33. From Vintage Store to National Brand: The MCM House Story

Trends come and go, but brands built on craft, instinct, and resilience tend to stick around.In this episode of Behind the Design, host Camilla Ingall sits down with Charles Hinckfuss, founder and creative force behind MCM House.Charlie shares the unpolished reality behind building one of Australia’s most recognisable furniture brands, from early days focused purely on survival, to growing a national retail presence grounded in craft, instinct, and energy.This conversation goes beyond aesthetics to explore what actually sustains a creative business over decades: trusting your eye, understanding materials deeply, resisting trends, and building a team culture that feels supported and excited by the work.You’ll hear how Charlie’s early hands-on making shaped MCM House’s DNA, why texture and material honesty matter more than polish, and how resilience, humour, and momentum play a bigger role in success than any rigid plan. This episode is a reminder that great design isn’t about chasing what’s new, it’s about creating work that still feels right years later.What You learn in this episode:* Timeless design outlives trends; Charlie explains why MCM House avoids trend-driven aesthetics in favour of materials and forms that age well over time.* Energy drives execution; From retail spaces to team culture, energy and mood directly shape outcomes — creatively and commercially.* Craft builds credibility; Early hands-on making gave Charlie a deep understanding of furniture that still informs MCM House today.* Growth without identity loss is possible; Scaling doesn’t have to dilute creativity when the brand is anchored in clear values and instinct.Follow MCM House:https://www.mcmhouse.comFollow Unfolded:Website: https://www.unfolded.com.au/Instagram: https://www.instagram.com/unfolded_00:00 – Introduction02:13 – From Vintage Retail to Furniture Making: The Chuck & Bob Years04:09 – Why Experience Matters More Than Products in Retail Design07:25 – Taking Creative Risks and Backing Yourself09:16 – Touching Every Part of the Business as a Founder11:41 – Choosing Materials: Fabric, Timber, Texture & Honesty13:00 – Trends vs Timeless Design14:17 – Growing a Brand in Sydney’s Competitive Retail Market17:01 – What Does MCM Actually Stand For?17:59 – Retail Expansion vs International Growth19:03 – Opening Stores Across Australia20:13 – Building a Team and Letting Go of Control21:51 – Energy, Mood & Leadership in Creative Teams24:05 – The Reality of Working Seven Days a Week25:02 – Expanding Into Commercial & Hospitality Design27:12 – Using Movies and Culture as Creative Direction30:00 – The Hardest Parts of Growing a Product-Based Brand34:23 – One Piece of Advice for Anyone Starting a Design Brand38:56 – Design Trends That Need to Go40:21 – Final Reflections & Episode Takeawaysinterior design podcastMCM HouseAustralian furniture designtimeless interior designdesign brand buildingfurniture design processinterior design trends vs timelesscreative business resilienceretail design experiencematerials and texture in designhow to build a furniture brand in Australiadesigning furniture without following trendsinterior design brand storytellingscaling a creative business without losing identity