The MFI brand will no longer trade, the operations and home furnishings business transferred to sister company VictoriaPlum.com, which has expanded into that sector.
"The closure of MFI has always been part of our long-term planning, as we reposition VictoriaPlum.com from being an online bathroom retailer to an online retailer for the whole home," VictoriaPlum.com CMO Ben Padley tells Furniture News. "The brand was originally purchased to give us a better understanding of the bedroom and furniture market. With the new VictoriaPlum.com brand launching, the time was right for the MFI brand to finally be retired.
"VictoriaPlum.com will shortly be launching a totally new range of bedroom furniture. By adopting the same successful approach to designing and sourcing products as we do with our bathrooms, we’re looking forward to supplying on-trend, quality furnishings for the bedroom, at low prices. Once our bedroom range has been established, we’ll certainly be looking to expand into other areas of the home."
According to Ben, the impact on customers and suppliers is likely to be minimal. "Our own research has found that many our customers are already predisposed towards buying other elements of the home from us, and it makes perfect sense for them to purchase from a tried and trusted brand such as VictoriaPlum.com," he explains. "As opposed to selling individual products, we’ll be offering our customers a look for their home, with great ideas and handy advice as part of their exciting home improvement journey.
"We’re already working directly with a range of exciting and innovative suppliers to design and source new and on-trend bedroom furnishings."
Enquiries regarding existing orders should be directed to Victoria Plum on 0344 8044848, email [email protected], together with an order reference number.
