Graham and Green

What Graham and Green does

Graham & Green (legal entity: Graham & Green Ltd, UK) is a family-run interiors retailer founded in 1974 on Walcot Street, Bath, that has grown into a multi-channel home furnishings business operating five UK stores — Bath (headquarters), Notting Hill (Elgin Crescent), Primrose Hill (Regents Park Road), Bayswater (a flagship dedicated to sofas), and Trowbridge (warehouse outlet) — alongside a direct-to-consumer e-commerce site and a dedicated trade portal at trade.grahamandgreen.co.uk. The assortment spans bespoke and ready-to-deliver sofas (collections including Chalmers, Kasper, Jasmine, Sydney, Doze, Deep Dream, Dax, Edwina, Clio, Tiffany, Juno, Bayler, and Coco), broader furniture (seating, tables, storage, bedroom, garden), homeware (kitchen, bathroom, decorative), lighting, mirrors, rugs, soft furnishings, gifts, vintage, and hardware, with G&G Exclusives positioned as proprietary branded merchandise.

The technology stack is an integrated e-commerce and retail-operations platform supporting made-to-order sofa configuration (custom size, fabric, color, configuration, with 6–10 week production lead times), a Share & Reward loyalty program, wishlist and account management, click-and-collect from the Trowbridge outlet, and a specialist white-glove two-man delivery service (room-of-choice placement, optional assembly, packaging removal). Product technology is concentrated in the bespoke upholstery tool rather than in data/AI infrastructure; no AI, API, SDK, or mobile-app capabilities are disclosed.

Revenue is generated through one-time product sales across the assortment, plus ancillary streams including gift vouchers/e-gift cards (1–2 year validity) and white-glove delivery fees. Pricing is unit-based with a wide span from budget accessories (cushions from £29, curtains from £45) to premium bespoke furniture (sofas £1,575–£4,995+, with bespoke orders carrying a 20% restocking fee). The customer base is hybrid: individual UK consumers (homeowners furnishing or gifting, including wedding gift lists) as the primary segment, with a secondary B2B trade channel serving interior designers, architects, and hospitality businesses. The company is privately held with no institutional investors, no subsidiaries, and no disclosed M&A activity, and remains led by the founding Graham family (Jamie, Antonia, Max, Louise).

Name

Graham and Green

Legal name

Graham & Green Ltd

Website

https://grahamandgreen.co.uk

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

51–100 employees

Short description

Graham & Green is a family-run UK interiors retailer founded in 1974, selling eclectic bespoke and ready-made furniture, homeware, lighting, and gifts through five UK stores, an e-commerce site, and a trade portal, primarily serving UK homeowners and interior designers.

Ownership category

akta.pro rank

Product category

Home Furniture Retail

NAICS

Furniture and Home Furnishings Retailers (4491), Home Furnishings Retailers (44912)

SIC

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

akta.pro primary industry

Outdoor Furniture Retail (Patio Seating, Dining Sets, Umbrellas, Outdoor Storage) (CRAIAAAJ)

akta.pro secondary industries

Outdoor Décor & Garden Accents Retail (Yard Art, Planters Décor, Doormats) (CRAIACAI), Consignment & Estate Sale Home Goods Retail (Curated/Managed Sales) (CRAIANAM), Home, Furniture & Decor Resale (CRAFAGAD)

Keywords

• Home furniture retail
• Interior home accessories
• Bespoke upholstery service
• Soft furnishings
• Eclectic home decor

Headquarters

HQ city

Bath

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail Product Sales: One-time product sales across furniture, homeware, soft furnishings, lighting, garden, gifts, and vintage categories. Customers purchase directly through e-commerce or in-store.
2. Gift Vouchers and E-Gift Cards: Gift vouchers purchased in-store or e-gift cards purchased online, valid for 1-2 years from purchase date.
3. White Glove Delivery Services: Premium two-man delivery service with room of choice placement, unboxing, assembly, and packaging removal.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Graham and Green is a family-run retailer that sells eclectic furniture, home accessories, lighting, mirrors, rugs, soft furnishings, kitchen and dining products, bathroom products, gifts, vintage items, and garden furniture through its e-commerce website and five UK physical stores. The company specializes in both bespoke made-to-order sofas and armchairs (with custom size, fabric, color, and configuration options) and ready-to-deliver sofas, complemented by a comprehensive range of curated home interiors products handcrafted in Britain and Europe.

