client case study
Lorfords
Lorfords Contemporary is a luxury furniture maker, handcrafting traditionally constructed upholstered furniture in its Cotswolds workshop. Combining time-honoured craftsmanship with carefully selected natural materials, the business creates bespoke pieces ranging from antique reproductions to contemporary designs.
Driven by a mission to create the UK's healthiest furniture, Lorfords Contemporary uses traditional upholstery techniques and natural materials to eliminate the need for added fire-retardant backings, chemical coatings, petrochemical foams and the off-gassing often associated with conventional upholstered furniture. Their reputation is built on exceptional quality, comfort, durability and timeless design.
Nasia de la Haye, Managing Director
“Working with Mirry and Mia was a wonderful experience. Everything was managed very professionally, and they added tremendous value to our business. I highly recommend working with them and utilising their vast knowledge in the sustainability industry.”
Service: Sustainability communications
Industry: Interiors
Size: 10-20 Employees
The Challenge
Sustainability is Lorfords Contemporary's absolute focus, guiding every aspect of its approach to furniture design. Every material choice, production technique and design decision is carefully considered to create furniture that is timeless, with minimal impact on the environment and human health, and built to last. From replacing conventional toxic spray adhesives to prioritising regenerative materials and eliminating internal plastic components, the business has reimagined many of the hidden elements of upholstered furniture, redefining what sustainable furniture production can look like.
While sustainability was already deeply embedded within the business, effectively communicating it to customers presented a different challenge. The team had a clear vision of the story they wanted to tell and the product features they wanted to showcase, but needed support translating the technical detail behind their materials, processes and design decisions into communications that were clear, credible and could be communicated consistently.
The Solution
We began by visiting Lorfords Contemporary's workshop to see their production processes first hand, giving us an understanding of the craftsmanship, materials and techniques behind every Lorfords product. This gave us the insight needed to identify the sustainability stories that would resonate most with customers while accurately reflecting the business's approach.
Working closely with the team, we defined the five core sustainability credentials they wanted to communicate. We then carried out a detailed review of each one, assessing the supporting evidence behind every claim, testing its robustness and identifying where further evidence or clarification was needed. This process ensured every message was accurate and evidence-based.
From there, we developed a practical sustainability communications document, bringing together the narrative, supporting evidence and recommended messaging for each of the five sustainability credentials. Designed as a central point of reference, it allows the team to communicate their sustainability approach consistently across their website, marketing materials, social media, customer enquiries and sales conversations.
The Results
The outputs we developed provide a clear foundation for communicating the principles behind Lorfords Contemporary's products, helping customers understand the craftsmanship, material choices and production techniques that set the brand apart. It also ensures sustainability claims remain transparent, credible and consistent across every touchpoint.
Have a great sustainability story but struggling to communicate it clearly and credibly?
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