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THE DEPARTMENT STORE FOR FURNITURE & INTERIORS

Introducing Frø Children’s Interiors at Redbrick…

Frø is the latest addition to Redbrick and one that we are all very pleased to welcome. Our customers often enquire about Children’s furniture and accessories, understandably preparing a room for a new arrival or refreshing an existing room is exciting and also really important that it is both practical and fun. Frø features Children’s furniture and accessories plus a dedicated Interior Design Service.

When translated from Danish, Frø means 'seed' which perfectly encapsulates the ethos of the new store.

We talked to Laura Varley, Children’s Interior Designer & Proprietor of Frø at Redbrick

“My idea to open a store to focus solely on children’s interiors was very much an ambition. I was aware that over the years, Redbrick had worked with a number of small, independent start-up interior and design businesses, providing retail space and working with them to incubate and allow them to grow into successful retail businesses. It has been amazing to launch at Redbrick and has allowed me to sit alongside iconic design-led brands such as Heal’s and Made.com”

"I realised that there were so many online stores retailing what appear to be beautiful products, however I found that there were hardly any stores that you could actually visit to gain the inspiration to create a fun, functional and stylish space for your child and most importantly to experience the products to see and feel the quality and make exactly the right choices”


“My main aim was to offer sustainable and timeless designs, which could change with your child and their needs, rather than constantly having to update and reinvest. We spent months researching all the brands on offer, visiting designers and manufacturers across the UK and Europe and worked hard to source exactly the right collections for the new Frø showroom.”

“We chose Oliver Furniture and Flexa as they both feature evolvable collections where you buy one bed which will adapt as your child grows from 0-9 years old, easing the transition from first sleep to self-dependence and all whilst being beautifully created, to reflect the epitome of Danish design.”

 

Previously an Interior Designer for BoConcept at Redbrick, Laura gained her experience and knowledge by working on projects both large and small, creating bespoke interiors to suit the individual client’s lifestyle and needs.

 

“I have always enjoyed working on design projects and to have the opportunity to design specifically for Children is really rewarding and so much fun, incorporating interests and hobbies whilst always understanding that good, well-considered design will always leave room for them to grow and develop”.

The exciting new Frø showroom is located on the mezzanine floor and features a carefully curated collection of Danish brands, including Oliver Furniture, Flexa, Ferm Living Kids and Banwood, perfectly complemented by accessories from UK independent makers, including Zuri House, Bright Corner Lighting and Ferrar Design.

As a welcome to Frø, Laura is delighted to offer a free thirty minute Nursery or Children’s playroom, in-store consultation for the first five customers who register. 

Simply email laura@frointeriors.co.uk to register.

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