The Home of RD

What The Home of RD does

The Home of RD, operating under the Rattan Direct brand and legally as ATM Retail Ltd, is a UK-based direct-to-consumer e-commerce retailer specialising in premium garden furniture. Headquartered in Pangbourne, Berkshire, with a fulfilment warehouse in Daventry, the company sells a multi-material range of garden furniture — rattan, wooden, rope, and metal sets — alongside parasols and accessories, plus a premium sub-brand called Laura James. Its technology stack is built around the Shopify commerce platform, with payments processed via Klarna buy-now-pay-later, major card networks, PayPal, Apple Pay, Google Pay, and Shop Pay, and orders shipped nationwide with free delivery.

The business model is one-time product sales through the DTC storefront, supplemented by two adjacent channels: a Trade Programme targeting B2B buyers such as interior designers, landscapers, and commercial customers, and periodic Sample Sales held at the Daventry warehouse. Pricing ranges from £254.99 for entry-level pieces to £2,439.99 for premium assembled dining and sofa sets, with Klarna BNPL offered to reduce friction on higher-AOV purchases. Marketing and customer acquisition run across X, Facebook, Instagram, TikTok, YouTube, and Pinterest. No headcount, revenue, funding, leadership, or M&A information is disclosed in the source material, and operations are UK-only with no stated international expansion.

Name

The Home of RD

Legal name

ATM Retail Ltd

Website

https://rattandirect.co.uk

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

The Home of RD (Rattan Direct) is a UK-based DTC e-commerce retailer of premium garden furniture — rattan, wood, rope, and metal sets plus accessories — built on Shopify and serving UK homeowners directly, with a B2B Trade Programme and warehouse sample sales as secondary channels.

Ownership category

akta.pro rank

Product category

Outdoor Furniture

NAICS

Furniture and Home Furnishings Retailers (4491), Furniture Retailers (449110)

SIC

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

akta.pro industry

PRIMARYCRAIAIAF

Patio & Outdoor Furniture Retail (Seating, Dining, Umbrellas)

Consumer Products & Retail/Home & Furniture Retail/Gardening & Outdoor Living Retail (Patio, Grills, Lawn & Garden)

Keywords

• Garden furniture
• Outdoor furniture
• Rattan furniture
• Patio furniture
• Garden dining sets

Headquarters

HQ city

Pangbourne

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Product Sales: One-time product sales of garden furniture including rattan sets, wooden furniture, rope furniture, metal furniture, and accessories. Products are sold at fixed retail prices with occasional seasonal sales and promotions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

The Home of RD (Rattan Direct) is a UK-based direct-to-consumer e-commerce retailer selling premium garden furniture across four material categories — rattan, wooden, rope, and metal — including dining sets, sofa sets, cube sets, and accessories such as parasols, furniture covers, and storage. The business sells its own branded collections (Rattan Direct and the premium Laura James sub-brand) through its own Shopify storefront, supplemented by a B2B Trade program and periodic sample sales at its Daventry warehouse.

Product overview

The Home of RD (Rattan Direct) operates as a UK-based e-commerce retailer offering a comprehensive portfolio of premium garden furniture and outdoor living products. The core offering consists of four main material categories: Rattan Furniture (weather-resistant PE rattan in various finishes), Wooden Garden Furniture (acacia wood pieces with folding and slatted designs), Rope Furniture (modern designs with steel frames), and Metal Garden Furniture. Products are organized into two branded tiers: the main Rattan Direct collection featuring Ascot, Cambridge, Riviera, Marseille, Barcelona, Monaco, Lisbon, Florida, Aston, Dakota, and Rowan lines; and the premium Laura James sub-brand offering higher-end collections including Amelia, Ashby, Hali, Charlotte, Ezra, Kemble, Kuro, Lennox, Palm, and Shiro. Accessories include LED Premium Parasols (rectangular and cantilever styles with integrated lighting), standard parasols, furniture covers, and storage solutions. The company also operates a Trade program for B2B customers and holds periodic Sample Sales at their Daventry warehouse.

Differentiator

Problem solved

Functional benefit

Brands

• Laura James: A sub-brand of Rattan Direct specializing in premium garden furniture collections including dining sets, sofa sets, and accessories.

