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Theories and motivations behind starting the brand.

Why We Started. Why We Exist.

We were inspired by common theories and industry challenges that explain why furniture orders are often delayed for months, leading to frustration and, at best, refunds. This theory is supported by thousands of customer reviews, numerous articles, and the collapse of major brands that left customer orders worth tens of millions unfulfilled.

Let’s Highlight Some Key Factors

"Designer Furniture at Affordable Prices": This trend often results in compromised quality and extended wait times.

Customs Delays: Increased paperwork and logistical hurdles cause further delays.

Import Challenges: Global supply chain inefficiencies disrupt timelines and reliability.

Overseas manufacturers are involved in your live order. Retailers rely on them to fulfil orders after receipt, often with long lead times that are barely met—typically ranging from 6 to 12 weeks.

Fast Furniture Dominates: Cheap to make and sell, but costly in the long term, a pain to assemble, and has pushed many solid wood manufacturers to switch to MDF and low-quality materials.

Solving the Issue: Here’s How

We focus on what we can control

No overseas Guesswork: Products are only listed on our website once they reach our UK warehouse, are quality-checked, and ready to ship. No exceptions.

No endless catalogues with thousands of options and long lead times (typically 8-12 weeks, which are rarely met).

We do not depend on external manufacturers to meet deadlines they often miss after receiving your order. Instead, we only work with what’s in stock at our partners’ UK-based fulfilment centres.

No imports are part of your order—just UK-based fulfilment centres. If the product is listed, it’s already in stock in the UK.

No pre-orders—only products that are in stock and ready to go.

No Shifting Dates-The delivery date you see is the date you receive the product.

No Fast Furniture. No Cheap Plywood. Only Solid Wood.

But why?

Fast furniture relies heavily on materials like MDF and plywood, which contribute to deforestation.

According to the World Wildlife Fund (WWF), over 30% of global wood production is used for furniture, much of it from unsustainable sources.

While fast furniture may seem affordable upfront, its poor quality means it often needs replacing within a few years, costing more over time compared to durable solid wood pieces.

Fast furniture is designed to be disposable, leading to massive waste. The EPA estimates that over 12 million tons of furniture end up in landfills annually, harming the environment.

Takes Forever to Assemble: Fast furniture often comes with complicated, time-consuming assembly instructions.

Safety Risks: If not assembled properly, it can pose safety hazards, potentially harming you or those around you.

Fast furniture’s poor quality often leads to damage during shipping, frustrating customers.