A new online interiors platform that aims to make furniture shopping simple by combining 100+ retailers, advanced AI and dedicated human stylists has launched.

Flitch, founded by two childhood friends and entrepreneurs with a shared passion for interiors, was born from a desire to create a more level playing field for furniture shopping in which browsing multiple retailers is easier, pricing is transparent, and stylist recommendations are built around personal taste rather than pre-determined trends.

After years of development, Flitch has created a platform that is democratising the UK furniture market to put consumers at the front and centre of the shopping experience. It does this by uniquely combining four key elements:

1. A free-to-use, accurate, and human vetted dynamic search tool that allows shoppers to explore more than 250,000 products from over 100 of the UK’s furniture retailers (such as M&S, John Lewis, Cox & Cox, La Redoute, Graham & Green, Loaf, and Sofa.com) and affordable high street brands (such as Dunelm and The Range)

2. Unique, AI-powered quizzes that learn what you like and dislike to uncover your own personal style and make instant recommendations within your budget

3. An affordable interior styling service (starting from just £25) for even more assistance in finding the perfect items for your home

4. Full and transparent pricing history thanks to a tracking tool that will instantly notify users of sales and price drops on every saved item

“With Flitch we wanted to create a resource that truly takes the hassle out of the furniture research, discovery, and comparison process for consumers. We’ve all experienced a stressful Saturday afternoon in a retail park at least once. A weekend spent drifting from retailer to retailer trying to find not only the perfect piece of furniture for our home, but also the best deal in a sea of showroom discounts,” says Daniel Ufland, co-founder of Flitch.

“The pain points are surprisingly similar for today’s digital consumer and our user insights show, on average, it takes two months to find a new item of furniture. The consumer shopping journey almost always begins online; retail parks are replaced by an endless amount of scrolling, dozens of open tabs, and complex discount codes. Flitch is designed to take out the stress and make exploring the overwhelming amount of furniture options more enjoyable.”