George Alfie Range

George at Asda asked us to create furniture collections with a point of difference to compete for sales in a challenging market. We developed over 150 furniture pieces across more than 30 different collections for home and garden.

Alfie range has something for every little one's bedroom. If you are kitting out a nursery or a bedroom for an older child, the stylish rounded corners, exposed wooden dowels and eye-catching tapered legs combine for a strong sturdy appearance with playful character. In classic crisp white and warm oak effect, the Alfie range is crafted from solid pine and MDF for strength and durability. Find out more at