Contemporary designer furniture is usually imported, so it’s refreshing to see that a local entrepreneur has bravely gone where few have feared to tread and launched a line of modern, home-grown designs that can compete with the trendiest Scandinavian furniture, known for its inspired design and simple, clean lines.
An architect by trade, Candice Brophy is the brain behind Simpli Decor, which started as Milk Deco in 2009, offering a range of children’s designer furniture, accessories and toys. Today, she offers everything from sofas and chairs, to beds, cabinets and wall art, and can do full turnkey home and office projects.
Two of her furniture innovations have proved popular – a pet bed that doubles as a side table in your lounge, a bedside table or stand-alone piece of furniture, and a set of bookshelves that she calls the “illusion bookshelves”, which are staggered at different heights, fitted at 45º angles to the wall, creating a three-dimensional wall sculpture from one angle and a bookshelf from another.
“The illusion bookshelf is my pride and joy, and it’s my best-selling product at the moment. LED lights can be added to the underside of the shelves to create mood lighting,” says Brophy.
Another clever idea is the scratch pad, a discreet wall-mounted scratching pad for cats.
Brophy’s designer pet range, which includes colourful feeding trays with removable steel bowls, was inspired by being a pet owner herself: “I’m not a fan of those cutesy pet accessories with paw prints on them. There’s no awesome pet stuff out there, so I decided to design my own.”
Being a parent – her daughter is now 9 years old – was also an inspiration for her children’s furniture line: “There is very little variation on the traditional cot, so I designed the Beeno cot, which has curved ends, so you don’t bump into sharp edges. The Zira cot is a cot and compactum, offering ample storage space for a smaller nursery.
“I like furniture that is multi-functional and that kids and adults can grow into or use for different purposes,” she says.
Brophy’s take on the rocking chair is a departure from the traditional – a colourful bucket seat fixed by a steel frame to two rocking bows.
Brophy practised architecture for five years after graduating, then decided there was a gap in the market for sleek, contemporary interiors.
“I present clients with 3D drawings for interiors and custom-made furniture to fit, and I manage the project to completion. Interior design is more intimate than architecture.”
She started from home with her own capital, creating her own website and marketing material. Her biggest challenge was finding decent manufacturers.
“The quality of workmanship was not up to scratch, so in March I partnered with good manufacturers and things are going well. I design and market, and the manufacturers make the furniture to my specification,” she says.
Her style, she states quite openly, is Scandinavian, minimalist, no clutter, clean lines and plenty of space saving: “So my toddler beds have drawers underneath, and I like storage units that also act as display pieces.”
Brophy says she designs what she would like and the ideas often come to her in a dream: “I also get my own contemporary fabric prints from shutterstock (royalty free fabric designs) to use for upholstery, and have my own linen range for the children’s furniture.”
Her prices are competitive, so she has done well this year, and eventually plans to franchise.
She has a showroom in Midrand, and is planning to open shop soon in Kramerville near Sandton, the hub of top name brands in furniture and home design.
“When we get the shop, I’ll run it myself,” she says.
Another exciting development is a new folding cot she has designed for top star-rated hotels.
“The camp cots you generally get in hotels are old and impractical, so I’ve designed a sleek, foldable one that fits into a five-star room. I’m busy in negotiations to roll those out, along with the linen.”
A continuing challenge is idea theft.
“Being so visible online means that my concepts can be easily copied. I get my products certified as originals, but people can just get the ideas off the internet. So it’s important for me to keep innovating, to stay one step ahead.”
So not only does she keep thinking out of the box, she also thinks inside-out and upside-down.
Like her upside-down Sky Planter potplants that you can hang from your kitchen ceiling. “Yes, they can and do grow upside-down,” Brophy smiles, “but after a while they change direction to seek the light.”