Darren Spurling, Managing Director, Terry de Havilland
FBC talks to member, Darren Spurling, MD of rock ‘n’ roll cobbler, Terry de Havilland (TDH) and the company’s recent win of the Drapers Lifetime Achievement Award.
How long have you been at Terry de Havilland and what did you do before?
I started speaking to Terry and Liz de Havilland at the end of 2008. I was amazed and impressed by the amount of goodwill towards the brand name and the opportunity there was with the brand. So after a couple of months I invested in the brand and along with Simon Bentley we set up a new company with Terry and Liz to develop the label. Prior to this I have been consulting on a number of new start ups in the UK and was the managing director of the O Neill brand.
What is a typical day like for the managing director of a renowned show brand?
It really does vary from day to day. Terry and Liz are responsible for everything creative and whilst I may have a view on product they are clear on what the brand stands for and drive this forward. I would not even attempt to provide too much advice! Our initial focus was to make the TDH brand known to a wider audience by developing press coverage and getting in place the ready to wear line. The creative stage of any new line is the most important but we also have to be able to produce and deliver perfect product on time and this is very much what I am focusing on right now. I also speak a lot to our worldwide licensee LXY Brands on the ready to wear line and international development. Today is a ‘trademark’ day as we continue our registration of the brand into new markets.
Congratulations on the recent Lifetime Achievement Award from Drapers. What does this mean for the label? Have sales increased? Have you had more wholesale enquiries?
The award is a personal award for Terry and the 50 years he has spent creating fantastic shoes. It obviously raises his profile and this is good for TDH. We have had coverage in the States and China as a result so it is very welcome. In terms of the impact on sales, we have had an increase in couture enquiries as a result and I expect buyers will be much more responsive to the new summer 2011 collection.
You’ve recently launched your ready-to-wear collection. Tell us a bit about it.
Terry has a number of classic shoes that are almost timeless and the new collection has a focus on taking these classics forward. Everyone should have a Terry wedge in their wardrobe! As well as the wedge line, there are surprises in the line whilst ensuring each shoe has the Terry handwriting. I do not want to say too much more until it is launched at the end of this month.
What advice would you offer any of our members starting out in business?
With any new fashion business the early decisions on the collection and distribution are so important. Where you plant those early seeds will have an impact on the brand in the future so know your market and avoid too many compromises early on. Do what your good at and known for and try not to chase too many new directions early on. It’s much better to be exceptional at a few things than average in many. Average does not pay today.
How does being part of FBC have a positive affect on your business?
The opportunity to meet people both in the business for a long time and those starting out is great and all advice is worth listening too. The interviews every other month with leading business people are great to see how they have achieved success. It helps us to avoid any mistakes they made early on.
And finally where can our FBC members find your shoes?
Our couture made-to-order shoes can be ordered by giving Liz de Havilland a call at our studio on 020 7254 4445 or check our the website www.terrydehavilland.com. Our ready to wear line is in the shops from the end of this year and will be on line in the next few weeks.
