is an online furniture and homewares retailer that aims to offer designer furniture at lower prices by grouping customer orders together and sourcing directly from overseas.

Around 40% of its range is renewed each year, with the offer currently consisting of more than 6,000 curated furniture and homeware products. 

It sets itself apart by merging ecommerce and content on its website. A ‘Shop Instagram’ feature enables customers to buy directly from a feed of user-generated content, while ‘Find Your Style’ and ’Shop Your Photos’ tools have been added over the past couple of years. 

Sales have grown rapidly in recent years, reaching £247.3m in 2020, but the business has remained loss-making as management continues to prioritise international and technology investment over bottom line growth. has expanded internationally into France, the Benelux and DACH regions and Spain. As a result, international revenue accounted for 48% of the retailer’s total sales in 2020. Supporting its expansion, it has rolled out showrooms in key European cities including Paris, Amsterdam and Berlin. 

The retailer floated on the London Stock Market in June 2021, raising £775m to fund ongoing development plans. These include increasing scale in existing markets,  developing a new curated homewares platform and expanding further internationally.

Innovation rating: 3

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