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The Strategist Guide to Shopping at

Photo-Illustration: retailers

Anyone who has shopped for furniture online knows it can be hard to figure out where to begin. There are dozens upon dozens of options that all seem as worthy as the next, but the reality is that not all products from any given brand are created equal. When you shop as regularly as we do, you get a knack for navigating an online furniture store such as The 10-year-old, design-lead brand makes some of our favourite pieces for the home, from furniture to lighting to linens. Here, we’ve corralled every single piece from that our writers and editors — as well as interior designers and styling experts — have recommended on the Strategist.


Small changes can make a rented house a home, none more so than a magical lampshade that contributor Sandy Yu picked up at For a third of the price, the lampshade achieves the same iridescent effect of a Philips Hue which both Yu and her husband adore. The best part? It offers a way to imprint their personalities on their home, without risking their deposit.


When we asked interior designers about their favourite sofa beds, several recommended the Haru option from Made. Homeware designer Eva Sonaike was a big fan of the “retro-inspired design and plush velvet.” Rachel Newcombe — editor of Fresh Design blog — loved the convenience that the sofa bed offered, being easy to both assemble and disassemble. Both were particularly delighted by the rich colour palette that the sofa bed comes in, from a “gorgeous” Butter Yellow to Flame Orange Velvet.

Meanwhile, the director of property development firm CityGate, Delapo Oni, recommended this Barrow model. Oni was a fan of not only the “luxurious” finish of the product, but the quality of the mattress, which is “firm but comfortable.”
[Editor’s note: The Barrow Sofa Bed is currently out of stock.]

When a reader got in touch to ask about the best reasonably priced office chairs, staff writer Chris Mandle recommended the Keira as a particularly stylish option. The chair rests on a stand instead of wheels, giving a minimalist finish that Chris is fond of.

For the same article, Chris also suggested this Loera Dining Chair. It looks rather similar to the eye-wateringly expensive” Cesca chairs — a favourite of designer Luke Edward Hall — minus a couple of subtle shaping differences. Chris loves how versatile the product is, suitable for use in the dining room or office.

Whilst hunting for a new sofa, staff writer Rachel Mantock came across this 2-seater sofa from Made. She says that the sofa is “effortlessly chic,” and warns that she is still battling the urge to “take a bite” out of the chocolate-y brown velvet.

Bedding and towels

When we chatted to interior designers about their duvet cover recommendations, Melanie Lissack — owner of Melanie Lissack Interiors — was an advocate of When buying for children especially, excels according to Lissack as they offer “modern and contemporary” options that still retain a “playful, childlike edge”. If you’re a parent that wishes to avoid the onslaught of “princess patterns and car prints” that duvet shopping for little ones usually entails, Lissack says this is the place to begin.
[Editor’s note: Though Lissack’s pick is out of stock, you can shop this equally as modern and contemproary single set.]

Rosie Percy, the Strategist UK’s senior audience-development manager, picked up a set of Brisa sheets in the summer sale. She fell in love instantly. “The pre-washed sheets are soft in a way that well-worn jeans are: They feel instantly comfortable, but not thin or pill-y like over-washed cotton. The slight tactile feeling of the woven linen is satisfying against my skin and helps regulate my and my partner’s temperatures while we sleep, which is especially useful during this humid patch of summer. The sheets look fantastic too, adding a warm, earthy tone to my white-walled bedroom. I’m already deciding on what colour to order as my second set, because now I’m not sure I can go a night without Brisa while they’re in the wash.”

Made also popped up when we spoke to designers — such as Isobel Doraismey — about their favourite towels. Isobel says the towels have two great qualities: “They’re really reasonably priced and unique in design.” The towels are 420 GSM — rather lightweight — 100 percent cotton and come in a range of neutral colours with a “very satisfying” contrasting trim. If an even lighter towel is what you’re after, also offer options in a waffle texture.
[Editor’s note: Unfortunately, Isobel’s favourite towels are out of stock, but we spotted this other 100% cotton set in delightfully neutral tones.]


Photo: retailer

Emma Hare, creative director of Den Interiors, brought this Chimenea to our attention when we investigated the best outdoor heaters. Hare says that this chiminea — a happy medium between an open fire pit and an enclosed wood burner — is modeled in a “sophisticated Scandi style,” so is equally stylish as it is functional.

The Strategist UK is designed to surface the most useful, expert recommendations for things to buy across the vast e-commerce landscape. Read about who we are and what we do here. Our editors update links when possible, but note that deals can expire and all prices are subject to change.

The Strategist Guide to Shopping at