In just over a year, children’s furniture brand Millie & Jones has grown from a small online retailer into a fast-growing e-commerce business serving families across the UK.
Behind the brand is British entrepreneur Harry Hammond, who acquired the company with his wife Kelly-Jo in August 2024 and quickly transformed it into a fast-growing, family-oriented business based on trust, service and sustainability.
Operating from the family farm in Hertfordshire, the couple set out to create more than just another online furniture business.
“We didn’t just want to sell beds,” says Harry. “We wanted to create a brand that families could truly trust and that parents could buy from with confidence.”
This philosophy was central to the company’s rapid growth.
Recognize the opportunity
When Harry and Kelly-Jo first acquired Millie & Jones, the company was still in its infancy. The website was simple, the brand identity was underdeveloped, and only a few orders were placed each month.
But Harry believed the company had great potential.
With more than a decade of experience in e-commerce and digital marketing, he recognized that the children’s furniture industry was ripe for a specialty brand focused on quality and customer experience.
“The products themselves were good, but the business needed direction,” he explains. “It needed stronger branding, better digital infrastructure and a clear vision for growth.”
The first big step was to build the website from scratch. The new platform focused on clear product information, easier navigation and a more sophisticated brand experience for customers.
At the same time, the company began investing heavily in its digital presence, including SEO, paid advertising and in-depth buying guides designed to help parents choose the right beds for their children.
The results were immediate.
Within a few months, Millie & Jones began attracting significantly more customers, and today the company generates seven-figure annual sales.
Furniture for real families
Millie & Jones specializes in beds for growing children, teenagers and guests.
The range includes bunk beds, middle beds, loft beds, daybeds, guest beds and storage beds, as well as furniture designed for maximum practicality in modern family homes.
“Nowadays a child’s room has to serve multiple purposes,” explains Harry.
“This is where they sleep, but also study, relax and spend time with friends. That’s why the furniture has to be both practical and stylish.”
Many of the beds feature built-in desks, storage drawers or space-saving designs that help families make the most of smaller bedrooms.
But according to Harry, the products are only part of the story.
Building trust through customer service
From the beginning, Millie & Jones has prioritized customer service as one of the brand’s pillars.
“Trust is extremely important, especially in the furniture trade,” says Harry. “Parents are buying beds that their children will use every day for years to come, so they need to have confidence in the company they are buying from.”
The company attaches great importance to clear communication, reliable delivery and transparent product information.
This approach has helped the company build a strong reputation online, particularly with consistently positive feedback on Trustpilot.
“We read every review,” says Harry. “Customer feedback is incredibly valuable because it tells you exactly what people value and where you can improve.”
For Harry, a strong customer experience is not just good practice, but the foundation for sustainable growth.
“If you look after customers properly, word gets around quickly,” he says.
Sustainability at the center
Another defining feature of the Millie & Jones brand is its commitment to sustainability.
The company runs a tree-planting initiative that funds environmental projects around the world.
For every order placed, several trees are planted via the Greenspark sustainability platform.
Since the program began, more than 12,000 trees have been planted.
“We are very proud of that,” says Harry.
“Furniture retail is inevitably about materials and manufacturing, so we wanted the store to make a positive contribution too.”
The initiative was well received by customers, many of whom highlighted the program in their reviews.
“Customers like the idea that their purchase contributes to something positive,” explains Harry.
“And honestly, we really enjoy watching the tree count go up.”
A track record of purpose-driven companies
Millie & Jones is not Harry’s first entrepreneurial venture.
Over the years he has built and scaled several companies. One of his best-known companies is Raffolux, an online prize competition platform that has raised hundreds of thousands of pounds for charity through its competitions.
“The idea of building companies that make a positive impact has always been important to me,” says Harry.
“Commercial success is important, of course, but creating something that benefits people or communities is just as important.”
The same philosophy has shaped the development of Millie & Jones.
A family business at heart
Despite its rapid growth, Millie & Jones remains a solid family business.
Harry and Kelly-Jo run the company together while also raising their own young children, which greatly influences how the brand operates.
“As parents ourselves, we understand exactly what is important to families,” says Harry.
“It’s not a faceless wholesaler,” Harry adds. “Customers know they are dealing with a real family business.”