Product overview

Graham and Green is a family-run eclectic furniture and interiors retailer founded in 1974, operating both an e-commerce platform and physical retail stores. The product portfolio centers on bespoke and ready-to-deliver sofas across multiple collections (Chalmers, Kasper, Jasmine, Sydney, Doze, Deep Dream, Dax, Edwina, Clio, Tiffany, Juno, Bayler, Coco), complemented by a comprehensive furniture range spanning seating, tables, storage, and bedroom categories. The homewares offering includes kitchen and dining, bathroom products, lighting, mirrors, rugs, and soft furnishings (cushions, curtains, bedding). Additional categories cover gifts, vintage items, garden furniture, and hardware accessories. The company operates a made-to-order upholstery service for custom sofas and armchairs alongside a white-glove delivery service.

Differentiator

Problem solved

Functional benefit

Brands

• G&G Exclusives: Exclusive product collections only available at Graham & Green

Products and services

• Furniture Complete furniture range including seating such as armchairs, sofas, and dining chairs; tables including coffee, console, dining, and desks; storage including cabinets, wardrobes, and shelves; bedroom furniture; and garden furniture for individual consumers and trade buyers.
• Homeware and Home Accessories Decorative home accessories including candle holders, clocks, decorative accessories, faux flowers, home fragrance, photo frames, prints and wall art, vases, and plant pots for home decoration.
• Kitchen and Dining Kitchen and dining products including barware, cutlery, dinnerware, glassware, jugs and carafes, kitchen storage, textiles, mugs and teacups, and serving boards for everyday use and entertaining.
• Bathroom Products Bathroom accessories, bath and body products, bathroom lighting, bath mats, mirrors, laundry baskets, and wash bags for bathroom furnishing and personal care.
• Lighting Lighting range including table lamps, ceiling lights and chandeliers, floor lamps, wall lights and sconces, lamp shades, bathroom lights, outdoor lights, and string lights for residential and trade buyers.
• Mirrors Mirror collection including wall mirrors, full length mirrors, table mirrors, and overmantle mirrors in various styles for home decoration.
• Rugs Rugs and runners collection with rug underlay, sheepskins, and hides for residential flooring and decoration.
• Soft Furnishings Soft furnishings including cushions, quilts and bedding, throws and blankets, curtains, seat pads and bed rolls, table linens, and storage bags for home textile needs.
• Gifts Gift selection for various recipients and occasions including bath and body products, books and stationery, games, clothing and accessories, jewellery, and loungewear.
• Vintage Collection Curated collection of vintage furniture, homeware, and mirrors for distinctive home furnishing.
• Garden and Outdoor Garden and outdoor furniture including fire pits and bowls, garden chairs and sofas, tables and sets, sun loungers and hammocks, plus garden accessories for outdoor living.
• Drawer Knobs and Hardware Cabinet hardware including drawer knobs, handles and pulls, door knockers, and coat racks in materials including wood, glass, marble, brass, and ceramic for furniture and home finishing.
• Bespoke Upholstery Service Made-to-order bespoke sofa and armchair service allowing customers to configure their perfect size, shape, fabric, color, and style, handmade in Britain and Europe by expert artisans with a production lead time of 6-10 weeks depending on collection. For design-conscious homeowners and trade buyers.
• Ready-to-Deliver Sofas Pre-made ready-to-deliver sofas available for quick 14-day delivery, featuring handcrafted mango wood frames, linen upholstery, and feather-filled designs across multiple collections such as Chalmers, Kasper, Jasmine, Sydney, Doze, Deep Dream, Dax, Edwina, Clio, Tiffany, Juno, Bayler, and Coco.
• White Glove Delivery Service Specialist two-man white-glove delivery service for large furniture items including room of choice placement, unboxing, optional assembly (£25), and packaging removal. Available to individual consumers and trade buyers purchasing large furniture items.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Jamie's FarmminorOthersCharity partnership where Jamie's Farm provides children with life-changing experiences through a combination of farming, family, and therapy. G&G promotes the partnership on their website and blog.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/GrahamandGreen
• YouTubeyoutube.com/user/GrahamAndGreen
• Facebookfacebook.com/grahamandgreen
• LinkedInlinkedin.com/company/graham-and-green
• Instagraminstagram.com/grahamandgreen
• Pinterestpinterest.co.uk/grahamandgreen

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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 Graham and Green