Rebecca East

As part of our ongoing Commercial Leadership Team series, we’re checking back in with the people helping shape what’s next for Showcase Commercial – one year into their leadership roles.

Following conversations with Will Pearce and Lina Olsson, we now catch up with Peter Yarnold, Head of Strategic Accounts. With more than a decade at Showcase, Peter brings a broad, cross‑sector perspective to client delivery. His role focuses on building long‑term partnerships, supporting complex, multi‑site portfolios, and ensuring clients experience consistency as they grow and evolve.

Hi, Peter! One year into building Strategic Accounts, what feels like the biggest step forward?

“The biggest step forward so far has been empowering others.

Sharing the knowledge and experience I’ve built up over the years has helped people grow, develop, and take on more responsibility. Seeing that progression across the team has been a real marker of how far we’ve come in our first year. It shows that the foundations we’re putting in place are working.”

What’s changed most in how you work with larger or multi‑site clients now?

“Our approach hasn’t really changed, but our execution definitely has.

We invest much more time at the start of the relationship understanding a client’s values and expectations. That allows us to shape a service model that genuinely aligns with their business, rather than reacting as things unfold.

That early clarity leads to smoother delivery, stronger consistency across their portfolio, and ultimately better commercial outcomes for both sides.”

What’s one strategic decision from the past year that’s helped shape this function?

“One of the most impactful decisions has been how we partner with suppliers.

Taking the time to really understand supplier strengths and limitations means we can align capability with the right projects and clients. That’s strengthened delivery, reduced risk, and helped us build a supply chain that genuinely supports our clients’ expectations.”

How has collaborating more closely with the Commercial Leadership Team influenced how you deliver projects?

“Working more closely with the CLT has genuinely strengthened the way I deliver projects.

Between the four of us, there’s over 50 years of industry experience, and tapping into that level of insight brings new perspectives and sharper decision‑making. It means I’m making full use of the expertise in the room and taking a more rounded, informed approach to every project.”

How have clients responded to a more consultative, early‑stage approach?

“Clients have responded really positively.

That more consultative, early‑stage approach gives us the time to shape the brief properly, align expectations, and de‑risk delivery. That upfront investment leads to stronger decisions, fewer changes later on, and final outcomes our clients are genuinely proud of.”

From a client perspective, how has the CLT made Showcase stronger or more consistent?

“It comes back to the range of experience within the team.

Between the four of us, we’ve worked with a hugely diverse client base – from organisations like Clean & Dirty to Bouclé, and many others across different sectors and scales. That breadth of experience means clients can feel confident that whatever their challenge, they’re in safe hands!”

What’s the next evolution you’re keen to bring into Strategic Accounts?

“For me, the next step is applying what we already know works on a wider scale.

We’ve built a strong blueprint, and I’m excited about taking that approach across EMEA. We’re in a really good position to help both new and existing clients create functional, design‑led spaces, while maintaining brand consistency across every location.”

Finally, in a sentence – how would you describe this chapter of Showcase, one year on?

“Back to basics. The CLT has focused heavily on office culture, thoughtful recruitment, and internal knowledge‑sharing – and that’s made us seen us go from strength to strength.”

Want to see more news and latest updates from Showcase? Click Here.

As part of our ongoing Commercial Leadership Team series, we continue to check in with the people helping shape Showcase’s next chapter – one year into their leadership roles.

Beginning with a conversation with Will Pearce, we now catch up with Lina Olsson, Creative Director. With over a decade at Showcase, Lina’s role has evolved significantly, moving from project delivery into a more strategic position focused on relationships, culture, and how the business presents itself more broadly.

A year on, how has stepping into the Creative Director role changed your focus day to day?

“The first year has definitely been a bit of trial and error, finding the right balance…!

It’s a completely new role for Showcase, so there’s been some course correction along the way. I’ve had to broaden my focus quite a lot, by stepping away from the day-to-day of projects and thinking more strategically about where we’re heading and how everything connects.”

What’s one cultural shift you’ve helped embed over the past year?

“From the start, the CLT wanted to strengthen the culture within the office and encourage people across different teams to connect more.

One of the things we introduced was the ‘Smithfield Social’. We held the first one a couple of months ago, which I think it’s fair to say was a success! Now, we’re handing it over to some brilliant volunteers from the London team to continue.

