In conversation with | Sean Clayton, CEO at Peter Reed

Being proudly British, we love working alongside artisans who keep tradition and craft alive. One partnership close to our hearts is with the team at Peter Reed. Established in 1861, their dedication to Britain’s cotton industry has earned them respect and loyalty from clients around the world, including the royal family, who have awarded them two Royal Warrants.

What draws us to Peter Reed is not just their heritage, but their care and meticulous attention to detail. Together, we have created some stunning projects, bringing our design narratives to life with stories told through their linens. Here, we speak with CEO Sean Clayton, who has been with the company for 14 years and has guided the brand through its latest renewal, to explore what drives its excellence and how they honour their rich tradition whilst remaining relevant in a fast-moving world.

‍What first drew you to Peter Reed, and what was it about the brand that made you want to be part of their story?

As a third-generation textile weaver, I was first drawn to Peter Reed through its deep respect for heritage and craftsmanship. What made me want to be part of the brand’s story was its commitment to preserving traditional expertise while ensuring it continues to be passed down and celebrated for future generations.

Who or what has shaped your approach to leadership over the years, and are there any pivotal moments that have influenced you ?

My approach to leadership has largely been shaped by a natural drive to lead and a genuine desire to build a strong and successful team. From early on, I’ve been motivated not just by achieving results myself, but by helping others grow and succeed alongside me. This has been reinforced through my experience working with different teams, where I’ve seen the impact that supportive leadership can have on both performance and morale.

When you need to step back and recharge, where do you go for some R&R?

I’m lucky to live in Yorkshire, so I can step straight out into the Brontë countryside, which I find incredibly peaceful and a great way to switch off. I also enjoy dining at my favourite restaurant, The Hawthorn in Haworth.

What is the one luxury you couldn’t imagine living without?

A nice Lancashire Linen. I’m particularly fond of the Peter Reed 400tc Percale. It’s a simple luxury, but it makes a real difference to comfort and rest.

Do you have a favourite story from Peter Reed’s rich heritage, perhaps about a piece of linen that became particularly iconic or meaningful?

In 2018, we collaborated with English Fine Linens to create the Albion Collection, which marked the first 100% made-in-England bedding range in around 60 years. It was entirely produced in the UK using Supima cotton, a superior yarn known for its strength, softness, and durability. What made it particularly significant was that it returned truly, fully British-made bedding to the market.

We’re excited to be working with you on a special project, what is it about working on projects like this that excites you most, and which part of the process do you personally enjoy the most ?

The opportunity to collaborate with creative minds and bring something truly unique to the market. I especially enjoy the early creative stages, and seeing ideas evolve through the manufacturing process into a finished product. It also gives me the chance to step away from the office and the day-to-day running of Peter Reed.

What does “British craftsmanship” mean to you and how do you see it evolving?

To me, British craftsmanship means quality, integrity, and attention to detail. It’s about skills passed down through generations, while continuing to evolve with modern expectations.

How does Peter Reed stay relevant in a fast-moving world, while continuing to honour your traditional craft?

We stay relevant by continually evolving how we work while staying true to what defines us, craftsmanship and quality. Collaboration plays a key role in this, whether that’s working with creative partners or engaging younger, more contemporary audiences with fresh perspectives. We never stand still. Founded in 1861, we continue into 2026 by honouring our tradition while still pushing forward in a thoughtful, modern way.

Technology is increasingly part of the design process, how is this influencing the way you work with linen, and how do you balance innovation with the brand’s heritage?

We’ve recently invested in a new, wider-format embroidery machine, which brings greater precision, scale and creative freedom to our collections. It arrived this week, and it’s already been affectionately nicknamed ‘the beast’ by the team. Technology like this supports the design process by improving precision, but it never replaces the craft. The balance comes from using innovation to enhance, rather than dilute, traditional techniques.

Peter Reed is admired globally. What do you see as driving demand in different countries or markets, and how do tastes vary around the world?

Demand for Peter Reed varies across different regions, with tastes influenced more by design, fabric and finish than by thread count alone. Different markets respond differently, whether that’s percale versus sateen, colour palettes, or overall aesthetic direction. Our role is to understand those nuances while maintaining a consistent standard of craftsmanship across everything we produce. No matter the market, we never lose sight of our craft and tradition, even as we adapt to different regional preferences.

Sustainability is central to the brand, and being Positive Luxury certified is a notable achievement. Why is responsible luxury so important to Peter Reed, and how does it influence your day -to-day approach?

Sustainability is fundamental to responsible luxury. As a Positive Luxury certified brand, it shapes how we source, produce and design, ensuring longevity and traceability are considered at every stage of the process. It is very much part of our DNA and influences our day-to-day decision-making, from materials to manufacturing, always ensuring we are creating product with longevity and integrity.

Looking ahead, are there markets you’re excited to explore, or collaborations with other British brands that you would love to pursue?

New markets and opportunities are always part of the conversation as Peter Reed continues to grow and evolve. With our story, heritage and British manufacturing history, the world really is our oyster. We’re thoughtful about how we expand, but there is definitely more to come in terms of new collaborations and opportunities, both in the UK and internationally.

When you reflect on the recent brand refresh, how did you approach it, and what was the vision that guided your decisions?

The brand refresh was guided by a desire to honour our heritage while refining how Peter Reed presents itself today. The vision was to create something clearer and more elevated, while staying firmly rooted in craft and authenticity. It was about evolution rather than reinvention, ensuring the brand feels contemporary and relevant, without losing what has always defined it.

Finally, looking to the future, what excites you most about the next chapter of Peter Reed, and how do you hope the brand continues to evolve?

What excites me most about the next chapter of Peter Reed is international growth and continuing to make the brand more relevant to a new generation, while staying true to who we are. A key part of that is also maintaining our UK manufacturing base and supporting the next generation of skills and craftsmanship. The future is about thoughtful growth, expanding our reach while protecting and investing in what makes Peter Reed special.

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SEAN CLAYTON | PETER REED

W: Peter Reed

IG: @Peterreed1861

P: @Peterreed1861