Sofa manufacturer Alexander & James has announced the launch of a new collection following a successful At Home Show.
The event took place in November 2023 at its HQ showroom in Long Eaton, where the business welcomed customers from across the country to experience the launch of their new models and new collections.
Building on the success of the earlier launched Parker and Stella models, the new collection – Mediums – focuses on soft silhouettes with “playful curves and warm, earthy hues”, as Wayne Chiu, designer at A&J, reveals: “Over the last few years, we’ve all spent a lot more time in our homes and our furniture has never been more prominent, in particular our sofas which anchor the main living areas of every home.
“It has clearly established the importance of owning a really great sofa. My approach when designing this collection has been very holistic, designing from the ground up, focusing on materials and shapes, while mixing in a playful and fun architectural edge.”
The collection includes six sofa models and five chairs. Everything is produced out of A&J’s China production facility and supports the development of their strategic international expansion, after picking up multiple new global customers since the collection was first shown at the Shanghai Furniture Fair in September.
David Watts, MD of A&J, said: “We’re incredibly pleased with the new developments from Wayne and the team. His expertise and experience in design brought to life the brief to create something fresh and new, that would drive our goals of expanding internationally in the coming years while offering something complimentary to our existing collections within the UK market. We’re incredibly happy with the feedback from our customers who came to the November show and excited to see what happens in the coming months both in the UK and globally with these new models.”
A&J is set to open its new larger Bangkok retail showroom in January and new gallery rollouts during 2024. Steve Morgan, Sales Director for A&J, added: “The response from our UK customers to the new collections was incredible. They were all excited to see this new style from us, which captures a brand-new audience, all while upholding the classic A&J hallmarks of comfort and style. We’re looking forward to installing the new galleries and seeing the response.”
