Furnish.co.uk

While there are interiors websites out there showcasing "everything in the known universe", as founder Simon Hill puts it, furnish.co.uk is all about raising the profile of great design. Furnish.co.uk lists thousands of gorgeous interiors products, all hand-picked from the best stores and designers, every one being someone's fab find. "We remove the pain for shoppers by seeking out the best products around, whilst supporting independent stores and designers," says Hill. Hill says his relationship with these stores and designers, with whom Furnish.co.uk has an affiliate agreement, has been essential to building up trust.

• Disrupts the established online market of home interiors being dominated by a small number of huge brands
• Promoting independent designers encourages good relationships