Danetti
Danetti is an online furniture store that offers cushioned furniture including sofa, beds, and arm chairs.
- Company typePrivate
- Founded2006
- HeadquartersBracknell, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Danetti firmographics
Firmographics- Name
- Danetti
- Legal name
- DPS Distribution LTD.
- Website
- https://www.danetti.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Danetti is an online furniture store that offers cushioned furniture including sofa, beds, and arm chairs.
- Ownership category
- akta.pro rank
Danetti industry classification
Industry- Product category
- Home Furniture Retail
- NAICS
- Furniture and Home Furnishings Retailers (4491), Furniture Retailers (449110)
- SIC
- Retail-Furniture Stores (5712), Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Dining Room Furniture Retail (Dining Tables, Chairs, Bar Stools, Buffets/Sideboards) (CRAIAAAB)
- akta.pro secondary industry
- Home Office Furniture Retail (Desks, Office Chairs, Bookcases, Filing/Storage) (CRAIAAAD)
Keywords
Where Danetti is headquartered
LocationHeadquarters
- HQ city
- Bracknell
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Danetti business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D
Revenue model
- Furniture Product Sales: Primary revenue stream from direct sale of furniture products including dining tables, chairs, sofas, beds, storage, and accessories. Products sold at unit pricing with no subscription component.
- Delivery Services: Revenue generated from premium delivery services: £39.99 for mainland UK furniture orders, £59.99 for offshore locations, and £14.99 for rugs, lights and mirrors.
- Finance Partner Revenue Share: Revenue from V12 Finance partnerships offering 0% APR interest plans. Commission or revenue share arrangement for financing provided to customers.
- Assembly Services: Third-party assembly services through Taskrabbit partnership, starting from £49 per job.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Dining Tables - From £350 to £1,299 |
| Unit Pricing | Pay-as-you-go | Dining Chairs - From £179 to £549 |
| Unit Pricing | Pay-as-you-go | Bar Stools - From £239 to £349 |
| Unit Pricing | Pay-as-you-go | Sofas - From £1,099 to £2,699 |
| Unit Pricing | Pay-as-you-go | Beds - From £399 to £869 |
| Unit Pricing | Pay-as-you-go | Accessories - From £29 to £479 |
| Others | Pay-as-you-go | Finance Plans - 0% APR Interest Options |
| Unit Pricing | Pay-as-you-go | Delivery - £14.99 to £59.99 |
| Unit Pricing | Pay-as-you-go | Assembly Service - From £49 |
| Others | Pay-as-you-go | Loyalty Redemption - Minimum £250 spend |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels12 records
Danetti product offering
Product offeringCore offering
Danetti is an independent UK furniture designer and online retailer that designs and sells contemporary home furniture and accessories—dining tables, dining chairs, bar stools, sofas, beds, storage, lighting, and home accessories—directly to UK consumers through its Shopify-powered e-commerce store and a physical showroom in Bracknell, Berkshire. The offering is reinforced by premium two-person room-of-choice delivery, free swatch samples, 0% APR financing via V12 Finance, a TaskRabbit-powered assembly service, and an "Our House" loyalty programme.
Product overview
Danetti is an independent UK furniture designer and retailer offering a comprehensive range of furniture and home accessories through its Shopify-powered e-commerce platform. The product portfolio centers on dining tables (including Hayden, Calenzano, and Orlan collections), dining chairs and bar stools, sofas and living room furniture, beds and bedroom storage, and home accessories. The company operates a direct-to-consumer model with premium 2-person delivery to room of choice, offers financing through V12 Finance, and provides a loyalty programme (Our House Rewards). Design services and TaskRabbit assembly partnerships complement the core furniture offering.
Differentiator
Problem solved
Functional benefit
Products and services
- Dining Tables Dining tables in 4, 6, 8, and 10-seater sizes with round, rectangular, oval, and square shapes in ceramic, wood, and marble finishes; many models feature extending mechanisms for flexibility. Priced from approximately £350 to £1,299.
- Dining Chairs Dining chairs in fabric, velvet, leather, faux leather, and boucle materials with various colour options; some available in sets of 2. Priced from approximately £179 to £549.
- Bar Stools Bar stools in fixed height, height-adjustable (gas lift), and swivel varieties in velvet, fabric, faux leather, and leather finishes. Priced from approximately £239 to £349, with quick delivery options.
- Sofas Sofa collection including 2-seater, 3-seater, corner, recliner, chaise, Chesterfield, and modular sofas in fabric, leather, velvet, and chenille materials. Priced from approximately £1,099 to £2,699.
- Beds Beds available in double, king, and super king sizes in velvet, fabric, and boucle materials; options include ottoman storage beds and matching mattresses. Priced from approximately £399 to £869.
- Storage Furniture Storage furniture including sideboards, TV units, coffee tables, console tables, bedside tables, chests of drawers, and dressing tables, in marble, ceramic, mango wood, and velvet finishes.
- Lighting Lighting collection comprising table lamps, pendant lights, wall lights, and floor lamps. Priced from approximately £99 to £479.
- Home Accessories Home accessories including rugs, mirrors, cushions, throws, and home fragrance products, priced from £29 to £479 to enable impulse purchases alongside main furniture.
- Garden Furniture Outdoor furniture collection including corner sets and garden tables designed for exterior residential spaces.
- Premium Delivery Service Premium two-person room-of-choice delivery service: £39.99 for mainland UK furniture orders, £59.99 for offshore locations, and £14.99 for rugs, lights and mirrors. Next-day delivery is available on in-stock items ordered before 11am.
