Deadgood reasons to be cheerful
Nov 28 2008 by Alistair Gilmour, The Journal
Elliot Brook and Dan Ziglam are not only talented, creative individuals, they have also evolved into successful businessmen. Alastair Gilmour finds out about their plans for an even brighter future
Elliot Brook and Dan Ziglam, who together form Deadgood, have developed a new range of domestic lighting that they expect will confirm their status as front-runners among the country’s young creative talent. The Wire Light takes the shape of a conventional table lamp which, with a few twists and turns of 5mm wire, moves the everyday object on by several evolutionary leaps. However, to get to the stage where prototype becomes showroom essential requires support and resources – and most of all, money. Now, after three years in business, Deadgood has built up such a fine reputation that the company has been able to secure funding from the Design and Creative Fund managed by North East Finance (formerly NStar).
“We had gone as far as we could and achieved all we had planned to do in three years, all without investment,” says Elliot. “We needed to focus on a new development plan.
“We’ve done three annual Launch events in Newcastle – one of the region’s leading design promotions with products from more than 50 North East designers and creative businesses – and have worked with Barker & Stonehouse on a range of furniture and with Northumbria University and Robert Muckle, but we needed to take the Deadgood business forward. We’ve always had the ideas, but didn’t have the money to develop them properly or the capital behind us to move our ideas on.”
Deadgood specialises in high-quality, niche furniture and interior accessories. Set up in 2004 by the two Northumbria University graduates, it quickly achieved commercial success with several products critically acclaimed at major international design festivals, while commissions have even come from the British Council in Khartoum. An online shop – www.deadgoodshop.com – offers a range of sleek products including innovative bookshelves, stools, hangers and mirrors, designed in-house and by other emerging designers. The duo will use the £150,000 Design and Creative Fund investment to commercialise new collections, which include seating, tables and lighting, and to develop Deadgood into a leading British design brand.
Whilst Dan and Elliot are excited at having a substantial amount of money available to propel the business forward they are adamant that it will be used wisely. Years of budgeting have developed a heightened sense of prudence.
Dan says: “We discussed how much equity we wanted to give away in 18 months time or even to pay it all off; it’s a very flexible scheme and we’re one of the first companies to be involved. We’ll put all our energy into the next five or six years free from constraints rather than sit back and run a lifestyle business. We’re young, we have vision and courage.
“We’ve done research into how businesses are successful, everything from Disney to Ford and how they have a clear structure and vision. Disney’s was to make people laugh. We want to bring fun and enjoyment into design and bring passion into it. We want to produce things that people will love.
“It’s been quite an intense exercise; we questioned our roles in the company and we had to let go of some of the things we really like doing, so it’s about trusting each other and using our complementary skills and deciding who is the best man for each job. There are now two sides to the business; Deadgood the brand and Ziglam & Brook where we act more like designers.”
The pair feel they have stepped up a gear in terms of design, production and distribution and are particularly proud that British manufacturers have been able to deliver the quality demanded by high-expectancy retailers. They want their products to last for 100 years rather than to churn out fads and fashions.
“British design has a reputation throughout Europe,” says Elliot. “People want to buy into it and we feared we may have to go abroad for manufacture.
“In design we try to do the opposite; we want to mix English tradition with a quirky modern twist. If square sofas are the thing, we do round, and if something has slick graphics but no personality we do something different, something alternative.”
Something like a table lamp that flashes with genius.
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