Boutique speak

We have a break and a chat with Andrea Bates, founder of Insidestore

We take a break with Andrea Bates, owner of Insidestore

Describe a typical day at Insidestore

A typical day in lockdown is very different to one when we’re open. At the moment, there are two of us in the store handling online orders, deliveries and furniture consultations. On top of that, we’re working really hard to improve the online experience. When we’re open, my days are much more social, meeting customers, suppliers and designers as well as visual merchandising and ordering new stock. It’s a real multi-tasking role with lots of balls to keep up in the air.

What is your favourite interiors trend?

We try not to throw ourselves into every trend going as we don’t believe that’s how people shop for their home. We see customers adding pieces from one year to the next from us. So, it’s important that what we sell now works well with what we sold last year. Many of our furniture pieces are Scandinavian so have an understated sense of style and design that we love – it’s the core of our collection. Each season we offer a range of playful, co-ordinating accessories for easy updates or to buy as gifts. We’re currently loving the fresh lilac colour trend.

‘There’s nothing like chatting to people face to face and helping them make decisions about their home’

What do you sell at Insidestore?

We dip into lifestyle, fragrance and personal accessories, but our core offering is simple, modern furniture, lighting and home accessories. Each piece works together with the next to become a curated collection.

Where do you find inspiration?

Usually, I travel a lot and attend design trade shows to get inspiration, meet suppliers and source new pieces. This year, we’ve been scouring Instagram and blogs for products.

What have you missed most during the lockdowns?

Customers! There’s nothing like chatting to people face to face and helping them make decisions about their home. We have lovely locals whose lives we’re now a part of and vice versa – we can’t wait to open the doors again!

What are your interior styling tips?

Keep the big stuff understated, neutral and simple using a palette of white, greys and natural woods. Then use accessories to add a sense of playfulness as they’re easier to refresh as tastes or trends move on. Visit the store at

155-157 Fortress Road, Tufnell Park, London, NW5 2HR; insidestoreldn.com