Flying the Flag for British Design: Founder, Lisa Cluer on Winning the King’s Award and Leading with Purpose

In this exclusive interview, Design Insider meets with Lisa Cluer, Founder of Inside Out Contracts, following the company’s prestigious win of the King’s Award for Enterprise in International Trade. Speaking from Windsor Castle, where she met His Majesty King Charles III, Lisa reflects on what the honour means both personally and for her dedicated team. She shares how their commitment to purposeful design, support of British manufacturing, and values-led growth have defined their journey. With renewed momentum, Lisa discusses how this recognition fuels their vision for the future of design-led furniture on the global stage.

King Charles III speaking to Lisa Cluer, Founder, Inside Out Contracts at Windsor Castle

Congratulations on Inside Out Contracts receiving the prestigious King’s Award for Enterprise in International Trade. To begin, could you share what this honour means to you personally, and to the wider team at Inside Out?

Thank you so much. It really is a proud moment for all of us. Personally, it’s a fantastic achievement to have our work recognised at this level – not just in terms of international sales, but for the way we’ve approached that growth with creativity, integrity and resilience. For the team, it feels like a validation of everything we’ve worked so hard to build: a business that designs with purpose, supports British manufacture, and believes in long-term partnerships over short-term wins. It’s also been incredibly energising – we feel excited for what comes next.

This industrial-meets-heritage interior showcases refined, custom-designed seating that complements this incredible, bold architectural space.

The award recognises remarkable international growth since 2019. Could you walk us through some of the bold decisions and key milestones that helped Inside Out scale globally, especially during such a turbulent period for the industry?

We knew we had to be both proactive and adaptable. One of the first key moves was launching a Berlin office post-Brexit to safeguard our EU client experience. Then during the pandemic, when the UK hospitality market paused, we quickly created new product ranges such as protective screens and outdoor dining pods to help clients operate safely. At the same time, we doubled down on digital marketing and global outreach. Later on, our “Milan in a Van” campaign brought the Salone del Mobile design spirit directly to our UK clients, including those with international reach. We also invested in new AR tools to make specifying furniture remotely more accessible. It wasn’t one single move – it was a mindset of innovation, even under pressure.

An international highlight — Inside Out Contracts supplied furniture for Mykonos Social, Greece

One of the most compelling aspects of Inside Out’s journey is how design integrity remained central throughout. How have you balanced commercial growth with maintaining a deeply design-led and values-driven approach?

For us, design has always been at the heart and is the starting point of what we do, not the afterthought. We’ve grown by saying “no” to shortcuts that compromise quality. Even as we scaled, we kept design in-house, working closely with British craftsmen for the majority of our bespoke designs, and worked collaboratively with our clients interior designers to ensure each piece fits a space’s story. Our clients aren’t looking for mass production; they want furniture with intention, beauty, and purpose. That’s what has fuelled our growth – staying true to our creative roots.

A bespoke sofa concept by Inside Out Contracts for Engel Bar and Jang at the Royal Exchange – designed in-house to combine comfort, elegance and commercial durability.

You’ve spoken about design being a tool for connection and problem-solving. Can you share an example of a recent project that really embodies this philosophy?

Evelyn Steakhouse in Dallas is a great example. The brief was to help create glamour and intimacy through unique and customised chair design. We created the Camden Fringe lounge chair – a piece with elegant curves and fringe detailing that brought a sense of personality to the interior. But it wasn’t just about aesthetics – it was also about solving for comfort, flexibility, and visual cohesion across this stunning venue. 

An international highlight — Inside Out Contracts supplied furniture for Evelyn’s Steakhouse in Dallas, Texas, bringing design flair to this glamorous, art-filled dining destination.

What impact do you think this award will have on your current and future customers — particularly those looking for high-quality, meaningful design solutions in a global market?

I think it gives reassurance. It shows that we’re not just creative, but also operationally strong, resilient and globally experienced. For new clients especially, it demonstrates that they can trust us to deliver complex projects internationally without compromising design quality or service. And for our existing clients, I hope it reaffirms what they already know about how we work: collaboratively, thoughtfully, and with real care for the final outcome.

Wake n Bake, Abu Dhabi – A stylish café featuring soft neutrals, modern lighting, and thoughtfully selected furnishings from Inside Out Contracts

The commercial furniture sector has faced immense pressures — from supply chain disruption to evolving hospitality needs. What message do you think Inside Out’s win sends to others in the industry, especially SMEs navigating similar challenges?

That resilience and creativity go hand in hand. Our journey hasn’t been easy — but we leaned into the idea that constraint can fuel innovation. Whether it was creating new product lines during lockdown, opening a European hub, a New York office, or investing in AR, each move helped us stay responsive and future-focused. I hope it shows that SMEs can absolutely grow internationally without losing their character or values.

The Inside Out team in New York — from visiting clients to exploring the city as part of their international expansion efforts.

With design and manufacturing rooted in the UK but a growing global footprint, how does Inside Out Contracts plan to keep local craftsmanship and international expansion aligned moving forward?

It’s about growing with intention. We’re proud to support UK manufacturing – not just as a supply chain, but as a design culture. Even as we expand, we’re focused on sourcing sustainably, investing in skills, and ensuring that our UK base continues to drive design excellence. Our international offices help us listen and respond to regional needs, but the heart of the business stays in London. That balance is key.

Some of the Inside Out Contracts team celebrating their King’s Award win at their Greenwich office — a proud moment for this South London business.

Royal Image Copyright: Alex Lloyd

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