The team at LuxDeco never sought to offer a bespoke design service. Launching three years ago as a sleek, upscale online furniture store, it quickly started to receive queries from regular customers about where they could source a specific piece. Its solution was, and still is, to help customers find that elusive design; very often, says founder Jonathan Holmes, an equivalent already exists and just needs to be tracked down from its several hundred suppliers. Increasingly, however, the same customers are returning for bespoke creations, designed and manufactured from scratch.
“It’s not something we readily promote,” he says. “We tend to get requests from people we have already worked with – once they’re happy with one purchase, they’ll come back.” Sometimes it just involves changing the fabric, dimensions or colour of an existing design – a set of cushions with a certain coloured piped edge – but simple tweaks are not always possible, and the LuxDeco design team, led by Sam Aylott, have been called upon to create a number of bespoke solutions in collaboration with its roster of skilled designer-makers. Recent commissions include a grey stained veneer, leather and brass desk (from about £25,000) with multiple hidden compartments for a home in Cannes; glass-fronted fitted bedroom furniture (£150,000, second picture) for displaying jewellery and accessories for a London client; and a desk (from £25,000, first picture) in an unusual blue veneered wood for a young UK-based customer.
Customers tend to be urban and relatively young – typically between 35 and 55 – says Holmes, because the LuxDeco aesthetic is filling a gap between classic bespoke furniture and off-the-peg contemporary luxe. The process first involves approving drawings (“to see if we’re in the right ball park”, says Holmes), and then 3D presentations and renders including hardware examples follow. A white-glove service delivers the finished piece to its new home. “Our ethos has always been to make shopping for home décor as effortless as it can be,” says Holmes.