In conversation with Sean Clayton, CEO of Peter Reed, we explore how this British heritage brand – founded in Lancashire in 1861 and recognised with a Royal Warrant – continues to evolve with enduring elegance. This year marks an especially exciting chapter for the brand and a moment of fresh momentum. The launch of a beautifully reimagined website, which we were proud to develop, comes alongside a busy calendar of new collections, partnerships and events.
In an era increasingly shaped by AI and fast-developing technological advancements, the balance between preserving heritage and craftsmanship while embracing innovation has never been more important. The new Peter Reed website reflects this philosophy, honouring the brand’s rich legacy while presenting it through a refined digital experience for a modern audience. For British heritage brands like Peter Reed, success lies in using new tools thoughtfully – ensuring that tradition continues to guide the future.
Peter Reed has long been associated with British excellence. How would you define the brand’s heritage in your own words?
Peter Reed’s heritage is defined by craftsmanship, continuity and an unwavering commitment to quality. For more than 160 years, we’ve been creating fine bed and table linens in Lancashire, where each piece is carefully finished by skilled artisans. What makes the heritage special isn’t just the longevity of the brand, but the continuity of knowledge and pride that sits behind every piece. It’s a tradition of quiet excellence that has been refined over generations.
Lancashire is famously the home of cotton. How has being rooted in this historic textile region shaped Peter Reed’s identity and standards?
Lancashire’s textile history runs deep, and being rooted here has always shaped the identity of Peter Reed. The region built its reputation on exceptional cotton weaving and finishing, and that culture of craftsmanship still informs the standards we hold today. Being part of that legacy means we remain closely connected to the skills and knowledge that have defined British textile excellence for centuries.
Congratulations on the launch of your new website. How does this refreshed digital platform reflect the evolution of the brand?
The new website is an important step in the evolution of the brand. While Peter Reed is deeply rooted in heritage craftsmanship, the way we share that story continues to evolve. The platform allows us to bring the world of Peter Reed to life more fully, from the artistry behind our linens to the details that make them so special, while creating a refined and seamless experience for our customers.
How do you strike a perfect balance between innovating and respecting tradition within a category that is deeply rooted in heritage?
For us, innovation is about thoughtful evolution rather than reinvention. The foundations of the brand, exceptional materials, skilled craftsmanship and attention to detail, remain constant. Innovation comes through how we interpret those values today, whether through new designs, collaborations or fresh ways of presenting the brand. It’s about honouring tradition while ensuring it continues to feel relevant and inspiring.
You’ve hinted at some exciting partnerships and upcoming launches for 2026 – can you give us a glimpse of what’s ahead?
2026 is shaping up to be a very exciting year for Peter Reed. We’re working on several collaborations and launches that celebrate craftsmanship and British design, bringing new creative perspectives to the brand. While we’re keeping some details under wraps for now, the focus is on building meaningful partnerships and introducing pieces that continue to reflect the quality and heritage that define Peter Reed.
What does legacy mean to you in a modern luxury business?
Legacy, for us, is about stewardship. It means honouring the craftsmanship, reputation and standards built over generations, while continuing to evolve the brand for the future. True luxury has a sense of longevity; it’s about creating pieces that are beautifully made, enduring and meaningful, so that the story of the brand continues long into the future.
Explore the Peter Reed website.
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