Following the launch of a new premium lifestyle and interiors platform, specifically aimed at UK handmade products, we sat down with Anuuj Kohli, Director at EB London, to find out more.
Exquisitely British, known as EB London, is a unique lifestyle platform that blends modern design with the rich heritage of traditional British craftsmanship. Following a period of intensive development and a successful Barclays Funding Ready programme, the platform currently features over 3,000 items with a further 10,000 products in the pipeline. At this stage, the collective features over 30 premier UK-based brands across furniture, upholstery, lighting and decor.
So, what is EB London all about?
“EB London is really about giving good British brands a proper platform,” says Anuuj. “It spans lifestyle, interiors, art, gifts and bespoke pieces, but the main idea is simple – quality products, proper craftsmanship and a business built around substance rather than noise. I did not want to create just another online store. I wanted to build something with more meaning behind it.”
Why is now the right time to launch?
“I think people are tired of seeing the same thing everywhere,” Anuuj continued. “There is too much noise, too much volume and not enough substance. More people now want quality, story and something with real identity behind it. At the same time, there are so many strong British brands that deserve more visibility and better presentation. So, for me, the timing makes sense.
“I genuinely believe in British products. I have been in this world for a long time, and I have seen firsthand how good many British makers and brands really are. The quality is there, the heritage is there, the skill is there, but not everyone gets the platform they deserve.”
For Anuuj, the biggest challenge has been in the build, but the initial reaction from launch has been overwhelmingly positive. “The biggest challenge is that when you are building something properly, everything takes time, energy and money. You are balancing brand, suppliers, website, content, visibility, customer trust and commercial reality all at once.
“The reaction has been encouraging. People understand that this is not meant to be mass-market and that it is trying to do something with more thought. There has been good feedback on the concept, the look and feel, and the direction of the brand. It is still early, so now it is about building traction and turning interest into real momentum.”
Looking ahead, Anuuj said that the plan is to keep building the platform and business in the right way. “That means strengthening the platform, adding the right brands, improving visibility, further building the concierge side, and creating more awareness with the right audience. I’m not interested in chasing noise for its own sake. I want to build something solid, credible and commercially real.
“The ambition is to build EB London into a respected platform for British brands, not just in the UK but also internationally. I want it to be a trusted destination for customers seeking quality and a valuable platform for brands reaching the right audience. The long-term goal is to build something with substance and staying power.”
How to get involved?
Anuuj concluded: “The best way is to get in touch and start a conversation. I am always open to hearing from brands that care about quality, presentation and what they stand for. It has to be the right fit both ways because I am not trying to fill the platform for its own sake. I would rather build it carefully with the right people.”
