With a flagship showroom soon to open in London’s design district, Nth Degree Clerkenwell has come to market with a refined outdoor furniture portfolio and a brand that champions authenticity and sustainability, explains marketing executive Laura Cranston (pictured) …
What’s the story behind Nth Degree?
Nth Degree was established in early 2024, though the vision had been quietly evolving in the minds of Gary Farrell and Elizabeth Nuttall for some time.
With a background in landscaping, Farrell identified a distinct gap in the market for elegant, enduring garden furniture that combined functionality with refined design. His search for outdoor pieces that harmonised with his interior aesthetic proved challenging, particularly as the desire for a seamless transition between indoor and outdoor living spaces becomes increasingly prominent. This pursuit of sophistication and cohesion ultimately inspired the creation of Nth Degree.
The introduction of Nth Degree to the online retail market, alongside its appeal to the interior design clientele, has already garnered significant success. This positive reception has further validated the vision and purpose behind the brand’s inception.
What’s been the most challenging aspect of starting up in this industry?
One of the major challenges we’ve faced at Nth Degree Clerkenwell has been navigating the balance between durability and design. The outdoor furniture market often leans heavily towards functionality, with little regard for aesthetic appeal. We were determined to challenge that norm by creating pieces that not only withstand the elements but also bring a refined, design-led elegance to outdoor spaces. Sourcing materials that meet both of these criteria without compromise has been a meticulous process.
Additionally, establishing a brand that bridges the gap between indoor sophistication and outdoor resilience required us to rethink traditional approaches to design and manufacturing. Educating customers on the value of investing in long-lasting, beautifully crafted outdoor pieces – especially in a market saturated with disposable alternatives – has also been a key hurdle. However, these challenges have ultimately shaped our identity and commitment to delivering timeless, high-quality furniture that redefines outdoor living.
What lessons have you learned?
One of the key lessons has been understanding the value of storytelling in connecting with our audience. Customers aren’t just looking for outdoor furniture – they’re seeking pieces that elevate their spaces and reflect their personal style. Communicating the craftsmanship, thought and purpose behind each design has been essential in building trust and resonating with those who appreciate the blend of form and function.
Lastly, we’ve learned the importance of patience. Building a brand with a distinct identity in a crowded market takes time, and while quick wins are tempting, we’ve found that long-term success comes from consistency, attention to detail, and a commitment to quality over quantity.
What are your ambitions?
Nth Degree has set out to unveil two showrooms in the UK this year, with the intention of creating elegant, inspiring spaces that set a new standard within the outdoor industry. These showrooms will serve as a testament to our dedication to pushing the boundaries of design, seamlessly blending sophistication with the art of outdoor living.
Additionally, our participation in prestigious events like the Chelsea Flower Show underscores our commitment to staying at the forefront of outdoor design innovation.
Long term, we aspire to establish Nth Degree as a leading name in luxury outdoor living, not only in the UK but internationally. Through collaborations with architects, designers and landscape professionals, we hope to influence the broader conversation around outdoor spaces, demonstrating that they can be as refined, considered and enduring as the interiors they complement.
What advice would you give to a fledgling business in this industry?
To prioritise authenticity, in both your brand and your offerings. In any industry, it’s easy to get caught up in trends or follow what others are doing, but staying true to your unique vision will help set you apart. Focus on building a solid foundation by delivering quality and value from the start – customers are becoming more discerning, and appreciate businesses that offer more than just the basics.
