Craig Allen is a specialist in brand management and repositioning in the Luxury Goods and Design Retail sectors. As a senior Creative Director, he has a proven track record in reconciling creative processes with commercial demands in order to achieve outstanding performance.
During a diverse career, Craig has developed creative direction, design management and product development skills in furniture, interiors, hospitality, accessories, bath and body products, graphics and packaging. His interior design skills have ranged across domestic, hospitality and retail environments. In addition, he has global operational and merchandising experience of the premium/luxury sector in directly-operated points of sale, franchises and third party distribution.
Craig graduated from Durham University with an Honours Degree in Sociology before taking a Masters Degree in Design History at the Royal College of Art. On leaving the RCA, he joined
The Conran Shop as a buyer and product developer and oversaw a period of rapid international expansion as Group Buying Manager. He also started The Conran Shop Contracts division to focus specifically on the commercial and hospitality markets.
In 1996, Craig joined GUCCI as a Worldwide Product Director responsible for the categories of Home, Jewellery, Watches and Licensed Products (sunglasses and fragrances).
During this period, he contributed significantly to a huge growth in revenues and reputation, as GUCCI became one of the world’s leading luxury brands.
During 2000, Craig Allen was approached by David (Viscount) Linley to become his Creative Director and initiate a repositioning in order to establish LINLEY as a modern luxury home furnishings, accessories and interior design brand. Clients included Claridge’s, Kempinski, Burberry and Christie’s, in addition to numerous high net worth individuals. In 2008 he was appointed Managing Director.
In 2009, Craig was head-hunted by Molton Brown to be their Group Creative Director and was charged to reshape the brand. This involved defining a distinctive creative vision while restoring Molton Brown’s prestige positioning through aspirational design and category diversification.
During 2012, Craig established himself as an independent luxury consultant for Davidoff Cigars, Gilpin’s Gin, Luke Hughes (Furniture in Architecture), Matthew Hilton Studio, ROX Jewellers and LINLEY.
Now a Director and Creative Director of Luxury Branding,
Craig Allen is a contributor to LuxurySociety and also serves as Non-executive Director of Luke Hughes Ltd.