Conversation with… Alex Bridgman, CEO of Bridgman
Bridgman is a family-run British furniture brand known for its timeless craftsmanship. Alex’s journey, from hospitality management to leading Bridgman, highlights the rewarding career paths retail can offer. In this conversation, we’ll explore Alex’s career, his passion for creating exceptional customer experiences, and why people are at the heart of Bridgman’s success.
Please tell us about your background and how you got into your line of work. What attracted you to this field?
My professional journey began in hospitality management, where I honed my expertise in delivering exceptional customer experiences. After completing my business degree in Nottingham, I gained invaluable experience working with renowned hotel chains such as Hilton, Radisson Blu Edwardian, and Park Plaza. These roles taught me the importance of attention to detail, a warm approach to customer service, and the art of creating welcoming, elegant spaces – skills that have proven essential in my current role.
Bridgman, as a family-run business, has always been close to my heart. Since the late 1990s, I contributed in small ways during summer holidays, learning about craftsmanship and the care that goes into creating timeless furniture. However, when I joined the company full-time in 2013 as a sales executive, it was anything but a foregone conclusion. I worked my way up from the factory floor, fueled by a genuine passion for what Bridgman stands for.
Never Miss a Retail Update!What truly drew me to this field – and to Bridgman specifically – was the opportunity to combine my background in hospitality with my desire to help people create beautiful, functional spaces. Whether it’s a serene garden retreat or a cosy, inviting living room, I’m inspired by the idea of transforming spaces into something truly special, where lasting memories are made.
What does a typical day look like for you?
No two days are ever quite the same, but I strive to maintain a sense of structure to keep things running smoothly. As CEO of Bridgman, I take a hands-on approach, involving myself across all areas of the business.
A typical day often begins with morning meetings where I touch base with the team. These conversations are essential for understanding their priorities, addressing any challenges, and ensuring everyone has the resources they need to perform at their best. Collaboration and communication are at the heart of our success, and these check-ins help foster that.
From there, my focus shifts to the strategic elements of the business – reviewing progress toward our goals, refining plans, and identifying opportunities to innovate. It’s about balancing the immediate needs of the day with the long-term vision, ensuring that
Bridgman continues to deliver on its promise of timeless craftsmanship and unrivaled comfort.
What are some of the biggest challenges you face in your role?
One of the most significant challenges in my role is navigating the ever-evolving retail landscape. Consumer behaviour, technology, and market conditions are constantly changing, and ensuring that Bridgman remains agile and forward-thinking is no small task. Retail is inherently demanding, but we approach it with a steadfast commitment to quality and service. For 47 years, Bridgman has built its reputation on exceeding customer expectations, and staying true to this principle is what drives us forward.
When it comes to handling difficult situations with customers, empathy is key. It’s about stepping into their shoes, truly understanding their frustrations, and addressing concerns with transparency and care. While perfection is our goal, as with any business, occasional challenges arise. What matters most is how we respond – quickly and effectively.
Our dedicated Customer Care team plays a vital role in ensuring that any issues are resolved with a personal touch. Whether it’s a logistical challenge or a service hiccup, we view these moments as opportunities to reaffirm our commitment to our customers and the values that have defined Bridgman for nearly half a century.
What aspects of your job bring you the most joy and fulfillment?
The greatest joy in my role comes from seeing the delight our customers experience when they receive and begin using their Bridgman furniture. Often, our pieces become part of life’s most cherished moments – birthdays, anniversaries, celebrations, or simply creating spaces where families and friends come together. Knowing that Bridgman plays a small but meaningful role in these milestones reinforces the very reason we exist: to create furniture that enhances lives and brings people closer.
Countless moments stand out; from the thousands of glowing reviews we’ve received to the hundreds of handwritten letters expressing gratitude, each one is a reminder of the trust our customers place in us. These expressions of appreciation are truly inspiring and serve as daily motivation for me and the entire team. They remind us that at Bridgman, we’re not just crafting timeless pieces of furniture; we’re crafting experiences and memories that last a lifetime.
What have you learnt from working in retail that you didn’t expect when you started?
One of the most surprising lessons I’ve learned in retail is just how quickly it evolves. What worked seamlessly a few weeks ago might not be the right approach today. Retail demands a constant ability to adapt and innovate, and this fast-paced environment has taught me the importance of being both agile and detail-obsessed. Every touchpoint matters – particularly in-store, where you often only have one opportunity to make a lasting impression when someone crosses the threshold.
What I truly value about retail, however, is the human element. The wonderful customers we meet, the opportunity to connect with them on a personal level, and the chance to enhance their homes with our furniture are endlessly rewarding. At the same time, retail presents an exciting platform for transformation – whether that’s integrating technology to improve the customer journey or setting the benchmark for excellence in British luxury furniture.
Much like my time in hospitality, no two days in retail are ever the same. It’s a dynamic, fast-moving world that keeps all of us on our toes and ensures we’re always looking forward to what’s next.
What are the key skills or knowledge areas that are essential for success in your role in retail and e-commerce?
In retail and e-commerce, the most essential skill is an unwavering commitment to putting the customer at the heart of everything you do. Every decision, from the design of a product to the usability of an online checkout, must be guided by the question: “How can we enhance the customer’s experience?” Regularly reviewing and refining the customer journey across every touchpoint is critical to ensuring it consistently exceeds expectations.
At Bridgman, we began selling online in 2010, at a time when less than 2% of furniture was purchased through e-commerce. Since then, that figure has increased tenfold, and digital has become a cornerstone of our strategy. Success in this space requires a deep understanding of how marketing, sales, and customer experience intersect. Our talented teams across the business collaborate to create seamless, symbiotic relationships between all channels – whether it’s in-store, online, or through customer care.
Discipline, focus, and a relentless desire to overachieve are also vital. Retail and e-commerce move quickly, and staying ahead requires a clear vision, a commitment to innovation, and the ability to execute with precision. Ultimately, success is about creating a unified experience that blends timeless craftsmanship with modern convenience, keeping our customers at the centre of it all.
