With minimal cash to spare after purchasing her first home, our founder Elly Daley discovered that furnishing her new space would either be prohibitively expensive or creatively uninspiring. Fuelled by her experience in bringing various startups to market, Elly saw an opportunity to present custom home furnishings in an entirely new way.
Elly envisioned Land. as an Australian-made furniture collection that allowed people to infuse their homes with bold colours, striking patterns and truly personalised pieces - without breaking the bank. Prior to Land.’s launch, Elly spent two years building a network of Australia’s best furniture makers, local artists and emerging designers. This resulted in a tight knit community of collaborators—each bringing unique expertise and perspective to Land.
With sustainability at the heart of her mission, Elly carefully critiqued the entire furniture industry, looking for alternative concepts and processes to lighten the toll her business would take on the earth’s resources. The outcome? A digital showroom with over 5000 home and office furniture pieces that can be completely customised to your personal taste. An on-demand manufacturing model that does away with outdated homemaker centres and extravagant showrooms, eliminating waste and allowing customers to decorate their spaces in a way that reflects their personality.
We design, print and manufacture our own fabrics and furniture in Australia. Working directly with local artists and makers means we can provide Australian-made products at genuinely competitive prices, and then deliver them quickly.
Beyond furniture, Elly always dreamed of creating a vehicle to highlight and support other women. Land. is built through partnerships with female artists, makers, business owners, family and friends. As a mother of two, Elly is particularly passionate about offering women the flexibility to parent while thriving creatively and professionally.
For Elly, home is a place to be the best, calmest and happiest version of yourself—and that simple philosophy embodies the spirit of Land.
Welcome to Land.
Welcome home.