Decoroom Ltd
Decoroom Ltd is a London-based, privately held house staging and interior design firm founded in 2008 that furnishes and styles high-end residential properties for sale, serving property developers, estate agents, and homeowners in central London.
- Company typePrivate
- Founded2008
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Decoroom Ltd does
Decoroom Ltd is a London-based, privately held house staging and interior design firm founded in 2008 by Christina Parker, who previously co-founded Parkworth Interiors in 1986. The company furnishes and styles high-end residential properties in central London to optimize their market appeal, with a documented portfolio of over 1,000 properties staged across the city. Decoroom operates three interconnected service lines: core house staging (full furniture rental and styling for marketing empty properties), interior design consultancy (advisory services such as layouts, finishes, lighting, and bespoke furniture sourcing for developers and architects), and a Super Prime service line targeting properties over £20 million with bespoke upholstery, art commissions, and lighting design. The firm maintains an inventory of 50+ fully furnished properties at any given time and sources eclectic furniture and art from across Europe to differentiate from corporate furniture-package competitors.
The business operates on a sales-led, direct-relationship model with property developers, estate agents, and individual homeowners, generating revenue through three streams: recurring furniture rental subscriptions, professional services consulting fees, and transaction fees on furniture/content sales. Pricing is project-based, with initial estimates from floor plans and confirmed quotes following site visits; installation typically completes in 2–3 days. Decoroom's customer base is anchored by long-term enterprise relationships with major London estate agencies (Knight Frank, Strutt & Parker) and property developers (Battersea Power Station, Portobello Group, Matblack Properties, Kenham Building, Amazon Property, Honor Riley London), several of which span 16–25+ years. The company is headquarted at Studio 4.2, Coda Studios, 189 Munster Road, London, with a small team of approximately 10 employees. In 2024, after nearly 10 years at the company, Greg Duke-Ambridge (Co-owner & Creative Director) and Lizzie Hillman (Co-owner & Operations Director) completed a management buyout from founder Christina Parker, who retained a Founder & Design Consultant role. No external venture capital or private equity investment is indicated.
Decoroom Ltd firmographics
Firmographics- Name
- Decoroom Ltd
- Legal name
- Decoroom Ltd
- Website
- https://decoroomltd.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Decoroom Ltd is a London-based, privately held house staging and interior design firm founded in 2008 that furnishes and styles high-end residential properties for sale, serving property developers, estate agents, and homeowners in central London.
- Ownership category
- akta.pro rank
Decoroom Ltd industry classification
Industry- Product category
- Home Staging Services
- NAICS
- Interior Design Services (54141), General Rental Centers (5323)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Corporate, Event & Staging Furniture Rental (Short-Term) (CRAIAOAG)
- akta.pro secondary industries
- Event Furniture Rentals (Tables, Chairs, Lounge) (HSACAFAB), Luxury Whole-Home Renovation (High-End Finishes & Custom Build) (HSAPAEAI)
Keywords
Where Decoroom Ltd is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Decoroom Ltd business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Others
Revenue model
- Furniture Rental Service: Full furniture rental service for marketing empty properties, including transport, installation and removal. Contract-based pricing with no hidden costs.
- Interior Design Consultancy: Soft interior design services including room layouts, window dressing, paint and paper schedules, lighting, furniture layout, finishes advising, and bespoke furniture design and sourcing.
- Furniture and Content Sales: If buyers are interested in purchasing the staged furniture or entire content, Decoroom provides full price lists for items.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Standard Property Staging |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Decoroom Ltd product offering
Product offeringCore offering
Decoroom Ltd provides full furniture rental and styling services for marketing empty residential properties in central London, including transport, installation, and removal of contemporary and classic furniture, art, lamps, rugs, and soft furnishings. It also offers interior design consultancy for developers and architects covering room layouts, window dressing, paint and paper schedules, lighting, and finishes, plus a specialized Super Prime Properties service for properties over £20 million that combines hire and purchase with bespoke upholstery and art commissions. Clients include property developers, estate agents, and homeowners seeking to maximize sale potential and visual appeal of unfurnished or vacant properties.
Product overview
Decoroom Ltd is London's pioneering house staging company with nearly 40 years of experience, providing a full furniture rental service for anyone marketing empty properties. The company operates three interconnected service lines: House Staging (core furniture rental and styling), Interior Design Consultancy (advisory services for developers and architects), and Super Prime Properties Service (specialized approach for properties over £20 million). With over 1,000 properties staged in central London, the company furnishes and styles high-end residential properties to maximize sale potential and appeal to prospective buyers.
Differentiator
Problem solved
Functional benefit
Products and services
- House Staging Full furniture rental and styling service for marketing empty residential properties in London. Includes the rental of contemporary and classic furniture, art, lamps, rugs, ornaments, sculptures, objets d'art, soft furnishings, and silk flowers, with a complete service bundling transport, installation, and removal. Designed for property developers, estate agents, and homeowners seeking to make vacant properties more marketable.
- Interior Design Consultancy Advisory interior design services for developers and architects, covering room and furniture layouts, soft interior design schemes, window dressing, paint and paper schedules, lighting, furniture layout, finishes advising, and bespoke furniture design and sourcing. Typically delivered alongside or independently of house staging engagements.
- Super Prime Properties Service Specialized furnishing service for properties over £20 million, combining furniture hire and purchase with bespoke upholstery, gym equipment sourcing, unique art commissions, and lighting design. Tailored to the high level of finish and scale required for super-prime properties in central London.
