Our story

Interiors InsideOut is run by two former editors of Kitchens, Bedrooms & Bathrooms magazine, each with more than 20 years in interiors media. We told interiors stories on the magazines first, and now we are the agency people call when they want their brand understood from the inside out. We shape brands, make the content and get our clients in front of the editors and buyers who matter to them.
Karndean's Knight Tile Curio in Sage used as a walkway between Duxbury Acacia flooring, also from the Knight Tile collection.

The journalism years

We learned this industry from the inside, writing for magazines including Livingetc, 25 Beautiful Homes and Kitchens, Bedrooms & Bathrooms. For each of us, that meant two decades of commissioning, editing and judging what made the page and what did not. We know what looks good and reads well, because we spent years deciding it. That background is the whole point of how we work now.

A round brushed copper vessel basin from LAUFEN mounted on a light gray stone countertop, paired with a matching wall-mounted copper faucet against a pink wall and textured beige tiles.

Why it changes the work

We know what a journalist actually wants, because we were journalists. Not comment that has obviously been generated by AI, but a point of view backed by real knowledge. Deadlines respected, not tested. Strong images with price and stockist details attached, so the story is ready to run. We provide all the information they need, which is why our clients keep getting featured.

What began as PR has grown, at our clients' request, into something broader. The story is still where everything starts.

How we work

Our clients range from global manufacturers to designers just starting out. What they have in common is that they care about this industry and want to be heard in it. We start by listening: the best work comes out of a proper conversation about what you want to say and who needs to hear it. Not every client is an interiors brand. We also work outside the industry under a separate name, Live Less Ordinary, and our most recent client there is a public sector tendering platform. Different industry, same approach: find the story, then get it heard.

Who we are

Sophie Baylis

Sophie Baylis

Founder and Director

Sophie was Deputy Editor of Kitchens, Bedrooms & Bathrooms from 2008 to 2016, then freelanced until 2021, writing for titles including Livingetc and 25 Beautiful Homes. She has covered the design weeks in Milan, Paris, Stockholm and Frankfurt and written about almost every product in the home, from taps to beds. She founded Interiors InsideOut in 2018.

Wrote for Kitchens, Bedrooms & Bathrooms, Livingetc, 25 Beautiful Homes

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Ruth Bell

Ruth Bell

Associate Director

Ruth edited Kitchens, Bedrooms & Bathrooms from 2005 to 2018, deciding what made the magazine and what did not. She joined Sophie at Interiors InsideOut in 2018. Her work spans press releases, features and thought leadership, alongside press events, trips and round tables.

Edited Kitchens, Bedrooms & Bathrooms

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Sam Adam

Sam Adam

Brand and Creative Director

Sam spent the best part of a decade producing campaigns at London agencies including VCCP and VML, for brands such as O2, Baileys and Tanqueray. She joined us in 2023 to lead brand and creative, from identity and photography to campaigns and social content, for Interiors InsideOut and our clients.

Worked on O2, Baileys, Tanqueray

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