Houseology

What Houseology does

Houseology operates within the Moot Group's UK online luxury home interiors portfolio. The business runs a Shopify-hosted direct-to-consumer e-commerce storefront (powered by ASCEND backend) that aggregates over 50 third-party designer brands including Eichholtz, Tom Dixon, Uttermost, Andrew Martin, Richmond Interiors, RV Astley, Visual Comfort & Co, Bloomingville, Ethnicraft, Theodore Alexander, Arteriors, Currey & Company, Liang & Eimil, Libra Interiors, Zuiver, Hooker Furnishings, Bernhardt, Caracole, Elstead Lighting, and others, alongside nine owned private-label sub-brands (Olivia's Home, Olivia's Interiors, Olivia's Lighting, Olivia's Mirrors, Olivia's Nordic Living, Olivia's Studio, Olivia's Wall Art, O&Co, and O&Co Mini). The product surface spans furniture, lighting, mirrors, home décor, wall art and outdoor living, with unit pricing in GBP ranging from approximately £219 (accent tables) to £1,495 (premium swivel chairs) and £1,326 (marble coffee tables), plus outlet/clearance discounts of up to ~39%.

Name

Houseology

Legal name

Olivia's

Website

https://houseology.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Houseology operates within the Moot Group's UK online luxury home interiors portfolio, running a Shopify-based e-commerce storefront aggregating 50+ designer brands alongside nine owned private-label sub-brands, selling furniture, lighting, mirrors and décor to UK consumers and trade designers.

Ownership category

akta.pro rank

Product category

Online Luxury Furniture & Home Décor Retail

NAICS

Furniture Retailers (449110), Furniture and Home Furnishings Retailers (4491)

SIC

Retail-Furniture Stores (5712), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Home, Furniture & Home Improvement Online Retailers (CRAFADAE)

akta.pro secondary industries

Home Office Furniture Retail (Desks, Office Chairs, Bookcases, Filing/Storage) (CRAIAAAD), Dining Room Furniture Retail (Dining Tables, Chairs, Bar Stools, Buffets/Sideboards) (CRAIAAAB), Bedroom Furniture Retail (Beds, Dressers, Nightstands, Armoires) (CRAIAAAC)

Keywords

• Luxury furniture retail
• Online home furnishings
• Designer lighting retail
• Interior design services
• Home decor ecommerce

Headquarters

HQ city

Glasgow

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. Direct E-commerce Furniture & Home Décor Sales: One-time online sales of luxury furniture, lighting, mirrors and accessories via olivias.com, priced in GBP with individual unit pricing (e.g., £229 accent chairs, £1,326 marble tables). Includes outlet/clearance SKUs with up to ~39% discounts and seasonal promotions.
2. Trade (B2B) Sales: Trade-pricing and dedicated service channel for interior designers and specifiers, accessed via the Trade Enquiries page; supports repeat B2B purchasing of the multi-brand catalogue.
3. Olivia's Design Services: Paid interior design consultations delivered by in-house professional designers, monetised as a professional services add-on to e-commerce purchases.
4. Olivia's Order Protection: Optional checkout add-on providing shipping protection, priority customer support and fast-track dispatch for a per-order fee.
5. Clearpay Finance / BNPL: Buy-now-pay-later financing via Clearpay to make higher-ticket furniture purchases more accessible.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels10 records

Core offering

Houseology operates a UK-based online luxury furniture and home décor storefront (branded to consumers as Olivia's at olivias.com), curating 50+ third-party designer brands (Eichholtz, Tom Dixon, Andrew Martin, Uttermost, Richmond Interiors, RV Astley, etc.) alongside eight Olivia's-owned private-label ranges covering furniture, lighting, mirrors and wall art. The retail offering is complemented by in-house Olivia's Design Services for paid interior design consultations, a Trade Enquiries programme for interior designers, and Clearpay BNPL financing on higher-ticket items, with free UK delivery over £100.

