Claire White, vice president of SDEA
The Shop & Display Equipment Association is an industry voice for creativity, collaboration and commercial innovation. It is the UK’s leading trade association for retail professionals and suppliers. Claire White, a design specification consultant at Antalis, was recently appointed vice president of the association. Here she explains more about the association and her role within it.
When and where did you get your start in the industry? What’s your background?
My journey into retail design began with a National Diploma in Spatial Design and quickly evolved into a hands-on career at Marks & Spencer, where I started as a visual merchandiser for homeware. My role soon expanded to visual merchandising manager, leading a team of 15 and playing a key role in the transformation of former Littlewoods stores into new M&S Home formats.
Over the last 22 years, I’ve held a range of creative roles across retail and shopfitting sectors, including senior positions at Bonmarché HQ, Assura (Pharmacy Group), and most recently Pets at Home, where I helped establish and lead their boutique brand Barkers as creative and visual merchandising manager.
How long have you been involved with SDEA and what inspired you to put yourself forward for the role of vice president?
I’ve been active with SDEA for several years, initially through Antalis’ membership, and served on the SDEA Council for three years. I was recently elected vice president by fellow council members. I was truly honoured to accept the role. Being part of the Executive Council has given me the opportunity to help guide the association and represent the creative voices within our industry.
What is SDEA and what is its function?
The Shop & Display Equipment Association (SDEA) is the largest trade association of its kind in Europe, supporting retail display suppliers, manufacturers, and designers.
Looking after its members, through marketing, promoting to its wide audience via its online directory, providing direct sales leads and networking opportunities. As well as offering discounts, expert advice, support, industry news and reputable supplier recognition.
What does the vice president role entail and what does this look like for the industry?
As vice president, I support the president and director on key initiatives including:
- Membership growth.
- New events and awards.
- External representation and advocacy.
What plans does SDEA have for the next 12 months?
In the coming 12 months, the SDEA will be focused on:
- The Creative Retail Awards this September, celebrating innovation and customer experience in retail.
- A new joint initiative with the National Association of Shopfitting (NAS): the Creative Interior Awards, showcasing excellence in commercial design and fit-out.
- Expanding membership engagement and introducing new services.
How can someone get involved with SDEA?
To get involved, professionals can become a member, attend a networking event, or reach out to existing members of council representatives.
Why is an association like this important for the industry?
I firmly believe associations like SDEA are essential to the future of retail and design.
SDEA provides a central hub for creatives, suppliers, and retailers. It promotes innovation, best practice, and knowledge sharing – while supporting the industry’s growth and resilience.
What are your thoughts on the status quo of the retail and display industry?
The retail and display industry is undergoing a period of significant transformation, driven by fast-changing consumer behaviours and evolving market expectations. Businesses are navigating a complex landscape shaped by rising cost pressures, fluctuating consumer spending, and increasing demand for sustainable solutions.
Key considerations shaping the future include the shift toward circularity, the use of sustainable materials, and the growing importance of recycling incentives. At the same time, the in-store experience is being reimagined – with modular fixturisation, experiential shopping, interactive displays, and seamless customer journeys becoming essential components of modern retail strategies.
How does your other role as a design specification consultant at Antalis link to your new position at SDEA?
In my role at Antalis, I help brands, agencies, and retailers specify sustainable, innovative materials for display and visual merchandising.
SDEA helps me stay close to industry trends and connect with retail decision-makers. It also helps inform our product development and ensures Antalis continues to offer materials that support evolving customer needs, sustainability goals, and a return on investment.
What skills and advice have you picked up over time that have stuck with you?
My biggest takeaway from two decades in retail? That learning never stops.
The retail industry never stands still. There’s always a new season, trend, innovation or behaviour to understand. You can’t achieve it alone – collaboration is key.
What is it you enjoy most about working in the retail and design side of the industry?
Without a doubt the people within the creative community – who mainly work tirelessly behind the scenes, with absolute passion and drive to push boundaries, make or break trends, influence the high street and consumer decisions.
