Leeds-based online, affordable, luxury homeware brand DUSK.COM is heading down South as part of its next phase of growth, with a pop-up London takeover of the iconic Tower Bridge and Battersea Power Station on the cards this weekend.
Central to the activation, which takes place from Friday 26th to Sunday 28th September, 2025, is a giant eight-metre inflatable sofa, an exact replica of the bestselling Brooklyn Collection, installed at Tower Bridge – creating a bold photo opportunity for Londoners and visitors on Saturday 27th September.
Complementing the Tower Bridge installation is a weekend long pop-up shop at Battersea Power Station, featuring curated collections, new product launches, and interactive experiences including a grabber machine and giveaways of luxury throws, bedding, and homeware.
The London invasion follows a successful year for the online furniture giant, which has recorded +52% year-on-year revenue growth and fulfiled over 900,000 orders in the 2024 financial year, solidifying its position as one of the UK’s fastest-growing online-only homeware brands.
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In response to growing demand, DUSK also opened a third warehouse facility in Spring 2025, doubling dispatch capacity and bringing total warehouse space to over 573,000 sq. ft. The brand has also committed £1.5 million to technology upgrades, enhancing automation, inventory management, and the overall customer experience.
“Our customers have been instrumental in DUSK’s growth – their trust, feedback, and enthusiasm have fuelled our journey and shaped our product development and operational advancements,” said Chris Read, COO at DUSK.COM. “We remain dedicated to expanding our offerings and delivering exceptional experiences in the year ahead.”
DUSK.COM also took its first steps into offline retail through a partnership with premium housebuilder Story Homes over the summer. The partnership saw DUSK’s comprehensive full-home offering of luxury furniture, bedding, and accessories styled throughout The Spencer, a new view home at Story Homes’ Tithe Gardens development in Poulton-le-Fylde, Lancashire, with visitors able to explore the fully dressed view home and pick up discounts on the full DUSK collection featured throughout the property.
“Our marketing strategy has strengthened our online community and brand visibility,” added Sian Guest, head of brand at DUSK.COM. “From omni-channel campaigns to experiential activations like this London takeover, we’re bringing the DUSK experience directly to our customers in ways that are fun, bold, memorable and one of a kind.”
