This year, Ettinger celebrates its 90th anniversary. To commemorate this milestone, we sat down with our CEO Robert Ettinger who took over the reins of the business in the 1990s. Join us as we dive into his reflections on the company's rich history, the challenges they've overcome, and his vision for the future.
Describe Ettinger in one sentence.
"We’re designers and manufacturers of British leather goods, known for creating products that combine classic British styles with a contemporary twist."
What are 3 highlights since you started running the business?
"Receiving the Royal Warrant from the Prince of Wales in 1996 and again from King Charles this year, which serves as a seal of approval, quality, and trust.
Ettinger used to be based in Warwick Street in the West End of London, and 30 years ago needed to move to bigger premises. I was living on the river by Battersea Bridge and my father gave me a brief to find a building on the River Thames between Battersea Bridge and Putney Bridge. I found a building and some land for sale close to Putney Bridge, on Putney Bridge Road, where our head office is still based. We decided to knock the building down and build a bespoke premises for the Ettinger business with offices, a showroom and warehouse.
When we met our present distributors in Japan 30 years ago, it marked the beginning of a growing business over there. Now, there are two standalone Ettinger shops in Tokyo and we supply over 100 other department stores and retailers in Japan."
What has been the biggest challenge you've faced since joining the company?
"Definitely Covid. Suddenly, we had to close our factory in Walsall and the London office and think about how we would manage our various teams during the pandemic. Luckily, both our Walsall factory and our London office are not open plan and have lots of separate rooms, so we were able to separate everybody which reduced the likelihood of Covid being passed on. We also split the London office in two teams working on different days. The first six months were a huge challenge because no one knew where the pandemic was leading and until the vaccination came out, we just had to carry on regardless."
Which product are you the most proud of?
"The product I developed and tested more than any other product is the Metropolitan Bakerloo Portfolio Case. Once we felt that we had got the design right at our factory, I began using the portfolio case on my business trips around the world. Each time I came back from a trip, we tweaked something to improve the design and practicality. It’s now a case I use wherever I go, and the time spent in development was certainly worth it."
In both its history and its craft, is a sense of family important to Ettinger?
"At Ettinger, whether it be in the Walsall factory or the London head office, we are all working towards a common goal and therefore working together and feeling part of the team and family is incredibly important. When we design new products, almost everybody is involved - from our factory managers who manufacture the products, to our designers and sales team.
Many of our factory staff, including our factory managers, have been with Ettinger for decades, with some starting their careers here at just 16. This long-standing commitment and collaboration are essential to our success."
What were the biggest lessons in business that you learnt from your father?
"Ettinger exports to over 35 countries, and one of the key lessons my father taught me was the importance of studying new markets and understanding how they differ from the UK.
A prime example is the US - yes, we speak the same language and for all intents and purposes we think that it’s the most similar country to ours. But, in fact, there are countless differences and that’s something I’ve learnt over the last twenty years of doing business there."
Would you have any advice to give to someone wishing to enter the luxury leather industry now?
"Find a specific niche and focus on high-end quality while ensuring affordability within the luxury market. At the same time, maintaining skilled craftsmanship and using only the best materials are essential to establishing your brand's luxury credentials."
How do you maintain a good work/life balance while running a family business?
"I do believe that one must work hard, but at the end of a day one needs to completely separate the work/life balance. Turn off the phone and don’t look at emails. Before emails, things took a bit longer, but everything still seemed to work very well. While modern communication tools are wonderful, it's important to not let them control your life."
Do you have any hobbies that help you clear your head after a long day at work?
"To clear my head after a long day of work, I turn to exercise as my medicine. Once I get home (and I do quickly look at emails and reply), I go for a 30-minute walk in the hilly woods near my house with my Labrador. And then, depending on the weather, get on my bicycle for another 30 minutes. I also go swimming most mornings and I’ve found that even when I’m tired or stressed, exercise helps me to completely relax and rest."
What are your hopes for Ettinger in the future?
"I would like to see the Ettinger brand building internationally, both through our retail customers and the Ettinger website. Both of these sales avenues are very important: the one helps the other."
How do you ensure that Ettinger stays true to its heritage while innovating for the future?
"Ettinger is not high fashion, so we don't produce seasonal styles but we’re known for both our innovative use of colour and unique designs. Our team is always brainstorming new product ideas, and most importantly, talking to our customers whenever they get the chance to ensure we are responding to their changing needs."