Technical design for retail

Crafted Design have a wealth of experience in the technical design of retail fixtures. Services include; freelance support to the in-house teams of fixture suppliers, and independent consultancy direct to retailers.

We appreciate the effort that goes into developing a new retail scheme and take pride in our ability stay true to concept when translating design proposals into resolved solutions ready for production.

If manufacturers have already been appointed we will work with them to ensure our solutions align with their capabilities and that designs are delivered in a format that suits their equipment.

Working with a network of tried and tested suppliers we can also facilitate the prototyping of new fixtures.

Key offerings:

• Design for manufacture

• 3D CAD modelling (SolidWorks / Inventor)

• Component drawings

• Product visuals

• Product improvements

• Changes to specifications

• Product presentations

Project examples

In his role as technical lead for the below projects completed whilst employed by SFD. Pete worked as part of a team to develop the concepts, coordinated the creation of technical designs, and engaged with suppliers and installers to assist with correct delivery of the goods. These projects are presented here with the permission of SFD.

Retail display Dorothy Perkins Kardashian shimmer wall Westfield White City London

Dorothy Perkins - Kardashian collection

Multi-store VM fixtures & giant shimmer wall covering of White City flagship

find out more »
retail interior shelving Topman footwear department store design rollout

Topman - footwear

Modular shelving with lighting options configured for approximately forty stores

find out more »
hand held technology dispaly perimeter fixtures gadget security WH Smith Kobo

WH Smith - kobo

Perimeter and mid-floor fixtures for a tiered roll out across the WH smith estate

find out more »

Bespoke residential furniture

Our living spaces come in all shapes and sizes and as individuals we all have our own requirements of them.

At Crafted Design we have the skills help you make the most of the space you have, we can create designs for either fitted or free-standing furniture that not only works just how you need it to but is also a joy to live with.

Detailed below are a few of the projects we have delivered previously, which include bespoke home offices, made to measure fitted wardrobes, and storage solutions tailored for location and lifestyle.

contemporary bespoke furniture custom home office desk integrated storage solid english oak hardwood

Bespoke home office

Oak desk and two storage units with inbuilt filing drawers

find out more »
modern stylish roof space shelving cupoards storage domestic under stairs design american white oak

Lifestyle storage

Cupdoards and shelving to fit a roof space apartment

find out more »
modern design fitted wardrobe with sliding doors adjustable shelves american white oak

Fitted wardrobe

Wardrobe with hanging rails, adjustable shelving, and sliding doors fitted into an alcove

find out more »

Bespoke design for businesses

Branding is no longer a logo and a tag line, it goes beyond brand identity, through products and into the environment in which we work and the places we invite our clients to.

We want to help you realise your vision for your work space, from reception furniture to office suites we will work with you to design furniture that functions the way you need it to, improves your work areas and works in continuity with your brand image.

Using our network of trusted suppliers, we’ll see to it that your commissions are manufactured to the highest of standards using the most appropriate materials available.

Key offerings:

• Wide selection of materials and finishes

• Integrated branding

• Integrated light boxes

• Ergonomic design

contemporary coffee table design stylish unique modern cherry oak walnut

Reception furniture

Coffee tables

find out more »
specialised business storage furniture bespoke harware racking american black walnut

The Quarry - desks & hardware pods

Mobile storage units to be fitted with specialist hardware racking

find out more »
custom shelving home office adjustable birch-ply clear satin lacquer

Two Little Boys - bespoke storage

Contemporary shelving for a home-based business

find out more »

Industrial and product design

At Crafted Design we love challenges and however complex they appear, we always strive to resolve them with simple solutions.

Previous successes include: improving the reliability of motorised mechanisms and designing security devices that could be retro fitted to existing products.

Although driven by function and performance aesthetics is never overlooked. We will always ensure products are fit for purpose and look the part.

Specialist services in this field include:

• New product development

• Performance improvements

• Problem solving

• 2D to 3D CAD services

• Innovative solutions

Ergonomic design for modular public seating aluminium modern stylish contemporary

Public seating

Modular seating with an innovative approach to ergonomics

find out more »
modern contamporary stylish designer wall mounted winerack wine storage

Wall mounted wine rack

Practical wine storage

find out more »
patented security device missing replacement mannequin hand removal problem solving industrial product design

Secure hand

Patented security device to prevent unwanted removal of mannequin hands.

find out more »


Crafted Design was first established in 2001 by Pete Williams. At the time he was a recent graduate of Brunel University where he had studied Industrial Design. It was at Brunel that Pete got his first taste of designing and making furniture. Off the back of pieces made at university, friends and family commissioned work, then through exposure at craft fairs and exhibitions requests came in from further afield.

Involvement with Furniture Works (now Cass Works) helped Pete developed his first industrially manufactured product; Wall Mounted Wine Rack. It was also through Furniture Works that Pete met and began working with artist and furniture maker Kevin Stamper. Working with Kevin enabled Pete to develop skills in traditional cabinetry and gave him access to a fully equipped joinery workshop to produce in. Pete continued to work for both himself and Kevin until 2008.

Pete joined the retail supply company SFD as a technical designer in early 2008. With their long client list of predominantly fashion retailers it was an exciting place to work. Being a relatively small company there was also plenty of opportunity to gain commercial experience of the whole business process from project inception, through creative design, technical design, prototyping, production, and delivery. Clients included, Harrods, Harvey Nichols, M&S, WH Smiths, and Topman. Whilst at SFD Pete developed strong 3D CAD skills, process design knowhow, and was even awarded a patent for an innovative security device.

In 2018 Pete decided to bring together all the skills developed over the preceding years and form PW Crafted Design Limited.


If you have some work or a project that you would like to to discuss. Please use this form to get in touch, and I will get back to you soon. Alternatively give me a call to talk it through.

* These fields are required.

Office address:

54 Courthouse Rd


+44 7980 883 687