From starting out as hunters and importers of good replica modern furniture to sourcing purely original designs and developing a honed aesthetic with our distinct sense of style, it has been a 15-year evolution in furniture.
From where we are now it seems surreal to think we used to sell exclusively replica pieces, but our origins are built on a genuine appreciation of real design. Imitation being the biggest form of flattery, we certainly looked at iconic mid-century designs as being a benchmark for smart, stylish, and considered furniture.
It was around 2012 (a decade ago!) that we began to import our Design by Life core collection and phase out replicas from our product mix. A move powered by a more established and design-savvy customer, who steered us to search the international market for well made, great value design. We took inspiration from a pared-back Scandi sensibility and quality of craftsmanship, introducing solid oak and walnut pieces, plush upholstery, and timeless styles.
Our OG look books; 2014 and 2016 style shot in our Alexandria showroom. The Oia, Whywood, and Coco ranges are still part of our core collection.
We began working with local brands and formed relationships with homegrown Aussie design talent, some of which we are proud to have been in partnership with for over 9 years - it was March 2012 to be exact! We consider these teams friends and strive to be cheerleaders of small businesses, representing designers and artists is part of what we love to do.
They have become fundamental to our homewares collections, notably the now celeb status mirrors and prints by Middle of Nowhere, socially conscious rugs by Armadillo, the wonderfully talented Kimmy Hogan, iconic Sarah Ellison designs, colourful Kip & Co textiles, and handcrafted Bonnie & Neil. A list that is far from exhaustive and always open to new additions.
In the last few years, we have refined a style that we believe reflects the Australian lifestyle balancing form and function. We launch new products on a monthly basis to align with what you as our customers are asking for and current interior trends, whilst maintaining a look that can stand the test of time with bestsellers that have been around for years and are here to stay.
We curate our collections to work together, with complementary palettes, materials, and silhouettes that can be mixed and matched to your heart's content. It’s important to us to keep things easy, playful, and versatile, allowing you to select from our range to create rooms that are indicative of your own personality and style.
There is plenty in the pipeline, with even further input into the design and customisation of products to make them unique in the Australian market. Our buying teams, headed up by co-founder Geoff Karam and creative director Nic Arvela, are design-obsessed furniture nerds on a mission to bring you the best from our Australian and international suppliers.
We recommend checking in on our new arrivals every now and then, keeping an eye on our styled spaces for fresh inspiration, pinning us on Pinterest, and stalking our socials where we love to share how you guys are doing things.
Interiors are what we do, we’d love you to join us along the way.
Love Life x