The New Craftsmen
The New Craftsmen is a London-based, privately held curated marketplace that sells hand-crafted British furniture, lighting, and objects through a network of 26+ independent makers to high-end interior designers and affluent end consumers.
- Company typePrivate
- Founded2011
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What The New Craftsmen does
The New Craftsmen (also trading as The New Craftmaker) is a London-based, privately held curated platform founded in 2011 that presents a portfolio of hand-crafted British furniture, lighting, and objects developed in collaboration with a network of 26+ named independent makers. The company organises its offering into three core collections — Furniture (cabinetry, tables, seating, mirrors), Lighting (ceiling, floor, table, wall), and Objects & Textiles (basketry, ceramic, wood, woven) — and releases themed, often exclusive collections such as Weave (a basketry-focused line) and Settle by Studio AMOS. The underlying technology stack is intentionally minimal: a Shopify-powered DTC e-commerce storefront, a physical Pimlico Road showroom at 67 Pimlico Road, and an Instagram-led content presence under the @thenewcraftmaker handle.
The business model is direct-to-consumer sale of one-off, made-to-order artisanal pieces; pricing is not publicly listed, with PDFs distributed for selected collections (e.g., Settle) and bespoke commissions priced on inquiry. Revenue is non-recurring and project-driven, targeted at two primary personas — high-end interior designers and affluent end consumers seeking unique, British-made pieces. Distribution is domestic (UK) only, with no disclosed international fulfilment or wholesale channels, and the company operates with a 1-10 employee footprint, indicating a small, founder-led operation.
Capital history is modest: the company raised approximately $300,000 in April 2012 and $278,083 from ERMAK Group in March 2014, with no disclosed funding activity since. Leadership comprises co-founders Natalie Melton and Mark Henderson (the latter also serving as managing director), alongside creative director Catherine Lock and managing director Yelena Ford. No awards, patents, regulatory actions, M&A, or restructuring events are recorded in the available data.
The New Craftsmen firmographics
Firmographics- Name
- The New Craftsmen
- Legal name
- The New Craftmaker
- Website
- https://thenewcraftsmen.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The New Craftsmen is a London-based, privately held curated marketplace that sells hand-crafted British furniture, lighting, and objects through a network of 26+ independent makers to high-end interior designers and affluent end consumers.
- Ownership category
- akta.pro rank
The New Craftsmen industry classification
Industry- Product category
- Artisanal Home Furnishings
- NAICS
- Art Dealers (45992)
- SIC
- Household Furniture (2510), Pottery & Related Products (3260)
- akta.pro primary industry
- Decorative Accessories Retail (Vases, Bowls, Sculptures, Figurines, Trays) (CRAIACAB)
Keywords
Where The New Craftsmen is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
The New Craftsmen business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Artisanal Product Sales: Revenue is generated through the sale of hand-crafted furniture, lighting, and objects. Products are sold as one-time purchases with no recurring revenue model indicated. The company collaborates with independent makers to create exclusive collections.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Product sales via catalogue and custom commissions |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
The New Craftsmen product offering
Product offeringCore offering
The New Craftsmen presents a curated portfolio of hand-crafted British furniture, lighting, and objects, developed in close collaboration with a network of 26+ artisan makers. The offering comprises three core collections (Furniture, Lighting, Objects & Textiles), sold through an owned Shopify e-commerce storefront and a London Pimlico Road showroom, with bespoke commissions available on inquiry.
Product overview
The New Craftsmen is a curated marketplace for British hand-crafted furniture, lighting, and objects. The portfolio comprises three core product collections (Furniture, Lighting, Objects & Textiles), each organized into sub-categories: Furniture includes cabinetry, tables, seating, and mirrors; Lighting encompasses ceiling lights, floor lamps, table lamps, and wall lights; Objects & Textiles covers basketry, wood, ceramic, and woven items. Products are created exclusively through collaboration with a network of named artisan makers (such as Studio AMOS, Gareth Neal, Dylan Bowen, and others) and are presented through themed collections like the Weave (basketry) and Settle by Studio AMOS.
