Furniturebox has celebrated its 10th birthday with a rebrand and new logo. The ecommerce interiors brand has completely redesigned its website around the new ‘feels like home’ slogan, with he aim of pointing to the next 10 years of growth with a more modern, warmer feel.
Furniturebox, based at a £3m warehouse and distribution centre at Indurent Park off the M4 at Chippenham, was founded by Monty George and Dan Beckles after they left grammar school in Salisbury aged 17, in 2015. Today, it employs over 80 people, working across three UK locations, including the 88,000 sqm headquarters from where 9,000 products are delivered each month.
George, co-founder and MD, says: "The company has grown so much over the last 10 years. We have a team that has expanded in both size and capability, a best-in-class distribution centre, an ever-growing product range, and an increasingly compelling proposition to our customers.
"While all of these elements have moved forward, our brand has lagged behind. This rebrand stays true to where it all began, but also gives us a platform to reach the sky."
Co-founder and director Dan adds: “"When we first started Furniturebox, our focus was simple – get great products to our customers at great prices. We weren’t thinking about logos, colour palettes or brand identities. We just wanted to deliver value and make people happy.
“Over the years, we’ve grown into something much bigger. We’ve learned a lot, earned the trust of thousands of customers, and built a team that truly cares. Along the way, we realised our old look didn’t really show who we are now or where we’re going.
“This new brand feels right. It’s modern, but warm. Confident, but approachable. It reflects the care we put into every order, the relationships we’ve built, and the ambition we have for the future. We’re proud of the company we’ve built, and this new look feels like the perfect next chapter. We love it, and we hope you do too."
Marketing manager Anastasia Nikolic says the team decided against using an outside agency for the rebrand: “The rebrand and slogan is about making the brand not just about furniture but about the homes we create.
“Our old brand was very functional. It did the job of bringing together a wide range of products at the right price, but it didn't really say much about who we are. Our customers told us they wanted more authenticity and inspiration, something that felt more personal and connected. The rebrand is about evolving from being simply useful to being meaningful.
“We did explore the option of having someone external help out with the rebrand or do the rebrand. However, it very quickly became apparent that our culture is too unique and close-knit for anyone else to capture it. The only way to build an authentic brand was from within.
“Luckily we have not just an incredibly talented but also incredibly hard-working team, as well as leaders who trusted the vision behind this, so we built the brand ourselves.”
Furniturebox returned to profit last year with a +20% surge in sales. The online retailer made a £612,288 profit in 2024 following a £1,030,530 loss the previous year due to the £3m investment in its new warehouse headquarters. Sales increased by +20.6% from £21,333,813 in 2023 to £25,617,335 last year.
Turnover in the US almost tripled to £6m, with more than 100 products launched and reach expanded through Amazon US – and European sales outside the UK doubled.
