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practices.“ We’ re currently working towards B Corp certification, which provides us with a framework for improving operations with an equal focus on customers, communities, and people,” explains Helen Svensson, HR Director.
“ Our purpose-led approach is visible throughout our product development process, as we use high-quality materials and support customers with refill options and repair patches to extend the life of every piece. We’ re embracing operational improvements at both the UK and German sites, where significant changes have reduced water use and energy consumption. While we acknowledge that the home and furniture sector faces complex sustainability challenges, we are committed to continuous improvement, transparency, and long-term change.”
“ icon is at an exciting point in its journey,” Duncan says.“ This collaboration with Greggs is a bold way of showing how relevant and creative the brand can be, while staying true to our values of comfort, accessibility, and design. We have new leadership in place with Leanne Cahill named as CEO in November 2025, and with continued investment, we’ re focused on building icon into a distinctive, comfort-led homeware brand with a strong European presence.”
While growth is inevitably important for icon, the company is also on a journey towards more responsible and sustainable business
Bold growth
With a successful rebrand in place and a new CEO, icon will continue to build on its success with a renewed focus on scaling the brand across the UK and Europe. The combination of continued investment, an expanding product range, and growing European operations, icon remains committed to bringing comfort-first design to new and existing audiences.
“ Over the next few years, we see icon growing boldly and brilliantly as a bunch of real people who genuinely care about what we make,” Duncan concludes.“ With new leadership and strong backing, we’ re ready for the next leap: a bigger European footprint, stronger retail and DTC presence, and a wider collection of pieces that feel good, look good, and stand the test of time.
“ We want to build one of Europe’ s most loved homeware brands; creative, credible, responsible, and proudly rooted in the North East while bringing proper comfort to homes across the UK and beyond.” ■
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