Differentiator
Problem solved
Functional benefit
Products and services
- Furniture Collection
Companies that use The New Craftsmen
Customer profileSegments2 records
Ideal customer profiles2 records
The New Craftsmen technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The New Craftsmen partnerships and signals
Strategic signalPartnerships
26 partnerships are on record, tiered core.
- Adam RosscoreIndependent maker collaborating with The New Craftsmen to create hand-crafted pieces as part of their exclusive collections.
- Aimee BettscoreIndependent maker collaborating with The New Craftsmen to create hand-crafted pieces as part of their exclusive collections.
- Alexandra RobinsoncoreIndependent maker collaborating with The New Craftsmen to create hand-crafted pieces as part of their exclusive collections.
- Alex WalshawcoreIndependent maker collaborating with The New Craftsmen to create hand-crafted pieces as part of their exclusive collections.
- Alison LousadacoreIndependent maker collaborating with The New Craftsmen to create hand-crafted pieces as part of their exclusive collections.
- Annette MillscoreIndependent maker collaborating with The New Craftsmen to create hand-crafted pieces as part of their exclusive collections.
- Ash & PlumbcoreIndependent maker studio collaborating with The New Craftsmen to create hand-crafted pieces as part of their exclusive collections.
- Bobby MillscoreIndependent maker collaborating with The New Craftsmen to create hand-crafted pieces as part of their exclusive collections.
- Bibbings & HensbycoreIndependent maker studio collaborating with The New Craftsmen to create hand-crafted pieces as part of their exclusive collections.
- Bill Amberg StudiocoreEstablished studio collaborating with The New Craftsmen to create hand-crafted leather goods and furniture pieces as part of their exclusive collections.
- Caroline SharpcoreIndependent maker collaborating with The New Craftsmen to create hand-crafted pieces as part of their exclusive collections.
- Catarina RiccabonacoreIndependent maker collaborating with The New Craftsmen to create hand-crafted pieces as part of their exclusive collections.
- Dylan BowencoreCeramicist maker collaborating with The New Craftsmen to create hand-crafted ceramic pieces as part of their exclusive collections.
- Gareth NealcoreEstablished woodworker/maker collaborating with The New Craftsmen to create hand-crafted furniture pieces as part of their exclusive collections.
- Jono Smart & Emily StephencoreMaker duo collaborating with The New Craftsmen to create hand-crafted pieces as part of their exclusive collections.
- John EgancoreIndependent maker collaborating with The New Craftsmen to create hand-crafted pieces as part of their exclusive collections.
- Kevin GauldcoreIndependent maker collaborating with The New Craftsmen to create hand-crafted pieces as part of their exclusive collections.
- Mabel & CocoreMaker studio collaborating with The New Craftsmen to create hand-crafted pieces as part of their exclusive collections.
- The Marchmont WorkshopcoreWorkshop studio collaborating with The New Craftsmen to create hand-crafted pieces as part of their exclusive collections.
- Matthew RawcoreIndependent maker collaborating with The New Craftsmen to create hand-crafted pieces as part of their exclusive collections.
- Maria SigmacoreMaker specializing in textiles collaborating with The New Craftsmen to create hand-crafted woven pieces as part of their exclusive collections.
- Max BrosicoreIndependent maker collaborating with The New Craftsmen to create hand-crafted pieces as part of their exclusive collections.
- Nick McMillencoreIndependent maker collaborating with The New Craftsmen to create hand-crafted pieces as part of their exclusive collections.
- Rich MillercoreIndependent maker collaborating with The New Craftsmen to create hand-crafted pieces as part of their exclusive collections.
- Studio AmoscoreDesign studio collaborating with The New Craftsmen on exclusive collections, notably the 'Settle' piece featured in their collections.
- Takahashi McGilcoreMaker studio collaborating with The New Craftsmen to create hand-crafted pieces as part of their exclusive collections.
