British furniture manufacturer Very Good & Proper (VG&P) has acquired Isokon Plus, famous for design classics such as the Long Chair by Marcel Breuer (1936) and the Loop coffee table by Barber & Osgerby (1997).
VG&P and Isokon Plus say they have “a shared commitment to the creation of enduring product ranges, drawing on modernist sensibilities”.
The decision to join forces is a mutual one – both firms will retain their brand names and distinct design identities, but with the added advantage of shared resources in sales, marketing and distribution.
“VG&P and Isokon Plus have been collaborating closely for almost a decade now, so in some respects this is the next logical step,” says Ed Carpenter, director at VG&P. “‘Acquisition’ probably best describes the legal situation, but the fact is there’s nothing aggressive about the process and it certainly isn’t motivated by financial gain.
“It is about taking the opportunities that exist for both brands and creating a long term relationship in which we are all fully invested.”
This week you can see the Barber & Osgerby reengineered Shell chair on the VG&P stand at Designjunction.