Lina Olsson: Meet the Showcase Commercial Leadership Team

At Showcase, everything starts with people and relationships – something that we explored in our last post with Will Pearce, who’s been leading growth as Head of New Business within our new Commercial Leadership Team which is paving the way for our future.

Now, we catch up with Lina Olsson, whose journey with Showcase spans over a decade – rising from Senior Furniture Consultant to Creative Director within the Commercial Leadership Team. Her role has evolved far beyond project delivery, encompassing the cultivation of key supplier partnerships and overseeing the development of our London HQ, the Smithfield office. Lina’s distinctive vision is instrumental in preserving Showcase’s culture, while steering the Commercial Leadership Team and the wider organisation into its next exciting chapter.

So, Lina, what’s a typical day like for you in this new role?

Honestly, it’s a bit of everything, and that’s what makes it so exciting!

I attend project meetings – leading some projects, and acting as a product specialist on others. A big part of my time is spent connecting with suppliers and building relationships within the Architecture & Design community, which I absolutely love.

Plus, I work closely with Nikki, who works front-of-house in our London office. Together, we make sure the office runs smoothly, organising pilots, managing the sample rooms, and keeping everything looking sharp and welcoming.

It’s busy, and really varied work – but it keeps me on my toes!

What’s got you most excited about stepping into this new role?

Stepping into this Creative Director role is really exciting. It feels like a natural progression and the next logical move.

I’ve always enjoyed the creative problem-solving side of this job – finding the right mix of design, function and feel. Taking on this role gives me the chance to shape how we present ourselves and how we support the design community moving forward.

I’m looking forward to working more closely with design and marketing to highlight the creative side of what we do. There’s also going to be some great opportunities to deepen our supplier relationships and explore fresh opportunities in the A&D world. Interior designers and design practices are always innovating, and I’m looking forward to continue close collaborations.

A big part of this new role will be nurturing and expanding our supplier relationships. They’re essential partners in bringing what we do to life. I’ve gotten to know our suppliers very closely over the years, and I’m excited to nurture those long-standing relationships even further, whilst welcoming new ones too!

I’m really looking forward to collaborating across the different Showcase businesses. It’s going to be great to work closer with Showcase PSR to share knowledge and cross-communicate.

Showcase is full of strong, vibrant personalities, and even as things evolve, I hope our leadership team will continue to support that.

I see massive potential for our Smithfield office. The future of Smithfield will build on those big personalities while becoming even more focused on people and connection!

How do you see your role supporting Showcase’s growth and helping meet our clients’ evolving needs?

A big part of my role is staying on top of trends and what our suppliers are up to. I want to be across what’s happening in the market and design world so I can support the team’s interpretation of client briefs and deliver exactly what the interior designers and clients expect.

We have team members from diverse backgrounds who might not have had access to the wider portfolio Showcase offers before. So, part of what I do is encourage everyone to think outside the box – it’s about mixing creativity with practical knowledge to offer something special.

What’s one key goal you’re focusing on over the next 6 to 12 months?

Finding the right balance between all my different commitments is top of the list. There’s a lot on my plate, so keeping everything aligned and manageable is crucial, for me and for the team!

What’s something you’ve learned at Showcase that you’ll carry into this next chapter?

I honestly can say I’ve never had a job where I’ve grown and learned as much as I have here. I’m still learning every single day.

What I’ll carry with me is all the knowledge I’ve gained about the business and the wider furniture industry. Nigel, John, and Estelle have been instrumental in what I have achieved to date. I sometimes feel that John’s here in spirit – sitting on my shoulder, guiding my decisions.

One of the biggest things I’ve learned in my ten years at Showcase is the value of strong, collaborative relationships. I’m excited to carry that forward as I work more closely with the owners – Estelle, Paul, Ken, and Dave. I’m really looking forward to the opportunities we’ll create together. I’m just as excited to bring that same support to the rest of the team.

Showcase is wonderfully diverse in experience and outlook, and that variety is a real strength. Once you find your home here at Showcase, there’s truly a space for you to grow.