Q&A: BrandKonnect Founder Sean Weldon

WORDS Amelia Brown


Natural-born entrepreneur and networker Sean Weldon has been in the furniture and design industry for almost three decades. Here, he shares the exciting opportunities for local design on the African continent. 

How did BrandKonnect come about?

BrandKonnect evolved from my experience in my father’s business Innovation, which was the only importer of high-end designer brands from Europe in SA in the ’80s. The business then grew organically by focusing on the corporate sector, and at one stage we were the largest supplier of office furniture to the corporate market.

With the advent of the tourist boom in South Africa, as well as the “coffee culture” infiltration, we shifted our focus to the hospitality market and, over the last 10 years, supplied products for the first Vida e Caffè in Durban to the World Cup Stadiums and the Cape Town International Convention Centre.

Most recently, we have focused our attention on the export market, as well as the growth in the hospitality industry in Africa.

Tell us about some of your recent projects…
Over the last few years we have completed numerous amazing projects such as refurbing the One & Only Le Saint Géran Mauritius; supplying the Jumeirah Al Naseem Resort in Dubai with South African products; and working on The Robertson Small Hotel refurb with top UK designer Sophie Ashby. We are about to hand over the beautiful, brand-new hotel The Houghton in Joburg, which is definitely going to raise the bar in hotel design locally.
What has been your most memorable one?
That’s hard to say, but we are very proud of the One & Only Le Saint Géran Mauritius project. We managed to source about 70% of the product for the refurb in South Africa.

We also worked on the Tapasake Restaurant in Mauritius, which we lit with custom-made lights by Wireworld, and features a beautiful beaded artwork at the entrance, made and painted in SA. How cool?!

How do you go about working on a project?
We have two business approaches: BrandKonnect’s focused product strategy is to source locally or internationally for projects in Africa and the UAE. BK Projects is a procurement/project management business, and we manage a complete project from concept to creation here.

We work alongside our business sibling Inova, run by my brother Brent under the umbrella of the Innovation Group, which was founded by our dad in 1974. With offices in Cape Town and London, Inova has long-standing relationships with high-end European brands, such as Arper and Magis, and is able to procure and deliver globally. Together, the partnership enables BrandKonnect to custom-spec a space by sourcing both locally and internationally and answering import and export demands.

You’ve done a lot of work with Indigenus. How has this relationship grown?
Indigenus has been a wonderful success story for both SA design and manufacture, and we are so happy to have been an integral part of this journey. We have worked on projects with the brand throughout Africa and are now exporting container loads to the UAE after many years of marketing and relationship building.

Indigenus planters at Jumeirah Al Naseem Resort in Dubai.

Are there any other local brands or designers that you have developed bespoke pieces with?

We have developed bespoke pieces for our various projects in Africa with local brands such as Sealand, Mungo, Wiid Design, Wireworld, Moonbasket, Guideline, Jo Carlin, Illumina and Ceramic Matters. We have even created beautiful artwork with Streetwires for a restaurant project in Mauritius.

Hospitality is volume. We work with a designer or craftsman to create a bespoke piece that suits the project, but could also quite easily work in a retail environment. Then, once the client is happy and we’re in production we get to test the supply chain and the whole process gets the producer fit to produce multiples, which is what’s required for stocking a retailer.

There’s a lot of love and attention that goes into developing something for a project. Take a chair, for example. We could end up doing five samples. The brief may be for only 100 chairs, but now we’ve developed a chair with a designer for a hotel that we can use in other hotels or customised further. In that way, BrandKonnect is developing a portfolio alongside the designer-makers.

Pieces by Moonbasket were used in the rooms at the One & Only Le Saint Géran Mauritius.

With big hotel chains developing their footprint on the African continent, there seems to be a lot of opportunity for local business…
For sure. We are dealing with some global groups who are planning to double their footprint in Africa over the next few years. There are also some great South African companies, such as Newmark Hotels, who are expanding rapidly into Africa. The SADC Free Trade Agreement also ensures that our local suppliers can compete with global players when supplying in Africa.
What’s next for BrandKonnect?
BrandKonnect is exhibiting at Downtown Design in Dubai at the Dubai Design District from 13 – 17 November 2018. To be showcasing local design and talent, such as Indigenus, willowlamp, Douglas and Company and Wiid Design, is a dream come true for me after 30 years in the industry.

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