Rose and Grey
- Company typePrivate
- Founded2007
- HeadquartersAltrincham, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
Rose and Grey firmographics
Firmographics- Name
- Rose and Grey
- Legal name
- Rose & Grey
- Website
- https://roseandgrey.co.uk
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Rose and Grey industry classification
Industry- Product category
- Premium Homeware and Luxury Furniture Retail
- NAICS
- Furniture and Home Furnishings Retailers (4491)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Home, Furniture & Home Improvement Online Retailers (CRAFADAE)
Keywords
Where Rose and Grey is headquartered
LocationHeadquarters
- HQ city
- Altrincham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Rose and Grey business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Product Sales: Revenue generated from direct sales of furniture and homeware products to consumers through their e-commerce platform. The company operates as a pure-play online retailer selling sofas, furniture, lighting, mirrors, home accessories, and outdoor products at retail prices.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Retail pricing across all product categories |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Rose and Grey product offering
Product offeringCore offering
Rose and Grey is a UK-based direct-to-consumer e-commerce retailer selling premium homeware and luxury furniture, including sofas, armchairs, footstools, storage, tables, lighting, mirrors, home accessories, and outdoor furniture. The company offers made-to-order customization through signature collections such as The Snuggle Collection and The Mid-Century Collection, supported by a Shopify online storefront serving UK consumers.
Product overview
Rose and Grey is a UK-based premium homeware and luxury furniture retailer operating as a single unified e-commerce platform. Their product portfolio centers on the Snuggle Collection (custom-made sofas and armchairs with signature curvy cushions), The Mid-Century Collection (retro 1960s-style furniture), and a comprehensive range including sofas in multiple sizes (2-seater to corner), armchairs, footstools, furniture (storage units, media furniture, cabinets, tables, dining chairs, benches, bar stools), lighting (floor lamps, table lamps, pendant lights), mirrors, home accessories (kitchenware, soft furnishings), and outdoor furniture. The company offers made-to-order customization options across their sofa and furniture lines, built on a Shopify e-commerce platform with payment integrations including Klarna, Visa, Mastercard, American Express, Apple Pay, Google Pay, and PayPal.
Differentiator
Problem solved
Functional benefit
Products and services
- Sofas
Quantifiable outcome
- 28-day return policy
Companies that use Rose and Grey
Customer profileSegments2 records
Ideal customer profiles2 records
Rose and Grey technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Rose and Grey partnerships and signals
Strategic signalScale indicators3 records
Recent moves4 records
Expansion highlights3 records
Rose and Grey competitors and assessment
Company assessmentBroad incumbents
- Wayfair: Large online home furnishings marketplace with a UK storefront; competes on breadth, price, and delivery rather than curation, but is the dominant benchmark for UK online home retail.
- Sofology: UK sofa specialist retailer (part of DFS Group) offering premium sofas including made-to-order options; competes head-on with Rose and Grey's core sofa category at larger scale.
- John Lewis & Partners: UK department store incumbent with a significant home and furniture department; competes with Rose and Grey for the premium UK home shopper but at vastly greater scale and breadth.
- Habitat: Heritage UK design-led homeware and furniture brand; overlaps with Rose and Grey on curated furniture, lighting, and home accessories for design-conscious consumers.
- Anthropologie (Home): Global design-led lifestyle retailer with a significant home assortment spanning furniture, lighting, mirrors, and accessories — directly comparable merchandising philosophy to Rose and Grey.
- West Elm: US-origin design-led home retailer with a UK presence; comparable mid-to-premium positioning across furniture, lighting, mirrors, and home accessories.
Direct peers
- Cox & Cox: UK online retailer of premium, design-led furniture, lighting, and home accessories; overlaps almost category-for-category with Rose and Grey and targets the same design-conscious UK consumer.
- Swoon Furniture: UK DTC furniture retailer offering design-led sofas, dining, and bedroom furniture at accessible premium price points — directly competes for the same online furniture buyer.
- Loaf: UK DTC made-to-order sofa and homeware brand with a curated, design-led assortment and extensive fabric customization — the closest direct analogue to Rose and Grey's Snuggle Collection positioning.
- Cult Furniture: UK online retailer of design-led furniture and home accessories featuring mid-century and contemporary brands; competes for the same design-conscious online shopper, particularly on the Mid-Century edit.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat1 record
Key risks6 records
Key highlights6 records
Customer concentration
Rose and Grey social profiles
Digital presenceRose and Grey financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rose and Grey leadership team
Management profileNumber of profiles
Rose and Grey funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rose and Grey 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 Rose and Grey
What does Rose and Grey do?
Rose and Grey is a UK-based direct-to-consumer e-commerce retailer selling premium homeware and luxury furniture, including sofas, armchairs, footstools, storage, tables, lighting, mirrors, home accessories, and outdoor furniture. The company offers made-to-order customization through signature collections such as The Snuggle Collection and The Mid-Century Collection, supported by a Shopify online storefront serving UK consumers.
Is Rose and Grey a public or private company?
Rose and Grey is a private company. It is classified as unknown and is currently operating.
When was Rose and Grey founded?
Rose and Grey was founded in 2007. It employs 11 to 50 people.
Where is Rose and Grey based?
Rose and Grey is headquartered in Altrincham, United Kingdom, in the Europe region.
How does Rose and Grey make money?
One revenue line is on record: product Sales.
Who are Rose and Grey's main competitors?
Broad incumbents on record are Wayfair, Sofology, John Lewis & Partners, Habitat, Anthropologie (Home) and West Elm. Direct peers are Cox & Cox, Swoon Furniture, Loaf and Cult Furniture.
Does Rose and Grey have an API?
No public API is recorded for Rose and Grey.
What industry is Rose and Grey in?
Rose and Grey's product category is Premium Homeware and Luxury Furniture Retail. Its primary akta.pro industry code is CRAFADAE, Home, Furniture & Home Improvement Online Retailers. Its NAICS code is 4491 and its SIC code is 5700.