Products and services

• Garden Dining Sets Outdoor dining furniture collections in rattan, wooden, rope, and metal materials, plus cube sets and bistro sets, ranging from 2-seater bistro to 10-seater configurations, including fire pit dining tables and Lazy Susan options where applicable. Sold to UK homeowners for garden dining and entertaining.
• Garden Sofas & Sets Outdoor sofa collections in rattan, rope, wooden, and metal materials, including modular corner configurations in left-hand and right-hand layouts, available in multiple colorways for UK homeowners' outdoor relaxation spaces.
• Accessories & Parasols Garden accessories including standard and Premium LED (solar-powered) parasols in standard and cantilever styles, garden furniture covers, and dedicated garden storage solutions. Sells to UK homeowners looking to complement and protect their garden furniture.
• Laura James Premium Sub-brand Collection Premium higher-end garden furniture sub-brand featuring contemporary and Scandi-inspired designs across dining sets, sofa sets, and corner configurations, primarily targeting UK homeowners seeking a more design-led aesthetic.
• Trade Program B2B trade program for business customers purchasing garden furniture for commercial purposes, including hospitality venues, holiday lets, and commercial outdoor spaces. Channel-type: Direct Sales (field/enterprise).
• Sample Sales at Daventry Warehouse Periodic sample sales held at the Daventry warehouse offering photography samples and discontinued items at reduced prices (RRP minus 20% for as-new boxed items, with constructed/damaged items discounted based on condition), targeting UK homeowners seeking discounted garden furniture.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

13 partnerships are on record, tiered minor and core.

• American ExpressminorOthersPayment processing partner enabling customers to pay using American Express credit cards.
• Apple PayminorOthersDigital wallet payment option for convenient mobile checkout.
• MastercardminorOthersPayment processing partner for credit and debit card transactions.
• PayPalminorOthersAlternative payment method partner for secure online transactions.
• VisaminorOthersPayment processing partner for credit and debit card transactions.
• KlarnaminorOthersBuy Now Pay Later partner offering Pay in 3 interest-free installments and Pay in 30 days options for UK customers, unregulated credit agreement.
• Google PayminorOthersDigital wallet payment option for Android users.
• Shop PayminorOthersShopify-native accelerated checkout partner for faster purchasing.
• Diners ClubminorOthersPayment processing partner for Diners Club credit cards.
• DiscoverminorOthersPayment processing partner for Discover credit cards.
• MaestrominorOthersPayment processing partner for Maestro debit cards.
• Union PayminorOthersPayment processing partner for Union Pay cards.
• Laura JamescoreOthersPrimary house brand for garden furniture collection, positioned as premium lifestyle brand. Products are branded under Laura James name with distinct design aesthetic (Scandi-inspired, contemporary). Warehouse operations handled by AGTC Ltd.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• B&Q: UK's largest home improvement and garden retailer (Kingfisher plc) with nationwide stores and online channel selling a wide range of garden furniture sets. Broad incumbent with much larger scale and assortment breadth.
• Dunelm: UK's largest homewares retailer with an outdoor/garden furniture range. Broad incumbent in adjacent home furnishings category with overlapping UK consumer base.
• Wayfair UK: Global online home furnishings marketplace with a substantial UK garden and outdoor furniture category. Comparable as a scaled pure-play online outdoor furniture retailer, though much larger assortment and marketplace model.
• Dobbies Garden Centres: UK's largest garden centre retailer with both physical stores and online channel offering garden furniture, plants, and outdoor living products. Broad incumbent with overlapping garden furniture category but much wider portfolio.
• John Lewis & Partners: UK department store and online retailer with a premium garden furniture category. Competes with Rattan Direct for higher-end UK garden furniture spend with strong brand trust and broader home assortment.

Direct peers

• Bridgman: UK specialist retailer of premium outdoor and garden furniture, selling rattan, wooden, and metal sets directly to consumers. Most direct head-to-head competitor to Rattan Direct in the UK premium garden furniture category.
• Bramblecrest: UK manufacturer and retailer of outdoor rattan, woven, and metal garden furniture. Comparable product range (rattan dining, sofa sets, parasols) and trade/hospitality channel overlap with Rattan Direct.
• Cox & Cox: UK DTC retailer of stylish home and garden furniture with a contemporary design aesthetic. Comparable in vertical mix, premium positioning, and Scandi-influenced design language to Rattan Direct's Laura James sub-brand.
• Out & Out Original: UK online specialist in outdoor and garden furniture, offering rattan, wooden, and metal dining and lounge sets. Direct head-to-head competitor to Rattan Direct with overlapping product taxonomy and customer base.
• Garden Furniture Centre: UK online retailer specializing in rattan, wooden, and metal garden furniture with broad price range coverage. Comparable UK DTC garden furniture pure-play competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/RattanDirectLtd
• YouTubeyoutube.com/@rattandirect
• Facebookfacebook.com/rattandirectltd
• Instagraminstagram.com/rattandirectltd
• Pinterestuk.pinterest.com/rattandirect
• TikToktiktok.com/@rattandirect
• LinkedInlinkedin.com/company/rattan-direct

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 The Home of RD