In late 2024, ergonomic furniture vertical HSL launched LIVHOME, a contemporary retail brand targeting a younger audience, opening its first store on Racecourse Retail Park in Liverpool. The group’s commercial director Leanne Eastwood led the brand’s development, setting out to disrupt the market’s “mundane, mediocre and confusing” approach to product and service”. Just over a year on, Furniture News asks how her mission is going …
LIVHOME has been open for just over a year now – are you happy with its progress?
We’re absolutely delighted with the progress LIVHOME has made in its first year. Turnover has been very encouraging, but more importantly, the customer feedback has been exceptional.
What really stands out is the experience our team delivers. We set out to create a different kind of furniture store – one that blends design, comfort and expertise – and I genuinely believe the level of service and understanding customers receive is among the best in the sector. For us, success isn’t just about sales – it’s about redefining what a comfort-led retail experience should feel like.
How do you feel the brand sets, in your words, “new standards” in furniture retail?
LIVHOME sets new standards in two areas – the customer journey and our approach to comfort. We’re building on more than 50 years of HSL knowledge around ergonomics and posture, but presenting it in a contemporary, lifestyle-driven environment.
All LIVHOME staff receive the same training as HSL teams, including input from occupational therapists. That means we’re not just selling stylish furniture – we’re helping customers find pieces that support the way they live, today and in the future.
The new standard, for us, is that comfort is no longer an afterthought. It sits at the centre of design, retail and the overall customer experience.
What’s been the most exciting part of the brand development journey?
Seeing the concept come to life. Every time I walk into the showroom, I feel proud of what the team has created. We’ve shown that comfort-led furniture can appeal to a much broader demographic, and that it can be both aspirational and practical at the same time.
Retail should be about people, not just products. Hearing customers’ stories, understanding how they live, and sometimes celebrating their purchase with a glass of champagne reminds me why we’re doing this. We’re not just selling furniture – we’re helping people live better at home.
As a product specialist, what’s been the most challenging aspect for you of taking the lead on this project?
Probably wearing two hats. I’ve spent most of my career focused on the 55+ market, so shifting mindset and creating a proposition that appeals to a younger, more design-conscious customer has taken time.
But it’s also been incredibly rewarding. It’s pushed us to rethink everything from product design to store layout and brand tone, while still staying true to our core expertise in comfort.
Read the rest of Leanne's interview in the March issue.