It’s been a really good way for people to step away from the day-to-day, spend time together, and build those relationships outside of work.”

How has working as part of the Commercial Leadership Team influenced your thinking?

“It’s definitely made me think more about the bigger picture.

You naturally start to look beyond your own area and consider how decisions impact the wider business – not just the London team, but Showcase as a whole.

It’s been really interesting to see how the different parts of the business connect and influence one another. Often, small changes in one area can have a wider impact, improving how we work across the group and ultimately strengthening the bigger picture.”

Where do you feel the CLT has become more aligned over the past year?

“I think we’ve developed a much better understanding of each other: our strengths, our weaknesses, and how we each approach things.

We all bring very different experiences and personalities, which is actually one of our strengths. It means we can challenge each other, support each other, and get a more rounded view on the decisions we’re making.”

How have your relationships with suppliers and the wider design community evolved in this role?

“I’ve always had a strong connection with both suppliers and designers, coming from a design background. But stepping into this role has definitely changed the types of conversations I’m having.

The conversations are still creatively led, but they now extend further into commercial and strategic territory, often at a more senior level and across a broader range of topics.

A big part of my role now is around supplier relationships, and I’m working much more closely with Darren Griffin (Showcase PSR’s Sales Director) on that side, which has given me a different perspective on the wider supply chain across the Showcase Group.

I find it incredibly interesting, and it’s an area I’ve really enjoyed getting closer to.”

Is there a moment or a project that reflects where Showcase is heading?

“Not one specific project, but recently we’ve seen a real increase in RFPs and tenders.

That’s a huge testament to the work that the team put in on a day-to-day basis – both in delivering projects and building relationships across the industry. We’ve got a huge amount of experience across the group, and continuing to draw on that more collaboratively is a big part of where we’re heading.

It’s a really positive time for the business!”

Looking ahead, what are you keen to push further?

“For me, it comes back to helping the team broaden their thinking.

Ultimately, our role is to help clients bring their spaces to life. If I can support the team in building their knowledge of suppliers, learning to explore and challenge their ideas even further, and step outside their comfort zones, then I feel I’m doing my job well.”

Finally, in a sentence – how would you describe this chapter of Showcase, one year on?

“The term ’Learning curve’ stands out to me…

It’s been a learning curve for everyone, but we’re settling into it and moving into a really exciting next chapter.”

Want to see more news and latest updates from Showcase? Click Here.

When Showcase formed its Commercial Leadership Team last year, it marked an important shift in how the business supports growth, nurtures talent, and plans for the future.

The CLT brings together four long‑standing members of the Showcase team, each stepping into defined leadership roles to help guide the next phase of the business. Alongside the wider ownership team (Estelle Lee, Paul Barker, Ken Robson and David Watkins), the CLT plays a key role in shaping strategy, strengthening client relationships, and creating the structure needed to grow sustainably.

The team is made up of:

• Will Pearce, Head of New Business
• Lina Olsson, Creative Director
• Peter Yarnold, Head of Strategic Accounts
• Paula Curness, Head of Key Accounts

Over the coming series, we’ll be checking in with each member of the CLT, one year into their new roles, to reflect on what’s changed, what’s they’ve learned, and their plans for where Showcase Commercial is heading next.

We’re starting with Will Pearce, whose journey at Showcase spans almost a decade – from Project Support to Project Director, and now Head of New Business.

Hi, Will! One year into the role, what feels most different about how you approach new business today?

“One of the biggest shifts for me has been how I think about new business altogether. The job title isn’t about me personally winning work. It’s about building and leading a team that consistently delivers a first‑class service, for clients who really align with us as a business.

I’m far less reactive than I used to be. Now it’s much more intentional. We look at opportunities and ask: does this suit our strengths? Do we have the right capacity? Does it align with where we want to go long‑term? That change in mindset has made a huge difference.”

What’s one change you’ve made that’s had the biggest impact on the team or pipeline?

“Creating genuine room for people to grow, and backing that up with real opportunity, not just encouragement.

That’s meant promoting from within where it makes sense, trusting people with more responsibility, and being comfortable with the fact that learning is part of the process. When people can see a future for themselves in the Showcase team, they become more invested. That confidence really shows in how they approach opportunities.

