After a quarter of a century, the furniture retailer Raft is closing its showroom on Cricklewood Broadway. The decision marks a strategic shift as the business redirects its focus to its flagship store in Westfield London and other satellite locations, coinciding with the redevelopment of the Cricklewood Broadway area.
Photo: Raft Furniture.
Founded by Mick Quinn and Heinz Frye in 1999, the Cricklewood showroom became a hub for unique home furnishings. Reflecting on the early days, Mick recalls: 'You wouldn't recognise Raft if you saw it back then! We were selling everything, from furniture to leather Gladstone bags.' His wife, Siobhan, who serves as Raft's head of brand, jokes: 'It looked like a jumble sale.'
Over the years, Raft has transformed into a leading name in high-quality, sustainable furniture. Known for its handmade sofas crafted at its Wembley factory and reclaimed teak furniture produced in Yogyakarta, Indonesia, the brand is celebrated as a pioneer in sustainability. Its solar-powered kiln and commitment to reclaimed materials are hallmarks of its ethos.
Mick notes the significant shift in consumer priorities over the past 25 years, observing a growing demand for locally made, high-quality furniture. However, he also warns of challenges, stating: 'The mass import of cheap Chinese products that now look like they are legitimate is exacerbating. It's much more difficult now for the public to look at something and know that it's low quality. The tactic seems to be shouting about where the product was designed and skipping over where and how it's been made.'
The Cricklewood showroom has held a special place in Raft's journey. Its proximity to the Wembley factory strengthened the brand's connection with local customers. Co-founder Heinz reflects: 'It's fantastic to have worked with so many of the same customers from the very beginning. Our kids grew up here, and our customers have lived this journey with us.'
In November 2023, an outlet centre was introduced on the showroom's top floor, showcasing Raft's adaptability in a changing retail landscape. The closure now signals a new chapter for the brand as it focuses on expanding its flagship store and satellite locations in Richmond and St Albans.
Raft has established itself as a major presence in Westfield London, holding the distinction of being the largest British manufacturer and retailer in any Westfield globally. The brand remains synonymous with handcrafted, sustainable teak furniture, created by skilled artisans in Indonesia, alongside its customisable handmade sofas.
Looking ahead, Mick emphasises Raft's evolving vision: 'We're broadening our interior design offering. Timeless furniture and heirlooms will always be central to Raft, but the lifestyle and overall look is something we're also excited to be sharing through bigger projects.'
The closure of the Cricklewood showroom reflects Raft's commitment to innovation while honouring its heritage and dedication to sustainable design.
Source: www.furniturenews.net