unelm

Unelm is a British home furnishings retailer that specializes in ready‑made décor, textiles, lighting and accessories. Founded in 2002 by Oliver Askew and Mark Fairey, the company began as a domestic website offering a curated selection of stylish indoor and outdoor products. The name "Unelm" is derived from the word "Home" spelled backward, reflecting the brand's focus on creating inviting living spaces.

After a successful initial public offering on the London Stock Exchange in 2014, Unelm expanded its distribution network to include a large warehouse and a network of over 250 independent stores across the United Kingdom. The company operates a hybrid business model that combines e‑commerce, home showrooms and physical retail to provide customers with a seamless shopping experience. Its product range includes contemporary furniture, mattresses, rugs, curtains, kitchen accessories, garden furniture and homeware.

Unelm has placed a strong emphasis on sustainability, committing to the use of responsibly sourced materials, reducing packaging waste and adopting energy‑efficient operations in its warehouses and stores. In recent years the retailer has invested in technology initiatives such as augmented reality tools that allow customers to preview products in their own homes. Despite its growth, Unelm retains an image of boutique quality and personal service, positioning itself as an alternative to large mass‑market home décor chains. The company continues to innovate in product development and customer engagement, aiming to remain a prominent player in the UK home furnishings market.