Starting any business is challenging

Born of an earlier visionary collaboration between Philip Hamilton and Simon Dennehy, from the award winning design house, the Perch Studio and Stuart Montgomery of Thomas Montgomery Ltd (TML), GreyFox stands as a beacon of innovation in the furniture design industry; a brand that marries insightful design research with a commitment to human movement.

Far from being just another furniture label, GreyFox looks to champion an approach that prioritises “Research-led Design for Applied Human Movement”, ergonomics, and the psychological interplay of space and interaction. Each piece is designed not to chase fleeting trends, but to respond to fundamental human needs.

A tightly knit team

With extensive experience in commercial interiors having developed one of the leading commercial interiors products businesses over many decades Michael Clarke and Gerry Whelan provide the commercial assessment of product development, steering the strategic direction of the brand and ensuring every decision reflects the brand’s ethos.

Stuart Montgomery, an experienced leader in manufacturing and quality assurance ensures GreyFox production meets the highest standards in detail and craftmanship. Stuart, the second generation to lead the team at TML brings a wealth of experience and a legacy of quality.

Back at head office Catherine Grassick, our experienced administrator supports product specification, sales and administration, while Dana Beier, a proud Letterfrack graduate, leads engineering and internal product deployment.

The collaboration with the Perch Studio is also seamless and their energy and human-centric approach informs key values of GreyFox prioritising thoughtful, beautiful, relevant and sustainable product development.

“As a small Irish business operating in the commercial interiors sector the GreyFox team believe that it is essential to create distinctive solutions where their development is underpinned with considered critical research.”

Research-led design

A roadmap of ideas informed early potential product directions for the GreyFox team. Perch Studio’s detailed independent research and its involvement in a substantive multi-disciplinary multinational funded research project accelerated product development priorities. 

An iterative approach ensues moving ideas from initial sketches at Perch Studio into hands-on testing and prototype development. Regular cross-functional meetings ensure that design concepts, engineering constraints, and market realities are perfectly aligned.

Greyfox fosters a collaborative culture to ensure innovation thrives, and every piece of furniture is conceived as a solution to genuine human needs.  

With a long history in and a great deal of experience with the commercial interiors sector Michael and Gerry had worked with both Stuart at TML and, Simon and Philip at Perch Studio.  

Familiar with the user research that Perch had undertaken both on behalf of TML and as part of the internationally funded multi-national, multi-disciplinary research project PELARS, they were very interested in the ‘roadmap’ that been developed by them to create relevant and meaningful collections of products applicable to working, learning and social landscapes.

To date GreyFox have developed and launched to production four collections of products. Addressing group collaboration and social interaction these products assist their users to ‘work, learn and  connect’ effectively, removing barriers to engagement and responding to the current demands for hybrid working initiatives and also delivering engaging technology to support demands to provide agile work environments that continue to change in a sustainable, novel and fun way.

GreyFox deliver beautiful products that promote the craftsmanship from the TML factory delivering engaging products which strive to surprise customers and bring a smile as they deliver in their unique way.

“Greyfox fosters a collaborative culture to ensure innovation thrives, and every piece of furniture is conceived as a 
solution to genuine human needs.”

Challenges and opportunities in the marketplace 

As a small Irish business operating in the commercial interiors sector the GreyFox team believe that it is essential to create distinctive solutions where their development is underpinned with considered critical research.  

The challenge to stand out is unrelenting in a very competitive marketplace that drives survival dynamics.

In the fast-evolving field of commercial and educational furniture design, trends like standing desks, sit-to-stand solutions, pods, and work-from-home setups often dominate discussions. 

However, GreyFox remains steadfast in its philosophy that ‘human evolution is far slower than the trends that come and go’. 

Its focus on applied human movement allows the brand to develop timeless solutions that cater to fundamental ergonomic needs, supporting high-quality, low-threshold movement for both adults and children. 

While many companies struggle to break free from transient trends, GreyFox’s design ethos affords it a competitive edge.

Reflecting on what has been achieved GreyFox has identified and secured key project opportunities by understanding and responding to the demands of its marketplace. 

As an Irish company it is essential to focus on scaling business abroad and Founder Michael notes the opportunity presented by the recently announced, strategic partnership with Bisley, the long established European brand that is as “unashamedly passionate about furniture as we are and strive to innovate to meet the evolving needs of our working world.”

Michael continues: “We believe this development further recognises the relevance of our products and our commitment to research-led, human centric design.”

Existing furniture brands increasingly recognise the value of partnering with a company that offers complementary, non-competitive solutions. Such collaborations enable GreyFox to integrate seamlessly into diverse product portfolios, whether through strategic sales alliances, network-sharing, or even acquisition opportunities. 

This unique positioning not only opens new channels for growth but also enhances GreyFox’ s appeal as a leader in meaningful design innovation.

Networking for success…

As a member of the original Steering Group responsible for setting up the Irish Wood & Interiors Network, Founder Michael promotes the value to companies of sector engagement.  

IWIN was set up with certain key objectives, including to provide and develop Irish market expertise in manufacturing and export marketing and to help promote Irish companies opportunities for export growth and success abroad. 

The IWIN network connects major furniture manufacturers on the island and ensures a steady pipeline of industry insights. 

Through IWIN, GreyFox has gained access to relevant meetings, international trade fairs, and collaborative platforms that spark creative solutions to common industry challenges.

Perch Studio is also invested with the Institute of Designers in Ireland (IDI) network which supports Irish design efforts here. The IDI’s community of intellectual design practices offers a rich forum for discussions on intellectual property, the business of design, and collaborative innovation. 

This network not only fuels Perch’s creative spirit but also provides a strategic framework for addressing design challenges in a rapidly changing marketplace. 

“Through IWIN, GreyFox has gained access to relevant meetings, international trade fairs, and collaborative platforms that spark creative solutions to common industry challenges”

Looking forward

GreyFox is more excited than ever about the coming year. A new strategic partnership with Bisley represents an incredible opportunity to expand its market presence, both in the UK and abroad. 

GreyFox is presenting its “Showcase” during Clerkenwell Design Week at Bisley’s London showroom on Dallington Street, and will introduce their latest innovations to a broader audience, reinforcing its commitment to timeless, research-based design solutions.

There is a strong focus on nurturing international development and exploring new avenues for trend-free product development. With its roots firmly planted in innovative research and a steadfast belief in the enduring principles of human movement, GreyFox is poised to lead the way in re-defining ergonomic spaces. 

The ambition is not merely to follow industry trends, but to set them, ensuring that every new piece continues to meet genuine needs and drive positive change in how people work, learn, and interact.

www.greyfox.design