Co-founder John Sims-Hilditch looks back at 30 years of Neptune.
From a single hammock to 34 stores filled with hand crafted kitchens, sofas, beds and everything in between, the last 30 years of Neptune has been a unique journey.
The early years
When John Sims-Hilditch and Giles Redman established Neptune in 1996 with their innovative garden hammock, they had no idea how quickly their lives would change. ‘Looking back, we were very fast out of the blocks; selling 5,000 hammocks in our first year was quite a feat,’ recalls John. ‘But we had boundless optimism and enthusiasm and, from early on, we established our vision and principles, all of which remain true today.’
That vision was to create modern classic products of high quality at fair prices, while the business principles set out how they would achieve that: do the right thing, do it together, aim high, and keep it real.
The growth years
As Neptune grew, the duo realised they had to adapt, not least to reflect the fact that garden furniture is seasonal. ‘The decision to move into interior furniture and accessories was a pivotal moment,’ says John, ‘and, from there, we moved quickly, establishing our own manufacturing facilities and opening stores.’
The kitchen side of the business was almost a ‘happy accident’, the result of John wishing to create an affordable, bespoke-looking kitchen for the home he shared with wife Emma, and listening to customers’ requests for freestanding kitchen items. ‘We took a small idea and made it a big idea,’ says John, ‘and that transition resulted in a unique concept.’
Creating stores (the first one opened in Winchester in 2012) allowed Neptune to showcase its ‘whole home’ approach. ‘We have a strong belief that our furniture is part of the home, not the solution to a home,’ John explains. ‘The architecture of the space is also important so, with our stores, we want each one to feel like it belongs in the local community. We lean into the local vernacular to ensure each store feels unique and special.’
From the start, John and Giles were mindful of how they communicated their vision. From early product shoots that incorporated accessories from John and Emma’s home to today’s instore events, content platforms and design expertise, Neptune has always offered more than a simple shopping experience. ‘We always look for better ways to connect with and truly help our customers,’ says John, ‘and hopefully, over the years, we’ve done it well.’
The next 30 years
Looking forward, as technology becomes an integral part of the way we live, John is keen to explore how we can better integrate it into our homes. In other ways, Neptune’s future is simple: ‘We want to continue to create modern classic interiors and be recognised as the authority on beautiful, balanced homes,’ says John, adding with a smile, ‘and there are also lots of parts of Britain and abroad that we’ve not reached yet!’
