Lastminute.com founders launch interior decoration site

Brent Hoberman and Martha Lane Fox, the founders of lastminute.com, have launched an interior decorating venture. The pair hope that mydeco.com will have the same impact on interiors as lastminute had on the travel industry.

The web-based business, which launches today (February 4) claims to be a one-stop shop for people who want to decorate their homes, and offers over 1 million products from 500 suppliers on one website.

Brands including Heals, Argos, John Lewis, The Conran Shop and M&S, where Lane Fox is a board member, have signed up to make their products available through the site. 

The site’s brand identity has been developed by Albion, which has also been involved in the launch communications, and iCrossing, the digital marketing agency, has created an integrated campaign. Unanimis , the digital media agency, has been appointed to handle advertising on the site.

The site offers 3D room planning tools, style tips from leading designers including Sir Terence Conran and Jade Jagger, a range of different “looks” for shoppers to choose from and an online community so users can swap ideas, or even see each others’ rooms.

Hoberman says: “We, as a nation, spend about £14bn a year furnishing our homes – yet until now, the internet hasn’t been used to bring it all together.”