What Studio Ashby does

Studio Ashby is a London-based interior design, architecture, and creative direction practice founded by Sophie Ashby in 2014. The studio delivers full residential refurbishments, extensions, and pied-à-terre projects for high-net-worth private clients, alongside hospitality commissions (notably Villa Robert Graves at Belmond La Residencia in Mallorca and Tamodi Estate in South Africa). Projects sourced primarily through reputation and referrals, with visible work spanning the UK, South Africa, Guernsey, and Mallorca.

In 2020 the company extended its practice into product via the sub-brand Sister by Studio Ashby, which designs in-house and sells made-to-order furniture, hand-knotted rugs, lighting, textiles, cushions, hardware, and art objects. Sister products are manufactured in the UK with an extended network of workshops, supplemented by rug production in India, Morocco, and Turkey, and accessories from Ghana. Distribution runs through an owned Shopify-based e-commerce store, a physical showroom at the Grade I listed Blewcoat School in Westminster (also the studio's HQ), direct WhatsApp/email sales, and a structured trade specification channel that includes dedicated UK/EU and US sales managers. Pricing is quote-based on high-end pieces (Sculpted Arc Sofa £24,150, Ellie Daybed £25,300, Rhino Chair £9,500, rugs from £1,750).

Revenue derives from two streams: professional services fees for interior design and creative direction, and unit-pricing product sales from Sister. The business is privately held and bootstrapped, with no disclosed external institutional investment. The 2024 release of the HOME ART SOUL book (published by Rizzoli, with a foreword by Architectural Digest's editor-in-chief) marks a brand-equity milestone rather than a material revenue event.

Name

Studio Ashby

Legal name

Studio Ashby

Website

https://studioashby.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Studio Ashby is a London-based interior design and architecture practice founded by Sophie Ashby in 2014, serving high-net-worth residential and luxury hospitality clients. Its Sister sub-brand designs and sells made-to-order furniture, rugs, lighting, and home goods through e-commerce, a Blewcoat School showroom, and trade channels.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Interior Design & Creative Direction Services: Studio Ashby earns revenue through residential interior design, architecture, and creative direction projects for private clients. Projects span full home refurbishments, extensions, and pied-à-terre designs across the UK and internationally.
2. Bespoke Furniture & Home Goods (Sister): Sister by Studio Ashby sells designed furniture, lighting, rugs, textiles, cushions, hardware, and art objects through its e-commerce store and showroom. All furniture is made to order by hand. Revenue is generated on a per-product basis with made-to-order lead times ranging from 4–18 weeks depending on the item.
3. Published Book: In Spring 2024, Studio Ashby released a limited-edition book 'HOME ART SOUL' published by Rizzoli, marking 10 years of the studio. The book is sold directly through the store at £45 per copy.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Studio Ashby is a London interior design, architecture, and creative direction practice serving high-net-worth residential and hospitality clients. Its sister brand, Sister by Studio Ashby, designs and sells made-to-order bespoke furniture, hand-knotted rugs, lighting, textiles, and objects through an e-commerce store and physical showroom.

Product overview

Studio Ashby is an interior design, architecture, and creative direction studio offering art-led design services for residential and hospitality projects. The company operates a complementary product brand called Sister by Studio Ashby, launched in 2020, which offers designer furniture, handmade rugs, lighting, textiles, artworks, objects, and books. All furniture is designed in-house and made to order by hand with UK-based workshops and fabricators. The product portfolio spans seating (sofas, armchairs, swivel chairs, dining chairs, daybeds, benches, stools), tables (coffee tables, side tables, dining tables, consoles), lighting (lamps, pendants), rugs (hand-knotted, hand-tufted, flatweave, kilim), textiles (fabrics, cushions), decorative objects (vases, hardware hooks), and publications. The company maintains a showroom at The Blewcoat School in Westminster, London.

Differentiator

Problem solved

Functional benefit

Brands

• Sister by Studio Ashby: A design brand launched in 2020 bringing Sophie Ashby's curatorial eye into furniture, textiles, artworks and objects. Collections of furniture are designed in-house and made to order by hand with an extended family of workshops and fabricators.

Products and services

• Studio Ashby Design Services Interior design, architecture, and creative direction services for high-net-worth private residential and hospitality projects, including full home refurbishments, extensions, pied-a-terre designs, and art curation from concept through completion.
• Sister by Studio Ashby A design brand offering made-to-order bespoke furniture, textiles, artworks, rugs, lighting, and objects designed in-house and handmade by an extended family of UK workshops and global artisan partners. Sold to design-savvy consumers and trade interior designers via e-commerce and showroom.
• Bespoke Furniture Collection (sofas, chairs, tables) Made-to-order seating and tables including the Sculpted Arc Sofa, Rhino Chair, Ellie Daybed, Ellie Dining Table, Blewcoat Sideboard, and Cowrie coffee tables, handmade in the UK with 4-18 week lead times. Priced from ~£1,750 to £25,300.
• Handmade Rug Collection Hand-knotted, hand-tufted, flatweave, and kilim rugs made in Morocco, India, Turkey, and Nepal from wool, silk, and cotton. Includes the Gem, Freesias, Karoo, Waves, Gaia, and Tiger rugs, priced from £1,750 to £3,750, produced with fair-trade partner Label Step.
• Lighting Collection Sculptural lighting including the Sunburst Light, Felix Lamps in brass and steel, and the Encapsulated alabaster table lamp by Omar Chakil, made with brass, steel, and Dupion silk shades.
• Studio Ashby: HOME ART SOUL (Book) Limited-edition book published by Rizzoli celebrating 10 years of the studio, featuring 12 properties and a foreword by Amy Astley of Architectural Digest. Sold directly through the store at £45, personally signed by Sophie Ashby.
• Sister x Le Tings Carpet Bag Limited-edition tote bag collaboration with Harris Elliott of Le Tings, hand-loomed in Northern Ghana from luxury kente cloth and assembled in London. Priced at £400. Celebrates five years of Sister.
• Sister Artist Showcase Programme A programme (formerly Artist in Residence) inviting emerging visual artists to exhibit at The Blewcoat School showroom, providing exhibition space and building a community of artists and design enthusiasts.

