Pull up a chair – lessons from a UK furniture brand’s first foray into semiotics

The marketing and management teams at furniture maker/retailer HSL have gone from never having heard of semiotics to being complete converts in the space of one project.

Furniture retailer HSL, a business based in the north of England with 53 years’ experience targeting “older” consumers, makes and sells high-quality beds, chairs and sofas that are neither mass market nor focused on the “mobility” market.

HSL aspires to...