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Home and Lifestyle Products: From Concept to Shop

Central Saint Martins
Taught by
Lucio Longoni


This is a design business course for creatives wanting to take home wares, lifestyle, design or gifting product to market. From concept to strategy, the programme will take your ideas and build them into a solid platform for the future.

Starting with an understanding of what a buyer is looking for, you will learn the processes taken to decide whether to add a product to a retail outlet’s range.
Using this knowledge, you will develop your vision through comparing the marketplace, and looking at similar products in the lifestyle and home arena, ensuring that your product is unique, authentic, and commercially viable.

This course will include a comparison shopping activity in central London.

Topics covered:

•    Product development
•    Strategy for marketing your product
•    Analysis comparable products/ the competition
•    Trends and understanding your customer
•    Pitching, networking and getting noticed
•    Pricing structures
•    Wholesale and retail for design businesses (both physical venues and online shopping)


By the end of this course you will have a good understanding of range planning and pricing structures. You will have completed a SWOT analysis of your product and have a good understanding of the current market – the potential competition and

Who should take this course:

This course is aimed at creative individuals and aspiring entrepreneurs who have an idea for a product they would like to take to market and want to explore and develop their concept into a marketable product.

All levels

Entry requirements:

A creative background is beneficial but not essential. You should have an idea of a product you want to work on or be confident of being able to develop one during the course.

Please note: This course is for students aged 18 and older

Tutor Description

Lucio Longoni has over 15 years of business experience in retailing, buying, collaborations, product development and selling in the UK and European markets.

He runs a wholesale and retailing consultancy which includes, business coaching, trend reporting and product development. Co founder of 'Shelf', a retail and communications agency for home and lifestyle businesses. Previous experience includes working for UK's leading design stores such as Skandium (As Head of Buying) and Heals (As Lighting, Bed Linen, Home Accessories Buyer)

An industry leader he conducts talks and workshops at Soho House Group, London Design Fair, Decorex and Top Drawer. Also serving as a judge for the ‘Homes and Gardens Designer Awards’.

Follow him on Instagram: @luciolongonihome


Please bring with you to the first session:
A notebook and pen
You will need to purchase a one day travel card (or equivalent) for the comparison shopping trip.

Available dates

If no dates are showing then please Enquire about this course and we will contact you when new dates are published.