South Tyneside company Fire & Co proves a hit at showcasing top interior trends

A South Tyneside family firm has proved a roaring success after tapping into the latest interior trends.

Sunday, 12th January 2020, 8:00 am
Fire & Co Interiors on Simonside Industrial Estate, creative buyer Amy-Bose Wilson (left), interior designer Hannah Donnelly and founder director Skye-Alexander Ferry

Fire Outlet had ran adjacent to sister company Bed Giants in Simonside Industrial Estate for a number of years, but six months ago it transformed to become Fire & Co Home Interiors, adding bespoke sofas, stylish furniture, wallpapers, fabrics and quirky home accessories to its offering.

The change in direction has seen the company, and its website, build a customer base around the country, particularly in London, while also accruing a loyal following on Instagram thanks to its inspirational, on-trend images.

Changing the concept of the firm was the brainchild of founder and director Skye-Alexander Ferry, who owns both sites with his dad, after he saw the rise in popularity for home interiors and a gap in the market.

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Room setting at Fire & Co Interiors on Simonside Industrial Estate

He brought lead creative and buyer Amy-Bose Wilson, who has a background in fashion, on board and together they source inspiration from trade shows in Paris and Cologne, as well as picking up pieces from the biggest shows in Britain, to help their customers create homes with personality.

Skye-Alexander, who’s taken on nine employees with more jobs expected in the future, said: “This side of the business had been struggling when I took it over, but was still very well-known for fireplaces. So we kept ‘Fire’ in the name and added the ‘& CO’ to reflect the change in direction.

“Bespoke fires are a popular side of the business, but only account for 10-15 percent of what we offer now. People have a much wider interest in home interiors now, but I noticed there was a gap in the market. Trends change so quickly and people really want statement pieces for their home.”

The store stocks everything from big brands to pieces by local artists such as Sophie Wetherell and Sam Wood, with a view to working with more artists in the future in a series of monthly events and workshops.

Fire & Co Interiors on Simonside Industrial Estate, creative buyer Amy-Bose Wilson with founder director Skye-Alexander Ferry

Speaking about the eye-catching showroom, Amy said: “It’s a multi-concept store capturing every audience we can with different types of furniture at different price points. Interiors are so personal and every home is so different.

“We come from retail and creative backgrounds and we’ve done a lot of research into how people buy, why they buy, and the emotion behind it.”

The showroom features 29 rooms showcasing a variety of styles, from regal and cosy to Scandi and retro. As well as coffee, customers can sip on Prosecco as they browse the collections and Amy says creating a comfortable environment has been a key part in the company’s success.

“It’s very important when people come into a shop that they feel comfortable,” she explained. “Their home is a sacred space, so they need to feel at ease when they come here too, that it’s a family space, like their home.”

The showroom features a number of styles to reflect a broad spectrum of tastes.

Another popular side to the business is its bespoke design service, in which they can curate someone’s home, as well as a sourcing service so that if someone sends them a photo of an item they’ve seen somewhere, such as a bar, they will try to find that exact piece or something similar.

The company built upon its fireplace offering.
The showroom in South Tyneside attracts people from around the region.
Room setting at Fire & Co Interiors on Simonside Industrial Estate
Quirky interior products at Fire & Co Interiors on Simonside Industrial Estate