Eddie Squires joined Warner’s design studio in December 1963. He became Warner’s chief designer of printed textiles in 1971, and by 1984 he had become a director of the company. Eddie Squires is credited with preserving the company’s reputation for combining high quality traditional fabrics with a selection of ‘free spirited’ new designs. He was committed to modern design and encouraged new designers while retaining sensitivity to more traditional styles.

Squires' role as a designer and later Design Director was to create a design or collection within the remit and brief of Warner & Sons. He had to take into consideration the Warner ‘brand’, pricing, and the typical Warner customer. He finely balanced these needs with that of the creative designs that the Design Studio and freelancers were producing. Commercial interests were just as important as innovative new designs.