Defining Edge

Having renovated their home, Defining Edge (www.definingedge.com) founders Penny Jerram and Matt Isaacs had considerable difficulty finding suitable furnishings.

They identified an opportunity in the design-led home furnishings market. “Defining Edge aims to be the leading on-line destination for homes and interiors enthusiasts,” explains managing director Jerram. “It combines inspirational retail, authoritative editorial and an interactive community. We will bring together a wide cross section of hand-picked suppliers, dealing in design-led products. The provision of extensive editorial, information and advice will make Defining Edge far more than just a shopping resource,” she says.

Magazine editor Susanna Powell continues: “The magazine element reinforces our site as a natural destination for all those interested in contemporary design. The strong informative community element brings another dimension to the experience of buying interior products on the Internet. Features will relate directly to items on the shopping pages, but more significantly, [they] provide a wealth of complementary information.”

“The beauty of publishing a magazine on the Internet is the instant accessibility to information that is essentially free and at your fingertips!” she adds. The whole package is due to launch in September. Defining Edge is currently accepting registrations and there will be an editorial and transactional presence from August to test the site in a live environment.