Sam Laurie – Seizing opportunities in an expanding luxury market

This is the seventh in our series of showcasing entrepreneurs from within the Saddlers’ Company.

What led to setting up the business?

One Menagerie, based in Marlow, Buckinghamshire, was formed in 2014 by Sam and co-founder Jo James, as a brand innovation agency. Two catalysts led to the company’s beginning; one being the heightened demand for innovative brand and marketing services and the other being the growth of the luxury sector. The business has evolved without investors.

During Sam’s earlier career, he spent 5-years overseeing the restoration of 91-metre superyacht Nahlin at Blohm+Voss Shipyard in Germany. The project approach broke new ground in restoration quality, technology and design solutions.

In 2011, Sam originated BOYD, a Webby Award winning multi-media platform for the superyacht industry. Hailed as the future of publishing, it became notorious for forging brand partnerships and creating content for brands such as Bentley Motors, NetJets, Hennessey and Knight Frank International.

Background into One Menagerie

As a multidisciplinary creative studio, One Menagerie offers the full spectrum of creative services; from brand identity design to film and website production, across the residential, superyacht and hotel sectors, and more recently the health & wellness sector. 80% of clients are owner-led and entrepreneurial and less than 20% of them are UK based.

Since starting One Menagerie, the global fleet of yachts over 45-metres has doubled and the superyacht sector now has an annual turnover of €24BN. Similarly, the branded super-prime residential market has grown +150% over the last decade and there are currently +700 branded developments internationally.

With this in mind, Sam has developed a special ops team that delivers innovation and quality, at velocity. The team flexes anywhere between 7-50 people and clients benefit from their supreme agility and performance. Recently they have been responsible for the digital programme and CRM to launch the redevelopment of The OWO, which includes the UK’s first Raffles Hotel, and the new brand and visualisation for Kengo Kuma’s latest branded residential project in The Ellinikon, Greece (Europe’s greatest urban regeneration project).

What difficulties have been faced since setting up the business?

Covid was the most difficult time the business has experienced because marketing budgets were the first to be cut as companies needed to remain operational in a crisis.

Having had an unorthodox career, Sam felt rather ‘unemployable’ so preparing for the worst he enrolled as a delivery driver to pay the bills if the business folded. At the same time, he was also hoping for the best and used this time to invest in originating campaigns for clients, that were 100% ready for activation. The theory was that as they were burning through their capital reserve and were committed to retaining the team, so they decided to become more proactive than ever. One Menagerie became an incubator for ideas, presenting these to clients with no costs attached, other than fees payable on performance. This approach paid off and the company also benefitted from extended loyalty with clients because of the support provided to them during the darkest hours.

“Every cloud has a silver lining as long as you remain positively curious.”

What aspects of setting up/business strategy have worked?

Uncovering efficiencies is valuable to One Menagerie because their commodity is time. Therefore selecting the right operational resource is fundamental to performance.

“You may find it most profitable to re-allocate tasks between your existing team, or deploy a consultant to fill the gap during growth whilst you guarantee the best fit.”

Sam is constantly experimenting with new technology to take on the operational tasks, so the team can focus on what they are best at. Operational efficiency is a very exciting application of artificial intelligence.

A few tips for wannabe entrepreneurs

Accept that failure is fundamental to making progress. Anyone who says they have not failed is either not telling the truth, or not yet worthy of a business leadership role.

Maintain physical fitness and outdoor activities at all times. This feeds the mind and resilience in preparation for any challenge.

Has being involved with Saddlers or any other bodies helped, and if so, in what way?

Sam particularly enjoyed being on the water this year with a few senior members of Saddlers during the Inter-Livery Regatta. It was an excellent opportunity for him to understand more about the livery company in a relaxed environment, with time to discuss the future and learn about Saddlers’ past. Being amongst other liveries also promotes a certain sense of pride in belonging and Sam felt it exposed the unique ‘family’ values that come with this privilege.

One Menagerie website