MG&Co. Is Launching A New Store In London’s Buzziest Design District

London’s most sought-after design district is soon to get even more attractive. While Pimlico Road can already boast the likes of Howe, Robert Kime, Ochre, Paolo Moschino Ltd and Collier Webb (the list goes on…) among its brands, a new go-to design destination will soon be dropping just round the corner as British homeware brand MG&Co. is set to open its debut store on the nearby Ebury Road. 

What To Shop At MG&Co’s New Store

Reimaging the traditional hardware store for the modern day, the space on Ebury Road will showcase MG&Co.’s full lighting and hardware collections. Bringing the online brand to life, the store will include interactive elements such as a magnetic hardware wall as well as personable counter-service. 

Among the collections on offer, will be MG&Co.’s ‘Essentials’ range which seeks to balance utility and style in the products’ design, combining pared-back playfulness with sophistication. Imagined as an ever-evolving collection, the brand has promised that the Essentials range will continue to grow over time. 

Focusing on both hardware and lighting, the former will include pieces designed for the kitchen, windows, doors and cabinetry as well as a variety of hooks and hangers, including single and double hooks, coat hooks, S hooks, kitchen and café rails with brackets, a cleat hook, cord pull, door stop, plus the Tay handles and knobs range.

Meanwhile, the Essentials lighting range is comprised of single and double arm wall lights, ceiling rose and hooks, as well as pinhole card lampshades in three sizes. Additionally, every item in the range will be made available in three different finishes: aged brass, brushed silver and blackened bronze for a warm and timeless look. 

While hardware is an often overlooked element of design, MG&Co. founder Matilda Goad believes that hardware deserves just as much thought as any other element in the home. ‘They are the most touched pieces in your home, yet often overlooked in the design process,’ she says. ‘Our Essentials – honest, textural and purpose-led – have been designed not just to perform but to bring joy too.’

‘For me, it’s about designing with intent,’ Goad adds. ‘It’s taking the things that people genuinely need – the things that make a home work well – and making them beautiful and readily available.’

Who Is Matilda Goad?

Raised in an 18th century cottage decorated by her mother in the West Sussex countryside, Goad was heavily influenced by her bucolic upbringing, bringing an irreverent edge to the British countryside aesthetic through her designs. Taking her childhood inspiration with her to Camberwell College of Arts she then worked as stylist for the likes of Wonderland and Vogue Russia. Founding MG&Co. in 2016, Goad explains that she loves to reinvent traditional objects and repackage them in unexpected ways for the modern home: ‘It’s all about making functional furniture that bit more frivolous, that bit more beautiful to make your home an aesthete’s oasis.’

Is This MG&Co’s First Physical Store?

While MG&Co. did have a pop-up in Notting Hill last year, this will be their first permanent store. Located on 19 Kensington Park Road, as well as the brand’s hardware products, the store offered a series of workshop and classes in everything from knife sharpening (hosted by cult Japanese brand Niwaki) to DIY basics, and plastic recycling (via Are You Mad) to decorating skills (courtesy of Edward Bulmer Natural Paint). Visitors were also able to bring in photographs of their own DIY projects for guidance, along with any lamps that need rewiring, while engravers were on hand to translate messages and sketches onto silver- and brass-plated Matchbox Sleeves.

Prices start from £15 at matildagoad.com and at the new MG&Co. Pimlico Road shop. MG&Co., 194 Ebury Street, London SW1W 8UP