There’s something undeniably special about a family business that has spanned generations, each member contributing their own expertise while preserving a shared legacy. At the January Furniture Show 2025, amidst the buzz of innovation and industry connections, it was brought to my attention that three generations from the same agency were navigating the show floor together. It was a reminder that in an industry often focused on trends and transformation, the foundations of trust, relationships, and expertise remain just as important. Keen to learn more, I spoke with Daryl Drylie, who has been at the heart of this evolution, to discuss the journey of ID Agencies and the role of family in shaping its future.

 

The Role of ID Agencies in the Furniture Industry

For those unfamiliar with what an agency like yours does, can you explain the role of ID Agencies in the furniture industry?

It really is a multi-layered business. On the surface, it may appear that we simply sell products to furniture retailers, but in reality, we provide a full support service. We act as a trusted first point of contact for our retail partners, sourcing the best products from around the world and ensuring they are suited for the UK market. This includes compliance with UK regulations, selecting appropriate designs and materials, coordinating logistics, point-of-sale (POS) support, and comprehensive sales training.

How do you collaborate with manufacturers, designers, or retailers to bring value to the industry?

We work closely with manufacturers’ design and production teams, advising them on selecting commercially viable designs. A sofa that sells well in Italy or Germany may not necessarily appeal to UK buyers. British tastes are quite unique, and many UK-specific design ideas that we’ve put forward have only ever been sold here.

Additionally, we regularly consult leading retailers on design trends for upcoming seasons. Retailers are on the front lines, engaging with customers daily, which gives us invaluable insights into what’s selling and what consumers are looking for. This collaboration helps us evolve current trends into fresh, market-ready designs. We also assist retailers in optimising their in-store displays and train sales staff to ensure they have confidence in the products they sell."

What sets your agency apart from others in the market?

We are not a one-dimensional agency solely focused on sales. Our philosophy is built on fostering long-term, collaborative relationships with both our retail partners and the manufacturers we represent. Many of our business relationships have evolved into genuine friendships over the years, built on mutual trust and respect.

 

The History and Family Legacy of ID Agencies

Can you share the story behind your agency? How did it all begin?

Our story began with my father, Ian, who started in sales at Hoover in the late ‘60s before working for several furniture brands, including Silentnight, Toothill, Lebus, and Schreiber. When Lebus went under in 1983, he transitioned into an independent furniture agent, representing brands such as Recor Upholstery, Fama, Pagnini, and Deknudt Mirrors.

Like many furniture agencies, ours has always been home-based. I grew up surrounded by the industry—answering phone calls from retailers, sending faxes, and overhearing Dad’s conversations. It all seeped into my subconscious. Though I initially pursued a career as a PE teacher for 12 years, my passion for furniture eventually drew me back. In 2004, I attended the NEC Furniture Show, represented Dad’s agency, and instantly knew this was what I wanted to do.

How has the business evolved over three generations?

Technology has transformed every aspect of the industry. My father used to phone in orders from telephone boxes while on the road, and some retailers would post orders to him. Then came the fax machine, followed by the mobile phone and eventually laptops and iPads, making the process much more efficient.

However, one thing that hasn’t changed is the importance of personal relationships. Despite all the digital advancements, nothing replaces face-to-face meetings with retailers. This is a relationship-driven business, and maintaining that human connection remains crucial.

What does being a family-owned business mean to you?

When you run a family business, it starts and ends at home. There is a constant reminder that your family relies on your hard work, which is a silent yet powerful motivator. My son, Cameron, recently joined us at JFS while completing his degree in Sport Science, and seeing him thrive in the business has been a proud moment for me.

 

Why JFS?

Why do you participate in JFS, and what makes it an important event for your agency?

JFS is the UK’s largest furniture trade show and an essential platform for showcasing our brands. It allows us to connect with a diverse range of customers—from independent designers to large-scale retailers—all in one place. There’s no substitute for seeing and experiencing furniture in person, and JFS provides the perfect environment to make that happen.

What would you say to other businesses considering exhibiting at JFS?

It’s a must! JFS offers unrivalled exposure and networking opportunities. If you have quality products, there is no better place to showcase them.

 

Industry Insights and Evolution

What are some of the biggest changes you’ve seen in the furniture and interior design industry?

One of the most significant shifts has been the consolidation of retailers. My father used to visit dozens of retailers along the east coast up to Aberdeen; now, there are only a handful. Another major change has been the emphasis on sustainability. Today, brands are expected to be accountable for their environmental impact, from raw material sourcing to logistics and delivery.

How do you stay ahead of trends while maintaining your agency’s unique identity?

It’s a challenge, but we work closely with our principals on product design, and over the years, we have built trust in our instincts. We listen to retailers, track consumer behaviour, and ensure our offerings remain fresh and relevant without losing sight of our brand values.

 

Looking to the Future

As a multi-generational business, how do you plan to pass on the legacy to future generations?

If my sons decide to join the business, they’ll follow the same path I did—starting with Dad’s Hoover sales training manual! More importantly, they’ll learn firsthand by spending time on the road, building relationships, and understanding the industry from the ground up.

What are your goals for the agency in the next five to ten years?

The industry is constantly evolving, and we will adapt alongside it. My focus is on strengthening our existing agencies, increasing brand awareness, and expanding our footprint in the UK retail market.

Looking back, what moment makes you the most proud?

Seeing three generations of our family working together at JFS for the first time was incredibly special. On a business level, the growth of SoftNord in the UK over the past decade has been a major achievement. But above all, I’m proud that my father took a chance on me joining the business—and I didn’t mess it up!