Meet Alison... Founder of The Packhouse

A Labour of Love: In Conversation with Alison Hougham

What begins as a simple idea can sometimes grow into something far greater. The Packhouse is now a destination known for its character and distinctive style, and we sat down with founder Alison Hougham to talk about how it all began. Pour yourself a coffee, settle in, and discover the story behind one of Farnham’s most cherished destinations.

Alison, let’s start at the beginning. Do you come from a design background, or did your love of interiors evolve naturally over time?

My journey hasn’t followed a traditional design path. I left school at 16 and tried everything from window cleaning to serving as a firefighter with Surrey Fire and Rescue Service. Those experiences shaped my determination and my love of connecting with people.

So why The Packhouse? When did you first discover this magnificent 600-year-old building, and how was the idea born?

The Packhouse grew from a lifelong passion for beautiful things and spaces with character. I wanted to create somewhere inspiring and welcoming, where people could discover unique pieces and bring warmth and personality into their homes. What began as an idea evolved into a business that reflects my love of interiors, creativity and community. Travel continues to inspire me, and The Packhouse is very much a reflection of that journey, a place filled with stories, style and discovery.

Was there a moment when you realised it was going to be the success it is today, or did it grow more organically?

It has always been a labour of love. I have poured my heart into creating warm, welcoming spaces filled with quirky, high-quality pieces, great service and memorable experiences. Its success has grown naturally over time as more people have discovered what is often decribed as a "hidden gem" in Farnham.

The Palm House restaurant has become a real local favourite. Did opening two businesses side by side feel like a risk?

It felt like a natural progression. The Packhouse is already a destination and people make a day of visiting. We had the space, and I wanted to create somewhere equally warm and inviting where people could enjoy breakfast, brunch or lunch. The venue also works beautifully for events, with its cosy atmosphere and the ability to host over 120 guests.

When it comes to interiors, do you have a favourite season for buying and styling?

Every season brings its own energy, but Christmas has to be the most exciting time to bring the magic to The Packhouse. It really sparks creativity and transforms the space into the most incredible feast for the eyes.

How would you describe your own home style, is it filled with treasured finds and stories?

My home is very much a reflection of my life so far, layered with travel memories, interesting objects and natural textures collected over time. I have always loved spaces that feel relaxed and lived in rather than overly styled. That same feeling carries through to my other homes, which we share with guests as peaceful retreats. You can take a quiet peek at them here:

https://www.treasured-retreats.com

Have you ever considered a Packhouse design magazine full of inspiration and pieces people could shop as they read?

It is a lovely idea, but because we carefully curate so many one off pieces, it would be difficult to keep up with how quickly the space evolves and changes. That constant movement is part of what makes The Packhouse so special. You never know what unique find you might discover from one visit to another.

How important is visual merchandising, and do you have a strong team behind you?

Visual merchandising is key to our success. The store evolves weekly, creating a real sense of surprise each time you visit. Our team, led by Jayne, is incredibly creative and passionate, and their dedication is a huge part of what makes The Packhouse so unique.

With The Packhouse and The Palm House taking up so much of your time, how do you relax?

They are at the heart of my life, but I always make time for sailing, hot air ballooning and travel whenever I can.

Finally, if you could transport The Packhouse anywhere in the world, where would it be and why?

It would have to be Cappadocia in Turkey. There is something truly magical about its fairy chimney rock formations, ancient cave dwellings and the hot air balloons rising at sunrise over an almost otherworldly landscape. My love of hot air ballooning makes it especially captivating, drifting quietly above it is unforgettable.

"It is quirky, beautiful and full of character, perfectly, surrounded by stories, treasures and a real sense of discovery"

Sounds exactly like a visit to the Packhouse with a delicious coffee thrown in to make it a perfect day out.