Dezeen Magazine

Another Country's first showroom opens in London

British design brand Another Country has opened a showroom in London's Marylebone district dedicated to displaying its collection of handcrafted furniture and products.

Another Country showroom

Another Country's shop and headquarters is arranged over two levels, with the ground floor focussing solely on retail and the basement featuring further product displays and offices.

Furniture and accessories from the brand's core collection are presented alongside a curated selection of pieces from international companies that complement its simple, crafted aesthetic.


The showroom in Marylebone will be a window into the "world" of Another Country, said founder Paul de Zwart.

"We hope that it will help our visitors appreciate the workmanship that goes into all our products. I also hope customers will fall in love with what we feel is great, sustainable, reasonably priced design that people can enjoy every day."


White walls and wooden floors on the ground floor create a bright, neutral backdrop for the products.

Another Country will share the subterranean showroom space with visiting architects, interior designers and specifiers.


De Zwart, who was a founding partner of Wallpaper magazine in the mid-90s, launched Another Country in 2010 to offer consumers high quality, affordable design with a clearly defined provenance.


The debut collection comprised ten simple items produced from solid wood, including a stool, bar stool, bench, dining table and day bed. Influences from British craft traditions and Shaker, Japanese and Scandinavian woodwork were translated into the simple and functional products.


Another Country launched its second collection a year later, featuring new ash and walnut furniture alongside a ceramics range by Ian McIntyre and wooden desktop accessories by Simon Donald.


A range of bedroom furniture based on simple Shaker-style interiors created last year for London retailer Heal's preceded the launch of Another Country's third collection, which includes tables, stools, benches and desks influenced by Edwardian workshop furniture.


The latest collection incorporates the brand's first range of textiles, including patterned cushions and throws, which are also displayed in the new showroom.

Here is some information from the designers:

Another Country

Another Country, one of the UK's best-loved contemporary craft furniture companies, launches its first retail space and showroom at 18 Crawford Street in London's Marylebone neighbourhood this May.

The Another Country-designed 1,400 sq ft space will function as the company's headquarters and house its tables, chairs, desks stools and iconic daybeds as well as a collection of 'Evergreen' products, a series of items from companies around the world that complement Another Country's core work.

Another Country showroom

David Mellor cutlery will sit next to bespoke linen by 31 Chapel Lane and Ian McIntyre pottery, whilst Palomino pencils and Le Typographe handmade stationery from Brussels will adorn the beautifully crafted desks and tables. Another Country will also be exclusively selling and distributing lights from Brooklyn-based design studio, Workstead.

The ground floor will be a dedicated retail space whilst the Another Country team will share the working lower ground showroom with visiting interior designers, architects and specifiers. The shop's small city garden will undoubtedly also become popular for casual outdoor meetings and good coffee.

Another Country showroom

Paul de Zwart, who was the founding Publisher of Wallpaper Magazine, set up Another Country in 2010. De Zwart felt there was room for a company that celebrated the provenance of the product and design it was selling, embraced sustainable values and provided an antidote to
high priced, environmentally unsound, fast turnover design brands.