Lazy Susan
Lazy Susan is a UK-based direct-to-consumer e-commerce retailer serving homeowners and trade customers with cast aluminium garden furniture, including configurable dining sets, benches, loungers, and coordinated outdoor accessories sold through regional UK and European websites.
- Company typePrivate
- Founded2015
- HeadquartersChichester, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Lazy Susan does
Lazy Susan is a UK-based direct-to-consumer retailer specializing in cast aluminium garden furniture. Its primary customers are residential homeowners with gardens, patios, or other outdoor spaces, while its secondary customer segment includes landscapers, garden designers, hospitality businesses, and other trade buyers. The catalog spans bistro and 2-to-10-seater dining sets, garden benches, sun loungers, cushions, parasols and bases, rotating table accessories, coffee and side tables, and BBQ tables, with products offered in several colours, shapes, and configurations.
The core product construction uses cast aluminium with a powder-coated finish, intended to provide weather resistance, rust resistance, durability, and low maintenance in the UK climate. Products are sold primarily through a Shopify-powered online storefront, with localized sites for Germany, France, and the Netherlands and UK dispatch from a Midlands warehouse. Lazy Susan generates revenue through one-time furniture and accessory purchases rather than subscriptions: table-and-chair sets are priced from approximately £168.95 to £3,295.95, with sale discounts of up to 40%, free UK mainland delivery, and a trade program for bulk orders. Customer risk is addressed through a three-year structural and finish guarantee, one-year accessory coverage, and complimentary material sample packs.
Lazy Susan firmographics
Firmographics- Name
- Lazy Susan
- Legal name
- Lazy Susan
- Website
- https://lazysusanfurniture.co.uk
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Lazy Susan is a UK-based direct-to-consumer e-commerce retailer serving homeowners and trade customers with cast aluminium garden furniture, including configurable dining sets, benches, loungers, and coordinated outdoor accessories sold through regional UK and European websites.
- Ownership category
- akta.pro rank
Lazy Susan industry classification
Industry- Product category
- Outdoor Furniture
- NAICS
- Furniture Retailers (449110)
- SIC
- Retail-Furniture Stores (5712)
- akta.pro primary industry
- Outdoor Furniture Retail (Patio Seating, Dining Sets, Umbrellas, Outdoor Storage) (CRAIAAAJ)
- akta.pro secondary industries
- Patio & Outdoor Furniture Retail (Seating, Dining, Umbrellas) (CRAIAIAF), Outdoor Furniture & Shelter Systems (Tents, Tarps, Hammocks) Retail (CRAMAAAJ)
Keywords
Where Lazy Susan is headquartered
LocationHeadquarters
- HQ city
- Chichester
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
Lazy Susan business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Furniture Product Sales: One-time purchase model for cast aluminium garden furniture including dining sets (2-12 seaters), benches, sun loungers, parasols, coffee tables, and cushions. No subscription or recurring revenue component.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 2 Seater/Bistro Sets |
| Unit Pricing | Pay-as-you-go | 4-6 Seater Sets |
| Unit Pricing | Pay-as-you-go | 8-12 Seater Sets |
| Unit Pricing | Pay-as-you-go | Accessories (Benches, Loungers, Parasols, Cushions) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Lazy Susan product offering
Product offeringCore offering
Lazy Susan designs, sources, and sells cast aluminium garden furniture including dining sets sized from 2 to 12 seaters, benches, sun loungers, parasols, parasol bases, cushions, turntables, BBQ tables, and coffee/side tables. Products are sold direct-to-consumer via its Shopify-powered e-commerce websites across the UK, Germany, France, and the Netherlands, supported by free UK mainland delivery and a free sample pack programme.
Product overview
Lazy Susan is a UK-based outdoor furniture e-commerce company offering a unified portfolio of cast aluminium garden furniture. The core product line consists of dining sets categorized by seating capacity (2, 4, 6, 8, and 10 seaters), complemented by garden benches and sun loungers. Dining sets like June, Alice, Catherine, Victoria, and Madison feature paired chair models (April, Rose, Kate, Emma, Jane) and are available in four signature finishes: Antique Bronze, White, Slate Grey, and Sandstone. The accessory ecosystem includes cushions, parasols with cast iron bases, Lazy Susan turntables, coffee/side tables, and BBQ tables. Services include a free sample programme, a 3-year structural warranty, and complimentary mainland UK delivery. The company operates exclusively online via Shopify, supporting eight payment processors including PayPal and Shop Pay.
Differentiator
Problem solved
Functional benefit
Products and services
- Cast Aluminium Garden Dining Sets Cast aluminium garden dining sets in multiple configurations (2, 4, 6, 8, 10, and 12 seaters) and colours, designed for residential outdoor dining and weather-resistant year-round use.
- Garden Benches Cast aluminium garden benches for outdoor seating in residential gardens and patios, designed to be weather-resistant and maintenance-free.
- Metal Garden Sun Loungers Metal garden sun loungers for outdoor relaxation and sunbathing on residential patios and gardens, designed with cast aluminium construction for weather resistance.
