In the world of interiors and luxury publications, getting featured by a big-name brand like GQ Magazine can feel like a game-changer. But as we recently learned, these collaborations sometimes come with unexpected challenges. Today, we’re sharing our story about the Mustang Office Swivel Chair and our experience working with GQ. For anyone considering a similar collaborative partnership, we hope our experience will shed some light on what to expect.
The Product: Mustang Office Swivel Chair:
When we crafted the Mustang Chair here at Smithers of Stamford, we poured our usual passion and attention to detail into it. This chair isn’t just another piece of office furniture; it’s designed with a vintage edge and a sturdy, timeless look that brings style and comfort together effortlessly. With a price tag of the £500, it’s a real investment piece and something we were thrilled to share the leather office chair with GQ’s audience.
The Initial Agreement: A Lifetime Feature:
When Aaron Toumazou, an editor at GQ at the time, approached us with interest in our Mustang Chair, we were excited. Being featured on GQ’s website seemed like a fantastic opportunity to showcase our work to a broader audience. Since Aaron reached out to us directly, we anticipated this would be an organic feature. Typically, large brands ”don’t request product samples”, so it came as a surprise when he asked to have the chair sent to his home address, rather than GQ’s office.
Nonetheless, we provided images and paperwork and shipped the Mustang Office Swivel Chair in good faith, trusting that it would be featured as promised for a “lifetime feature” on their site. For a small business like ours, this kind of exposure is invaluable, and we were thrilled to see it live on GQ’s site, showcasing Smithers of Stamford in a high-profile setting.
GQ Features:
Our Mustang Office Chair was originally featured in two articles by GQ:
Tips: on How to Collaborate: Before you agree to any product placements, get an agreement in writing that specifies your product will be featured for the promised duration, whether it’s a year or a lifetime. This can protect you from unexpected removals and ensure your investment delivers value over time.
The First Disappointment: Removal of the GQ Feature:
A year later, we noticed that the chair had quietly disappeared from GQ’s website. We were shocked and disappointed, especially after sending such an expensive item, £500. The agreement had been a lifetime feature, so we reached out to their team to understand what had happened.
The Response: Temporary Resolution:
After our complaint, GQ did put the feature back up on their site for a time. It felt like a small victory, but we couldn’t shake the feeling that the initial trust we had in the partnership had been somewhat eroded. However, we appreciated that they acknowledged our concerns and took action, even if it was a temporary fix.
The Final Outcome: The Feature Was Removed Again:
Unfortunately, after some time, we noticed that the feature was once again gone from the GQ website. For us, this was a second disappointment, as it wasn’t just about the financial value of the chair but about the principle of honoring an agreement.
Working with Big Brands: Like Condenast: What We Learned:
Our experience with GQ has been eye-opening, and we feel there are valuable takeaways for other small businesses considering similar partnerships.
- Clarify Agreements in Writing
Ensure that every aspect of a collaboration is clearly defined in writing, from the feature duration to the platform it will be displayed on. - Set Clear Communication Channels
Large blue chip companies often have many moving parts, and it’s not always easy to get prompt responses. Establishing a point of contact from the start can help mitigate this. - Value Your Product’s Worth
When offering products to large companies, consider whether the value you receive in return is worth the investment.
The Bottom Line:
Working with a big name like GQ has its allure, and the exposure can be fantastic. But as we’ve learned, it’s essential to go into these collaborations with a clear understanding of the terms and realistic expectations. Our Mustang Office Swivel Chair may no longer be on their site, but it’s still one of our most prized creations here at Smithers of Stamford, and we’re proud of what it represents.
If you’re a small business looking at similar opportunities, remember: your products have value. Choose partners who recognise that and honour their agreements.