5 Minutes with Anna Lofts of L&M Home

If you are a fan of local brands that focus on traditional handmade techniques, then you will love Melbourne-based homewares brand L&M Home.

Founded by Anna Lofts 19 years ago, L&M Home (previously Linen and Moore) has expanded from designing and producing bedlinen, cushions, towels and table linen, to now offer accessories and small furniture pieces – all with a signature global artisan twist.

With the launch of L&M’s new Winter Collection, which is inspired by staying in, I caught up with Anna to hear the story behind the brand, and what makes it so unique.

Take a read below and then explore the gorgeous collection, which was shot in a Melbourne home designed by Mardi Doherty of the revered Doherty Design Studio, with photography by Martina Gemmola and styled by Toni Briggs.

Tell us why you started your business?

I had an import clothing business for many years with a partner and decided on a new venture into homewares.

How long have you had your business and how has it changed over time?

I started in 2001. There was very little pure cotton bed linen available, everything was poly/cotton, so I started with that. It grew over the years, first to include block printed table linen, and then to cushions, throws and quilts. In the last few years we have also included decorative homewares and smaller pieces of furniture.

What makes what you offer so special?

We use a lot of energy putting our collections together, using only natural fabrics. We either design in-house or work with local artisans in India for block printing and hand woven textiles.

Many of our fabrics are made using ancient traditional techniques and this handmade touch makes our products are completely unique.

Where does the inspiration come from for your designs?

That can vary. I do a lot of travelling overseas and read up on what is happening with trends and colour both here and on the other side of the world.

Who and what is involved in the process from idea to product?

We start with a huge mood board for each collection and build textures and colours from there.

At the moment we are working on floral cushions for our Summer range. Our graphic designer is also an artist and so the designs are hand painted in Melbourne. The artwork is sent to one of our suppliers in India to be sampled, and it might take a few tries before we get to the end result.

What has been most challenging about running your own business?

As an owner you are always working on your business, whether working from the office, at home or overseas.

Businesses can go through tough periods and the bills and wages need to be paid regardless.

What has been a great lesson you have learnt?

To stay calm and just do the best you can. Nobody can ask more than that.

What marketing has worked the best for growing your business?

These days social media is invaluable and it is possible to monitor a success of a campaign.

Instagram is a great way to interact with our customers, show behind the scenes of our business and get feedback on new designs.

What is your big hope and dream for your business?

To continue to grow and be able to design beautiful products that we are passionate about. We are also working on making our packaging more sustainable.

And finally, tell us about 3 of your favourite creatives for us to check out?!

Interior designer Mardi Doherty, who designed the beautiful residence in which we shot our latest catalogue. I also love the work of artists Robert Bowers and Donald Green.

A big thank you to Anna for sharing the story of L&M home. Visit the L&M Home website at lmhome.com.au and Instagram @lmhome_.

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