Amara

What Amara does

Amara is a UK-based e-commerce retailer operating an online luxury homeware and gifting marketplace. Founded in 2005 and headquartered in Shirebrook, the company sells exclusively through amara.com on a direct-to-consumer basis, aggregating products from over 300 designer brands including Versace Home, Dolce & Gabbana Casa, Ralph Lauren Home, Fornasetti, Tom Dixon, Missoni Home Collection, and Roberto Cavalli Home. Product categories span bedroom, bathroom, lighting, furniture, outdoor, kitchen, dining, glassware, home fragrance, and luxury gifts, with price points ranging from approximately £3 to £1,290+. The platform supports multi-currency checkout (GBP, EUR, USD) and global shipping, and offers a permanent Outlet section with up to 70% discounts.

The underlying technology is a standard e-commerce storefront with multi-currency support, wish list functionality, personalized shopping features, and integration with Frasers Plus buy-now-pay-later at checkout. There is no disclosed AI/ML capability, proprietary recommendation engine, or app presence. Revenue is generated exclusively through direct one-time product sales; there is no subscription component. Amara serves two primary customer personas: affluent luxury home décor consumers and gift buyers, with secondary traction among homeowners and interior enthusiasts. The business operates as a subsidiary of Frasers Group, a UK-listed retail conglomerate, and Amara Retail Limited is FCA-regulated (FRN: 1032670) as an introducer appointed representative of Frasers Group Financial Services Limited. The company also operates a private-label sub-brand, Frasers Home, for home textiles sold exclusively on the platform.

Name

Amara

Legal name

Amara Retail Limited

Website

https://amara.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

251–500 employees

Short description

Amara is a UK-based online luxury homeware and gifting marketplace that curates products from over 300 designer brands for affluent consumers, gift buyers, and home furnishing enthusiasts globally. It operates as a subsidiary of Frasers Group, selling exclusively through amara.com with multi-currency support.

Ownership category

akta.pro rank

Product category

Luxury Home Décor Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Home Furnishings Retailers (44912)

SIC

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

akta.pro primary industry

Jewelry, Watches & Luxury Goods Marketplaces (CRAFABAK)

Keywords

• Luxury homeware retail
• Designer home decor
• Online furniture retailer
• Premium home accessories
• Luxury gifting platform

Headquarters

HQ city

Shirebrook

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Direct Product Sales: Amara generates revenue through direct online sales of luxury homeware and designer décor products. Customers purchase products at listed prices through the e-commerce platform. The company offers products across multiple price points from budget-friendly items (£3) to ultra-luxury pieces (£1,290+). Revenue is transactional and one-time per purchase with no recurring subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Amara operates an online multi-brand e-commerce store (amara.com) that curates and sells luxury homeware, designer furniture, home accessories, luxury gifts, home fragrance, and glassware from over 300 premium designer brands. The company ships products directly to consumers globally and offers the Frasers Plus buy-now-pay-later payment solution integrated at checkout.

Product overview

Amara is a UK-based online luxury homeware and gift retailer operating a multi-brand e-commerce platform. The company offers a curated selection of designer home décor, furniture, home accessories, luxury gifts, home fragrance products, and glassware from over 300 designer brands. The core platform includes the Amara Online Store as the primary shopping experience, supplemented by the New In Collection for newly arrived products, the Amara Outlet for discounted items, and Frasers Plus as an integrated buy-now-pay-later payment solution. Product categories span bedroom, bathroom, furniture, home accessories, kitchen, dining, lighting, outdoor living, and home fragrance, featuring designer brands such as Tom Dixon, Fornasetti, Dolce & Gabbana Casa, Versace Home, Ralph Lauren Home, Roberto Cavalli Home, Missoni Home Collection, Jonathan Adler, Pols Potten, LSA, and Qeeboo.

Differentiator

Problem solved

Functional benefit

Brands

• Frasers Home: A house brand offering home textile products including towels, bedding, and duvet covers sold exclusively on Amara.

Products and services

• Amara Online Store Multi-brand e-commerce platform offering curated designer home décor, furniture, home accessories, luxury gifts, and home fragrance products from over 300 designer brands, shipped directly to customers globally.
• New In Collection Curated collection of newly arrived luxury homeware products across bathroom, bedroom, dining, furniture, home accessories, and kitchen categories, refreshed regularly with new designer brand arrivals.
• Amara Outlet Discounted sale section of the Amara store featuring reduced-price homeware, gifts, and designer products with seasonal savings up to 70% off.
• Frasers Plus Payment Solution Buy-now-pay-later credit service integrated at Amara checkout, offered through Frasers Group Financial Services Limited. Customers can pay in 3 interest-free instalments or spread payments over 6–36 months, while earning reward points on purchases.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Anthropologie Home: Multi-category retailer with a strong home décor vertical featuring curated, designer-styled pieces. Comparable to Amara through its aspirational, designer-led home assortment and lifestyle positioning.
• John Lewis & Partners Home: UK department store with a major home and furniture category and strong online presence. Comparable to Amara as a UK destination for premium home goods, with broader assortment and physical retail.
• Restoration Hardware (RH): Luxury home furnishings brand selling high-end furniture, décor, and outdoor through DTC channels and galleries. Comparable to Amara at the ultra-luxury end of the home décor category, with a much larger global footprint.
• Wayfair: Largest pure-play online home goods retailer, operating in the UK and globally. Comparable to Amara as a home-focused e-commerce destination, but serving a much broader price spectrum and assortment.
• West Elm: Williams-Sonoma-owned modern home furnishings retailer operating primarily online with showrooms. Comparable to Amara as a premium-priced home furnishings e-commerce retailer, though owned by a much larger parent and broader assortment.
• Selfridges Home: UK luxury department store with a curated home and lifestyle offering featuring designer brands. Comparable to Amara in luxury positioning and overlap on designer brands such as Versace Home and Tom Dixon.

Emerging players

• CB2: Crate & Barrel's modern, design-forward home furnishings brand with strong DTC e-commerce. Comparable to Amara in design-driven home décor assortment and online-first positioning, though broader and more mid-market in price.

Direct peers

• The Citizenry: DTC home goods brand offering curated, designer-quality home furnishings and décor online. Comparable to Amara through its premium positioning and direct-to-consumer e-commerce model in the home category.
• Made.com: UK-based online designer furniture and home accessories marketplace with a multi-brand, made-to-order model. Highly comparable to Amara in geography, luxury tilt, and curated marketplace positioning for the home category.
• One Kings Lane: US-based online retailer specializing in curated luxury home furnishings, décor, and gifts from designer brands. Closely matches Amara's curated multi-brand luxury home décor marketplace model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/amara-living-ltd

Revenue estimate

Valuation estimate

Number of profiles

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 Amara