Designed for the real market.
Collections that sell.
From trend research to production handoff.
I help retailers, brands, and manufacturers build seasonal & everyday collections for home décor and garden. I work 12 to 18 months ahead of shelf, turning consumer insight into products that drive growth and perform at retail.
Sound familiar?
Common roadblocks in collection development
Your product ranges blend in with the competition.
I develop each collection from original research tailored to your brand, so your range has its own shelf identity.
Your design team and your factory keep missing each other.
I write clear specs, manage sample rounds, and handle your factory so what ships is exactly what you approved.
Your development timeline falls behind the trend cycle.
I plan 12 to 18 months ahead of your retail calendar so your collection still feels right when it hits stores.
You need collection thinking without a full time hire.
I join your team for the project, deliver a production-ready range with full sales materials and hand off cleanly.
You have a direction but no path from idea to finished product.
I translate your creative direction into production-ready specs with defined forms, finishes and colours built in.
You're guessing what your customer wants next season.
I build every collection on consumer data, colour forecasting and market analysis. Decisions grounded in evidence.
Trusted by retailers across the world
Summer 2026 | Coastal Ceramics Collection
My Summer 2026 work began with months of trend research and material studies, then moved into form exploration and colour trials. The season leaned toward softer coastal cues and modern nautical details, which I shaped into ceramics that feel clean, calm and easy to place. Each piece sits within a clear story, grounded in consumer insight and guided by a simple idea: make summer feel effortless.
Animal Friends Collection | M&S
Designing the Animal Friends collection for M&S has been a reminder of why I enjoy this work. The project grew from simple sketches into a full seasonal story shaped by research, iteration, and close collaboration. Big brands come with clear frameworks, yet they still leave room to explore and refine ideas until they feel right for real homes and real shoppers.
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Hi, I'm Irina Schmidt, a product designer and trend consultant based in Denmark. I have spent the past 14 years designing collections for mass market retail: ceramics, glass, planters, vases, and home décor. My clients include Marks & Spencer, Lidl, Tesco, Salling Group, Hornbach, and Lowe's.
I work 12 to 18 months ahead of retail cycles. I research trends, develop collection concepts, coordinate with factories in Asia, and deliver the sales and marketing materials that support product launches. I handle the full arc from first insight to shelf.
Before going independent, I led product development and marketing at LiveTrends Design Group and Dymak, where I managed seasonal launches, ran over 30 international trade shows, and built catalogue and digital content programs across European markets.
I sketch, I build decks, I write product stories, and I stay close to the work at every stage.
Kind words
From people & companies I have worked with
“Her passion for sustainability helped our organization become a leader in the industry and bring awareness to our business. Her immense creativity and handwork would be a great asset to any organization."
"As a person, Irina possess the best work-ethics we have ever come across in this company. Always present, always dedicated towards deadlines and always 100% motivated to do the best job possible."
"She is the most dedicated and professional employee who always delivers a creative and customer-friendly service marketing material."
"The contribution from Irina have been unique and multiple. Irina has established and led a skilled marketing-
team that support our commercial strategy through branding, communication and presentations."
"I had the pleasure of working with Irina for almost 2 years. She is someone that can help a company grow into new avenues, as well as strengthen the existing team."
Services & availability
How I can help
I take on a limited number of projects per season to give each one the attention it needs. Every engagement is scoped to your timeline, market, and product category. Here is what I offer.
01 | The Full Season
End to end collection design for a defined retail season.
I develop your seasonal collection from first research through to production-ready files. You get a cohesive range with a clear story, designed for your customer and built for your price architecture.
What's included:
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Trend and consumer research for the target season.
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Colour, material, and finish direction.
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Collection concept with mood, theme, and narrative.
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Product design across the full range: forms, surfaces, patterns, and details.
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Technical specs and factory-ready documentation.
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Art direction for product imagery and catalogue visuals.
Best for: Retailers and brands planning seasonal launches
02 | The Direction
Trend forecasting and market intelligence delivered as a standalone report.
You need clarity on where your market is heading before you commit to product development. I deliver a focused trend report tailored to your category, customer, and retail channel, so your team can plan with confidence.
What's included:
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Consumer and lifestyle trend analysis for your target market.
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Colour and material forecasting for the relevant season.
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Visual trend presentation with actionable design directions.
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Written summary with recommendations for your product team.
Best for: Product teams and buyers who need a clear point of view before starting development.
03 | The Sell-In
Customer presentations and sales tools that help your range land with buyers.
A strong product needs a strong presentation. I create the visual materials that tell your collection story and make it easy for buyers to say yes. From pitch decks to full catalogues, I build the tools your sales team needs.
What's included:
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Collection deck designed for buyer presentations.
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Catalogue layout and design with product photography art direction.
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Product storytelling: naming, descriptions, and range narratives.
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Visual assets formatted for print, digital, and trade show use.
Best for: Brands preparing for buyer meetings, trade shows, or new market entry.
Availability
I take on 2 to 3 collection projects per season. If you are planning for Spring/Summer 2028 or beyond, now is the right time to start the conversation. I price by project scope and can work on a per-project or retained basis. Not sure which service fits? I regularly tailor projects to match the way my clients work. Tell me what you need and we will shape something that makes sense for your team and timeline.
