Shelley Fish, Creative Lead at Aurelo, talks about the launch of a new sofa brand ready to disrupt the market.
New sofa brand Aurelo has announced its launch into the market with four design-led collections.
Aurelo is the result of 18 months development, with the business looking to disrupt the market through its focus on building a cult brand with longevity.
“Aurelo was born from the belief that the sofa market needed a new voice. One that wasn’t chasing trends or rooted in heritage nostalgia,” said Shelley Fish, Creative Lead at Aurelo. “We wanted to create furniture that feels timeless, sculptural and serene, designed to evolve with modern homes rather than date with them.
“It’s a brand built for a new generation of consumers who value longevity, modularity, and a sense of calm in their living spaces.”
Aurelo benefits from three generations of furniture expertise, existing infrastructure, and carefully chosen partnerships.
This has allowed the company to launch with “impact” but in a “considered, sustainable way”. Shelley continues: “Consumer behaviour has shifted. People are investing in fewer, better pieces, furniture that adapts to life’s transitions rather than needing to be replaced.
“We began developing Aurelo over the past 18 months, shaping everything from the brand manifesto to product design. The timing felt right to meet a growing appetite for calm, timeless design in a restless, trend-driven market.”
Shelley added that early feedback with trade and consumers has been “incredibly positive”, with its idea of sculptural serenity and timeless modularity resonated quickly with its audience. “It feels like a refreshing counterpoint to the noise of the market. We’re already seeing strong interest from design-led consumers and tastemakers who want to be part of the brand’s story.”
As highlighted, Aurelo has launched four new collections, which include Curve, Ground, Float and Form – each expressing a different facet of its design language. “Curve is a modular system with soft, sweeping forms that can be reconfigured to evolve with the home,” Shelley revealed.
“Ground pairs indulgent comfort with a calm, neutral palette, while Float is a versatile sofa bed and Form’s sofa bed presents clean lines and sculptural presence.
“What unites them is our pursuit of sculptural serenity: pieces that feel both striking and effortless, crafted from responsibly sourced materials and built to last.”
Aurelo enters the market as a standalone brand with its own identity, selling direct to consumers as well as through select showrooms. What’s more, the business is open to partnerships with retailers, designers, and hospitality spaces where the brand can live “authentically”.
“What matters most is maintaining the integrity of the brand experience,” Shelley said. “Our goal isn’t just to sell sofas, it’s to create a new way of thinking about the home. We want Aurelo to become a brand that people live with for decades, not just seasons.
“Success for us is building a community that sees Aurelo as a source of modern serenity, timeless design, and a sense of permanence in an otherwise fast-paced world.”
