Where the fashion world leads, the interiors crowd follows – but at a more leisurely pace. Not so long ago, there were two choices when it came to furniture – cheap, temporary buys or expensive investment purchases for the long haul. But just as clothes shoppers are now used to a huge amount of choice and the proliferation of “mid-premium” ranges, where high-end high street and designer diffusion brands converge, homemakers now being invited to explore this aspirational-yet-affordable territory. “We’ve moved away from the introduction of value ranges and a post-recession race to the bottom, to an emphasis on quality items at an attractive price,” says the brand consultant Wendy Marsh. “Clever companies are aiming at a mid-premium sweet spot that value consumers can trade up to and top-tier consumers trade down to. High-street home stores are attempting to redefine themselves by innovating in this way, too.” John Lewis is leading the way with Design Project, a collection of furniture, lighting and accessories created by its in-house team.
“We wanted a range that reflects our progressive approach to design and manufacturing,” explains Philippa Prinsloo, design studio manager at John Lewis. “The collection reflects how we live today and will do in the future. They’re re-imagined staples with a contemporary aesthetic.” Each of the pieces have been given numbers – as they are in the design studio – rather than names, and the codes can also apply to a family of products, which helps when decorating a room. The price point is underpinned by John Lewis’s ‘Never knowingly undersold’ motto, offering the best possible quality for the price. The oversized snuggler armchair (No 002), for example, is made in the UK and comes in super-soft leather or a choice of Italian fabrics. At £1,800, it isn’t cheap, but would cost upwards of £3,000 from a high-end Milanese company. “I am confident that if our customers were to shop elsewhere, they would be paying a lot more for a product of the same calibre,” says Prinsloo.
Many of the pieces have interesting design details, but they are made to last. The No 004 sideboard, for example, has a reversible top – classic wood one side, navy linoleum on the other – marrying style with longevity. Other standouts include a stylish table lamp (No 046) with a concrete base and opaline glass globe shade – a snip at £65 – and a pair of gently curved nesting tables (No 061) with marble tops for £375. Next is boosting its craftsmanship credentials by collaborating with Ercol on a new 15-piece furniture collection for the living, dining and bedroom Prinsloo’s favourite item is the No 001 table lamp. “It was the first piece we designed, and it became our guiding light for the rest of the series. I love it because it’s perfectly simple and beautifully sculptural. It’s made from hand-blown glass and it’s an enduring design.” Although the collection is resolutely contemporary, it won’t change seasonally – rather, it will evolve gradually over time and popular pieces will remain in the range.
“It’s about seeing what people need and respond well to,” says Prinsloo. “Next season will see a coming to fruition of projects that have taken over two years to complete, due to technical challenges demanded by the more ambitious designs. I’ve just seen samples and I can’t wait to share them with our customers.” Marks & Spencer’s latest home launch, M&S Chef, is an upmarket kitchenalia collection that looks stylish and fresh thanks to brass and marble accents. Although it almost looks too pretty to be robust, the range isn’t just aimed at those who stock up on its ready meals and seldom cook. The 40 items, which include utensils, cook- and serveware, are billed as professional standard and have been tested by Marks & Spencer’s in-house chefs to ensure they work as well as they look. “We have spent hundreds of hours developing this range, and have gone above the normal British testing standards to ensure that the quality of the range is at its optimum,” says Lee Harper, technologist for M&S Chef.
“The hard-anodised pan range, for example, has been produced using the most durable non-stick coating on the market and tested to make sure that handles won’t weaken under extreme temperatures.” Harper is also keen to demonstrate the Tri-Ply pans, which have a textured stainless steel base with a waffle effect, lifting the food up from the surface to create air flow underneath. “It helps with browning, searing and sautéeing, and means that food sits on the oil rather than in it, making for healthier meals.” Like an M&S “Dine in for £10” deal – an affordable treat, but prudent compared to eating out – the Chef range balances the indulgence of a purchase against the perceived cost saving or health benefit. High street rival Next is boosting its craftsmanship credentials by collaborating with Ercol on a new 15-piece furniture collection for the living, dining and bedroom. Made from solid oak, each piece is typically Ercol in design, with the pared back simplicity of mid-century style.
The Chesham Extending Dining Table (£799) and dining chairs (£375 for two) are likely to sell well. It is a look that Next Home has offered for some time, but the high street giant can now also trade on Ercol’s reputation for quality and good design. While the move isn’t particularly innovative – Ercol already produces ranges for John Lewis, Marks & Spencer and the White Company – it is a smart one in a market where customers are becoming increasingly discerning. Even fashion chain Urban Outfitters, whose core customer base is twentysomething renters, has upped the ante with the UO Home collection, which launches next week and includes a range of sofas, armchairs and bedframes. “Urban Outfitters has always been considered as a lifestyle brand by its customers, so branching into this area was a natural progression,” says the company’s home buying manager Emma Heard. “We’ve used luxe materials such as velvet upholstery fabrics and copper for accessories and sourced one-of-a-kind products from further afield, including Berber rugs from Morocco.”