- Garden Cushions Cushions designed for garden furniture to enhance outdoor seating comfort, sold as accessories to complement the cast aluminium dining sets, benches, and loungers.
- Parasols & Parasol Bases Parasols and matching parasol bases sold as shade accessories for the garden dining sets and loungers.
- Lazy Susans (Turntables) Cast aluminium rotating turntables (Lazy Susans) designed for outdoor table use, providing a multi-purpose dining surface accessory for garden furniture.
- Coffee & Side Tables Cast aluminium coffee tables and side tables designed to complement outdoor seating and lounge sets in residential gardens and patios.
- BBQ Tables Cast aluminium barbecue tables designed for outdoor cooking and dining, providing a dedicated surface for outdoor entertaining.
- Free Sample Pack Complimentary metal swatch and finish sample pack service offered to prospective customers to verify the cast aluminium colour and finish before buying garden furniture.
Quantifiable outcome
- 4.9 average rating from 29,471 verified reviews demonstrates exceptional customer satisfaction
- +1 more outcomes
Companies that use Lazy Susan
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles5 records
Lazy Susan technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature4 records
Lazy Susan partnerships and signals
Strategic signalScale indicators3 records
Recent moves3 records
Expansion highlights4 records
Lazy Susan competitors and assessment
Company assessmentDirect peers
- Outsunny: Online outdoor furniture and garden products retailer covering dining sets, loungers, parasols, and accessories. Comparable product breadth and D2C e-commerce model targeting UK/European residential customers.
- VonHaus: UK online-first home and garden brand selling patio furniture sets at accessible price points. Directly comparable D2C model and product range targeting value-oriented UK homeowners.
- Maze Rattan: UK outdoor furniture brand specializing in rattan and outdoor dining sets, sold direct and through retailers. Direct competitor to Lazy Susan in the garden furniture category with overlapping customer demographics.
- Bramblecrest: UK-based outdoor and garden furniture specialist selling dining sets, loungers, and benches across cast aluminium, rattan, and woven materials. Closest like-for-like competitor to Lazy Susan in the UK premium patio segment.
- Hartman Outdoor: Long-established UK outdoor furniture brand offering metal, rattan, and dining sets through garden centres and retail. Comparable in target customer (UK residential) and product mix to Lazy Susan, with stronger retail distribution.
Broad incumbents
- Wayfair: Large online home furnishings marketplace with extensive outdoor furniture assortment. Competes with Lazy Susan in UK/European D2C patio furniture, with broader assortment and aggressive pricing.
- IKEA: Global home furnishings retailer with broad outdoor furniture assortment at lower price points. Competes with Lazy Susan for share of UK/European outdoor furniture spend, particularly with budget-conscious customers.
- Keter: Global manufacturer of resin, composite, and outdoor furniture and storage products sold through mass retailers across Europe. Overlaps with Lazy Susan in outdoor living furniture but with much wider portfolio and distribution.
- John Lewis & Partners: UK department store with a sizeable garden furniture range across premium and mid-tier brands. Competes directly with Lazy Susan in UK outdoor dining and patio categories with strong trust signals and credit financing.
Emerging players
- Bridgman: UK premium outdoor furniture brand specializing in high-end teak, aluminium, and woven sets. Targets similar affluent UK homeowners but at significantly higher ASPs than Lazy Susan.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights1 record
Customer concentration
Lazy Susan social profiles
Digital presenceLazy Susan financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lazy Susan leadership team
Management profileNumber of profiles
Lazy Susan funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lazy Susan 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 Lazy Susan
What does Lazy Susan do?
Lazy Susan designs, sources, and sells cast aluminium garden furniture including dining sets sized from 2 to 12 seaters, benches, sun loungers, parasols, parasol bases, cushions, turntables, BBQ tables, and coffee/side tables. Products are sold direct-to-consumer via its Shopify-powered e-commerce websites across the UK, Germany, France, and the Netherlands, supported by free UK mainland delivery and a free sample pack programme.
Is Lazy Susan a public or private company?
Lazy Susan is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Lazy Susan founded?
Lazy Susan was founded in 2015. It employs 11 to 50 people.
Where is Lazy Susan based?
Lazy Susan is headquartered in Chichester, United Kingdom, in the Europe region.
How does Lazy Susan make money?
One revenue line is on record: furniture Product Sales.
Who are Lazy Susan's main competitors?
Direct peers on record are Outsunny, VonHaus, Maze Rattan, Bramblecrest and Hartman Outdoor. Broad incumbents are Wayfair, IKEA, Keter and John Lewis & Partners. Bridgman is listed as an emerging player.
Does Lazy Susan have an API?
No public API is recorded for Lazy Susan.
What industry is Lazy Susan in?
Lazy Susan's product category is Outdoor Furniture. Its primary akta.pro industry code is CRAIAAAJ, Outdoor Furniture Retail (Patio Seating, Dining Sets, Umbrellas, Outdoor Storage), with a secondary code of CRAIAIAF, Patio & Outdoor Furniture Retail (Seating, Dining, Umbrellas). Its NAICS code is 449110 and its SIC code is 5712.