Back2 International
Back2 International is a London-based UK retailer of ergonomic office furniture, seating, and accessories, operating a Shopify storefront plus a physical showroom, and serving home office, corporate B2B, and healthcare/mobility customers with premium brands and its own Comfort Workspace line.
- Company typePrivate
- Founded-
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Back2 International does
Back2 International is a London-based, privately held UK retailer specializing in ergonomic workplace solutions, operating from a single showroom at 40 Half Moon Crescent, Islington, and a Shopify-powered online storefront. The company sells premium ergonomic office chairs (including Herman Miller, HAG, Humanscale, and its own Chiro line via the Comfort Workspace sub-brand), height-adjustable sit-stand desks, meeting room furniture, back-care supports, ergonomic accessories (keyboards, mice, monitor arms, footrests), and a growing range of children's, home, and healthcare/mobility seating.
The business is structured around three go-to-market motions: a direct-to-consumer e-commerce channel, a physical showroom for try-before-you-buy experiences, and B2B corporate services comprising DSE (Display Screen Equipment) assessments, furniture consultancy, audits, installation, and volume supply. Pricing is unit-based across a wide band (approximately £299 to over £10,900), with reported discounts of 14-37% on select items.
The company operates as an authorized reseller for multiple premium ergonomic brands and targets a hybrid customer base: home office and remote workers as the primary segment, supplemented by corporate/business clients (compliance and procurement), and a healthcare/mobility segment. The firm is registered as a private limited company in England, operates with 1-10 employees, and is focused exclusively on the UK market.
Back2 International firmographics
Firmographics- Name
- Back2 International
- Legal name
- Back2 International
- Website
- https://back2.co.uk
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Back2 International is a London-based UK retailer of ergonomic office furniture, seating, and accessories, operating a Shopify storefront plus a physical showroom, and serving home office, corporate B2B, and healthcare/mobility customers with premium brands and its own Comfort Workspace line.
- Ownership category
- akta.pro rank
Back2 International industry classification
Industry- Product category
- Office Furniture
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Office Furniture & Workspace Accessories Retail (CRALABAE)
Keywords
Where Back2 International is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Back2 International business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Product Sales: One-time sales of ergonomic office furniture and accessories including chairs, desks, and accessories. This is the primary revenue stream with products ranging from £299 to over £10,000.
- Professional Services: B2B services including DSE (Display Screen Equipment) Assessments, furniture consultancy, and installation services for corporate clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium ergonomic chairs (e.g., Herman Miller Aeron) |
| Unit Pricing | Pay-as-you-go | Standing desks and accessories |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Back2 International product offering
Product offeringCore offering
Back2 International is a London-based authorized retailer that supplies ergonomic office chairs, electric sit-stand desks, meeting room furniture, back care products, ergonomic accessories, children's furniture, and home furniture from premium brands such as Herman Miller, HAG, Humanscale, Okamura, and Aeris, alongside its own Chiro line. The company also delivers B2B professional services including DSE assessments, furniture consultancy, audits, installation, and volume supply to corporate clients.
Product overview
Back2 International is a London-based office furniture retailer specializing in ergonomic workplace solutions. The company offers a comprehensive portfolio of ergonomic office chairs (including Herman Miller, HAG, Humanscale, and its own Chiro brand), electric sit-stand desks from multiple brands, meeting room furniture, back care and support products, ergonomic accessories (keyboards, mice, monitor arms, footrests), children's furniture, and home furniture. The product line spans specialized seating categories including bariatric, control room, kneeling, mobility, petite, and tall-person chairs. Back2 also provides B2B services including DSE assessments, furniture consultancy, volume supply, and installation for corporate clients. The company operates as an authorized retailer for premium ergonomic brands and offers a showroom experience in London.
Differentiator
Problem solved
Functional benefit
Brands
- Comfort Workspace: Own brand of ergonomic seating and workspace solutions
Products and services
- Ergonomic Office Chairs Premium ergonomic office chairs including task chairs, executive chairs, mesh chairs, and specialized seating for bariatric, control room, kneeling, mobility, petite, and tall users from brands including Herman Miller, HAG, Ergohuman, and the Chiro own-brand line. Designed for individual consumers, corporate offices, and healthcare/mobility users seeking ergonomic seating solutions.
- Sit-Stand Desks Height-adjustable electric sit-stand desks and workstations for ergonomic workspace setups, including heavy-duty models, corner desks, and compact options from brands such as Herman Miller, Lavoro, Liike, Humanscale, and Kinnarps. Targeted at home office users and corporate clients seeking ergonomic desk solutions.
- Meeting Room Furniture Chairs and tables designed for meeting rooms and reception areas, including cantilever chairs, armchairs, conference chairs, and multi-purpose seating from Orangebox, HAG, Profim, and Herman Miller. Targeted at corporate offices and commercial spaces.
- Back Care & Support Products Ergonomic support products including lumbar supports, lumbar rolls, seat wedges, travel supports, car seat cushions, bed wedges, support pillows, and eye masks for spinal health and comfort. Targeted at individual consumers and healthcare users with back care needs.
