There’s something special about furniture that feels like it belongs. Not just in the style or colour, but in the way it fits into your life – your space, your habits, your way of unwinding. That’s the ethos behind Culture Cush, a Newcastle-based furniture brand led by upholsterer and designer Reioni Douglas.
“I’m a furniture upholsterer by trade,” Reioni explains, “and I was searching for a second-hand lounge to reupholster for my home. But the search landed flat. I couldn’t find the right configuration or good enough frames to justify the cost of new foam and fabric.”
So she started sketching her own. What began as a practical solution soon turned into a fully-fledged business: modular, made-to-order lounges that balance comfort, craftsmanship and custom design.
“ I was searching for a second-hand lounge to reupholster for my home. But the search landed flat. I couldn’t find the right configuration or good enough frames to justify the cost of new foam and fabric.”
The first prototype came together in 2021, and by 2022, interest from a customer sealed the deal. Culture Cush had found its shape. “I’m not aware of any other upholstered furniture brands where one person does all the design, upholstery, final construction… plus marketing, customer service, admin,” she says. “I outsource the frame and foot-making, but everything else is just me.”
That hands-on approach is part of what makes the Culture Cush experience so unique. “I love getting to know my customers,” says Reioni. “Learning about their lifestyle and what they really need out of a piece of furniture. It sounds egotistical, but they’re humble people who work hard and have the same ethics as me – I feel like I’m helping people with my same values and struggles.”
Reioni’s designs are both practical and personal. Each lounge is made to order with an emphasis on comfort, ease, and modularity. Think removable covers, long-lasting foam, custom sizing and thoughtful details that make a difference – whether you’re curling up with your kids or hosting friends for a movie night. At the moment, she’s working on a U-shape sunken lounge for a customer who wants a cosy place to unwind.
Based in her home-studio in Newcastle, she says the city offers just the right balance. “It’s as big or as small as you want it to be.” Just like her lounges!
