In the competitive world of luxury interior design, few stories are as compelling as that of Alec Watt, the visionary founder and CEO of Accouter Design. His journey from an office junior to leading one of the most innovative design collectives is a testament to resilience, adaptability, and an unwavering commitment to excellence.
Alec Watt’s early aspirations leaned towards the arts. At school, he harbored dreams of becoming a renowned artist. However, upon attending art college, he quickly realized the vast pool of talent around him. After a term, he decided to leave, facing the reality that fame in the art world might not be his path. This period of uncertainty led him to take up a position as an office junior, earning a modest £17.50 a week through a youth training scheme.
This job, though humble, ignited a passion for the dynamic world of business and design. He found himself surrounded by ambitious professionals in smart suits, company cars, and vibrant social lives—a stark contrast to his previous environment. This exposure fueled his desire to carve out his own niche in the business world.
Alec’s career trajectory took a significant turn as he ascended the corporate ladder. He became a Managing Director at a FTSE 100 company, overseeing hundreds of employees across estate agency branches and retail banking divisions. His tenure was marked by navigating complex corporate landscapes, including takeovers, acquisitions, and IPOs. These experiences honed his leadership skills and provided invaluable insights into the intricacies of large-scale operations. However, not all lessons were positive; Alec also encountered management styles and corporate practices that he was eager to leave behind. Despite the challenges, these years were formative in shaping his approach to business and design.
In 2012, Alec, alongside co-founder Stella Gittins, established Accouter Design, aiming to revolutionize the luxury interior design sector. They identified a significant gap in the market: a demand for professionalized interior design services that offered bespoke, high-end products delivered in weeks rather than months. To meet this need, they curated a unique supply chain of British artisans, craftsmen, and manufacturers capable of delivering exceptional quality within tight timelines. This approach set Accouter apart from traditional design firms, positioning them as pioneers in the industry.
Under Alec’s leadership, Accouter Design expanded its reach and influence. The company became part of the Accouter Group of Companies (AGC), a collective that includes brands like A.LONDON, BoxNine7, and AGC BTR. Each brand operates with its own identity and autonomy, fostering innovation and creativity within the group. This structure allows for specialized focus while benefiting from shared resources and expertise.
Accouter’s commitment to excellence has been recognized globally, earning multiple International Property Awards for their projects and developments. Their portfolio boasts luxury properties in prestigious locations such as Belgravia, Hyde Park, and the Royal Atlantis in Dubai. These accolades underscore the company’s dedication to delivering world-class interior design solutions.
Alec and Stella have been at the forefront of integrating sustainability into the luxury design sector. Recognizing the growing importance of environmental responsibility, they made sustainability a core tenet of their business model. In 2021, Accouter became the first interior design collective in the UK to achieve B Corp certification, joining a global movement of companies committed to high standards of social and environmental performance.
Their sustainability initiatives include sourcing materials from responsible suppliers, using renewable energy, and implementing strategies to reduce waste. For instance, they repurpose off-cuts into new products and donate items to organizations like the British Red Cross, extending the lifecycle of their furnishings. These efforts reflect a deep commitment to making a positive impact on both the industry and the planet.
The journey to success was not without its challenges. In the early days, Alec and Stella faced financial constraints and logistical hurdles. One notable incident involved a delayed payment for a project, where a cheque intended for the business was accidentally torn. Despite these setbacks, their determination and resourcefulness enabled them to overcome obstacles and deliver exceptional results. Such experiences strengthened their resolve and reinforced the importance of adaptability in the face of adversity.
As Accouter Design continues to grow, Alec remains focused on innovation and excellence. The company is exploring new avenues, including expanding its presence in international markets and enhancing its digital offerings. Alec envisions a future where Accouter not only leads in luxury interior design but also sets new standards for sustainability and ethical business practices. With a dedicated team and a clear vision, the future looks promising for Accouter Design.
Alec Watt’s journey from an office junior to the CEO of Accouter Design is a remarkable tale of vision, perseverance, and innovation. His ability to identify market gaps, embrace sustainability, and lead with purpose has transformed Accouter into a trailblazer in the luxury interior design industry. As the company continues to evolve, Alec’s leadership ensures that Accouter remains at the forefront of design excellence, setting benchmarks for others to follow.
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