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With Jason Goldberg (co-Founder of Fab.com) behind the business and Swedish design vet Petrus Palmér leading the creative, it’s no big surprise this new furniture brand is quickly gaining traction. This week they’re opening their first shop in London (open through January, if not longer), along with a slew of collaborations. There’s Luca Nichetti’s totally customizable lamp, and Japanese design outfit Nendo’s modular bookshelves, among others. Add the big names to the convenience of infinite choice and customizability, and you have a strong player on the market.

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