A New London Flagship Store for Darlings of Chelsea

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I don’t have to remind you how big a fan I am of Darlings of Chelsea. I’ve written before about their quality sofas and attention to detail here, and their amazingly beautiful designs here. So when they told me they were launching a new flagship store in Parsons Green London, I was delighted for them and their success, and wanting to shout about it.

A New London Flagship Store for Darlings of Chelsea

The store is officially opening on Wednesday 2nd January, and the 5500 sq. ft showroom will showcase their latest designs before any of their four other stores, (like the Rocco sofa pictured above, which was photographed in their stunning new space). It will also display their best-sellers, along with their designer collections from Duresta, Content by Terrence Conran and Scandinavian designer, Andreas Engesvik.

A New London Flagship Store for Darlings of Chelsea

The Brighton Sofa

For those looking to purchase a sofa in the New Year, there will be a 35% off sale promotion to coincide with the launch of the new showroom.

This gorgeous new showroom will be the fifth store they have opened in their 14 year history. Talking about the new Parsons Green showroom, owner John Darling said, “Renovating the showroom from its previous life as a Porsche garage has been a mammoth task, but we are really pleased with the transformation. We’ve even installed a geometric-style bar, so customers can have a coffee or a cocktail whilst they browse.”

Now that’s two reasons to visit. A 35% discount and a bar!

A New London Flagship Store for Darlings of Chelsea

The Norton Corner Sofa

And. It’s conveniently situated opposite Parsons Green tube station, visiting by public transport has never been easier. But if you prefer to travel by car, there is free parking available too.

Darlings of Chelsea have also assured me that they have a new range of smaller sofas to fit urban spaces: “Drawing on feedback from our customers, we’ve diversified our range to offer a variety of sofas that fit different living spaces, from the studio flat to the penthouse apartment or country manor.”

A New London Flagship Store for Darlings of Chelsea

The Holland Fixed Cover Sofa

A Little Bit of History of Darlings of Chelsea, by John Darling

When I bought my first sofa, it took 6 months to arrive, and when it did, it arrived damaged. The replacement then took another 6 months. Waiting a year for a sofa got me thinking about the lack of companies offering UK manufactured sofas with a fast 4 week delivery, which sparked the idea of Darlings of Chelsea. The website launched in December 2004 with a bang and we sold just short of a million pounds worth of sofas in the first year. This lead to the launch of our first showroom on Fulham High Street, where we still have a store today.

Shortly after this we bought premises in Birmingham, then St Albans and Ash Vale, Surrey. Surrey is our biggest store at 17,500 square feet. We have also recently received planning to extend.

Styles have expanded hugely, from our roots as a traditional leather chesterfield retailer to now offering slim Italian sofas with metal feet and big comfy fabric corner sofas. As trends and demands have changed we now sell a lot more fabric sofas than leather sofas too.”

A New London Flagship Store for Darlings of Chelsea

The Evelyn Sofa

Darlings of Chelsea, Parsons Green Depot,
33 Parsons Green Lane, London, SW6 4HH
T: 020 8965 7100

Opening Times

Monday – Thursday: 9.00am – 6.00pm
Friday: 9.00am – 5.00pm
Saturday: 10.00am – 5.00pm
Sunday: 11.00am – 5.00pm

 

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