comfortably looking up from my new found favourite chair, the Jacob {more on him further down} to the supersize signage of the recently opened upholstery showroom The Lounge Co.

now, am not in the habit of 'reporting' on new products, store openings etc. but i am adamant about supporting friends and their endeavors. as a solo entrepreneur it is tough being a newbie and everyday i am thankful for those who continue to support my business.

therefore i am very excited to support this friend but also this new {but old} company. i say old, though perhaps established is a better term, because The Lounge Co. have a lot of experience behind their fresh face, with some of the best sofa craftsmen building their pieces right here in the UK and you'll understand their elite provenance as you discover the collection.

The Lounge Co. are upping the game of the 'reasonably priced sofa supplier' with their extensive background knowledge and undisputed quality craftsmen who are responsible for manufacturing the longstanding iconic Parker Knoll and G Plan furniture and Duresta brands, whom they join under the umbrella of Sofa Brands International. add to this an acute understanding of making the process as seamless as possible whether you shop in-store or online.

the website and newly opened London flagship on Chiswick High Street, will also be supported by a further 20 concessions soon to open nationwide as they accept the importance that though we are a tech savvy consumer we still prefer test driving large investments prior to purchase - that said I think after your first in-store visit you'll be suitably impressed that you won't hesitate making your future purchases online!

ROSE BY NAME...

ROBUST BY NATURE

what i will share is i thoroughly enjoyed the in-store experience {and i know a thing or six, about selling, sourcing and specifying sofas} so i headed to the showroom on its' opening day with both my consumer and designer head on and two outcomes reigned for both of me, the evident quality of the collection and how quick and easy the ordering process is... dependent only on how soon you manage to choose from their carefully curated range of fabrics and leathers of which there are over 15,000 possible variations.

oh and another plus... you'll be very pleasantly comforted by their prices!

the collection doesn't push design boundaries but offers plenty to get creative. the pieces fall into 4 categories of Casual Classics, Iconic, Contemporary and Deep & Loungy, as director of e-commerce for Sofa Brands International Julian Neal explained to me, all waiting to be dressed from a fabric and leather collection of mostly classic neutrals with a strong nod to a mid century modern palette of rusts, olives, duck egg blues and saffron yellows to complete this identifiable collection.

THE FLORENCE SOFA & FLOYD CHAIR

CONTINUING THE TIMELESS MID CENTURY MODERN IMAGE

CHATTING IN STORE ON FLORENCE WITH JULIAN NEAL

TO EVERYONE'S AMUSEMENT I TURNED UP UNEXPECTEDLY ON BRAND

to please my palette there are also some easy edgy monochrome graphic weaves and a super sexy black leather of which i am dreaming of enrobing said Jacob chair.

SMOOTH EBONY LEATHER FOR A SARTORIAL SEAT

THE JACOB

placing an order couldn't be simpler:

1 ǀ choose model of sofa, chair, stool or ottoman

2 ǀ choose fabric

3 ǀ place order in-store or online

4 ǀ sit back and wait the short time of 4-6 weeks for your custom order to be delivered

nb - as a designer it is my duty to advise to please always check measure access to your property to ensure your dream piece will fit! The Lounge Co. also have this covered with a straightforward measuring guide on their website and the team on hand will give you great guidance in advance of ordering if you have any doubts.

FOUND MY NAMESAKE! SUPER CUTE & PRACTICAL TAYLOR STORAGE STOOL WITH COVER THAT CLEVERLY CONVERTS TO TRAY / TABLE TOP

in summary i'm confident this will be a welcome brand for both consumers and designers alike, that will blur the lines between cost effective consciousness and quality confidence as it efficiently delivers both.

HOME WITH A HANDY SAMPLE PACK TO SCHEME FROM AND CONVINCE THE HUSBAND THAT HE NEEDS A JACOB IN BLACK LEATHER

{this review is of my own will and nor have The Lounge Co or any third party commissioned this post}

pascale arminjon-taylor