Design Storey Launch: A More Efficient Way To Shop For Homewares

Exciting news, interiors aficionados: Design Storey Shop, the latest project by interiors royalty, founder of award-winning blog Mad About The House, Kate Watson-Smyth, is officially open and, trust me, you’re going to want to check it out.

Design Storey launch: Founder Kate Watson-Smyth smiling to camera

A far cry from the traditional online shopping experience of sifting through thing after thing in order to find that one, special, thing you set out to find (not the many items that accrued in your virtual basket after hours spent snooping), Design Storey was created to refine the online shopping experience, and make it more efficient.

‘The idea for Design Storey came about after realising that there is such a thing as too much choice,’ says Kate of her new endeavour. ‘With more people than ever focussing on their homes this past year, most of us just want a good lamp or a nice rug, but we don’t want to spend hours trawling through pages of stuff that we don’t want to find it.’ Hear, hear!

So, what can I buy from Design Storey Store?

Not an online shop as such, Design Storey is more of a carefully curated round-up of the creme de la creme of homewares from both high street and high-end brands, some of which you mightn’t have heard of before, or previously dismissed for sub-par photography or thinking they weren’t quite up your alley.

There are seven categories to shop from (sitting room, office, bedroom, bathroom, kitchen & dining, kids and accessories), and each has a maximum of 50 recommendations per product (so, 50 sofas, 50 bed frames, you get the idea) to avoid overwhelm.

Each item has been hand-picked by Kate for its quality (and style, of course), and has a short write-up to explain how and why its earned sought-after a place in the store (for its craftsmanship or durability, for example), and why it’s a great investment.

There are tips and little nuggets of styling advice aplenty, plus a lot of satisfaction to be had from the sheer amount of time saved by shopping Design Storey’s best-of edit instead of, say, grappling with classic department store sites.

Keen to kick off your Design Storey shopping experience? Check out my three top product picks first…

Design Storey Store: My Top Three Picks

1. Bergen Oak Bed in Natural, Cox & Cox

Design Storey launch: Oak bed with neutral bedding and sheepskin rug


2. Indigo Drop Dipping Bowl, NkukuDesign Storey launch: ceramics styled on a tabletop


3. Ridotti Light Matt Black Raffia Pendant, Lights & Lamps

Design Storey launch: Dining table with black pendant light overhead and Crittall doors in the background

If you enjoyed reading this piece, check out my post on 8 of the best home office desks.


Meet Pippa

Pippa Jameson is an author, tv designer and interiors expert. The previous interior editor on several leading UK titles, Pippa has a wealth of knowledge and experience. Throughout her 25-year career, Pippa’s unique and creative approach has won her commissions for large retail brands and celebrities to deliver exciting and engaging projects. 

She’s written the curriculum for the British College of Interior Design, produced and styled shoots for well-known brands including John Lewis, H&M & Team GB/DFS, worked as an International Stylist for leading paint brands in Asia, consulted on the launch and creative direction of major retail names including George Home and Wren, and most recently, published her first book, The Sensory Home. Pippa possesses expertise unmatched in the interior industry.