From Entrepreneurial Vision to a Leading UK Online Furniture Retailer: The Story Behind Furniture in Fashion

Every business starts with an idea, and ours was simple: British households should be able to buy contemporary, design led furniture online with confidence. In this article, we share the story behind Furniture in Fashion, from the gap we saw between magazine interiors and the furniture people could actually find, to the decision to specialise in modern design. We explain how our range grew room by room, beginning with dining tables and expanding into living rooms, bedrooms, home offices, hallways, lighting and gardens. We describe how British homes, with their alcoves, narrow hallways and compact rooms, shape the pieces we choose, and how we assess construction, materials and finishes before adding anything to our collection. You will also read about our commitment to honest descriptions, the guidance we publish to help customers choose well, the role customer feedback plays in shaping our range, and the vision that continues to guide us today....