Quantifiable outcome
- Over 1,000 properties staged in central London
- +1 more outcomes
Companies that use Decoroom Ltd
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles4 records
Decoroom Ltd technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Decoroom Ltd partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and flagship.
- Knight FrankcoreMajor London estate agency partnership; Decoroom provides property staging services for Knight Frank listings including Victoria Gardens project. Long-term working relationship with property transformations.
- Strutt & ParkercoreEstablished estate agency partnership spanning multiple years. Decoroom transforms empty properties that have been difficult to sell, with quick turnaround and professional service.
- Amazon PropertycoreLong-standing business partnership where Decoroom serves as go-to designers for styling and property sales. Excellent business relationship for a number of years.
- Battersea Power StationflagshipOver 3-year working relationship styling a variety of apartments. Decoroom designs schemes that complement unique architectural styles and architecture of the development. Exceptional service helping sales process.
- Honor Riley LondoncoreInterior designer collaboration on large luxury developments. Decoroom brings unparalleled understanding of buyer lifestyles and creative ability for unique furnishings.
- Kenham BuildingcoreProperty developer client with long and fruitful relationship. Decoroom has produced 100% success rate with finished products that break new sales figures.
- Portobello GroupcoreProperty developer client with over 25-year relationship with founder Christina Parker. Ongoing collaboration delivering elegant and unique interiors.
- Matblack PropertiescoreProperty developer client for 16 years. Relationship built on impressive stock of contemporary furniture and unusual unique items sourced worldwide.
Scale indicators4 records
Recent moves7 records
Expansion highlights3 records
Decoroom Ltd competitors and assessment
Company assessmentDirect peers
- Casa Decor: London-based property staging and interior styling firm serving developers and agents in the prime central London market. Comparable boutique positioning targeting premium residential sales.
- Visual Impact: UK property presentation company offering furniture hire, dressing, and styling to developers and estate agents. Direct peer in the rental-staging model serving similar customer segments.
- Showhomes: Long-established UK and international property staging franchise offering furniture hire and styling services to homeowners, developers, and estate agents. Competes with Decoroom in the rental-based staging category.
- Homestyle: One of the UK's largest dedicated home staging companies offering furniture rental and interior styling to property developers and estate agents. Direct competitor in the London and UK residential staging market with overlapping customer base.
Broad incumbents
- Parkworth Interiors: The original London house-staging company co-founded by Decoroom's Christina Parker in 1986. Closest historical and operational peer — same founder DNA, same central London market — and the entity from which Decoroom's design lineage and reputation originated.
Emerging players
- Katharine Pooley: International luxury interior design studio with London presence serving UHNW individuals and luxury developers. Comparable super-prime positioning and developer relationships.
- Feather: Furniture rental subscription company with operations across the US. Demonstrates the rental-as-a-service model adjacent to Decoroom's recurring furniture rental revenue stream and validates market appetite for flexible furniture access.
- Taylor Howes: One of London's leading luxury interior design studios, focused on high-end residential and developer projects. Comparable client base (UHNW buyers, prime developers) and adjacent service offering in interior scheme design.
- Kitesgrove: London-based luxury interior design practice serving private clients and developers in prime central London. Overlaps with Decoroom's Super Prime and consultancy services for high-end residential schemes.
- Tollgård Design Group: London-based luxury interior design and property staging firm serving prime residential developers and private clients. Comparable positioning across staging and full design services.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Decoroom Ltd social profiles
Digital presenceDecoroom Ltd financial estimates
Financial estimateRevenue estimate
Valuation estimate
Decoroom Ltd leadership team
Management profileNumber of profiles
Profiles9 records
Decoroom Ltd funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Decoroom Ltd 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 Decoroom Ltd
What does Decoroom Ltd do?
Decoroom Ltd provides full furniture rental and styling services for marketing empty residential properties in central London, including transport, installation, and removal of contemporary and classic furniture, art, lamps, rugs, and soft furnishings. It also offers interior design consultancy for developers and architects covering room layouts, window dressing, paint and paper schedules, lighting, and finishes, plus a specialized Super Prime Properties service for properties over £20 million that combines hire and purchase with bespoke upholstery and art commissions. Clients include property developers, estate agents, and homeowners seeking to maximize sale potential and visual appeal of unfurnished or vacant properties.
Is Decoroom Ltd a public or private company?
Decoroom Ltd is a private company. It is classified as management employee owned and is currently operating.
When was Decoroom Ltd founded?
Decoroom Ltd was founded in 2008. It employs 1 to 10 people.
Where is Decoroom Ltd based?
Decoroom Ltd is headquartered in London, United Kingdom, in the Europe region.
How does Decoroom Ltd make money?
Three revenue lines are on record. Furniture Rental Service is the primary driver. The others are interior Design Consultancy and furniture and Content Sales.
Who are Decoroom Ltd's main competitors?
Direct peers on record are Casa Decor, Visual Impact, Showhomes and Homestyle. Parkworth Interiors is listed as a broad incumbent. Emerging players are Katharine Pooley, Feather, Taylor Howes, Kitesgrove and Tollgård Design Group.
Does Decoroom Ltd have an API?
No public API is recorded for Decoroom Ltd.
What industry is Decoroom Ltd in?
Decoroom Ltd's product category is Home Staging Services. Its primary akta.pro industry code is CRAIAOAG, Corporate, Event & Staging Furniture Rental (Short-Term), with a secondary code of HSACAFAB, Event Furniture Rentals (Tables, Chairs, Lounge). Its NAICS code is 54141 and its SIC code is 5700.