About Furniture in Fashion – Our Story Since 2007

We began trading in 2007 with a straightforward idea: sell contemporary furniture directly, hold the stock ourselves, describe it honestly and keep the price sensible by avoiding the cost of a national showroom estate. This is the story of how that grew into one of the broader contemporary ranges available online in this country. It covers the market we entered, the decision to warehouse our own inventory and why it changed everything about the business, how the catalogue expanded room by room in response to genuine customer demand, and what we learned from rewriting all of our product descriptions. We also set out the mistakes we made along the way, what nearly two decades of orders taught us about how British homes really work, and where the business is heading next. Frequently asked questions at the end cover our trading history, UK base, trade orders, how the range has changed and what makes a retailer reliable....