Product Concept Designer

Familon / Wendre Finland Oy, Helsinki About Familon For nearly 60 years, Familon has been one of Finland's most recognized and trusted sleep brands. Built on a heritage of quality, innovation and Nordic craftsmanship, Familon has helped generations of Finnish families sleep better. As we celebrate this milestone, we are entering an exciting new chapter. Sleep is our heritage. Beautiful bedroom living is our future. While Nordic sleep remains at the heart of everything we do, our ambition is to become Finland's leading bedroom lifestyle brand. We are expanding beyond bedding to create complete bedroom environments that inspire comfort, wellbeing and everyday luxury—transforming the bedroom into a personal sanctuary. Alongside our core sleep products, we are growing our assortment with decorative bedding, rugs, headboards, decorative cushions, throws and carefully curated bedroom accessories. To support this growth and renewal, we are now looking for an experienced Product Concept Designer – Brand Look & Feel to join Familon in Helsinki. About the role As Product Concept Designer, you will be responsible for developing and maintaining the visual identity, design language and overall brand expression of Familon, Familon Professional and White Label. You will ensure that each product line supports the brand identity in a consistent and attractive way—from materials, colours and finishing to function, storytelling and commercial relevance. This is a senior-level role combining creative design, commercial thinking, brand development and the ability to turn ideas into practice. You will work closely with the Product Developer, purchasing, supply chain functions, marketing, sales and Wendre Groups international network, including the product development and production teams in Estonia. You will work in close partnership with the Product Developer throughout the design and product development process. Together, you will develop and design commercially successful products and assortments that combine the visual direction of the brand with quality, functionality, feasibility and commercial objectives. Key responsibilities In this role, you will be responsible for developing and maintaining the visual direction and design DNA of Familons brands. You will define and document brand-specific markers such as materials, colours, seams, shapes, silhouettes, graphic elements and other visual details. You will lead the aesthetic expression of products across categories such as pillows, duvets, beds, mattresses, bed linen, towels, rugs, interior textiles and new product categories. Together with the Product Developer, you will build design and assortment processes, timelines and clear ways of working. You will work closely with the Product Developer in the practical development of products, from the first concept and material selections to samples, product approvals and final production. You will be actively involved in evaluating and developing colours, materials, construction, quality, function, finish and overall visual expression. You will create and maintain a central design manual / style guide to support product development and ensure a consistent visual brand expression, including seasonal updates. You will also develop mood boards, material libraries, inspiration materials and visual directions to support decision-making. You will actively follow trends in colour, materials, design, technology, sustainability and consumer behaviour, and translate the most relevant insights into Familons assortment and design development. Together with purchasing, product development and other key functions, you will also use sales figures, market data and commercial analysis to support product and design decisions. You will collaborate closely with purchasing, Wendre Estonia, TTO and the quality department, particularly regarding materials, qualities, production, samples and product development at the Pärnu factory. You will participate actively in the development and evaluation of samples and work together with the Product Developer, purchasing, production and quality teams to ensure that colours, materials, quality, function and visual details meet the agreed objectives.You will also contribute to ordering photo samples and ensuring that the showrooms in Helsinki and Estonia are kept up to date. You will be involved throughout the full product lifecycle, from idea to launch. You will participate in product naming, concept texts, packaging design and commercial storytelling together with marketing and sales. The role also includes sample handling, measurements, sample marking and product approvals, as well as coordinating wash, durability, colour fastness and shrinkage testing either internally or with third parties. What we expect from you We are looking for an experienced design and concept development professional with a strong background in textiles, home interiors, furniture, consumer products, bedding/sleep products or similar product categories. Experience from the bedding or sleep category is considered a clear advantage. We hope you have approximately 10 years of experience in design, concept, product or brand development roles. You are used to building assortments, developing visual direction and turning design thinking into practical execution together with different stakeholders. You have experience in hands-on product development and are comfortable working with samples, colours, materials, quality, construction and product details together with product development, purchasing, suppliers, production and quality teams. You will succeed in this role if you have a strong visual eye and, at the same time, understand the commercial bigger picture. You are able to read sales figures, identify strengths and gaps in the assortment, and make proposals that support growth, profitability and long-term brand development. We value experience with assortment structures, good-better-best thinking, product lifecycle, portfolio management and commercial assortment planning. We also expect hands-on skills in Adobe Photoshop and similar design and visualization tools, as well as the ability to create clear mood boards, colour directions, material concepts and presentation materials to support decision-making. Finnish and English skills are required. Finnish is important due to the He