100% Design

19-22 September 2018 | Olympia London


Emerging Brands Spotlight: Citradi

Emerging Brands Spotlight: Citradi


Introducing Citradi - The small company nestled in the Oxfordshire countryside bringing together London style and Cotswold comfort. We talk to Founder and Designer Holly Hughes about the inspiration behind each unique product.

About Citradi 

1)   Introduce your collections:

Embrace the Curve - Citradi is a small company nestled in the Oxfordshire countryside specialising in contemporary, handmade furniture.  As Founder and Designer, I’ve always considered it my mission to bring together London style and Cotswold comfort, with designs inspired from nature and the organic curves that surround us.

2) Talk us through your latest      product/s:

The Citrus Chair has been designed to be sociable, versatile and comfortable.  The concept is that you can reconfigure your space as many times as you like, with a chair which is manoeuvrable and adaptable. It is also accompanied by a small table, which can be placed between the chairs to visually join them into 2-seaters, 3-seaters, 4-seaters...


3) What goals would you like to achieve for your company in the future?

The great furniture design houses have long been French, Italian, German, and American.  Why not British too?  In the 1960’s the world looked to Britain for fresh design.  I’d like, in some small part, to rekindle that excitement and innovation in furniture.


About 100% DESIGN

4) Why did you choose to exhibit at 100% Design?

100% Design has always been the benchmark for design exhibitions.  My first experience was as an undergraduate and since then I’ve always been excited to attend.  Now I have the opportunity to showcase my own work, heaven.

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About the industry

5) A recent ‘Dezeen’ Article has highlighted the fact that the vast majority of designers are under 40 - Do you feel that design lacks maturity?

The age range in the furniture industry is quite mixed and so I feel there is a much needed element of maturity.  I hope I add some too!

6) In contemporary society an online presence is key in order to grow your design firm – How do you utilize the internet to increase your customer base?

Citradi is a company with a launch coinciding with 100% Design.  Our website is key as our online presence, brochure and shop.  With the aid of social media increasing awareness, we hope that this will increase our customer base.


About the individual

7) What made you want to become a designer?

To change the world of course! Joking apart, that’s partly true.  I believe that by channelling creativity Designers can improve the world around them and the enjoyment we all have in experiencing it.  Design for me is a way of life and one which I find energizing.

8) Establishing networks is important for an emerging design firm – How did you go about growing yours?

Establishing networks takes time.  Our current network has grown over the last 20 years with my interior design career.

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