It’s no longer about one person holding everything together. It’s a group of people building relationships, bringing ideas forward, and taking ownership. That’s had a big impact on morale and on the quality of work coming through.”

How has working closely with the rest of the Commercial Leadership Team shaped the way you lead?

“Having the CLT as a sounding board has been invaluable. We all come at things from slightly different angles, and that’s challenged me to think beyond my usual process.

It’s also reinforced the importance of collaboration over control. Leadership isn’t about having all the answers, it’s about asking better questions and giving people the space and trust to grow.

Knowing I’ve got experienced peers to test ideas with has made me more confident and decisive. It’s also made me much more open.”

Has your perspective on growth shifted over the past year?

“Definitely. A year ago, growth felt quite linear – more work, more people, more turnover. And that’s not wrong, but it’s often far more nuanced than that.

Now, growth means nurturing the talent we already have, expanding skillsets, strengthening relationships, and making sure people feel supported as the business evolves. When you get that right, the rest follows naturally. The team really is the foundation of everything.”

Looking ahead, what role does the CLT play in shaping Showcase’s next phase?

“A big part of it is passing on the experience that the ‘old guard’ have built up over the years, and giving newer team members the confidence and knowledge to be the experts in the room.

The goal is to create an autonomous project delivery team that learns from one another and works collaboratively – much like the CLT currently does. If we can achieve that, it frees up our sales team to spend more time out in the market, bringing insights back into the business.

That joined‑up way of working is what strengthens our position and keeps us competitive.”

What are you most proud of helping to shape so far?

“The environment we’re creating within the New Business team. One where people feel trusted, supported, and encouraged to step up.

Seeing individuals grow in confidence, take ownership, and develop their own strengths has been really rewarding. It’s become a collective effort rather than a single point of responsibility, and that’s made the team much more resilient.”

And what’s the next opportunity you’re most excited about?

“Continuing to develop the team and giving people the chance to step into new areas – whether that’s new sectors, responsibilities, or ways of working.

There’s so much potential already within the business, and helping unlock more of that is what I’m really looking forward to!”

Finally, in one sentence – how would you describe this chapter of Showcase, one year on?

“A period of investing in people and building strong foundations for the long term.”

Next up in our Commercial Leadership Team series, we’ll be checking in with Lina Olsson, Showcase’s Creative Director, to talk culture, collaboration, and how Showcase continues to evolve with the CLT, one year on.

Want to see more news and latest updates from Showcase? Click Here.

Well done to our Ongar team for taking part in Time for a Cuppa in support of Dementia UK this week.

Through some exceptional baking, the team raised an impressive £220.00. A brilliant result for a cause that means a great deal to many of us.

Great work all round. Well done, team!

To donate, please click here.

Want to see more news and latest updates from Showcase? Click Here.

Marking World Environment Day, Showcase is proud to share Design Conformity’s latest report – a timely reflection on what it will take to unlock circularity across the European furniture industry.

The report sets out the regulatory and policy shifts needed to support long-term progress, while also recognising the organisations already embedding circular economy principles into their work and contributing to wider industry research.

It follows DC’s Circularity Champions event, hosted at our Smithfield HQ, where Showcase was recognised with a Circular Champion award. The accolade reflects the collective effort of our teams and partners to make more considered, circular choice as part of our everyday practice.

Receiving the award, Harry Hill, our Group Head of Sustainability & Social Impact commented:

“We are so proud to be recognised for our work in pushing circular economy. Our fantastic pool of suppliers enables this, of course, and we hope that Showcase continuing to challenge them will result in further success.”

Reflecting on the event, Harry says:

“As expected, the conversation around circularity – and the reality of implementing circular economy principles in our industry – was incredibly interesting, but what I was really impressed by was the level of dedication and social value built into circular processes. The pieces of the puzzle have been there for decades; we just need more widespread belief across our industry that the loop can be closed.”

Commenting on the pathway for circularity success in the European furniture industry, he adds:

“…A lack of standardised data remains the most significant challenge. Project sustainability goals differ at surface level, but the rationale remains the same: clients want to reduce their environmental impact.

Consistent, uniform product data reflecting a full furniture schedule would be a big step towards comprehensive, accurate project reporting that aligns with up and downstream reporting either side of our input…”

As World Environment Day reminds us, progress requires evidence, collaboration and industry-wide change. The Showcase group are proud to stand behind the principles of circularity, with recognition like this reinforcing the steps we’re taking alongside our partners to turn ambition into measurable impact.

