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Interview with Ben Demiri, Brand Manager, SIX Showroom

Research ProjectThe next interview for my research into Perceptions of Coaching in the UK Creative Industries was with Ben Demiri, Brand Manager and International Sales and Marketing Manager at SIX Showroom.

SIX Showroom is the collective behind Swear and b store (own brands) and 5 worldwide footwear licenses (Eley Kishimoto, Bernhard Willhelm, Peter Jensen for b store, Henrik Vibskov and Opening Ceremony).

Ben Demiri

Working with mainly UK designers and emerging design talent, supporting them with distribution and a unique production infrastructure, SIX is the roof of an international operation encompassing London’s b Store which is the international flagship for its line of ‘b’ footwear (formerly Buddhahood), Swear in London’s Carnaby Street, and a synergetic marketing and branding operation.

SIX specialises in the design, development, production and wholesale of fashion footwear collections. It operates a production-sourcing agency in Portugal and in Hong Kong, and has more than 20 agencies worldwide covering all continents, including Scandinavia, France, UK, USA, Japan, Hong Kong, Russia, South east Asia, Italy and Spain.

SIX’s first venture into premium footwear design and production happened with the internationally acclaimed brand Swear founded in 1994, opening its flagship in London in 1996. Since then, the company has evolved, launching Buddhahood in 2001.

SIX has developed close ties with many designers resulting in collaborations to launch footwear for Eley Kishimoto, DIE for Swear, Peter Jensen for b, Judy Blame for b, Bernhard Willhelm and in the recent past, Zakee Shariff, YMC, Burro and PPQ.

SIX now handles all product development, international sales and distributions of the following footwear lines: Bernhard Willhelm, Eley Kishimoto, Swear, b store, Peter Jensen for b store and the last additions to our family, the new Spring Summer 2007 footwear collections for Opening Ceremony and Henrik Vibskov.

[Click to see larger images]

Man's shoe
Woman's shoe

SIX has positioned itself to become one of the world’s leading footwear specialists, in a high-fashion segment of the footwear market. It remains faithful to its mission and values: to design and make exciting and innovative footwear, to be the coolest footwear showroom around!

Walking along Savile Row to meet Ben at his office, I reflected that fashion, like architecture, was one of the oldest forms of creative business, unlike many of the industries that have been grouped under the ‘Creative Industries’ heading – as Ben said, people have needed clothes and houses for a long time! So it was fascinating to listen to him describing an industry culture and management style that has evolved over centuries, yet is still very much alive in the 21st century.

Watch this space for more interviews in the series over the next few weeks.

Table of contents for Research: Perceptions of Coaching in the UK Creative Industries

  1. Take Part in My Research – ‘Perceptions of Coaching in the UK Creative Industries’
  2. Research Project: Definition of ‘Coaching’ for this Project
  3. Research Project: Definition of ‘Creative Industries’
  4. Questionnaire for Managers in the UK Creative Industries
  5. Questionnaire for Employees in the UK Creative Industries
  6. Online questions for UK Creative Industry Staff
  7. Interview with Mick Rigby, Managing Director, Monkey Communications
  8. Research Project Featured on ‘Better Business Blogging’
  9. Interview with Ruth Kenley-Letts, Film Producer
  10. Interview with Chris Arnold, Executive Creative Director, BLAC
  11. Interview with Russell Davies, Advertising Planning Maestro
  12. Interview with Chris Hirst, Managing Director, Grey London
  13. Interview with David Roberts, Senior Project Manager, Creative Launchpad
  14. Interview with Neil Youngson, Technical Director, Cabinet UK Ltd
  15. Interview with Greg Orme, Chief Executive, Centre for Creative Business
  16. Interview with Chris Grant, Consultant, 14A Conversations
  17. Interview with Antonio Gould, Consultant, and Sara Harris, Screen Media Lab
  18. Interview with Richard Scott, Surface Architects
  19. Interview with Ben Demiri, Brand Manager, SIX Showroom
  20. Interview with Sian Prime, NESTA Creative Pioneer Programme
  21. Interview with Jill Fear, CPD Manager, The Institute of Practitioners in Advertising
  22. Interview with Terry Childs, Creative Director, Silver Chair
  23. Interview with Matt Taylor, Director, Fat Beehive
  24. Interview with Mark Earls, Advertising Contrarian
  25. Interview with David Amor, Creative Director, Relentless Software


  1. Just a professional enquiry- who took the photographs for this article?

  2. the portrait of myself was taken by Santi Rodriguez, a fashion stylist and photographer, santiwins@gmail.com
    the shoes were photgraphed by Lawrence for B store, please contact 0207 734 6846 for his details.


  1. […] Having recently interviewed Ben Demiri of SIX Showroom, I’m delighted to hear from him that SIX’s London b-store has just been awarded ‘Shop of the Year’ at the British Fashion Awards. […]