Up to now, most furniture has been made using mass production techniques. Mass production means standardization, with little attention to your specific requirements. Despite the traditional cost advantages of mass production, designer furniture is expensive but with little reward to designers or makers. Much of it is manufactured cheaply in Asia, with a resulting massive ecological footprint.

This system no longer makes any sense to us. Other e-commerce platforms have begun to change how design is sold on the internet, but now our community is evolving how products are designed and made. Mass production is the innovation of the twentieth century; mass personalisation is the innovation of the twenty-first century.

We know that we can do better by exclusively working with the most innovative tools in design, making and distribution.