Fresh Sideboard by Victor Wilkins for G Plan

History of G Plan In 1898, Ebenezer Gomme set up in a small workshop in High Wycombe, England and began making furniture by hand. He soon founded the company that would bear his name, offering the highest levels of comfort and quality. The focus was on craftsmanship, a testament to the skill and cabinetmaking tradition of the time. The business prospered, which led to the construction of a factory on Leigh Street in 1909, and by 1922, E Gomme Ltd. already had 300 workers. Production continued to increase, and in 1927 a second factory was opened in Spring Gardens, located next to the railway line to facilitate transportation. It is not until 1953 that his grandson Donald launches the G Plan brand onto the market, which revolutionizes post-war furniture and becomes a reference of British classic design. The particularity lay in the fact that the pieces could be purchased individually. This idea, innovative for the time, allowed families to build their home little by little, according to their budgets and changing needs. G Plan, the company's new name, was conceived by Doris Gundry of the advertising agency J. Walter Thompson. This short and modern name became synonymous with accessible and contemporary furniture. G Plan furniture was advertised in magazines and cinemas, targeting the end consumer, something uncommon at the time. The advertising strategy emphasized the durability and long-term availability of the designs, encouraging people to collect pieces over several years. To ensure authenticity and quality, each G Plan piece of furniture carried a distinctive mark. An integral part of G Plan's direct marketing strategy was the showrooms. These spaces allowed people to see the furniture firsthand. There were small centers spread throughout the country and a prominent gallery, “The G Plan Gallery,” located in Vogue House, St George Street, Hanover Square, in London. These showrooms not only facilitated sales but also built brand image and customer relationships. The 1950s were very successful and profits multiplied by six. 1958 marked the peak of the company's success, with its stock market launch, in addition to Donald Gomme's resignation. The 1960s brought with them new challenges. On one hand, the government introduced restrictions on installment purchases, the most common method at that time. And it directly affected consumers' purchasing power. On the other hand, the competition from Danish furniture, which was gaining popularity with its clean and modern designs. As a solution to both inconveniences, G Plan introduced its own "Danish Modern" range, designed by Ib Kofod-Larsen. But this new line made the rest of the G Plan range seem outdated in comparison. These commercial pressures caused the company to lose its market-leading position. In 1987, the Gomme family decided to retire and sold the business to the directors at that time. This new management lasted little, and in 1990, they sold the company to the Christie Tyler group. In 1996, G Plan experienced a split in its production. Morris Furniture Group acquired the license to manufacture and market woodwork furniture under the G Plan brand in Glasgow. G Plan Upholstery managed the upholstery business. Today, it is located in Wiltshire. The company maintains a strong commitment to local production. Most of its armchairs and sofas are still made in the United Kingdom, a pride for the brand and a guarantee of quality for its customers. In 2012, they developed their G Plan Vintage line, which highlights handmade, artisanal work, under the motto: 'designed to last.'