How the Furniture in Fashion Own Brand Range Has Developed Since 2007

A Quiet Beginning in 2007

Furniture in Fashion began with a small, considered idea. Bring well made modern furniture to British homes at a price that respects the customer, and back it with proper service. When the first own brand pieces left our warehouse in 2007, the UK furniture market was dominated by long lead times, limited choice and a clear gap between budget and premium. We wanted to sit somewhere different. Quietly modern, properly built and ready to live with from day one.

Almost two decades later, the same principles guide the Furniture in Fashion own brand range. What has changed is the depth of what we offer, the precision with which we make it, and the way our designs respond to how UK homes actually look and feel today.

The Early Range and the High Gloss Era

Our first own brand collections leaned into the high gloss aesthetic that defined late 2000s British interiors. Sleek surfaces, clean lines and a confidence that smaller rooms could carry strong modern pieces. High gloss sideboards, TV units and dining tables quickly became signatures of the brand. Many of those original silhouettes still influence today’s range, although the finishes are now richer and the construction more refined.

The lessons from that period continue to inform our work. Our current modern high gloss sideboards still answer the same brief. A bold piece for compact UK living rooms, finished to a level that looks expensive without behaving expensively in everyday use.

Expanding Into Wood, Glass and Metal

Through the 2010s, customer feedback nudged us beyond high gloss. People wanted warmth, texture and pieces that could sit comfortably with both modern and period homes. We responded by extending the own brand into solid timber, glass topped tables, marble effect surfaces and brushed metal frames.

The expansion was gradual rather than rushed. Each new finish was tested against the same set of standards. Would it last in a busy family home, would it pair with the rest of the range, and would it feel current five years on rather than dated. The growing collection of wooden coffee tables and glass coffee tables reflects that careful broadening, where every new style had to earn its place rather than simply fill a category.

Listening to UK Homes

The single biggest influence on our own brand has always been the British home itself. UK rooms tend to be smaller than European or American averages, with awkward corners, fitted alcoves and shared use across the day. Designs that work brilliantly in showrooms can fail in real living rooms, so we test scale and proportion against the spaces our customers actually have.

This is why our dining tables come in measured sizes that suit narrow rooms, our sideboards include slim depth options for hallways, and our beds are sized around standard UK rooms rather than oversized prototypes. Categories such as our dining tables and our wider bedroom furniture have grown directly out of years of conversations with British homeowners.

Build Quality and Materials

Behind the visible design is a long quiet investment in materials and construction. Soft close runners, reinforced corner blocks, tempered glass with polished edges, water based lacquers and metal frames welded rather than bolted. None of these details are headline features. They are the things that decide whether a piece is still steady and good looking after a decade of family life.

Our own brand is now manufactured to specifications we set ourselves and check against. Where early pieces relied on standard industry tolerances, current ranges are built to tighter measurements with more rigorous finishing. The result is furniture that feels reassuringly solid the moment it is unboxed.

Design Language Today

The current own brand language is calmer than the early range and more confident than ever. Softer edges, mixed materials, considered hardware and a quieter palette dominated by warm woods, deep greens, soft greys and gentle metallics. We now design across rooms rather than categories, so a sideboard, coffee table and TV unit can be specified together as a coherent living scheme.

This whole room thinking is most visible in our living room furniture sets, where individual pieces are deliberately drawn from the same design family. It is also why our newer collections feel quieter on a website but much more harmonious in a real room.

The Next Chapter

The own brand will keep evolving in the same patient way it began. We are investing in lower impact materials, smarter packaging and longer warranties without changing the core promise of considered modern design at fair prices. Trends will come and go. Our role is to build pieces that feel right when they arrive and still feel right years later, in real British homes lived in by real British families.

From a small range in 2007 to a layered collection across every room of the house, the path has been steady, considered and shaped almost entirely by the customers who let us into their homes.

FAQ

When did Furniture in Fashion launch its own brand range?

The first own brand pieces went on sale in 2007 and the range has expanded steadily ever since.

What was the original signature finish of the brand?

High gloss surfaces defined the early range and remain a recognised part of the collection today, alongside many other finishes.

How is the own brand quality controlled?

Pieces are built to internal specifications with checks on materials, tolerances and finishing rather than relying solely on standard industry minimums.

Are own brand pieces designed for UK room sizes?

Yes. Proportions are tested against typical British rooms rather than larger international averages.

Does the own brand range cover every room of the home?

It now spans living, dining, bedroom, hallway, office and selected outdoor categories, designed to coordinate across spaces.