Recent moves5 records
Expansion highlights3 records
The New Craftsmen competitors and assessment
Company assessmentDirect peers
- Chairish: Online marketplace for pre-owned and vintage designer furniture, decor, and art, serving affluent consumers and interior designers. Closely comparable curated marketplace model targeting the same specifier and end-consumer buyer profile as The New Craftsmen.
- Vinterior: UK-based curated marketplace for vintage, antique, and designer furniture. Directly comparable as a UK-focused online platform connecting interior designers and consumers with unique, high-quality home furnishings.
- 1stDibs: Online curated marketplace for luxury furniture, decorative arts, and jewelry from vetted dealers and makers. Directly comparable to The New Craftsmen as a multi-category online platform connecting affluent consumers and interior designers with high-end artisan and designer pieces.
Broad incumbents
- Soho Home: Soho House's interiors retail brand selling furniture, lighting, and home accessories to affluent consumers globally. Comparable as a premium multi-channel home retailer with strong brand identity, though operating at materially larger scale.
- The White Company: Established UK luxury home and lifestyle retailer with broad furniture, lighting, and accessories assortment across physical stores and e-commerce. Comparable as a multi-channel UK luxury home brand, though with a much broader and more mass-luxury positioning.
- Etsy: Global online marketplace for handmade, vintage, and craft goods including furniture, lighting, and home decor. Comparable as a curated artisan home-goods marketplace, though operating at vastly greater scale and breadth than The New Craftsmen.
- ABC Carpet & Home: US luxury home retailer offering curated artisan furniture, rugs, lighting, and decorative objects. Comparable as a multi-category luxury home retailer emphasising handmade and globally sourced craft, with showrooms serving affluent consumers and designers.
Regional players
- Toast: UK-based lifestyle brand selling artisan-inspired homeware, womenswear, and textiles with strong craft heritage narrative. Comparable as a UK design-led brand emphasising handmade craft and a curated multi-category product portfolio aimed at affluent consumers.
- Cox & Cox: UK-based online home furnishings retailer with a curated, design-led assortment spanning furniture, lighting, and decorative accessories. Comparable as a UK e-commerce home brand serving style-conscious mid-to-upper market consumers.
- Loaf: UK direct-to-consumer furniture and home accessories brand with a showroom network and e-commerce platform. Comparable multi-channel UK home furnishings retailer targeting design-aware consumers, though more mass-market positioned.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights5 records
Customer concentration
The New Craftsmen social profiles
Digital presenceThe New Craftsmen financial estimates
Financial estimateRevenue estimate
Valuation estimate
The New Craftsmen leadership team
Management profileNumber of profiles
Profiles4 records
The New Craftsmen funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The New Craftsmen 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 The New Craftsmen
What does The New Craftsmen do?
The New Craftsmen presents a curated portfolio of hand-crafted British furniture, lighting, and objects, developed in close collaboration with a network of 26+ artisan makers. The offering comprises three core collections (Furniture, Lighting, Objects & Textiles), sold through an owned Shopify e-commerce storefront and a London Pimlico Road showroom, with bespoke commissions available on inquiry.
When was The New Craftsmen founded?
The New Craftsmen was founded in 2011. It employs 1 to 10 people.
Where is The New Craftsmen based?
The New Craftsmen is headquartered in London, United Kingdom, in the Europe region.
How does The New Craftsmen make money?
One revenue line is on record: artisanal Product Sales.
Who are The New Craftsmen's main competitors?
Direct peers on record are Chairish, Vinterior and 1stDibs. Broad incumbents are Soho Home, The White Company, Etsy and ABC Carpet & Home. Regional players are Toast, Cox & Cox and Loaf.
Does The New Craftsmen have an API?
No public API is recorded for The New Craftsmen.
What industry is The New Craftsmen in?
The New Craftsmen's product category is Artisanal Home Furnishings. Its primary akta.pro industry code is CRAIACAB, Decorative Accessories Retail (Vases, Bowls, Sculptures, Figurines, Trays). Its NAICS code is 45992 and its SIC code is 2510.