To read the full report findings, visit: https://www.dccircularity.com/

Want to see more news and latest updates from Showcase? Click Here.

Two weeks on from Clerkenwell Design Week, and the impact is still being felt across Showcase.

For Fernanda Espidio, one of our Senior Designers, CDW remains an invaluable opportunity to experience furniture as it’s intended.

“It’s one of the valuable times you can properly engage with products beyond the visual,” she explains. “You can sit on them, touch them, compare pieces side by side… and really start to understand the differences – not just how they look, but in terms of tactility, softness, comfort.”

Those physical qualities, she says, play a big role in how a space ultimately feels, and they’re not something you can fully grasp on a screen.

That direct interaction is only part of the value. The week also opens up time for more meaningful conversations with both long-standing manufacturing partners and new suppliers.

“It’s often where ideas start to take shape,” Fernanda adds. “Through conversations, materials, and seeing how products are evolving – those relationships are a big part of how our projects develop.”

CDW also offers a live snapshot of where design is heading. From emerging colour palettes to shifts in materiality, these cues begin to influence how upcoming schemes are approached.

“We always come away with a clearer sense of direction,” she says. “And just as importantly, it takes you out of the day-to-day. Being surrounded by that level of creativity sharpens your eye and re-energises how you design as a team.”

Back in the office, those observations don’t sit in isolation. They feed directly into the work our team is shaping across sectors – influencing how we approach space, material selection, and the finer details that define the end experience.

It’s that ongoing exchange between industry insight and project delivery that keeps our design thinking considered, relevant and evolving.

Want to see more news and latest updates from Showcase? Click Here.

That’s a wrap on Clerkenwell Design Week 2026.

Once again, CDW delivered, with meaningful discussion spanning sustainability and circularity, workplace trends and what lies ahead for our wonderful industry.

Naturally, there was also time for a bit of fun along the way!

Thank you to everyone who made it such a memorable week. Until next time.

Want to see more news and latest updates from Showcase? Click Here.

A thoughtful and honest conversation on circular furniture, tackling both the opportunities and the realities.

It was a pleasure for Showcase’s Estelle Lee to join New Design Group’s ‘Remake, Reuse, Revalue’ panel at Clerkenwell Design Week this afternoon.

The discussion looked beyond intent, focusing on what it actually takes to deliver circularity in practice. From involving clients earlier and being more transparent as an industry, to recontextualising reuse for designers as a valuable and creative choice, not a compromise. Education remains key, particularly around cost, long term value, and the environmental impact that is largely defined at the design stage.

There was also a clear call for stronger collaboration. Open communication between designers, manufacturers, and industry peers is essential, whether that is sharing information needed to make reupholstery viable or collectively shifting perceptions of what “new” really means.

Ultimately, delivering meaningful change will require a shift in behaviour across the industry. But with growing momentum, greater manufacturer involvement, and a new generation challenging conventions, there is a clear direction of travel.

Thank you to the hosts Mick Jordan and New Design Group, fellow panelists Giles Dooley, Ric Frampton, David Bell, and Fitzroy Godfrey, and everyone who joined the conversation.

Want to see more news and latest updates from Showcase? Click Here.

This Clerkenwell Design Week, Showcase Sales Director and Co-owner Estelle Lee joins New Design Group’s panel, ‘Remake, Reuse, Revalue: The Future of Remanufacturing and Reupholstery in Commercial Furniture’ on Tuesday, 19th of May 2026 @ 12:45pm.

Hosted by Mick Jordan, Co-founder of Clerkenwell Design Week and Editor of Works magazine, the discussion explores whether reuse is driven by environmental responsibility, commercial sense, or both, and what a circular-first furniture industry could look like over the next decade.

A strong advocate for furniture reuse and reupholstery, Estelle brings a pragmatic, design-literate perspective, championing long-term value, lifecycle thinking and making good design last.

We can’t wait to see how the discussion unfolds.

For event information and tickets, click here. 

#ClerkenwellDesignWeek #CDW2026 #CircularDesign #FurnitureReuse #Remanufacturing

Want to see more news and latest updates from Showcase? Click Here.