Interview with



We have been big fans of and wonderful products they produce for a long time now. Their mission is to take on the high street to offer original furniture design at affordable prices. We have been very lucky to catch up with Ning Li, CEO and Co-founder of the very inspirational brand that is


For those BlogAndBuySale readers who are unaware of, What was the original inspiration and drive behind setting up

The original inspiration behind was when I once went to purchase a sofa a few years ago. I couldn’t quite believe that stores can charge £3000 for a piece of furniture that I had seen being manufactured at a fraction of the price in a friends factory. I decided to make a stand against typical furniture retail giants and offer the public designer furniture at a fraction of the usual high street price.

What makes different from run of the mill high street stores that stock furniture? provides beautiful furniture straight from the makers. believes it’s important to give customers a great deal and so by cutting out the middleman, is able to reduce unnecessary costs and pass along savings of up to 70% off high street prices. brings you fresh and honest designs, never compromising on the high quality design you need in your home

Please share with us the first products sold by

One of our first products was the popular Stroller Desk by designer Steuart Padwick. It still remains to be a bestseller on (having also featuring in the ‘Evening Standard’ and the ‘Financial Times’) and we’ve continued to work with Steuart on other projects since then such as his beautiful Fonteyn Collection.

You work with fresh design talent to create your unique furniture collection, tell us about these designers and have any of their designs ever been too far out to take to build?and who makes the decision if the designs go to build? currently works with over 20 designers – each innovative and inspirational in their own right. Some well-renowned names include John Stefanidis (who designed the vibrant Moritz Collection) and James Harrison (Elle Decoration designer of the year, 2007), who created the modern retro Jonah Collection of seating. We always do our utmost to ensure that a great design gets built, our product team (headed up by Chloe Macintosh who is Co-founder of and also Head of Collections) makes the first decision on what gets made. Here’s a link to our designers page.

What has been the stand out product that sold during 2011?

Our Baroque-style, buttoned back Bouji Chair truly made some astounding sales during 2011. I guess that the nostalgic glamour of it mixed with contemporary colours really made it a customer favourite! The Bouji Chair is currently available in 6 finishes and can be purchased with a choice of 2 striking Ottomans.

Do tell us about‘s future products and plans! plans to release further products, keeping with the high quality and great value that we’ve maintained so far. We also wish to answer our customer demand for a showroom, provide more pieces per week and eventually hope to expand into Europe.

Your customers rave about the quality of your products, what is your secret?

We offer the same quality and service as any other retailer on the high street, the only difference is that no middleman takes a cut and so we simply offer great furniture design but at affordable prices.

You have really marketed yourselves fantastically in our opinion, you have some great products and are doing something fresh and different. If you were to give the BlogAndBuySale readers a top tip for getting their products out there and selling as well as yours what would it be?

Firstly don’t give up. If at first you don’t succeed, try again! Add something to your products that makes them a little bit different than what everyone usually sees. Perhaps even contact with your ideas, you never know, we may end up working together!

Thank you!