For more than two decades, Commercial Interiors UK (CIUK) has been at the forefront of helping British brands expand their reach into international markets. At the heart of this work is Sue Graves, CIUK’s Head of International Business Development, who has organised UK Government–sponsored trade missions to some of the world’s most influential design destinations, from China and India to the Middle East, Europe, and the USA.
With over 25 years of export expertise, CIUK has built a reputation for delivering industry-specific, results-driven missions that go beyond simple introductions to create meaningful and lasting commercial partnerships. In this interview, Sue shares her perspective on what makes CIUK’s export support unique, how businesses benefit, and why participating in these missions is such a valuable opportunity for UK suppliers.
CIUK's UK Business Lounge at INDEX Saudi Arabia 2025
1. Sue, CIUK has been supporting UK brands in international markets for over 25 years. What do you think sets CIUK’s export missions apart from other international trade initiatives?
“With our years of on the ground proven expertise, CIUK isn’t just running generic cross sector trade trips. We have long term experience in supporting UK brands specifically in the creative and design industries. This longevity builds the trust and credibility we are known for. With our practical, hands-on approach, CIUK tends to prioritise real commercial opportunities over box-ticking diplomacy.
Our missions are specifically curated with an industry-specific focus, meaning participants get the opportunity to connect with the right buyers, distributors, and partners. Businesses don’t just get a “ticket” to travel, they get mentoring, cultural insight, and guidance on how to pitch and present themselves effectively in-market.
Over the years, CIUK has built long-standing relationships with international trade bodies, industry decision makers and overseas design associations. Participants benefit directly from those trusted connections.”
2. How do these export missions help UK commercial suppliers navigate complex or unfamiliar emerging markets?
“Entering a new or emerging market can feel daunting for UK suppliers. There are cultural differences, regulatory hurdles, and very different ways of doing business. What CIUK does is take away a lot of that uncertainty. Our export missions are carefully structured to de-risk market entry: we open the right doors, connect companies with trusted partners, and share practical, on-the-ground insights that you simply don’t get from desk research.
We give businesses hands-on guidance before, during and after each mission, whether that’s helping them refine their pitch for a local audience, navigate compliance issues, or understand the nuances of how deals are done in that market. By the time they’re in front of potential buyers or distributors, they’re fully prepared, confident, and supported.
In short, our role is to smooth the pathway into complex or unfamiliar markets, so UK brands can focus on what they do best which is showcasing their creativity and commercial strengths without being held back by avoidable risks.”
3. What kind of support do participating brands typically receive before, during, and after a trade mission?
“One of the things that makes CIUK missions so effective is the wraparound support we provide at every stage of the journey. Before the mission, we spend time with each brand to understand their goals and tailor their preparation. Whether that’s refining their market proposition, helping with cultural and commercial briefings, or coaching them on how to pitch to international buyers.
During the mission itself, we’re there on the ground alongside them facilitating introductions, guiding them through meetings, and ensuring they make the most of every opportunity. It’s about having a trusted partner who knows the landscape and can navigate challenges as they arise.
And importantly, our support doesn’t stop when the mission ends. We follow up with each company to help nurture the relationships they’ve built, advise on next steps, and keep momentum going so those initial conversations can turn into long-term commercial partnerships. That continuity before, during, and after is what really builds trust and gives UK brands the confidence to take bold steps into new markets.”
4. Can you share an example of how UK brands have benefited significantly from participating in CIUK’s export missions?
“Our Creative and Design Trade missions to the Kingdom of Saudi Arabia over the past three years are a perfect example of the impact these programmes can have. UK design, furniture and furnishing brands have been able to connect directly with decision-makers on some of the largest development projects. By giving them the right preparation, on-the-ground support and follow-up guidance, we helped de-risk their market entry and turn introductions into real commercial opportunities. That’s what CIUK does bes, making sure British creativity translates into global business success.”
5. How does CIUK ensure that the missions remain relevant and effective for UK suppliers in a rapidly changing global market?
“We know the global marketplace doesn’t stand still, and neither do we. CIUK missions are constantly shaped by live intelligence from our government partners, in-market experts and our own industry networks. That means we can identify where the real opportunities are emerging, whether that’s a fast-growing sector, a new giga-project, or a shift in buyer behaviour and respond quickly.
We also listen closely to our members and suppliers, tailoring each mission to match their commercial priorities. It’s this combination of market insight and agility that keeps our programmes relevant, practical, and effective so UK brands always arrive in-market with the right knowledge, the right contacts, and the best chance to succeed.”
6. For commercial suppliers considering joining an upcoming mission, what would you say is the single biggest reason they should take part?
“The single biggest reason to join a CIUK mission is access. You get in front of the right people, in the right market, with the right support. We open doors that would be almost impossible to reach on your own, and we make sure you’re ready prepared to seize those opportunities with confidence.”
CIUK’s mission is clear: to ensure that British creativity, craftsmanship, and commercial expertise are visible and valued on the global stage. As Sue highlights, the success of these programmes lies not only in access to international markets but in the wraparound support and trusted relationships that give UK suppliers the confidence to grow abroad.
From mentoring and market insights to on-the-ground guidance and long-term follow-up, CIUK ensures that export is about succeeding sustainably in new markets. For suppliers considering their next step, joining a CIUK mission means walking through them with a trusted partner by your side.