Fast Track 100

Made’s lean ecommerce model is challenging the likes of John Lewis and Ikea by using technology to connect designers with manufacturers and consumers, cutting out the middle-men. The London firm has boosted its foothold in a competitive market by opening a small number of showrooms in select locations, and it has pioneered the “social showroom” concept, with happy customers becoming brand ambassadors when they share photos of their purchases online. Ning Li, 34, and Julien Callede, 33, have raised almost £50m from venture capital firms and angel investors since starting Made in 2011. With almost 40% of sales to design-savvy urbanites in Germany, France and the Netherlands, it is planning further growth in Europe.

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Company details
ActivityOnline furniture retailer
LocationCentral London

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