- Ergonomic Accessories Workspace accessories including ergonomic keyboards (split, adjustable), mice (vertical, roller), monitor arms, document holders, laptop/tablet stands, writing slopes, footrests, desk lamps, cable management, and CPU holders. Targeted at home office workers and corporate clients seeking ergonomic workspace enhancements.
- Children's Furniture Furniture designed for children including chairs, desks, lamps, and storage solutions to promote ergonomic seating from an early age. Targeted at parents and schools purchasing ergonomic children's furniture.
- Home Furniture Residential furniture including home office desks and chairs, living room sofas, lounge chairs, dining chairs, recliners, and footstools/ottomans. Targeted at individual consumers furnishing home offices and living spaces.
- B2B Workplace Services Business services including DSE (Display Screen Equipment) assessments, furniture consultancy, furniture audits, installation services, volume supply, and online consultations for corporate clients. Targeted at businesses seeking workplace ergonomics compliance and volume furniture procurement.
Companies that use Back2 International
Customer profileSegments3 records
Ideal customer profiles3 records
Back2 International technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Back2 International partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Herman MillercoreAuthorised retailer of Herman Miller products including the renowned Aeron chair. Products range from £1,189 to £1,654. Herman Miller is a leading premium ergonomic furniture manufacturer.
- HAGcoreAuthorised retailer of HAG ergonomic seating products. HAG is a Scandinavian ergonomic furniture manufacturer known for high-quality office chairs.
- HumanscalecoreAuthorised retailer of Humanscale ergonomic products. Humanscale is known for ergonomic task chairs and accessories.
- Comfort WorkspaceminorAuthorised retailer of Comfort Workspace products.
- RH (Restoration Hardware)minorAuthorised retailer of RH premium furniture for workspace and office settings.
- OkamuraminorAuthorised retailer of Okamura ergonomic seating and furniture products.
- AerisminorAuthorised retailer of Aeris ergonomic chairs and sitting solutions.
Scale indicators1 record
Recent moves5 records
Expansion highlights4 records
Back2 International competitors and assessment
Company assessmentDirect peers
- Furniture At Work: UK-based office furniture retailer offering ergonomic solutions including chairs, desks, and accessories to both consumers and businesses.
- Posturite: UK specialist retailer of ergonomic office furniture and workplace wellbeing products. Closest direct peer given overlapping product range, target customers (home office + corporate), and DSE assessment services.
- Office Furniture Online: UK online office furniture retailer with similar product range including ergonomic chairs, sit-stand desks, and accessories serving both B2C and B2B customers.
- Chair Office: UK retailer specializing in office chairs and ergonomic seating for home and commercial use, with a similar focus on quality ergonomic brands.
- The Office Furniture Company: UK office furniture retailer with similar product offerings including ergonomic chairs, desks, and accessories for both home and commercial buyers.
Broad incumbents
- IKEA: Global furniture retailer with ergonomic office offerings at lower price points, competing for budget-conscious home office buyers in the UK market.
- Herman Miller (MillerKnoll): Premium ergonomic furniture manufacturer that is both a key supplier to Back2 and a direct competitor through its own DTC website and showrooms. Sets the benchmark for premium ergonomic brands.
- Humanscale: Premium ergonomic furniture manufacturer that supplies Back2 and also sells directly to consumers and businesses through its own channels.
- Staples UK: UK office supplies retailer with some furniture offerings, competing for B2B and home office customers at lower price points.
- Viking Direct: UK office supplies and furniture retailer with broader B2B focus and larger catalog. Competes with Back2 in the corporate furniture procurement space.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Back2 International social profiles
Digital presenceBack2 International financial estimates
Financial estimateRevenue estimate
Valuation estimate
Back2 International leadership team
Management profileNumber of profiles
Back2 International funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Back2 International 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 Back2 International
What does Back2 International do?
Back2 International is a London-based authorized retailer that supplies ergonomic office chairs, electric sit-stand desks, meeting room furniture, back care products, ergonomic accessories, children's furniture, and home furniture from premium brands such as Herman Miller, HAG, Humanscale, Okamura, and Aeris, alongside its own Chiro line. The company also delivers B2B professional services including DSE assessments, furniture consultancy, audits, installation, and volume supply to corporate clients.
Is Back2 International a public or private company?
Back2 International is a private company. It is classified as unknown and is currently operating.
When was Back2 International founded?
Back2 International was founded in -1. It employs 1 to 10 people.
Where is Back2 International based?
Back2 International is headquartered in London, United Kingdom, in the Europe region.
How does Back2 International make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are professional Services.
Who are Back2 International's main competitors?
Direct peers on record are Furniture At Work, Posturite, Office Furniture Online, Chair Office and The Office Furniture Company. Broad incumbents are IKEA, Herman Miller (MillerKnoll), Humanscale, Staples UK and Viking Direct.
Does Back2 International have an API?
No public API is recorded for Back2 International.
What industry is Back2 International in?
Back2 International's product category is Office Furniture. Its primary akta.pro industry code is CRALABAE, Office Furniture & Workspace Accessories Retail. Its SIC code is 5700.