Deadgood
Deadgood Trading Ltd is a British design-led commercial furniture and custom rug manufacturer founded in 2004, serving enterprise clients across workplace, hospitality, education, and retail. It sells customizable, sustainably produced products through direct sales, a Clerkenwell showroom, and specifier digital downloads.
- Company typePrivate
- Founded2004
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Deadgood does
Deadgood Trading Ltd is a British commercial furniture and custom rug company founded in 2004 by Dan Ziglam and Elliot Brook in Newcastle upon Tyne. The company designs, manufactures, and sells design-led furniture, lighting, storage, and custom rugs for commercial workplaces, hospitality venues, educational institutions, and retail environments. With more than 90% of products manufactured in the UK using FSC-certified timber, recycled steel, and plant-based foams, Deadgood positions sustainability as a core differentiator, supported by proprietary Furniture Passports (QR-coded lifecycle and carbon data), Carbon Efficiency ratings C1–C7, and the first UK Design Conformity Silver Accreditation aligned to the ISO 59040 circular design standard.
The product portfolio spans soft seating, chairs and stools, tables, storage, lighting, and the DeadgoodRugs custom-printed rug line (launched as a separate entity in 2023), with all ranges customizable in any color. The business runs a B2B sales-led go-to-market model: direct sales via phone and email, a London Clerkenwell showroom at 46 Old Street, and self-serve CAD/Revit/3D asset downloads for specifiers. Notable design collaborations include Max Lamb, Lee Broom, David Irwin, John Tree, SmithMatthias, Magnus Long, and Gala Wright. Enterprise customers include Virgin Media O2, Intercom, Booking.com, WeWork, Adidas HQ Germany, Zalando HQ Berlin, Sonos, Ted Baker, Costain, and DF Capital.
Revenue is generated through one-time project-based sales of commercial furniture and rugs, plus bespoke product development services, with quote-based pricing not publicly disclosed. The company secured non-dilutive investment through Creative UK's Cultural and Creative Industries Programme (CCIP) in February 2025 to support international expansion, product development, and planned AI integration for automated bespoke rug design — the only disclosed AI/technology initiative beyond downloadable digital assets. Total headcount is small (1–10), and the founders remain in leadership roles alongside a Design Director, Production & Operations Manager, and Business Development & Experience Lead.
Deadgood firmographics
Firmographics- Name
- Deadgood
- Legal name
- Deadgood Trading Ltd
- Website
- https://deadgoodltd.co.uk
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Deadgood Trading Ltd is a British design-led commercial furniture and custom rug manufacturer founded in 2004, serving enterprise clients across workplace, hospitality, education, and retail. It sells customizable, sustainably produced products through direct sales, a Clerkenwell showroom, and specifier digital downloads.
- Ownership category
- akta.pro rank
Deadgood industry classification
Industry- Product category
- Commercial Furniture
- NAICS
- Office Furniture (including Fixtures) Manufacturing (33721), Furniture and Related Product Manufacturing (337), Household and Institutional Furniture Manufacturing (33712)
- SIC
- Office Furniture (2520), Carpets & Rugs (2273), Household Furniture (2510)
- akta.pro primary industry
- Rugs & Doormats Retail (Area Rugs, Runners, Entry Mats) (CRAIALAC)
Keywords
Where Deadgood is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Deadgood business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Custom Rugs: Custom printed rugs made to order, available in any size with full colour palette. Fast delivery in 7-9 weeks, or quicker from core range. Products with personality for commercial spaces.
- Commercial Furniture Sales: Sale of commercial furniture including soft seating, chairs, tables, storage, and lighting. Products are customisable in any colour with sustainable production. Top Product Packages offered as bundled solutions.
- Bespoke Product Development: Custom product development services for specific project requirements, including custom colours, materials, and configurations
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Multi-year contract | Top Product Packages - bundled product solutions |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Deadgood product offering
Product offeringCore offering
Deadgood designs, manufactures and supplies design-led commercial furniture and custom printed rugs for modern workplaces, hospitality, education and retail environments. The range spans soft seating, chairs and stools, tables, storage, lighting and made-to-order rugs, all customisable in any colour and produced to circular, sustainable standards, with over 90% manufactured in the UK. Sales are project-led, supported by a London Clerkenwell showroom, downloadable CAD/Revit assets and a direct sales team.
Product overview
Deadgood is a British commercial furniture and custom rug company offering a comprehensive portfolio of design-led products for modern workspaces, hospitality, education, and retail environments. The product range spans six core categories: Soft Seating (including modular sofas like More Folk, Folk, ReWork, Scafell; beanbags like Bean Around; lounge chairs like Sprung, Working Lounge, Hug Lounge, Noodle, Woody; and specialty seating like Harvey and Love), Chairs and Stools (including Lollipop, Setter, Setter Swivel, Lap Stool, Naked Chair, Working Chair, Hug Chair, Tree Bench, Working Stools), Tables (including HB Table, Aluminium Tables, Branch, Chonk Tables, FSO Table, Marra, Working Table, Naked Table, Tree Table, Turn Table), Storage (Plex sideboard), Lighting (Spun Collection, Wire Lamp, Wire Pendant), and Custom Rugs (including named designs like Crystallised, Gradient Wiggle, Intersect, Organico, Pixel, Window Wipe, Zzzap, Zen Garden, Wiggle, plus custom design service). Products are fully customisable in any color with sustainable production using circular principles, recycled materials, and plant-based compounds. The company also offers curated Product Packages (Meet, Lounge, Collaborate) and a Furniture Passport sustainability documentation system.
