Founded in 2021, Huddle Collection began as a response to an absence. 'I couldn't find any lampshades that I loved,' said Sarah Hazebroek, speaking to InteriorDaily.com. 'I really felt there was a gap in the market for some more colourful home interiors using the wonderful art of Indian block print, which I had long been a huge fan of.'
Sarah Hazebroek, the founder of Huddle Collection.
Sarah built the brand from the ground up, sourcing suppliers, developing samples, and naming the business during a dog walk. Today, Huddle Collection delivers digitally native homeware designed to be layered, mixed and reinterpreted across real interiors.
Designing from home
The brand's visual identity is rooted in Sarah's own domestic context. 'Our home is filled to the brim with bold combinations, layered textures, and pieces that bring me joy,' she said. 'If I wouldn't proudly display it in my own space, it simply doesn't make the cut.'
Each design begins with a basic question: Would she want it in her own home? 'There's an honesty that comes from designing with your whole heart, and I believe that shows in the final piece.'
Lampshades and layering
According to Sarah, core growth categories remain consistent: lampshades, cushions and quilts form the foundation, with new product families developed to support visual cohesion. 'Rather than pushing one standout range, we focus on creating a cohesive, mix-and-match offering,' she explained.
Recent launches include scalloped lampshades paired with Lumbar cushions and the new Thea and Athena lamp bases. There's also a developing gifting and accessories segment, including the Weekender and Overnighter bags.
Digital-first strategy
Huddle Collection was conceived as an "internet-first" brand, with e-commerce playing a structural role. 'We've leveraged digital channels not just as a point of sale but as a platform to tell our story, connect with our audience, and respond quickly,' Sarah said.
This model has enabled direct customer feedback and allowed for international expansion beyond the UK, particularly into the European and US markets. 'The demand for our products justified the investment in securing a reliable delivery service,' she said.
Supply and scale
Production remains hands-on. All products are designed and sourced in the UK, but made by small-batch suppliers in India. This dual-model presents challenges. 'The hardest thing is ensuring continuity and colour matching from batch to batch,' said Sarah.
With a lead time of up to six months, her lampshades move from design to fabric printing to hardware manufacturing before final sewing and shipping.
Balancing ethics and growth
Huddle maintains long-term relationships with artisan-led workshops to align quality with sustainable practices. 'We're able to invest in their skills and livelihoods while ensuring each piece meets our exacting standards,' Sarah noted.
Efforts focus on minimising waste and prioritising longevity over seasonal turnover. 'While we remain conscious of price accessibility, we never compromise on materials or craftsmanship.'
Next phase
Looking ahead to 2025 and beyond, the brand is preparing to expand its cushion and quilt ranges for autumn and winter. While no trade fairs have been formally announced, Sarah hinted at further diversification.
'We're still in the relatively early stages of our business journey,' she said. 'But we're continuing to expand.'
More information:
Huddle Collection
07771 923454
[email protected]
www.huddlecollection.com
United Kingdom