National treasure Tetrad is looking to deliver more of the magic that saw it shine so brightly at last year’s show, backed up by new models, on-trend looks and a next-level online offering. Head of brand, Hope Cooper, tells us more …
What can visitors to Tetrad’s stand (1-E20) at this month's January Furniture Show expect to find?
We’re really excited for JFS. It’s been a great year of being back out and about with the collections and meeting customers again, so we’re looking forward to more of that (hopefully!).
We’re always told how much people love the products that are just ‘typically Tetrad’ – those timeless designs that are made to perfection with uncompromised comfort. So, we’ll be displaying what we do best, in abundance – traditional and modern chesterfields, wingback chairs and statement centerpieces, showcasing a mix of classics reinvented, and new, modern designs too, for a truly eclectic range of styles and shapes that, as ever, offers the consumer something a little different.
Do the new models reflect any changes in direction? Or a refinement?
With some, yes, and with others, no! We’ll certainly be playing homage to our heritage, with reworked classics like the stunning new Liberty chesterfield, inspired by the Tetrad Rumpole of the 90s.
Whilst we’ve always been known for our loose-cover collection, after the success of the legendary Havana and the Vivaldi, we felt it was time for a refresh and more modern style for the range, so we’ll be showing some eye-catching new models and cover collections that deliver a look that’s more contemporary and diverse than ever.
We’ll be continuing to hone in on the current favourites, with further developments to the Tetrad x Harris Tweed collection, whilst pushing the boundaries of eclectic styling with the Knole, an exciting new model that carries the typical uniqueness of a Tetrad.
The glamorous, art deco style of the Spink & Edgar collection will also see a broader range, with some exquisite patterned prints that just ooze opulence.
Are there any notable new colour/material trends you’re taking into account?
We’re definitely seeing a resurgence in demand for loose covers, which aligns with the growing trend for relaxed living – people are now really creating spaces in their homes that are comfortable and comforting, that they can actually live in, rather than just showcase. Loose covers have always helped add a laid-back look, and we’ll be bringing a new palette that’s washable and swappable for that life/pet-proof practicality, with deep, rich velvets and softer, more subtle tones for the linens.
Our Bagru range will be expanding, too. It’s a distinct, characterful print that was inspired from the patterns within antique rugs. Each piece is hand woven and printed, before being finished by hand using a traditional stone-wash technique which really elevates its unique and authentic look.
It looks like your new website and enhanced social media activity is helping to take the brand to a new level. Can you tell us more?
We wanted to really showcase the range online, to show the intricate details, the profiles and textures of the fabrics, whilst empowering the users to explore the true level of customisation that we’re able to offer. The 3D configurator lets you visualise the products, play about with different fabric choices to make sure it’s just right, and even see how it would look in your own home, with the help of augmented reality (AR)!
It’s proving hugely popular with our stockists and consumers. Some people are super visual, and can imagine what a fabric would look like, drawing images in their heads, and that’s amazing – I wish I was one of those people! – while others, like me, need something a little more literal.
With social, we wanted to start showing our products off a little more – they deserve it! Customers look at our socials for inspiration, and it allows us to talk a little more about our products, too. We’ve been playing around with more reels, better imagery and behind-the-scenes stuff on stories to give a little insight as to who we are, and what it’s like here at HQ where all our furniture is made – it’s a sight to see, with so much skill and a genuine labour of love that goes into the handcrafting of our products, and social lets us give others a glimpse of that.
What would you say to visiting buyers new to the brand, or in the process of rediscovering Tetrad?
Come and sit down with us (literally)! Our products are beautiful – it’s the first thing everyone says when they walk into our showroom. They’re made with meticulous attention to detail, and we refuse to compromise on comfort, using only the finest of materials and time-served techniques, blended with cutting-edge technology, to achieve something that we genuinely believe to be of unrivalled quality.
We’ve been making fine British furniture since 1968, we’re a little quirky, and we play with styles, shapes and textures to create innovative designs that will last for many years to come.
Pictured: Liberty