Product overview

Olivia's is a single unified luxury home e-commerce storefront (built on Shopify and "Powered by ASCEND") organised around four core product categories — Olivia's Furniture, Olivia's Lighting, Olivia's Home Decor, Olivia's Mirrors — plus Olivia's Wall Art and Olivia's Outdoor Living as dedicated ranges. Layered on top are several owned/private-label sub-brands: O&Co (adult furniture), O&Co Mini (children's/nursery), and the Olivia's Home, Olivia's Interiors, Olivia's Lighting, Olivia's Mirrors, Olivia's Nordic Living, Olivia's Studio and Olivia's Wall Art own-brand lines. Supporting service offerings include Olivia's Design Services (in-house interior design), a Trade Programme, an Outlet (discounted stock), and an Inspiration/Blog content hub covering Signature Styles, Trend Edits and shop-by-room merchandising. Third-party designer brands (e.g., Eichholtz, Tom Dixon, Andrew Martin, Richmond Interiors, RV Astley, Uttermost, Libra Interiors, Gallery Direct, Keiichi, Liang & Eimil, Zuiver, Light & Living, Bloomingville, Ethnicraft, Must Living, Twenty Ten, Mindy Brownes, Malini, Hill Interiors, Hooker Furnishings, Bernhardt, Caracole, Arteriors, Theodore Alexander, Visual Comfort & Co, Troy Lighting, Hudson Valley Lighting, Mitzi Lighting, Elstead Lighting, Corbett Lighting, Quintiesse, Currey & Company, Asiatic Carpets, Blanc d'Ivoire, Bree's New World, Berkeley Designs, Dutchbone, DTP Home, Ivyline, Jonathan Adler, Tommy Franks, D.I. Designs, Olivia's Studio) are stocked alongside the owned labels.

Differentiator

Problem solved

Functional benefit

Brands

• Olivia's Home: Olivia's-owned home furnishings and lifestyle product line.
• Olivia's Interiors
• Olivia's Lighting
• Olivia's Mirrors
• Olivia's Nordic Living
• Olivia's Studio
• Olivia's Wall Art
• O&Co
• O&Co Mini

Products and services

• Olivia's Furniture

Quantifiable outcome

• Over 200,000 satisfied customers to date
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature5 records

Partnerships

37 partnerships are on record, tiered flagship, core and minor.

