Posted In: HOME by
Jenn Ferrier,
September 18, 2025
Judith le Fleming, Founder & Director at IPR Global
Let’s start with IPR—how did it all begin?
And were there any big sliding-door moments that really helped shape the success of the licensing side?
We started the business in Spring 2011 so next year is our 15 year anniversary. It all started as I reconnected with one of my former colleagues in a past work life who I asked to help on a freelance licensing project I was completing. When the project was delivered we simply carried on working together and created IPR. It was quite a natural development and came at the right moment for both of us career-wise.
In your view, what actually makes a brand partnership work in the home interiors world?
Is it about shared values, commercial alignment—or just good old-fashioned gut instinct?
It starts with the client brand we are representing. Their values, identity, vision, and how equipped they are to use their visual identity and brand assets to tell stories via compelling products that resonate with consumers. Then the art of the deal is to secure a licensing partner that can deliver in the three areas of i) great product development, 2) distribution capabilities and 3) supporting sales and marketing initiatives working in tandem with the client brand. All areas to be aligned which is vital in such a competitive marketplace.
You’ve worked on a lot of partnerships—but do you have a favourite?
One that either surprised you, pushed boundaries, or just felt like magic?
Too many to name but if i was forced to select then please let me mention two. The partnership we created bringing together Kew Gardens and Taylors of Harrogate for a range of fruit and herbal teas. What Kew know about botanicals and what Taylors know about tea made for the perfect cuppa!
The second is a tie between the partnership we developed for Natural History Museum with Dunelm and the long-term deal in place with our client Shabby Chic by Rachel Ashwell and Next Retail. Both are utilising client assets such as NHS museum artifacts and Shabby Chic print archive to create homewares that tell beautiful stories through first class products and which really stand out for these respective retail partners.
We’ve all seen how much the home space has shifted post-Covid—people care more about design, comfort, and where things come from.
How do partnerships help brands tap into that shift in mindset?
In the past five years we have really noticed a tremendous growth curve within branded home interior products at retail. Whether this is from traditional print-based heritage brands branching out into wider home offerings, from fashion and lifestyle brands expanding into home accessories, or indeed interior designers collaborating with retailers to curate bespoke ranges, the space is now more active than ever before. This has pluses and minuses in that retailers are open to the idea of branded ranges for the home but the space is crowded so our clients need to be even more creative in how they present their assets to help product designers produce distinct collections season after season.
Customers are also more discerning so they do care about product origin and overall sustainability. This is crucial for our clients when they look at working with partners who can demonstrate best practices in product and packaging development, manufacturing methods and route to market.
Are there any product categories or retail spaces right now that feel especially ripe for great brand collabs?
Any areas you think marketers should be doubling down on?
There seems to be a lot of activity with social media influencers and ‘taste-makers’ tying up directly with manufacturers and retailers to curate or edit collections for home interiors. We notice that what has been successful in the past for fashion brands collaborating with influencers is now a key growth for home interior stylists doing likewise and with seemingly strong commercial returns for all involved.
What’s next?
Any trends, formats, or even types of brands you’d love to see doing more in this space?
Well we are excited with our client portfolio which now includes Graham & Brown who has engaged IPR to help them as they take their 80 year old wallcoverings and paint business and their vast archive of original designs and colours, and create a beautiful home interiors business. Watch this space!
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