Going, going gone: how Made, millennials’ favourite sofa-maker, wound up under the hammer

Going, going gone: how Made, millennials’ favourite sofa-maker, wound up under the hammer

It gave its customers low prices by making them wait. So why did the dream of affordable luxury end with a mountain of boxes in a Port Talbot warehouse?

Every day since 16 November, 25 lorryloads of sleek, Scandinavian-inspired furniture have arrived at Europe’s largest indoor auctioneers in Port Talbot, south Wales. Staff at John Pye Auctions normally work from 8.30am to 5pm, but until Christmas the warehouse will be staffed from 5am to 2am as workers unload beige box after beige box into the 316,000 sq ft facility. From a metal balcony overlooking the warehouse, the stacked boxes look not unlike a towering cityscape. On the side of each is a white plus sign inside a circle – the logo of former furniture retailer Made.com.

Seven days before the first truck arrived, Made.com went into administration. Launched in London in 2010, until very recently Made was a success story: a disruptive e-commerce model combined with a desirable mid-century style helped the brand earn £100m in sales by 2017. You have probably encountered Made.com furniture if you’ve ever been inside a millennial’s home or even so much as glanced at Instagram – bright velvets, tapered wooden legs and gold accents put Made.com on the map. But now, seemingly overnight, the brand has been unmade.

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