Who is Luga?

We bring brands to life

Having worked together for over twenty years servicing clients around the globe, the Marsden Direct Group of Companies decided to create a brand to offer ‘agency services’ to the visual merchandising and shop fitting industry


Over time, our no-nonsense approach and commitment to delivering excellent products and services meant that we were increasingly being involved in the BIG picture stuff with our clients. As a result, our service offering began to broaden – and to help achieve this, we are investing in talent who share our passion for creative and innovative excellence.


We are an ‘agency’ – and in the truest sense of the word, we don’t have everything under one roof… but we do know the best people to work with on your project. Therefore, we only charge you for the work we do. We don’t charge you for something you’re not using or don’t need.


Ultimately, we are not striving to be the biggest name in the industry – but we are trusted by our clients due to our integrity, transparency, friendliness, commitment to excellence and ethics combined with our attention to detail on all aspects of a project. We genuinely love what we do and the ‘extra mile’ isn’t extra to us.

Who we are

Nick Lovett

Creative Sales Director / Owner

Starting as an apprentice in 1998, Nick’s career has been entirely involved in the design industry – in almost all the disciplines the sector has to offer. Having sat in most seats – from apprentice designer through to joint managing director – he has a thorough understanding of the exhibition industry, expansive knowledge base, a pragmatic approach that ensures all projects are managed to the possible highest standards – and, quite simply, does the job!

Returning to the Marsden Direct Group of Companies in 2015, Nick has helped restructure the business – and founded Luga Baruga in 2019.

Chris Marsden

chris marsden


After an injury that ended his career in Football as goalkeeper at Derby County, Chris moved into the exhibition and events industry as a ‘hands on’ employee at a local company. His interests in the design aspects of the industry led him to start a business in the early 1980’s. Over the years, Chris developed his business interests into the many aspects of Brand Activation – designing, building and installing events, exhibitions, roadshows  around the world. In addition, Chris’s business interests developed products and services for the retail industry. 

Ultimately, consolidating the businesses to form Marsden Direct Group in 2003, Chris supported the foundation of Luga Baruga for the retail industry in 2019 – and maintains an eye on all aspects of the Luga Baruga.

Jason Vernon

Senior Project Manager

After high school, Jason chose a career in design and detailing in the automotive industry. After a few years, he decided a career change was needed to fulfill his ambitions and moved into debt management – acquiring Association of Account Technician qualifications along the way. Working for a small company in retail activation, Jason was flexible in his approach to day-to-day tasks and began undertaking some client management activity with H&M, M&S, Next, Gant, Louis Vuitton, Harrods etc. 

Joining Luga Baruga at inception, Jason heads up the ‘activation’ component of the Luga Baruga proposition

Ken Walters

Non-Exec Commercial Director

A student of Applied Economics and a John Cass Business School Alumni, Ken brings a commercial acumen to the business that covers business development, marketing, sales and client liaison. His career encompasses all aspects of the ‘strategy, creativity and activation’ ethos of Luga Baruga. He has worked with numerous blue chip clients in many sectors and all marketing disciplines (TV, radio, print/outdoor advertising, direct marketing, brand activation, digital marketing etc.) to deliver, above the line, through the line and below the line campaigns.

James Redmond

Non-exec Technical Director

His career began as an AirFrame Engineer student apprentice at British Airways – studying metallurgy at London City University. Freelancing as an Engineer in the retail industry internationally, James progressed to Operations and Technical Director – overseeing creative and technical departments, engineering, planning, build and installation, logistics, purchasing and warehousing.

James has worked extensively in China, Dubai and New York – and joined Luga Baruga at inception.

He ensures the smooth running of project operations.

Martyn Norman

Client Liaison Director

As a youngster, Martyn was described as ‘inquisitive’. A friend of the family – a printer/signwriter – capitalised on this and cultivated his passion for industry. Upon leaving school, Martyn odd-jobbed until he found a role in the print industry that he enjoyed. Specialising in flexographic, lithographic and screen printing, Martyn was quickly promoted to manage screen printing.

After working in London and Australia, Martyn became self-employed in both the print business and logistics businesses – ultimately progressing into digital print for the retail sector. Martyn has extensive experience with clients that includes Tesco, Nokia, M&S and SuperDry… to name but a few!

Jodie Purdy

Project Manager

As a third-generation florist, creativity in retail runs in the family. With a keen eye for detail, Jodie branched out from floristry to work in Process Quality for the UK’s No.1 premium tyre manufacturer, Pirelli, before returning to her roots to work for a leading UK supermarket, Morrisons, as their new product development for their floral ranges. Studying Project and Quality Management – and a mother of two – Jodie became part of the Luga family in 2022 bringing creativity and zest to the team!


3D Designer and CAD Technician

Bart attended The University of Fine Arts in Poznan, Poland acquiring Masters in both Interior Design and Artistic Education. For the early part of his career, he worked in the Interior Design industry – migrating to Exhibitions around 2009. Bart moved to the UK in 2016 – specifically to join Marsden Direct Group and develop his career. Bart provides the three-dimensional perspectives to the ‘activation’ component of the Luga Baruga business.

Vinnie White

Lead 2D and Digital Designer

A multi-award winning designer; Arden and Leicester University alumni and member of Association of Illustrators. Vinnie’s career incorporates visual strategy and brand evolution of a wide range of clients of all sizes across various industries in multiple design disciplines including digital and physical media.

Luga Baruga Black Logo

Kyle Hearst

Production and Prototyping

Entering the industry straight from school, Kyle has progressed his career to a high standard through hard work and dedication to the industry over the last decade (and more). Kyle joined Luga Baruga to support the management process from prototype to final production – whether in-house or through our partnerships – and plays a key role in the ‘activation’ component of our business.

Work with Us

Our Clients