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Flitch Combines 100+ Leading UK Furniture And Interiors Retailers

John Lewis - available on Flitch

Flitch is the new online interiors platform that makes furniture shopping simple by combining 100+ retailers, advanced AI and dedicated human stylists to deliver a hassle-free and enjoyable way of discovering new furniture you’ll love. Founded by two childhood friends and entrepreneurs with a shared passion for interiors, Flitch was born from a desire to create a more level playing field for furniture shopping in which browsing multiple retailers is easier, pricing is transparent, and stylist recommendations are built around personal taste rather than pre-determined trends.

After years of development, Flitch has created a platform that is democratising the UK furniture market to put consumers at the front and centre of the shopping experience. It does this by uniquely combining four key elements:

1. A free-to-use, accurate, and human vetted dynamic search tool that allows shoppers to explore more than 250,000 products from over 100 of the UK’s most reputable furniture retailers (such as M&S, John Lewis, Cox & Cox, La Redoute, Graham & Green, Loaf, and and affordable high street favourites (such as Dunelm and The Range)

2. Unique, AI-powered quizzes that learn what you like and dislike to uncover your own personal style and make instant recommendations within your budget

3. An affordable interior styling service (starting from just £25) for even more assistance in finding the perfect items for your home

4. Full and transparent pricing history thanks to a tracking tool that will instantly notify users of sales and price drops on every saved item

“With Flitch we wanted to create a resource that truly takes the hassle out of the furniture research, discovery, and comparison process for consumers. We’ve all experienced a stressful Saturday afternoon in a retail park at least once. A weekend spent drifting from retailer to retailer trying to find not only the perfect piece of furniture for our home, but also the best deal in a sea of showroom discounts,” says Daniel Ufland, co-founder of Flitch. “The pain points are surprisingly similar for today’s digital consumer and our user insights show, on average, it takes two months to find a new item of furniture. The consumer shopping journey almost always begins online; retail parks are replaced by an endless amount of scrolling, dozens of open tabs, and complex discount codes. Flitch is designed to take out the stress and make exploring the overwhelming amount of furniture options more enjoyable.”

The UK furniture market at your fingertips

Flitch has created a single online destination for 100+ of the UK’s best retailers. Its founders are discerning in who they work with and all products are fulfilled directly by reputable retailers rather than any third-party marketplace sellers which are becoming increasingly harder to distinguish online. This means customers can be confident that any furniture sourced on Flitch will be of the high standard synonymous with the most reputable UK brands.

Flitch’s clever price tracker is just another way in which it puts the user at the centre of the shopping experience. Users can set up alerts to be notified of price drops, taking the pain out of navigating the confusing landscape of short-lived furniture sales and giving peace of mind and assurance of a satisfactory deal. "Our dynamic platform tracks the historical pricing of pretty much every furniture item so you can gain a real understanding of value and decide when is the right time to buy,” says Uriel Tannen, co-founder of Flitch.

AI learning and personal recommendations

Flitch’s unique development of a Netflix-inspired algorithm means its founders have trained it to visually deconstruct and learn the distinguishing features of items liked by the user in its quizzes. “We have spent hundreds of hours training an AI system the ins and outs of a very visual, subjective and ever-changing product group”, explains Uriel Tannen. “From mid-century modern to Japandi, Flitch can deliver personalised recommendations in accurate and often very nuanced style categories based on what you like."

Through fun and visual quizzes, Flitch learns your personal style and trawls the market for you, browsing every retailer’s product catalogue and eliminating anything irrelevant to recommend furniture to your taste and budget. Its recommendation tool is extremely up to date and applies a hybrid screening method of human discernment and AI technology to ensure users are guaranteed high quality, accurate recommendations from a variety of great retailers.

Interior stylists at your disposal

For those who would prefer an even more tailored approach, you can opt for the services of a real styling assistant who will do all the work for you. Best of all, this service comes at a fraction of the price you would pay for a traditional interior designer. With a one-off fee starting from just £25, you can enjoy the expertise of a stylist without breaking the bank. As part of the package, Flitch offers its customers the added benefit of exclusive discounts (in some cases up to 15%).

“In today’s cost-conscious climate, value for money is more important than ever. When we started Flitch, we wanted the option of a human stylist to be accessible and affordable so almost anyone can experience the attentive approach of a personalised service. Unlike traditional interior designers, our stylists are experts in sourcing furniture based on what our users like, rather than their own pre-determined styles in high price brackets. We believe interior design can be totally unique and personal, free from the constraints of a specific trend if that’s what you want,” says Ufland.

Flitch: the user journey

There are infinite possibilities with Flitch, however, the process of discovering your next piece of furniture is actually quite simple:

1. Take the free style quiz: Pick your favourite options from a series of furniture images so that Flitch can start to understand your personal taste. This only takes a few minutes, and you may even discover something new about your preferences in the process. Input a budget for even more accurate results.

2. Receive your personalised recommendations: Flitch will instantly present a shortlist of tailored furniture recommendations after your quiz.

3. Take it up a level with a human styling assistant: Want a little more help and more results? Get your own interior stylist who will work closely with you to find your perfect piece of furniture – starting from just £25. With unlimited interactions, the styling assistant will use the results of your quiz to start preparing a list of suggestions from numerous retailers. You can also send in photos of your space, measurements, and any sources of inspiration so they learn even more about your personal style and requirements.

Flitch is running a limited offer in June 2023 in which new users can access its first level of interior styling services for £25 instead of £50. Learn more at

Source : Flitch

Image : Flitch - John Lewis, available on Flitch

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22 June 2023

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