raises £6 million in funding

An online furniture retailer has finalised a £6 million round led by US-based Level Equity, with additional investment from PROfounders Capital.

London-headquartered, which sells art deco furniture designed by celebrity designers such as Damien Hirst, has seen popularity among online shoppers with annual turnover in excess of £2 million.

The business, which launched in 2010 with £2.5 million funding, is chaired by co-founder Brent Hoberman, also a partner at PROfounders Capital.

The furniture company started with only 3 members of staff, it now employs 45 people. co-founder and CEO Ning Li says: ‘This funding will help us grow our brand to become a household name.’

George McCulloch, founding partner of Level Equity says: ‘Ning and his team have built a substantial brand and business in a very short time.

‘We are delighted to provide growth capital to accelerate their expansion and bring additional scale to the company.’

The £6 million series B funding will help the business move to a new HQ in Notting Hill and develop the website’s potential for international sales.

Brent Hoberman, co-founder and chairman of says: ‘Since the launch of, it has become clear that online furniture sales are set for continued dramatic growth. 

‘This funding will enable us to further establish as a breakthrough brand benefitting both consumers and designers.  The team will be supported with more talent and the stage for international expansion is now in place.’

Hunter Ruthven

Hunter Ruthven

Hunter was the Editor for from 2012 to 2014, before moving on to Caspian Media Ltd to be Editor of Real Business.

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Early Stage Funding