Differentiator
Problem solved
Functional benefit
Brands
- deadgoodrugs: Custom printed rugs brand launched as a separate entity in 2023, offering custom design services for commercial spaces.
Products and services
- ReWork modular seating collection Comprehensive modular seating collection with straight and angled sections plus add-ons including castors, planters, power, work surfaces and acoustic panels for dynamic, hybrid workspaces. 100% Made in Britain with sustainably sourced timber and plant-based foams.
- Sprung Chair Chair designed with circularity in mind using components that are easy to separate, replace, or recycle, incorporating sustainably sourced plant-based compounds in foam materials.
- More Folk modular sofa system Modular sofa system designed with two heights (lounge and dining), built on a 600mm grid for flexibility in various commercial spaces.
- Folk sofa
Quantifiable outcome
- 99% recyclability on products like Sprung Chair and Working Lounge
- +5 more outcomes
Companies that use Deadgood
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles2 records
Deadgood technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature4 records
Deadgood partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Design ConformitycorePartnership for ISO 59040 circularity accreditation and sustainability certification. Deadgood is the first UK furniture manufacturer to achieve Design Conformity's Silver Accreditation, aligning to the new ISO circular design standard.
- EcologiminorCarbon offset partnership through Ecologi. Deadgood funds climate solutions and has planted over 2,000 trees in their company forest, sequestering 160 tonnes of CO2e.
- Northumbria UniversityminorEarly partnership through 'Designers in Residence' programme at Northumbria University in 2005, where founders Dan Ziglam & Elliot Brook developed retail accessories including the iconic 'UK Mirror'.
- Trifle Interior DesignerscoreCollaboration with Trifle for Clerkenwell showroom redesign (2023) and ongoing projects. Launched new showroom and DeadgoodRugs brand together.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
Deadgood competitors and assessment
Company assessmentBroad incumbents
- MillerKnoll (Herman Miller): Global office furniture conglomerate producing ergonomic seating, workstations, and contract furnishings. Comparable commercial customer base (Workplace, Education) and specification-led sales motion, but vastly larger scale and broader portfolio.
- Fritz Hansen: Danish premium design furniture brand producing chairs, tables, and lighting for commercial and residential customers. Comparable on design-led premium positioning and contract segment, but with much larger scale and global distribution.
- Vitra: Global Swiss design company producing contract furniture, lighting, and accessories for offices and public spaces. Comparable product portfolio and workplace customer base, but operates at much larger scale across broader geographies.
- Knoll: Heritage American contract furniture brand producing workplace seating, tables, and storage systems for commercial customers. Comparable B2B specification model and enterprise customer base, but at significantly larger scale and broader product range.
Direct peers
- Muuto: Scandinavian design furniture brand offering chairs, tables, and lighting for modern workspaces and hospitality. Comparable on Scandinavian-inspired design-led contract offerings and circular design positioning.
- Pedrali: Italian contemporary furniture maker producing chairs, tables, and soft seating for contract and hospitality markets. Comparable on design-led commercial seating with strong European enterprise customer base.
- Boss Design: UK-based contract furniture manufacturer producing design-led seating and tables for commercial workplaces and hospitality. Closely comparable to Deadgood on geography, B2B contract model, and design-led premium positioning, though larger in headcount.
- Ocee Design: UK designer and manufacturer of commercial office furniture, including soft seating, task seating, and tables for workplaces. Direct UK overlap with Deadgood's contract customer base and product categories.
- Modus Furniture: UK contract furniture maker supplying soft seating, tables, and chairs to commercial interiors. Comparable customer base (workplace, hospitality, education) and similar B2B specification-led sales motion to Deadgood.
- Connection (formerly Offecct): Nordic design-led contract furniture brand (rebranded from Offecct) producing sustainable seating and tables for offices and public spaces. Strong comparable on design-led sustainability narrative and European commercial customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Deadgood social profiles
Digital presenceDeadgood compliance and trust
Trust signalCompliance4 records
Deadgood financial estimates
Financial estimateRevenue estimate
Valuation estimate
Deadgood leadership team
Management profileNumber of profiles
Profiles8 records
Deadgood subsidiaries and ownership
Company hierarchySubsidiaries1 record
Deadgood funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Deadgood 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 Deadgood
What does Deadgood do?
Deadgood designs, manufactures and supplies design-led commercial furniture and custom printed rugs for modern workplaces, hospitality, education and retail environments. The range spans soft seating, chairs and stools, tables, storage, lighting and made-to-order rugs, all customisable in any colour and produced to circular, sustainable standards, with over 90% manufactured in the UK. Sales are project-led, supported by a London Clerkenwell showroom, downloadable CAD/Revit assets and a direct sales team.
Is Deadgood a public or private company?
Deadgood is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Deadgood founded?
Deadgood was founded in 2004. It employs 1 to 10 people.
Where is Deadgood based?
Deadgood is headquartered in London, United Kingdom, in the Europe region.
How does Deadgood make money?
Three revenue lines are on record. Custom Rugs are the primary driver. The others are commercial Furniture Sales and bespoke Product Development.
Who are Deadgood's main competitors?
Broad incumbents on record are MillerKnoll (Herman Miller), Fritz Hansen, Vitra and Knoll. Direct peers are Muuto, Pedrali, Boss Design, Ocee Design, Modus Furniture and Connection (formerly Offecct).
Does Deadgood have an API?
No public API is recorded for Deadgood.
What industry is Deadgood in?
Deadgood's product category is Commercial Furniture. Its primary akta.pro industry code is CRAIALAC, Rugs & Doormats Retail (Area Rugs, Runners, Entry Mats). Its NAICS code is 33721 and its SIC code is 2520.