Meet the designer behind our garden furniture collections

Meet Alex Rocke: The Journey from Sketchbook to Garden

👉 Watch the full video series on YouTube: Design Behind the Product

When you see a beautifully crafted piece of garden furniture, it's easy to focus on the finished result. The clean lines, thoughtful details and the way it fits naturally into a garden setting. What you don't always see is the journey that brought it to life.

At Harrod Horticultural, every product starts with a question.

How will people use it? What problem does it solve? Will it still look as good and work as well years from now as it does today?

These are the kinds of questions that guide Alex Rocke, Director of Design & Engineering at Harrod Horticultural.

For years, Alex has been helping shape collections that bring together practical thinking, skilled craftsmanship and timeless design. His approach isn't about following the latest trends or creating something different simply to stand out. Instead, it's about understanding how people live, relax and spend time outdoors, then designing products that become a natural part of those spaces.

More Than Just an Idea

Every new product begins with an idea, but turning that idea into reality is rarely straightforward.

The design process involves research, sketching, prototyping, testing and refining. Sometimes a concept works exactly as planned. More often, it evolves through countless conversations, adjustments and improvements before reaching the finished product.

As Alex explains throughout our new video series, good design is often about solving problems in simple ways. Whether it's improving comfort, finding the right material or perfecting a construction detail, every decision matters.

The end goal is always the same: creating products that feel intuitive, durable and enjoyable to use.

Behind the Scenes with Alex

To give customers a closer look at the creative process, we've teamed up with Alex on a brand new video series that takes you behind the scenes of product design at Harrod Horticultural.

Across the series, Alex shares insights into:

• Where ideas come from
• How designs develop from initial sketches
• The challenges faced during product development
• Material selection and craftsmanship
• The importance of testing and refinement
• What makes a product stand the test of time

It's a fascinating glimpse into the thought, care and expertise that goes into every collection.

For anyone interested in design, craftsmanship or simply curious about how products are made, the series offers plenty of inspiration.

Creating Products for Real Gardens

One of the most interesting aspects of Alex's approach is that he always designs with real people and real gardens in mind.

A beautifully designed product should work just as well on a compact patio as it does in a large country garden. It should be practical without feeling overly engineered and stylish without chasing passing fashions.

That balance is often what separates a good product from a great one.

By focusing on how furniture is actually used day after day, Alex and the wider Harrod Horticultural team aim to create collections that feel at home in outdoor spaces for years to come.

Watch the Full Series

If you've ever wondered what happens between the first spark of an idea and the finished product arriving in your garden, this series is for you.

Join Alex as he shares the stories, decisions and challenges behind the design process, offering a rare look behind the curtain at product development here at Harrod Horticultural.

👉 Watch the full video series on YouTube: Design Behind the Product

Whether you're passionate about great design, interested in craftsmanship or simply enjoy seeing how things are made, we think you'll find plenty to enjoy.