The Big Interview with Rachel Conroy, founder and CEO of HLF Group

BIG INTER VIEW

WITH RACHEL CONROY

Rachel Conroy, founder and CEO of contract furniture supplier HLF Group, features in our Big Interview where she reflects on recent recognition, how she ended up in the furniture industry and what her favourite product is.

Let’s start with you. Can you share a bit about yourself and your background? How does it feel to be recognised in the recent 35 Women Under 35 2022 list?

I am a qualified solicitor and practised for 12 years before I started the HLF Group six years ago. The corporate world wasn’t compatible with me having a young family and I saw an opportunity within the factory to open up their products to new sectors. It coincided with the rise that holiday parks have seen in terms of standards and visitors. Early on we aligned with the big players in the holiday park scene and have ridden the wave with them. It feels fantastic to be recognised for such an accolade. The best thing about my job is growing such a fantastic team who are all trying to achieve the same goal so this meant as much to them as it did to me.

What is your current job role and key responsibilities?

I am the CEO of The HLF Group. I founded the company. My responsibilities are vast reaching and involve all departments. All ultimate decision making ends with me. I am responsible for recruitment, deciding new models and managing our larger key accounts.

What do you love about your job?

I love the variety – no day is the same. I also love making a sale – from initial contract through to delivery and the aftersales – I love all aspects of that.

I admire the UK furniture manufacturers ” who are still in business 30/40 years on who have weathered many storms.

What time is your alarm clock set for and do you have a morning routine?

My four year old is my alarm clock and she usually goes off around 6.30am. I would love to say I was one of those people that went to the gym, meditated and drank a green juice but my reality is that I feel like I do a full day’s work before I sit at my desk. I am usually rushing around sorting my two daughters, dropping them at breakfast clubs etc. I always bring my breakfast to work and when I get in, I enjoy a coffee, eating that in peace and checking up on our social media channels and looking through my diary for the day.

Why did you choose to work in the furnishing industry?

It wasn’t my chosen career path but timing was everything. I had a small baby, was becoming disillusioned with the corporate legal world and was approached by my business partner who asked if I would be interested in opening up more avenues to sell UK made contract products into new sectors.

Who do you most admire?

I admire the UK furniture manufacturers who are still in business 30/40 years on who have weathered many storms. We are about to hit another one with the costof-living crisis and it’s about always being one step ahead of the game and trying to adapt your business accordingly.

Have there been any special moments during your career?

The most notable ones have been when we have won huge contracts and tenders. We have signed NDAs on some of these so I cannot tell you the customers but the entire team celebrated each of those.

What is your favourite item of furniture you own?

I have some really beautiful pieces in my home as furniture is my passion so it’s been collected over the years. If I can choose a few it would be my dressing room which I designed bespoke with a joiner. It would also be my 2x10 foot long leather chesterfields in my lounge and lastly I have two accent chairs which were my husband’s late fathers that have an old school ercol vibe about them. I have covered them in beautiful fabrics and I get lots of comments about them from visitors.

What do you think is trending within the industry?

I tend to follow colour and shape trends as we predominantly sell sofas and upholstered products. I think the next huge trend is going to be ‘hot’ and popping colours so hot pink will be huge. We are also seeing the continuation of the curve trend.

What would you change in the industry?

Unfortunately, we are price driven in the UK when it comes to furniture. But I hope more and more the public are starting to care about where their furniture is made. I hope they are prepared to pay a little more to have a UK made product.

Can you share an insight into your future plans?

We have huge plans at HLF. We are about to finalise a massive tender which will see our sales double. We are launching some new living and dining products made here in the UK. We are always expanding into newer sectors including later living and co living.

What do you enjoy most outside of work / free time?

I enjoy spending any free time I have with my family.

What might someone not know about you?

I am level 2 in sign language.

If you had a different career, what would it be?

Probably something in procurement. Finally, if you were an item of furniture, what would it be? A collectors piece of art I would say.

5FUN QS:

If you could hack into any one computer, whose computer would you choose and why?

Elon Musk – that guy has far too much digital power.

What fact amazes you every time you think of it?

When you do a Google search, 1,000 computers are used to find the answer in 0.2 seconds.

What’s the most spontaneous thing you’ve ever done?

Taken a private plane to Ibiza for a night with eight friends.

What is the most important object you own and why?

I don’t necessarily own them but my two daughters are my most important ‘things’.

What did you think was cool when you were young but isn’t cool now?

The older you get, the more you realise you don’t need lots of friends you just need a handful of very good ones.

About HLF Group

HLF manufacture and supply contract standard furniture for trade only accounts as well as to the public.