Guide · Trade practice
Trade-only vs retail furniture showrooms in London: what's the difference?
By Faura Editorial · · 9 min read
A trade-only furniture showroom in London is reserved for accredited professionals — interior designers, architects, developers and contractors — and works on appointment, trade pricing and specification support. A retail showroom is open to the public and optimised for a single buyer choosing a finished piece. The two formats look similar from the pavement, but the workflow and depth of service inside are meaningfully different.
What "trade-only" actually means
A trade-only showroom does not sell to the general public. Its collections, sample libraries, technical files and pricing are reserved for accredited trade accounts. Accreditation is usually based on a portfolio, a company website and a live or recent project. Once an account is open, the studio unlocks trade pricing, on-site sampling and named specification support.
Retail showrooms, by contrast, welcome walk-in visitors and design the space around a domestic buyer choosing a piece for their own home.
How the two compare
| Aspect | Trade-only | Retail |
|---|---|---|
| Access | By appointment, trade only | Walk-in, open to public |
| Pricing | Trade pricing per project | Published RRP |
| Sampling | Sample library, cuttings, memos, finish boards | Limited display swatches |
| Technical support | CAD blocks, fire & contract ratings, drawings | Product spec sheet |
| Typical visit | Working session against a brief | Browse |
| Delivery | Coordinated to site | Home delivery of stocked items |
Why the difference matters
Interior designers, architects and specifiers are resolving dozens of decisions across a project — dimensions, finishes, lead times, contract ratings, site logistics, budget alignment. A trade-only format is built to answer those decisions in one place: a sample library rather than styled vignettes, technical files rather than marketing brochures, a project schedule rather than a single ticket.
A retail showroom is optimised for a different job — helping one buyer choose a finished piece for their own home. Both formats are valid; they are simply built for different customers.
How does a trade-only visit actually run?
A trade-only appointment usually starts with a short project brief shared in advance — location, room count, budget band, programme, key references. The showroom team pre-stages relevant pieces, pulls finish boards, prints reference sheets, and — where the scheme involves millwork or bathrooms — surfaces the technical files ahead of arrival. On the day, the designer walks the space with a named host rather than browsing alone. Notes are taken as decisions are made, cuttings are labelled against room references, and a written follow-up captures the pricing indication, lead-time notes and any open questions.
Because visits are booked, the room is calm and there is no queue at the sample library. Two or three studios can visit in a day rather than dozens, which is what makes an unhurried working session possible.
Can I bring my client to a trade-only showroom?
Yes, and it is one of the reasons designers use the format. Because the space is private, the room can be dressed to the project — the selected pieces staged, the finish boards laid out, the fabrics hung. Clients see the scheme in physical materials rather than on a mood-board, and the designer stays firmly in the presenter role. At Faura, the Westminster showroom is used this way regularly; the FAQ sets out how client sessions are booked alongside working appointments.
How does trade pricing actually work?
Trade pricing is project-based and consistent across the brands a showroom carries. Rather than a single percentage discount off retail, it is a working price applied when a designer specifies a piece into a live project, with any project-specific configuration — dimensions, finishes, upholstery, contract ratings — costed against the manufacturer's current schedule. The final quotation is typically issued as a written specification the studio can share with the client.
Which London showrooms are trade-only?
Most London design-district showrooms are hybrid: open to the public but with a designer discount scheme in the background. A smaller set is genuinely trade-only. Faura's showroom at 75 Page Street, Westminster SW1P 4HA is trade-only by design — every visit is booked in advance and hosted by the in-house team.
How to visit a trade-only showroom
- Confirm your studio has (or can open) a trade account.
- Send a short project brief in advance — location, room count, budget band, programme.
- Book an appointment; ask for the specific brands or references you want to see.
- Bring drawings and moodboards; expect to leave with cuttings, memos and a written schedule.
If you are a designer, architect or contractor and want to visit Faura's trade showroom in Westminster, book a private appointment — the team will confirm next steps for opening a trade account. Read more on how designers use the space in hosting clients at a design showroom or explore the full trade programme.