Catching up with Shelved, British modular furniture brand

We first spoke to Jonathan Clark, Creative Director of Shelved — the modular furniture brand — back in 2023. Two years on, we caught up with Jonathan to learn more about how his business has grown, what’s in store for the coming year, and how the team has tackled recent challenges.

For those who aren’t yet familiar with Shelved, what’s your story so far?

Shelved is a premium furniture brand that offers customers a way to design and configure modular storage solutions tailored to their homes, belongings, and personal style. Through our intuitive product configurator, customers can take full control of the design process, creating pieces that are not only functional but perfectly suited to their individual needs.

The company began as an offshoot of our sister company, Rack Systems, which supplies similar modular products for commercial offices and educational settings. I recognised an opportunity in the consumer market and pitched the idea to the owner. From there, we began developing a more design-led, click-assembly product for home use, which we’ve since patented.

What has Shelved been working on over the past couple of years?

It’s been a busy couple of years. We’ve been consolidating our offering and developing some exciting new product lines. In 2026, we’re set to launch two new modular ranges, each designed to expand our reach by offering a broader variety of styles and price points.

The new products will build on Shelved’s reputation for modular storage solutions, but introduce new aesthetics. The first range, due to launch in Q3, will feature vertical steel ladders with a rounded tubular profile, paired with wooden MFC shelves. This line will offer a clean, minimalist look, with optional colour accents in the framework — ideal for those looking to add a subtle design statement.

The second range, expected in Q4, will be an all-MFC solution. Designed to be cost-effective without compromising on customisation, this will help us stay competitive in a market where budget-conscious consumers are looking to make every penny count.

Later in the year, we’ll also be rolling out an advanced version of our product configurator. This new tool will support ‘to-the-centimetre’ customisation, giving customers even greater precision and flexibility when designing their perfect storage.

What challenges have you faced?

Without doubt, the biggest challenge has been the drop in consumer confidence brought about by the ongoing cost of living crisis. Like many ecommerce businesses, we’ve seen an impact on both website traffic and sales. With households feeling the pinch, reduced demand is inevitable.

At the same time, competition has increased — particularly in paid media — and the cost of advertising has risen sharply, making it more difficult to attract new customers.

Our response has been to double down on the areas we can control: delivering a high standard of customer service, enhancing the online experience, and innovating our product offering to meet changing customer needs. Our upcoming ranges will be launched at more accessible price points, helping us stay competitive while maintaining our commitment to quality and design.

What trends are you currently seeing in the market?

We’re seeing a clear shift towards greater customisation. Customers increasingly want products that feel truly theirs. Our configurator has become an essential tool, as people look to maximise the value of every purchase by investing in furniture that fits their space and lifestyle precisely.

Sustainability also continues to be a major focus. Today’s consumers are more environmentally conscious than ever, and they’re much more adept at identifying genuine commitments versus greenwashing. Sustainability has always been part of our ethos, but there’s no room for complacency — we need to keep raising the bar.

Quality and longevity have always been crucial to our mission. In a world of ‘fast fashion’ flatpack furniture — much of which is destined for landfill — our products offer a long-term investment. Shelved units can be reconfigured, redesigned and repurposed through its lifetime without any loss of structural integrity, making it the ideal choice for today’s conscious consumer.

We’ve also noticed that shoppers expect a seamless online experience. A clunky or outdated website simply won’t cut it anymore. That’s why we’re investing in the development of our next-generation configurators — built in-house — to ensure the experience is as slick, intuitive, and satisfying as the final product.

To view all Shelved modular storage options please visit shelved.co.uk