Finney’s Wood Finishes
17 March 2025
Sector: Trade & Retail
Location: Chesterfield
Finney’s Wood Finishes is a partnership with husband-and-wife team, Mark and Sue Finney. In 1989 the business began by making and designing solid, hardwood furniture in Sheffield. It was recognised nationally for its design and craftmanship.
Over the years, Mark has published over 400 articles for national magazines and penned the international best seller ‘The Stanley Book of Woodwork’.
Alongside the furniture making business, they were selling wood finishing materials. Then from the early 2000s, after Mark suffered a back injury, this side of the business was expanded, and Finney’s Wood Finishes became the main focus.
The duo have developed and curated a full range of stains, waxes and finishes that cover all aspects of finishing interior and exterior wood. This includes their Six of the Best range which customers love.
They also offer expert advice on wood finishing processes to guide people through projects and love to show people the very best way to make their wood look fantastic.
Challenges faced
Over the years, and particularly after COVID, the team noticed how people buy in a very different way - using the internet to get information and ordering online and receiving goods the next day. Customers use social media a lot more to buy - a channel which both Sue and Mark were unfamiliar with. Having said that, they both understood the power of video, as Mark had created four instructional videos 12 years ago to help customers learn how to use wood finishes. One of these has had around 300k views!
The world had changed since COVID and both Mark and Sue realised they didn’t have the skills to change with it.
They needed help with technology in particular social media, Google Analytics, creating e-newsletters, making quality video content as well as developing a marketing strategy.
Solution and Impact
The business has been supported through the Accelerator project which is funded by Chesterfield Borough Council’s share of the UK Shared Prosperity Fund (UKSPF) and delivered by East Midlands Chamber.
In August 2023 Sue and Mark met Business Adviser Adrian Williamson from Chesterfield Borough Council and have done everything he suggested.
Sue has attended many funded workshops and webinars covering topics from social media to photography, using video in content marketing through to Google Analytics 4.
They have also worked with Chamber Business Adviser Peter Lawrence and successfully applied for a Growth Voucher. This provided 16 hours of funded consultancy support from digital specialist, Paul Ince of LikeMind Media.
Sue commented: “Paul has been superb and really helped us with hands-on training as well creating a marketing strategy document, which we are implementing.
We definitely feel more in control of our business now as we have a strategic plan towards growth. This will enable us to reach more customers, to develop our offering by creating more educational content and so become more competitive. All our efforts are already seeing the business grow.”
“We were in a quandary, with a wonderful business but people were not able to find us. We knew we needed help, and we tried all sorts of approaches, but we were hitting a brick wall, and then we found Adrian.
He helped us find direction through the maze by giving us a structure, identifying our priorities and showing us a path we could follow.
We felt worried, concerned and directionless but now we’re inspired, energised and empowered to learn new skills. We now think differently about the business – we feel positive and full of hope for the future.”
- Sue Finney, Co-Owner
This initiative is funded by the UK Government through the UK Shared Prosperity Fund (UKSPF) and delivered by East Midlands Chamber on behalf of Chesterfield Borough Council.
