Three Layer Cake

Andrew Cussins may not be a household name in the UK, but as the founder and Vice Chairman of the Sofa Workshop from 1985-2002, hundreds of thousands of his sofas made their way into UK households.  Hailing from a family of furniture-makers, Cussins decided in 1985 to leave the family chain of shops and give his fellow country-people the chance to have the hand-made, high quality round sofa they always desired (or any other shape or length).  His Sofa Workshop provided an accessible source for these custom-made (and standard form) sofas.  During his time with the Sofa Workshop, the business grew to 30 outlets and a direct mail operation and sales grew from £2M to more than £35M in 2002.  It ultimately sold for ₤12.25M.

Cussins wasted no time in moving on to develop another concept, Chair, which was inaugurated this summer (2005).  The idea behind Chair was to create a “holistic” personalized home experience, combining food and design.  Located at 98 Westbourne Grove in London’s fashionable Notting Hill, Chair offers customers British-inspired food and British-designed furnishings and home accessories, and celebrity-watching!  (In the restaurant, the furnishings which contribute so greatly to the overall dining aesthetic are also for sale.)

In the design department, Chair focuses on delivering two unique concepts:  The first is tangible.  The in-house designed furniture line represents modern clean lines with modern materials at appropriate prices.  (Anyone who has seen home furnishing prices lately has probably realized how easy it can be to cop-out for IKEA!)  The second concept is intangible for customers, but quite tangible for the designer-makers represented in the showroom—an ‘in-store Business School’.  Chair is not just a sales point for their work, it also represents a hands-on opportunity for British artists to learn how to manage their creations from the marketing and retail side.

Cussin’s personal design philosophy is well-represented by Chair’s product range.  He’s a strong believer in classics (in particular mid-century modern) infused with striking modern accents.  Start with a neutral base and build around it.  For Cussins and his management team, this design scheme, not a purist approach, will keep its charm over time, and is “the way forward” in home furnishings.  Of course, he is not offering you anything he wouldn’t do in his own home, as his nearby apartment demonstrates—a tasteful blend of mid-century modern with British art classics, among others.

One of Cussins’ talents, as he demonstrated with the Sofa Workshop, is knowing how to give customers the tools to personalize their homes, whether it is in the form of a custom-made sofa, or offering a large number of unique one-off home accessories.  He has also recently launched an upholstery line, marking his first foray into the sofa market since his departure from the Sofa Workshop.  This first collection embodies the brand’s central theme of fusion and eclectic design by offering a mix of contemporary style, classic shapes and an extensive range of fabrics - from linen and leather to original antique sacking. To ensure you have plenty of starting color points for your decorating palette, ten completely unique sofas are offered in the key seasonal colours, natural beige and cream, green, brown and vibrant red.

No surprise, he longs a little for his sofa past, and he’s not content to stop with his ‘rest-o-shop’ (a term he borrowed from a journalist).  So what’s the scoop on what’s next?  A further new venture, Sofa.Com will launch in March 2006.  An e-commerce, mail-order and retail store concept, for selling a wide range of sofas at the best prices in Britain.  You can already register your interest on the site! 

Chair will also offer a complete upholstery service; all 10 designs can be made to measure and are available as chairs, small and large sofas, and in some cases sofa-beds. Extensive fabric and colour options are also offered alongside special features such as the option to have your sofa made in half and constructed on delivery.

Apparently Mr. Cussins loves being a part of the UK household every bit as much as the UK loves having him over!

[Note:  Unfortunately, Chair closed its shutters in 2006!] 

What food/dessert best describes the Chair concept/British tastes in home interiors?  What was it ten years ago?
Treacle Tart.  A classic dish that when well made will be just as fashionable in 50 years time, as when eaten 50 years ago. This is what we try to achieve with our furniture. It also has the advantage of legally giving you a pick-me-up when your system is just crying out for a sugar lift.

The first thing you notice in a restaurant.
How full it is.

Eating what food brings back the best memories?
A great cut of beef. It reminds me of going on holiday as a child to Juan- les- Pins on the Côte d’Azur and having real French food and my first Kronenbourg. Sheer magic.

The first piece of art you hung in your new home? 
An oil painting of Aldborough beach by Mary Potter, it was given as an engagement present by my father.

A colour that will never go out of style.
In clothing, the answer may be dull but it is true- black. In interiors, the neutrals, beige / taupe / cement / stone...

Magazine you can’t live without.
The Week - all the info without having to do all the leg work.

Celebrity you’re inexplicably intrigued by.
Kristin Scott Thomas….I fell in love with her in the film Four Weddings and a Funeral, and she often comes into my restaurant / home store CHAIR. What more could a boy want?

Favorite place to people watch.
Obviously Chair, as I am always intrigued as to which chair they will choose to sit on. Otherwise having a beer in a street market in any big city in India. The noise and smells and general cacophony is unsurpassable.