Furl’s story began 17 years ago as the Storage Bed Company, founded by David Norman in 2007. Inspired by the furniture at his holiday home in Spain, David envisioned a storage bed that offered comfort, space-saving practicality, and elegant design—features he found lacking in the UK market.

So, he built one himself. As word spread, demand grew, and the business expanded to include a full range of storage solutions under the Furl name.

Over the years, Furl has grown into a brand that transforms how people feel in their homes. We’re now focused on creating practical and calming furniture, with a design-forward approach that adds a relaxed, refined touch to any room.

Our storage beds help keep your space organised, effortlessly tucking away bulky items like suitcases and seasonal clothes. Storage sofas provide a discreet spot for books, toys, and everyday essentials, creating a clutter-free environment where you can relax. Sofa beds free up the space once occupied by a spare bed, giving the room a fresh purpose. Every piece from Furl is designed with understated elegance, bringing a sense of order and tranquillity to your home—turning it into a haven where you can truly unwind.

We’re excited to share some big news: we’re rebranding! With a fresh new look and a renewed commitment to simplicity, Furl is embracing a more calming, stress-free approach to furniture shopping. From exploring our range to receiving your order, we’ve streamlined every step to make your experience as easy and relaxing as sinking into one of our beds.

Our Rebrand: A Look into Furl’s Transformation

We're excited to unveil a fresh new look that reflects our commitment to serene living.

New Logo & Colours

Let’s start with our new logo. It’s simple, modern, and approachable. We chose a font with soft, rounded edges, making it easy on the eyes - just like our approach to furniture. It’s a visual cue that the furniture and experiences we offer are built to ooze relaxation.

The colours are equally soothing. Furl Blue is a calm, grounded shade, while Furl Cream is a light, soft tone that balances the blue beautifully. Furl Pink adds a little warmth, giving the design a subtle pop of energy.

This new look isn’t a change in who we are but a step forward in how we serve you. We're still the same Furl you love, with a clear focus on bringing tranquillity and simplicity into your home.

An Updated Strategy for a Calmer, More Comfortable Home

We’ve come a long way since our early days as a simple storage solutions brand. Of course, we still love clever storage – our beds and sofas are proof of that. But now, we've evolved to connect with you on a deeper level.

We no longer just think about how our products work and what you can get out of it. We consider how they make you feel. We step into your shoes and ask ourselves, "How does this piece fit into your life? How does it change the way you feel in your space?"

At Furl, we believe a calm home leads to a calmer mind. And that’s the space we want to help you achieve.

Whether it's a storage bed that transforms your bedroom into a retreat or a sofa that makes your living room a stress-free zone, we design for comfort, simplicity, and peace. With less clutter and more space, you’ll sleep soundly, work better, and feel more at ease in your home.

New Website Design

We’ve also changed our website to reflect the new brand focus. We’ve incorporated the new colour palette and logo to stay focused on an easy-to-read layout. The site is now more intuitive, guiding you through our collections with clear categories and helpful filters. Whether you’re looking for a storage bed, a stylish sofa, or inspiration for your space, everything is just a simple click away.

A New Look Across All Locations

With our new approach to calm and simplicity, we’re also updating our stores. Our new look flows through all aspects of Furl, from the furniture we create to the way we connect with you in-store.

Revamped Shops & a Fresh Van Design

We’re bringing our new look to every corner of the Furl experience, and that includes our showrooms and delivery vans. We want you to engage with that calm, welcoming ambience the moment you meet us — whether it’s online, in one of our shops, or when your furniture arrives at your doorstep.

Our three showrooms in Swiss Cottage, Chelsea, and Barbican will soon showcase the new colour scheme, signage, and displays that express our focus on minimalist aesthetics and comfort. We’ve also got a cool van design we are extremely proud to show off…

A Stress-Free Furniture Shopping Experience

Buying furniture can often feel more complicated than it should. Even if you’ve done your research and know what you need, it’s easy to second-guess yourself when faced with so many options. What seems perfect online might not feel quite right once you're in the store. It’s frustrating to feel uncertain about a choice that should be exciting.

At Furl, we understand this to a T. That’s why we’ve come forward to give you an experience that takes the stress out of furniture shopping.

Our stores are calm, uncluttered, and focused on giving you the space to think clearly and make a confident decision without second guesses. The layout and design of our showrooms are meant to help you visualise how our pieces can work in your home, with real-life setups that show everything in context. Our expert staff will walk you through the process, offer advice, and help you feel confident in your choices.

In-Store Design Expertise

At our Furl stores, you’ll meet a team of design experts who genuinely care about making your home feel perfect. Our furniture enthusiasts know that true comfort goes beyond looks. Our expert staff will listen to what you need, recommending options that bring out the best in your space. They’ll suggest layouts that make it easy to relax, furniture that supports a good night’s sleep, and living room setups that create a welcoming vibe for guests.

Visit Us to Experience the New Furl

We invite you to visit our locations and see the new look for yourself. Our team is excited to meet and guide you through our latest offerings. Experience how our redesigned spaces create a more relaxed, supportive environment from the moment you enter until you leave. Whether you're browsing our collections or taking a consultation, you'll feel at ease every step of the way.

Thank you for being part of our journey. We’re thrilled to share this next chapter with you.