Our Story

My name is Thomas Elliott and I have been helping my dad design and sell furniture for as long as I can remember. My dad, Mark, setup Distinction Group in 1984 and I spent my weekends as a kid helping him in the showroom as much as I possibly could.

Back in the early 2000’s we were the largest contemporary furniture supplier to John Lewis and since then things have only gotten better. We moved away from retail and became one of the world’s most respected hotel furniture manufacturers, making furniture for 5* hotels all over the world. With over 88 years experience designing and making furniture between the executive team, everything that we do benefits from their decades of experience. We’re passionate about quality and durability. Just like our company, our furniture is built to last.

For me furniture will always have a special place in my heart. It is one of those rare things that has the ability to make people so happy, when they find that perfect coffee table to finish off their living room, or the coziest cushion to cuddle up with on the sofa. After joining the company in 2015, I decided to take us back to our retail roots. I created Distinctify to breathe joy back into peoples homes. Mentored and backed by the multinational award winning Distinction Group, Distinctify was the opportunity to create unique and beautiful 5* star furniture for everyone, at a great price.

Our aim is to provide distinctive and durable home furnishings and accessories at the best price, from our family to yours.



Thomas Elliott - Distinctify

Thomas Elliott


How are we different?

  • - We’re really here
  • Shopping online is great, but coming in to see us is even better. Our London showroom means you can really try before you buy. Bring your paint charts and your crockery, you can even bring the whole family. We just want you to know how the perfect table will fit in your home, before you commit to it. We’re here and up for a visit any time between 9 and 6, Monday to Friday.

    - We have started with over 30 years of experience

    We sit in the same offices as the Distinction Group team and work through new product designs, logistics and pretty much everything else with them. We believe this is what enables us to produce really high quality products at a really affordable price. But don’t take my word for it, come and visit our showroom and have a look for yourself. You will even be able to see us working away behind the scenes.

    - 5* quality

    Our parent company makes furniture for 5* hotels around the world and we are taking that knowledge and applying it to the manufacturing of all of our ranges. We only know how to make furniture this well and nothing leaves our factory if it isn't good enough for The Ritz.

    - Delivery

    We try to only make what we need to, and to keep costs down we make it all far far away. We can't deliver a lot of your furniture in 7 days directly from our warehouse, because we don't keep loads of stock. The price, design and quality will all be worth the wait, and you will be kept updated at every step of the way. 

    - Returns without a question

    We are in the business of making items you will love, after-all we want them to make you happy every time you use them. If you don't like it then no worries. You can return it to us within 14 days for a refund. Just let us know what you don't like (so that we can make it better for you the next time) and we can arrange for it to be collected from you.