- Furniture Assembly Service Professional furniture assembly provided through the Taskrabbit partnership, bookable via the Danetti Taskrabbit portal after order arrival, starting from £49 per job.
- Finance Options Flexible financing through V12 Finance offering 0% APR interest plans over 10, 20, or 30 months, subject to affordability, age, and status checks, to enable higher-ticket furniture purchases.
- Interior Design Service Tailored interior design advice provided in partnership with My Bespoke Room, helping customers plan their spaces with Danetti furniture.
Quantifiable outcome
- Trusted by over 250,000 customers with over 20,000 product reviews
- +3 more outcomes
Companies that use Danetti
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Danetti technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Feature3 records
Danetti partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- ShopifycoreShopify provides the e-commerce platform powering danetti.com, enabling product listings, shopping cart, checkout, payment processing, and order management. Shopify collects and processes personal information to provide and improve services.
- V12 FinancecoreV12 Finance provides flexible finance options including 0% APR interest plans for 10, 20, or 30 months. Enables customers to spread payments for higher-ticket furniture purchases, subject to affordability, age, and status checks.
- TaskrabbitminorTaskrabbit provides professional furniture assembly services starting from £49. Customers can book trusted assemblers through the Danetti Taskrabbit portal after their order arrives and they verify product completeness.
- My Bespoke RoomminorInterior design service partnership offering tailored design advice to help customers plan their spaces with Danetti furniture. Complements product sales with professional design consultation.
- The Furniture Recycling GroupminorPartnership for responsible mattress disposal and recycling. When delivering new mattresses, old mattresses are collected and broken down with components (springs, cotton, wool) reused to prevent landfill.
- PayPalcorePayment processing partner offering secure checkout options for customers. Integrated into Shopify checkout for seamless payment experience.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Danetti competitors and assessment
Company assessmentDirect peers
- Loaf: UK DTC furniture and sofa brand with a similar omnichannel model (e-commerce + showrooms), own-brand design, and trade/contract business. Highly comparable customer base, price points, and product mix to Danetti.
- Swoon (Swoon Editions): UK-based DTC furniture retailer offering own-brand designed sofas, dining, and bedroom furniture direct to consumers. Closely comparable operating model, customer demographic, and category overlap with Danetti.
- Sofa.com: UK DTC sofa specialist with own-brand designs, multiple showrooms, and direct-to-consumer e-commerce. Directly comparable on product category (sofas), brand positioning, and customer profile.
- Made.com: Historic UK-based DTC furniture retailer with own-brand design, online-first model, and EU/UK delivery. Direct peer on business model, though now operating under new ownership after administration.
- DFS: UK market-leading sofa specialist with national showroom network and finance options. Comparable on core sofa category, finance-led purchase journey, and UK consumer target.
Broad incumbents
- Wayfair UK: Mass-market online furniture and home retailer operating across all of Danetti's categories in the UK with significantly larger assortment and marketing budget. Competes head-on for the same online furniture shopper.
- John Lewis & Partners: UK department store with a large furniture and home category, strong trust positioning, and national delivery network. Competes with Danetti on quality, warranty, and financing for higher-AOV furniture purchases.
- Furniture Village: UK multi-category furniture retailer with strong showroom presence across dining, living, and bedroom. Competes directly with Danetti across most product categories and the same aspirational homeowner demographic.
- IKEA UK: Global mass-market furniture retailer with UK store network, own-brand design, and delivery services. Competes with Danetti in dining, storage, and bedroom, with substantially lower price points.
Emerging players
- Barker and Stonehouse: UK independent premium furniture retailer with growing e-commerce presence and showroom network. Comparable in independent-design positioning and aspirational homeowner target customer.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Danetti social profiles
Digital presenceDanetti financial estimates
Financial estimateRevenue estimate
Valuation estimate
Danetti leadership team
Management profileNumber of profiles
Danetti funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Danetti M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Danetti
What does Danetti do?
Danetti is an independent UK furniture designer and online retailer that designs and sells contemporary home furniture and accessories—dining tables, dining chairs, bar stools, sofas, beds, storage, lighting, and home accessories—directly to UK consumers through its Shopify-powered e-commerce store and a physical showroom in Bracknell, Berkshire. The offering is reinforced by premium two-person room-of-choice delivery, free swatch samples, 0% APR financing via V12 Finance, a TaskRabbit-powered assembly service, and an "Our House" loyalty programme.
Is Danetti a public or private company?
Danetti is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Danetti founded?
Danetti was founded in 2006. It employs 11 to 50 people.
Where is Danetti based?
Danetti is headquartered in Bracknell, United Kingdom, in the Europe region.
How does Danetti make money?
Four revenue lines are on record. Furniture Product Sales are the primary driver. The others are delivery Services, finance Partner Revenue Share and assembly Services.
Who are Danetti's main competitors?
Direct peers on record are Loaf, Swoon (Swoon Editions), Sofa.com, Made.com and DFS. Broad incumbents are Wayfair UK, John Lewis & Partners, Furniture Village and IKEA UK. Barker and Stonehouse is listed as an emerging player.
Does Danetti have an API?
No public API is recorded for Danetti.
What industry is Danetti in?
Danetti's product category is Home Furniture Retail. Its primary akta.pro industry code is CRAIAAAB, Dining Room Furniture Retail (Dining Tables, Chairs, Bar Stools, Buffets/Sideboards), with a secondary code of CRAIAAAD, Home Office Furniture Retail (Desks, Office Chairs, Bookcases, Filing/Storage). Its NAICS code is 4491 and its SIC code is 5712.