Online furniture retailer was founded by entrepreneurs Rohan Blacker and the late Pat Reeves in 2005.

In recent years the retailer has invested in improvements to its website, fulfilment and personalisation, as well as a major focus on ERP implementation.

Among other developments, it has extended its offer to include beds and has moved to establish a physical presence with around nine UK showrooms, as well as a presence at the Frasers Group-owned House of Fraser stores.

Indeed, was acquired by Mike Ashley’s Frasers Group (formerly Sports Direct) from private equity owner LGT European Capital (LGT) in early 2019.

As part of the Frasers Group, is rolling out concessions across its House of Fraser department store division, which is providing a much lower cost route to heightening its profile.

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