A self-confessed perfectionist, Neptune co-founder John Sims-Hilditch explains how designs are refined to reach the standard required for launch.
When the Eliza sofa, with its single cushioned seat and exposed oak frame, was launched in 2024 it had gone through months of prototypes and reviews (see Stories Vol 20 for the full story). But that wasn’t the end of the Eliza’s journey, as John Sims-Hilditch, co-founder of Neptune explains: ‘Having designed the upholstered Eliza sofa and brought it to life, we saw it could also work with a loose cover, a relaxed look popular in Belgium interiors and one we’ve always admired.’ And so, an evolution of the Eliza design emerged, the same elegant proportions as the upholstered version, now with a more informal loose cover.
This refining of designs to reflect lifestyles is hardwired into Neptune’s DNA. The new freestanding, solid wood double Suffolk larder is a case in point. A fitted version had existed for years but customers, kitchen designers in stores and our installation teams all clamoured for a freestanding option. And so, a moveable option has been created, making the fitting process simpler and offering more flexibility for customers.
According to John, there is a balance to be had however, a need to understand when a product requires more work and when it is ready to launch. ‘As designers, you can keep going forever,’ says John, ‘but you need to get to a point where a piece looks and feels fabulous and then it is time to let it go. When we launched our kitchen cabinetry nearly twenty years ago, we knew we wanted internal lighting in the cupboards, but the technology wasn’t ready, so we didn’t wait to launch the kitchens. We just introduced lighting as soon as we could.’
This ability to refine a design until it reaches a standard deemed ready to launch is made possible, in part, because we wholly own our design and manufacturing process. ‘In order to create homes that make people’s lives better, you have to go beyond the fundamentals,’ says John. ‘We understand that if you are going to make a kitchen, it’s not just about the cupboards and drawers, it’s about how the pieces feel, the way a door catch closes, and the pleasure and experience of daily use. You can’t achieve that level of detail if you’re not in control of your manufacturing process.’
The Wiltshire based design team work closely with the manufacturing team to invent solutions and resolve challenges. ‘We do our own designs, we select our preferred materials and specify the joinery techniques used,’ says John. While other manufacturers might be guided by what the factory producing their pieces can offer, Neptune’s production house works side by side with the design team to refine and deliver the optimum results. ‘By owning the whole process and making everything from solid wood, we can be sure of the quality we are delivering,’ adds John. ‘It is why we can confidently give customers lifetime guarantees on our kitchens.’