Scottish furniture and homeware retailer, Sterling Home, has named Scotland’s Home of The Year judge Danny Campbell as its new head of Inspiration. 

Campbell intends to promote individuality within Scottish homes, having kickstarted his partnership with Sterling Home with the release of the inaugural Sterling Style Index, which gives a national overview of how people make decisions concerning styling and upgrading their homes. 

The findings are based on results from a national interiors survey with data being collected from thousands of homeowners across the country paired with two years of shoppers purchasing data across nine regions of Scotland.

According to the results, homeowners are massively driven by value and feasibility, as two in three homes (80%) have avoided a yearly refresh of their living area and instead chosen more significant changes including a re-layout when moving home or when something breaks.

More than one third (34%) define their thinking as prioritising their budget alongside durability, with a focus on interiors made for children, pets or smaller living spaces. 

Approximately one in six (16%) said they only buy when they are certain they are getting the best deal or a significant discount.

Although the subject of “trend fatigue” has been discussed in online circles, almost four in five (78%) said they do not regret any adoption of interior trends and do not believe a trend they adopted was overrated. 

Nearly three in five (58%) said their chosen interiors are driven by personal memories and sentimentality. 

Campbell, head of inspiration at Sterling Home, said: “My new role as Head of Inspiration at Sterling Home is a perfect partnership built on a common goal of helping Scots craft their dream home.  

“The Style Index encapsulates my experience exploring the very best homes in the nation. I know that style here is shaped as much by light, weather, and real life as it is by whatever’s trending online. 

“Use this Index as a tool, not a rulebook, and you’ll make choices that feel current now and still feel like you later.”

Ryan O’Donovan, head of marketing and digital at Sterling Home, said: “The Style Index is about cutting through noise and making home style feel more achievable.  

“These results show Scottish customers are decorating for real life, with value, durability and meaning leading the way.  

“Danny’s role is to turn that insight into inspiration people can actually use, whether they’re making a small update or investing in a piece that needs to last.”