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and flagship.

• Label StepcoreStrategic or Co-development PartnerSister collaborates with Label Step, a non-profit organisation committed to fair trade and supporting the well-being of weavers in the carpet industry. Label Step is referenced across multiple rug product pages (The Gem Rug, The Waves Rug, The Pine Trees Rug), confirming an ongoing partnership that underpins the ethical supply chain for rug production.
• Le Tings (Harris Elliott)flagshipStrategic or Co-development PartnerTo celebrate five years of Sister, the brand released a limited-edition carpet bag in collaboration with Harris Elliott of Le Tings. The bag is hand-loomed in Tamale, Northern Ghana, from luxury kente cloth and assembled in London. This is a flagship co-branded product collaboration representing a meeting of cultures and a shared devotion to craft.
• Local Artisans (UK)coreStrategic or Co-development PartnerSister's furniture and upholstery is made in the UK, supporting local industries. The company works with an extended family of workshops and fabricators — skilled craftspeople who have built relationships with the brand over time. These partnerships are central to Sister's commitment to ethical and equitable craftsmanship.
• Belmond La ResidenciaflagshipStrategic or Co-development PartnerStudio Ashby undertook the interior design of Villa Robert Graves at Belmond La Residencia in Mallorca. The project involved working closely with local artisans to incorporate Mallorcan linens, blown glass lamps, and expressive ceramics. The villa features art from La Residencia's collection, curated by the Sheridan family since 1984.
• Local Artisans (Africa)coreStrategic or Co-development PartnerStudio Ashby incorporates craftsmanship from the African continent into its projects, including commissioned artwork and furniture informed by the textures and craft of Africa. The Guernsey Family Home project specifically featured wardrobe panels embroidered with landscapes photographed by the clients, and bespoke pieces inspired by African craft traditions.
• RizzoliflagshipGTM or Marketing PartnerStudio Ashby's 10-year anniversary book, HOME ART SOUL, was published by Rizzoli — a major international publisher of architecture and design titles. The book was designed by Studio Small and features a foreword by Amy Astley, Editor-in-Chief of Architectural Digest.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• House of Hackney: UK-based, design-led home brand producing statement furniture, lighting, textiles and wallcoverings with a strong art-and-craft identity and ethical positioning. Comparable to Sister in its British design heritage, premium pricing and emphasis on bold, narrative-driven collections.
• Martin Brudnizki Design Studio: London-based interior architecture and design studio with a hospitality and residential HNW practice. Comparable to Studio Ashby in scale, location, project types (luxury hotels, high-end residences) and founder-led creative positioning.
• Kelly Wearstler: Los Angeles-based interior designer with a globally recognised eponymous furniture, lighting, textiles and home accessories line sold through her own e-commerce site and showrooms. Comparable in combining an HNW interior design practice with a vertically integrated product brand.
• Soho Home: Soho Home operates a members-club-rooted home brand selling furniture, lighting, textiles and homewares through own showrooms and e-commerce, targeted at design-literate urban consumers. It is the closest scaled analogue to Sister by Studio Ashby in terms of channel mix (DTC e-commerce + showroom), aesthetic positioning, and overlap with Studio Ashby's trade/consumer segments.
• Pierre Yovanovitch: Paris-based interior designer who also produces and retails a signature furniture and object collection under his own name. Mirrors Studio Ashby's combined model of high-end interior design practice alongside a personally branded product line sold direct to consumers and trade.

Emerging players

• Howe London: Bespoke London furniture maker producing made-to-order sofas, chairs and case goods for interior designers and end clients. Closely comparable to Sister on the manufacturing side: small batch, made-in-UK, designer-led, trade-specified.
• Pinch Design: Bespoke UK furniture maker producing dining tables, chairs, case goods and lighting in collaboration with designers and architects. Comparable to Sister on craft, UK manufacturing provenance and the trade specification channel, though without Sister's direct-to-consumer showroom.
• Beaumont Living: London interior design studio serving HNW residential clients in prime central London and the Home Counties, with a hospitality-adjacent portfolio. Comparable target market and project profile to Studio Ashby, though without a comparable product brand layer.

Broad incumbents

• The Conran Shop: Long-established UK retailer of designer furniture, lighting, textiles and home accessories, originally tied to Sir Terence Conran. Comparable as a UK design authority in furniture and homewares, but operates as a broad multi-brand retailer rather than a single-vision studio.
• Loewe (home & objects): Luxury fashion house with a growing home, fragrance and craft-objects programme rooted in artisanal production. Comparable in its emphasis on heritage craft, premium pricing and art-object positioning of home goods, though within a much larger fashion-led parent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Studio Ashby