Customer profiles – Comfort Home Furnishings, Boat Shed
From global roots to a rapidly growing UK brand, Comfort Home Furnishings has built a reputation for beautifully designed, high-quality homeware. When the business set out to establish its UK arm in 2017, Business Head Maxine Johnson was looking for a space to inspire both customers and the team behind the brand.
We spoke to Maxine about how the showroom at Boat Shed in Exchange Quay has played a defining role in the growth of the brand, from securing major supplier partnerships to developing in-house collections.
From global roots to UK growth
“I joined the Comfort Home Furnishings team back in 2017 to lead the UK home textiles arm for our parent company based in Pakistan. At that point, the business was established globally, but we were starting from scratch in the UK, so it was up to me to connect new UK-based customers with our textile mill overseas.
“We secured our first major supplier programme in 2018 and have since expanded across a range of private label and branded products. We design for retailers under exclusive agreements, and we’ve also developed our own collections, such as Copenhagen Home, which is stocked by the likes of Next, Very and Home Sense.”
A standout showroom
“After working remotely at first, I knew the next step was to open a showroom. In the textiles industry, offices are often based in mills, but I knew I wanted something different to really help us stand out. When I first visited Boat Shed and saw the spaces on offer, I knew immediately it was the right fit – it’s a creative environment with a real community feel, and that shone through from the very beginning.
“What was once an empty space has now become a vibrant showroom. We’ve been able to adapt it as the business has grown, creating a space that reflects the brand at every stage of our journey so far. Our showroom sets the tone for our customers, and we’re proud to invite them in to showcase our collections. We now have four dressed beds in the space, and other displays for towels, curtains and other products which we change each season to reflect our latest designs.
“We design all our products here in Salford before sharing them with the team in Pakistan to be brought to life and later to market. A creative space was a must, and I’m really proud of what we’ve been able to create here at Boat Shed – not just for our internal team, but for our customers too.”
More than a workspace
“One of the great things about Boat Shed is the business community based here. We’re surrounded by people from all industries and sectors, and we’ve always found it a friendly, welcoming environment from our very first day.
“A few times a year we have a declutter in the studio and host a sample sale, with the help of Boat Shed Customer Host, Lindsay Noel. Lindsay very kindly makes sure everyone at Boat Shed knows when the next sample sale is on as they have become quite popular and our products sell out quickly. Not only is it a great way for us to reduce waste, but it’s also a great opportunity to meet people while they grab a bargain.
“Boat Shed has been a hugely important chapter in our journey, and one we’re thrilled to be continuing having recently renewed our lease for the second time. The flexibility of the space and the lease agreements have allowed us to grow and adapt as the business has evolved which has been invaluable. Looking ahead, we’d love to expand here at Boat Shed – it’s the perfect setting for our showroom and a great place to invite customers to.”
Fancy joining Comfort Home Furnishings at Boat Shed? Explore our waterside workspaces and reach out to the team for more information.
