When you see a hugely successful business, it’s easy to imagine it’s all down to the founder’s meticulous masterplan. But more often than not, you’ll discover that these untouchable entrepreneurs are just mere mortals somewhat winging it.
In some respects Sheridan Coakley, the founder of Shoreditch furniture store SCP and international design tastemaker, is in this camp. Locating his showroom in ‘outer nowhere’ (AKA 1980s Shoreditch), Sheridan set up shop with no business plan and nothing to lose. But what he did have in spades was a genuine passion for modernist design (especially 1930 steel tubular furniture), an open mind and the confidence to go against the grain. Quietly getting on with sourcing and selling pieces that he really believed in, soon collectors ventured to the badlands of Shoreditch just to buy from him, albeit with a taxi waiting outside.
How has Shoreditch’s changing demographic affected SCP?
We have a lot more customers, which is good. I can’t moan about how it’s not like the old days as I’m a part of the reason it’s changed. Put it this way, it’s a lot better than it could have been. London changes and areas considered beyond the pale thirty years ago have now become London proper and so it goes on.
You still champion emerging designers – how do you know whether someone is going to be right to bring into the SCP fold?
Apart from looking at their work, talking to them and getting to understand their sensibilities and what we have in common. Making a product is a two-way thing.
Are there any business decisions (or products!) that you regret?
People have always said that I could’ve been more business-like and successful. No doubt I made stupid decisions but we all do.
SCP celebrated its 30th birthday in 2015, what do you think the business will look like in another 30 years?
Ask my daughter Freya as she has been working with me for the last two years.