ve worked closely with.
From overlooked to outstanding...
This department deserved more than a few wire spinners and a predictable assortment, so I rebuilt it from the ground up. I curated a more thoughtful range of cards, choosing designs that were interesting, meaningful, and where possible locally sourced. Every product had a purpose, a story, and a reason to be there.
By elevating the display and giving each collection room to breathe, the space finally reflected the quality of the products. The results followed: sales grew by +130% in the first year, and ASP rose as customers traded up to better-designed, UK-made ranges.
A department re-imagined
What started as a single, overlooked one-metre bay quickly became a fully fledged department. I spotted an opportunity to grow the category, expand the range and give customers a far better experience and after a full strategic review, I ran with it.
By rethinking the space, the assortment and the presentation, the pet offer transformed from an afterthought into a destination. Sales now speak for themselves: revenue has grown by more than 400%, with the new department on track to almost quadruple its previous performance within its first year.
Christmas, Curated
A more premium range, new suppliers, good–better–best buying structure, stronger VM and storytelling, and clever gifting expansion transformed Christmas into a true destination. With less stock but more sales, higher ATV, and feedback like “better than Harrods,” the results spoke for themselves.
