21 Degrees Digital takes 15% stake in Leicestershire furniture brand Fusion Living

Leeds agency 21 Degrees Digital has put money into Fusion Living, a Leicestershire-based furniture and homeware company, with the two businesses planning to pool their skills to open up new commercial opportunities.

21 Degrees has acquired a 15% stake in Fusion Living, whose value is forecast at £4.5m. The deal is part of a broader growth plan intended to build the furniture firm’s online presence, lift sales and develop its existing relationships with some of the UK’s largest retailers.

Fusion Living, led by chief executive Carley Rimmer, makes contemporary furniture and homeware such as dining chairs, bar stools and tables. From its base and warehouse in Leicestershire it supplies customers across the UK and Europe, and sells online through retailers including Next and Dunelm as well as through its own direct-to-consumer site.

The company recently launched a new website and introduced the Hoxton dining chair collection, a UK-made range that reflects its plans to broaden its products and strengthen its market position.

Beyond the agency model

21 Degrees Digital will contribute its experience in ecommerce, digital marketing, online growth and customer acquisition as Fusion Living enters its next stage of expansion.

For the agency, the investment is a step beyond the usual agency-client arrangement, giving it a direct financial interest in a company where it thinks its skills can create long-term value.

Rory Mason, chief executive of 21 Degrees Digital, said: “This is a really exciting move for us and one that reflects where we want to take 21 Degrees as a business.

“Fusion Living has built a fantastic business with a strong product range, established retail relationships and enormous potential for further growth. What makes this opportunity particularly exciting is that the areas where we can help make the biggest difference are exactly what we do every day.”

He added: “By taking an equity stake, we’re putting our own money and expertise behind a business we genuinely believe in.

“It’s a partnership that creates value on both sides. As Fusion Living grows, so does the value of our investment, and it gives us the opportunity to play a much bigger role in the success of a business than we would through a traditional agency relationship.”

Growth plans

Fusion Living intends to widen its reach in its current markets, build up its ecommerce operation and take advantage of demand for contemporary, design-led furniture.

Rimmer said: “We’ve worked hard to build Fusion Living into a business with a strong reputation for quality, design and customer service, and we’re incredibly proud to see our products available online through major retailers such as Next and Dunelm.

“But we also know there’s a huge opportunity to take the business further. Having 21 Degrees come on board as an investor gives us access to specialist digital expertise and a partner who is genuinely invested in our long-term success.”

She added: “We’ve got the products, the relationships and the ambition. This partnership will help us reach more customers, strengthen our position in the market and build something even bigger.”