• EichholtzflagshipStrategic or Co-development PartnerFeatured A-list brand on Olivia's homepage carousel with the Brice Swivel Chair - Avalon Sand (£1,495) and dedicated collection page. Eichholtz is prominently listed under Brands A-D and is one of the most visible designer brands on the storefront.
• Tom DixonflagshipStrategic or Co-development PartnerPremium British designer brand with dedicated collection on Olivia's storefront; positioned in the Brands R-Z list as a headline luxury label.
• UttermostflagshipChannel Partner/ Reseller/ DistributorFeatured in 'The Molecule Designs Edit' with products such as the Black Label Pebble Small Vase (£248); dedicated Uttermost collection on Olivia's.
• Andrew MartincoreChannel Partner/ Reseller/ DistributorFeatured brand selling products like the Architect Console Table - Gold (£529); dedicated collection under Brands A-D.
• Jonathan AdlercoreChannel Partner/ Reseller/ DistributorFeatured American designer brand with dedicated Olivia's collection under Brands I-M.
• Liang & EimilcoreChannel Partner/ Reseller/ DistributorFeatured in 'The Molecule Designs Edit' with the Cloud Pendant Lamp (£1,296); dedicated brand collection on Olivia's.
• Libra InteriorscoreChannel Partner/ Reseller/ DistributorFeatured across multiple product listings including Bingham Upholstered Swivel Chair - Velvet Green (£710) and Toronto/Salento/Morchino/Bosworth marble coffee tables (£355–£1,326).
• D.I. DesignscoreStrategic or Co-development PartnerFeatured as 'Brand of the Month' on Olivia's homepage; sells Bentley Console Table - Grey Aged Oak (£869) and Abberley Console Table - Black (£715); promoted on Instagram for the Radford Collection.
• Tommy FranksminorChannel Partner/ Reseller/ DistributorFeatured with Costine Round Coffee Table - Ash Oak (discounted from £1,250 to £1,125) on Olivia's product listings.
• Gallery InteriorscoreChannel Partner/ Reseller/ DistributorFeatured across multiple product listings (Rai Round Coffee Table £218, Valentine Slatted Console Table £582, Rothbury Console Tables, Hodson Console Table £223, Ardella Console Table £291, Aluna Marble Coffee Table £540) and dedicated collection page.
• Richmond InteriorscoreChannel Partner/ Reseller/ DistributorDedicated brand collection on Olivia's; promoted via Instagram post announcing new Richmond Interiors pieces.
• KeiichiminorChannel Partner/ Reseller/ DistributorFeatured brand with Baaab Faux Sheepskin Armchair (£1,399) and dedicated collection page.
• RV AstleycoreChannel Partner/ Reseller/ DistributorFeatured with Saiph Wall Lamp (£356) and dedicated brand collection.
• Elstead LightingcoreChannel Partner/ Reseller/ DistributorFeatured with Remyck Chandelier - Brushed Gold (£390); part of Olivia's extensive lighting assortment.
• Visual Comfort & CocoreChannel Partner/ Reseller/ DistributorDedicated collection page as part of Olivia's premium lighting offering.
• ZuiverminorChannel Partner/ Reseller/ DistributorFeatured with Tripod Floor Lamp and Metal Bow Floor Lamp; dedicated brand collection.
• BernhardtminorChannel Partner/ Reseller/ DistributorUS furniture brand with dedicated Olivia's collection.
• Hooker FurnishingsminorChannel Partner/ Reseller/ DistributorDedicated brand collection under Olivia's Brands E-H.
• CaracoleminorChannel Partner/ Reseller/ DistributorDedicated brand collection under Brands A-D.
• Theodore AlexandercoreChannel Partner/ Reseller/ DistributorFeatured premium furniture brand with dedicated collection under Brands R-Z.
• ArteriorscoreChannel Partner/ Reseller/ DistributorDedicated brand collection in Olivia's lighting/furniture assortment.
• Currey & CompanycoreChannel Partner/ Reseller/ DistributorDedicated brand collection within Olivia's premium lighting and furniture mix.
• BloomingvillecoreChannel Partner/ Reseller/ DistributorFeatured Scandinavian-style home décor brand with dedicated collection.
• EthnicraftcoreChannel Partner/ Reseller/ DistributorBelgian wood furniture brand with dedicated Olivia's collection.
• ShopifyflagshipTechnology or IntegrationUnderlying e-commerce platform powering the olivias.com storefront; integrated with the GSC Instagram Feed app (powered by Shopify) for shoppable Instagram content.
• ASCENDcoreTechnology or IntegrationBackend platform/partner powering Olivia's e-commerce site ('Powered by ASCEND' in the footer).
• American ExpressminorOthersAccepted payment method listed in site footer.
• Apple PayminorOthersAccepted payment method listed in site footer.
• PayPalminorOthersAccepted payment method listed in site footer.
• Shop PayminorOthersAccepted Shopify-native payment method listed in site footer.
• VisaminorOthersAccepted payment method listed in site footer.
• MastercardminorOthersAccepted payment method listed in site footer.
• MaestrominorOthersAccepted payment method listed in site footer.
• DiscoverminorOthersAccepted payment method listed in site footer.
• Diners ClubminorOthersAccepted payment method listed in site footer.
• Google PayminorOthersAccepted payment method listed in site footer.
• Union PayminorOthersAccepted payment method listed in site footer.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Heal's: Long-established UK premium furniture and homeware retailer combining physical showrooms with online channels, stocking many of the same designer brands (e.g., Tom Dixon, Eichholtz) and serving a similar premium-consumer and trade-designer base.
• Swoon: UK online-first furniture retailer offering designer-look furniture at mid-market price points. Closely comparable e-commerce-led, brand-aggregator approach targeting UK consumers shopping for considered furniture purchases.
• Barker & Stonehouse: UK premium furniture and home accessories retailer with showrooms and online channels, focused on designer-led ranges. Closely comparable premium positioning and trade/designer audience overlap.
• Furniture Village: UK multi-category furniture retailer offering sofas, dining, bedroom and lighting across mid-to-premium price points. Comparable in category breadth and target customer, though with a heavier physical store footprint.
• Cox & Cox: UK online premium home furnishings retailer selling furniture, lighting and décor across multiple price tiers. Highly comparable multi-brand, content-led D2C model targeting style-conscious UK consumers.
• Made.com: UK-founded online furniture retailer offering designer-look furniture at accessible price points. Closely comparable online-first, multi-SKU furniture model targeting style-led UK consumers shopping for considered pieces.
• Sofology: UK sofa and furniture specialist positioned in the mid-premium segment, combining showrooms with online configurators. Comparable in serving UK consumers buying considered furniture with an emphasis on quality and design.

Broad incumbents

• Wayfair UK: Global online home goods marketplace with a large UK assortment spanning furniture, lighting and décor. Competes on breadth and convenience rather than curation; relevant as the dominant broad-line e-commerce benchmark.
• John Lewis & Partners: Iconic UK department store with a substantial home furniture, lighting and décor offering and a strong online channel. Competes for the same considered-purchase shopper across price tiers but as part of a much broader retail portfolio.
• West Elm UK: Williams-Sonoma-owned premium furniture and home décor brand with a UK online and showroom presence. Comparable premium-designer positioning targeting style-conscious consumers, though anchored to a single parent brand.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/OccaHomeDesign
• Instagraminstagram.com/olivias.uk
• TikToktiktok.com/@oliviasukofficial
• Pinterestuk.pinterest.com/oliviasukhome
• Xx.com/occahome
• LinkedInlinkedin.com/company/occa-home

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds3 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Houseology