LuxDeco has cornered the market for super luxe homeware and top notch furniture online. Founder and CEO, Jonathan Holmes, speaks out about his brain child; why the online model works for him and the impact of e-commerce on the interiors industry
Sum up LuxDeco in three lines:
LuxDeco is a destination to discover and shop the worlds’ finest selection of home furnishings. We provide a unique online shopping experience, with our carefully curated edit from over 200 of the most exclusive home brands, combined with inspirational editorial, personalised suggestions, expert interior advice and unrivaled service.
What sets you apart from other online retailers?
The difference between us and many retailers comes from our deeply curated selection of products. We are not trying to follow an amazon model of anything goes; our selection is carefully edited to represent what we believe are the finest home brands from around the world. Many of our brands are unavailable elsewhere online and have been selected for their quality, design and craftsmanship.
Content and discovery are also a huge part of the model as many people look for inspiration as a starting point, so it is important for us to provide trusted advice and suggestions that will assist our customers to make the perfect choices.
Would you ever want to transfer the online shop into a physical space?
It is not something that we are looking at right now. Our focus is purely online, as that is where we feel we can provide the best service to an audience who prefer the convenience of an offline store.
What is the best part of your job?
Working with my team; I’m surrounded daily by passionate and talented people. We have a great culture, everyone is proud of our achievements and focused on building a great company, which makes everyday enjoyable. Hearing from happy customers around the world is also a big highlight.
Your favourite brands and why?
I am a big fan of Linley and I was really pleased to have their products on LuxDeco; they are a British brand with a fantastic heritage and outstanding craftsmanship. Ralph Lauren home is also a favourite, I love their trademark style and I think the way they present their collections is incredible.
Favourite designer?
If I could choose any designer to create my perfect space it would be Candy & Candy. Their interiors are striking and stylish. I saw a picture of their office a few years back and have wanted it ever since!
How do you think e-commerce has impacted on the industry?
E-commerce and possibly even more importantly, mobile commerce, are evidently changing retail as a whole. With interiors (although adoption has taken slightly longer) it will be no different. The way we shop has changed and the internet is most consumers’ first port of call before they make a considered purchase. The convenience, speed and choice available online will increasingly make it harder for retailers that do not embrace the technology available.
Do you think the market will continue in that direction?
One hundred per cent. I think the biggest impact will be over the next three to four years. Furniture is still behind industries such as fashion in online retail, but it is growing fast. There is always going to be successful bricks and mortar home retailers but a look around any high street will show that these numbers are in decline. Companies that brush off the importance of the internet will have a hard time.
Where will LuxDeco be in five years’ time?
LuxDeco hope to be the world’s leading destination for luxury furnishings and a global brand synonymous with quality, design and service.
Where did your interest in interiors stem from?
My mother is an interior designer and it was her frustration, and partly my own, while trying to furnish my own apartment that inspired me to start LuxDeco.
Which is the best room in your house?
I love my living room – it is open plan and a great entertaining space with a contemporary feel, 20ft ceilings and exposed brick walls give it a very Manhattan loft style.
Slick city apartment or sprawling Georgian manor?
It would have to be both – that is the dream! Working in interiors you really learn to appreciate different styles and settings. For now I am living in a pretty slick apartment but I hope to add a sprawling manor to my portfolio sometime soon.
Most prized piece of furniture?
I like unique pieces and my favourite would have to be a one-off steel and glass coffee table that was commissioned as a moving in present from my parents.
Pieces of the moment?
Michel Medio Cabinet, Dom Edizioni £5,200
Medusa Treasury Spirit Decanter, Versace, £370
Sartor Armchair, Stuart Scott, £2,470
