SHOP OF THE MONTH North London’s Insidestore offers the best of modern, relaxed homewares

Founded in 2012 by Andrea Bates, a former buyer at Heal’s and Paperchase, Insidestore, located in north London’s Tufnell Park, brings the best of modern, relaxed living to its shelves – both online and in store

TELL US WHAT INSPIRED YOU TO LAUNCH YOUR OWN INTERIORS BRAND

I was a retail buyer for many years, working for brands such as Heal’s, Jamie Oliver and Paperchase, but I’d always felt really passionate about independent retail and bringing new products to the market. Launching exclusively online didn’t have quite the same draw for me as a bricks-and-mortar store, so I opened both at the same time and haven’t looked back.

WHAT’S THE PHILOSOPHY BEHIND INSIDE STORE?

We help people create relaxed modern homes that they love to live in and that reflect their personality. We do all the legwork, curating a cohesive collection from some of the best brands and makers out there such as Hay, Muuto, String, Ferm Living and Menu. Our laidback approach means our collection is design-led and aspirational, yet understated.

YOU HAVE A CONCEPT STORE IN LONDON, BUT YOU ALSO HAVE A WEBSITE PERFECT FOR FINDING INTERIORS INSPIRATION. TELL US MORE…

Yes, our large physical space allows us to showcase an extensive and expanding selection of furniture and lighting pieces for people to try out before they buy, but you can also find these pieces and so much more on our website. Our aesthetic is modern and relaxed, but not necessarily minimal. We add playful pops of colour in among a base of calm and timeless neutrals. We’re influenced by trends, but we don’t overhaul the range from one season to the next, meaning our customers can continue to buy into a look they created with us some time ago. That’s how homes work and evolve in reality. To explore the collection, visit insidestoreldn.com

CLOCKWISE FROM TOP LEFT Insidestore’s bricks-and-mortar shop is located in London’s Tufnell Park; considered pops of colour pepper the pared-back aesthetic of the store’s interior; contemporary tableware is sourced from wellloved brands such as HK Living and Hay; founder Andrea Bates

1 Be sure to pack this organic cotton net bag, £5.95, from Rex London. It’s great for carrying any last-minute snack buys

2 The Coastal Willow Wood picnic hamper for four, £50 from John Lewis & Partners, will be a joy to use 3 Made from renewable plastic, the Talrika collection of picnic tableware from Ikea is a good sustainable option. These deep plates are £10/four 4 Get comfortable with textiles that are weatherproof and easy to wash, such as the Discovery Geo outdoor cushion, £7, George Home 5 The melamine Marvo tiffin box, £15 from Made, keeps all the elements of your picnic separate and organised 6 With a waterproof underside and a helpful handle, the Sahara picnic rug, £12 from Sainsbury’s Home, is perfect for any outdoor event 7 Ready to cook just four minutes after lighting, the Lotus Grill BBQ, £150 from Cuckooland, uses less charcoal thanks to its clever design and emits less smoke too 8 Recline and relax in the Maui deckchair, £60 from Habitat 9 The ultimate alfresco dining companion, the

BBQ multi tool by Sunnylife is £30 from Amara FOR STORE DETAILS SEE WHERE TO BUY PAGE