Interiors site launched by Lastminute founders

The founders of have launched an on-line interior decoration service and furniture retail website, with branding by Albion Brand Communications. The website was designed in-house by Mydeco’s owner By Design features a Web tool that allows users to make 3D models of rooms to see how furniture and homeware products would look in them. They can then buy those items on-line. claims to offer more than a million products from more than 500 retailers, including Heal’s, Argos, John Lewis, The Conran Shop, Furniture Village, Graham and Green, OKA, Alessi, M&S, Andrew Martin and Lombok.

Designers including Sir Terence Conran, Jade Jagger, Kelly Hoppen, Andrew Martin and Tara Bernerd will be creating sample rooms and offering advice to users via the site’s forum.

The website is the brainchild of British dotcom entrepreneur Brent Hoberman, who claims that he got the idea after finding it difficult to shop for a new home. ‘You have to visit lots of shops and guess how things will look once you’ve got them home,’ he complains.

‘As a nation we spend about £14bn a year furnishing our homes, yet until now the Internet hasn’t brought it all together to make the customer’s shopping experience easier and more enjoyable,’ he adds.

Mydeco chief executive David Kelly says, ‘In the US more than one in ten furniture purchases are made on-line. The same will happen in the UK.’

There is a proliferation of software packages and on-line services to help people plan their interior decoration, but claims to be the first to also allow users to shop for products.

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