The future of interiors is no longer defined solely by materials, form or aesthetics. Increasingly, it is shaped by the services and technologies that surround the product, quietly influencing trust, sustainability and long-term value. As furniture retail evolves across Europe, product protection is emerging as a critical, and often overlooked, part of the customer experience.
At the January Furniture Show, one company is reframing that conversation. Loxa, founded in 2023, is bringing a technology-led, repair-first approach to furniture and homeware protection, designed to align with the expectations of modern consumers and the commercial realities of today’s retailers.
© Loxa Ltd
Co-founders from left to right: Richard Smith, Tori Hutchinson, Jamie Hamer
Born from a clear market gap
Jamie Hamer, Co-Founder of Loxa, is clear about the mission. ‘There was a disconnected experience between what customers expect from protection and what the industry was traditionally offering,’ he explains. ‘People want clarity, speed and repairs that genuinely extend the life of their furniture. We believe protection should be seamless and fair.’
Loxa was created to bridge that gap by embedding protection seamlessly at the point of sale. ‘Our mission is simple,’ Jamie says. ‘We want to protect every retail customer, everywhere, while helping retailers turn protection into something that genuinely enhances their brand.’
© Loxa Ltd
Loxa’s collaboration with Bed Kingdom
Rethinking protection as part of the retail experience
For Loxa, protection is not an add-on but an integral part of modern retail strategy. ‘Traditional warranties can sometimes feel complex for retailers and customers alike,’ Jamie notes. ‘We wanted to flip that model and show that protection can be both a commercial benefit and a loyalty driver.’
The company’s data-driven, embedded insurance model is designed to increase conversion and customer lifetime value. ‘When protection is transparent and easy to understand, customers are far more likely to engage with it,’ he adds. ‘That creates long-term relationships rather than one-off transactions.’
Why the January Furniture Show matters
The January Furniture Show plays a pivotal role in Loxa’s growth strategy. ‘It’s the moment when buying decisions and strategic plans are being finalised,’ Jamie says. ‘Meeting partners face-to-face at that point in the calendar is incredibly valuable.’
The show also provides a platform to move the conversation forward. ‘We want to demonstrate that protection does not have to sit in the background,’ he explains. ‘This is about showing the sector what is possible when technology, data and customer experience are properly aligned.’
Visitors to the Loxa stand can expect hands-on demonstrations across both e-commerce and physical retail environments. ‘We are showing just how seamless the experience is for the customer and how effortless it is for the retailer,’ Jamie says. ‘In many cases, we can integrate in as little as 24 hours.’
Behind the scenes, Loxa’s bespoke platform combines automated policy administration, AI-powered product categorisation and native apps for leading ecommerce platforms. ‘Flexibility is key,’ Jamie notes. ‘Our integrations are designed to fit around how retailers already operate, not force them to change.’
© Loxa Ltd
Loxa’s collaboration with Maker&Son
Repair-first by design
Sustainability sits at the heart of Loxa’s philosophy. By prioritising expert repair services, the platform supports product longevity and the circular economy. ‘This is about extending the useful life of furniture,’ Jamie says. ‘A repair-first approach is better for the environment, better for retailers and far more aligned with how consumers think today.’
He believes this approach helps retailers demonstrate genuine responsibility. ‘It shows confidence in the products they sell and a commitment to reducing waste.,’ he adds.
Looking toward Europe
While Loxa already works with UK retailers including Bed Kingdom, Rowen, Maker&Son, Vintage Sofa Co. and FlexiSpot, the focus is firmly on European expansion. ‘Our goal is to offer efficient product protection solutions across the EU by H2 2026,’ Jamie says. ‘In-store and online, for furniture and homeware of all kinds.’
As the industry looks ahead, Jamie sees protection playing a more strategic role in shaping retail success. ‘The future of furniture retail is about trust, longevity and experience,’ he reflects. ‘Protection should be simple, valuable and repair-focused, and that is exactly what we are building at Loxa.’
© Loxa Ltd
Loxa’s mission: Protecting every retail customer, everywhere.
More information:
Loxa Ltd
January Furniture Show
18 – 21 January, 2026
NEC, Birmingham, Hall 5, Stand 5-G70
[email protected]
www.loxacover.com
+44 (0) 2045 927 543
United Kingdom