Conversation with… Will Plowden, Founder of The Roost
Starting a business at a young age is a daunting challenge, but for Will Plowden, founder of The Roost, it was the perfect opportunity to bring a new approach to home furnishing. In this exclusive interview, Will shares the inspiration behind The Roost, the tech powering its success, and how the business is making waves in the furniture retail sector.
Revolutionising home furnishing
From idea to reality
The Roost was founded in 2023 with a clear mission: to simplify home furnishing for customers. Will explains how the idea came from personal frustration with the overwhelming process of furnishing a new home.
“People often struggle with visualising how furniture will look in their space. You decide on a green sofa, and suddenly you have 20 tabs open trying to find the right one. Then you need a sideboard, then plates, and it becomes a never-ending search,” says Will. “Our goal with The Roost was to create a one-stop platform where customers could find high-quality furniture at a range of prices and actually visualise how everything fits together in their space before making a purchase.”
The role of technology
At the core of The Roost’s offering is its cutting-edge visualisation technology, which allows customers to design a room in minutes and see how different pieces fit together before making a purchase.
Never Miss a Retail Update!“The inspiration initially came from the idea of a ‘Shazam for colour’ – a tool where you could snap a picture of a colour you liked and instantly find matching furniture,” Will explains. “That evolved into a full visualisation tool, enabling customers to mix and match furniture and design entire rooms from any device.”
Unlike augmented reality tools that allow users to view a single item in their space, The Roost’s platform enables them to see an entire room layout at once. The Roost also uses a technology that integrates seamlessly with suppliers’ systems, ensuring automated onboarding, inventory, orders and fulfilment.
“We use an API to sync with suppliers’ websites in real time. If something sells out on their end, it disappears from our site, and any price updates are reflected immediately. This automation makes it simple for new brands to join The Roost without additional workload,” Will explains.
A sustainable approach to home furnishing
Sustainability is a key consideration for The Roost. The company prioritises local brands, now working with 80 UK-based suppliers to minimise environmental impact.
“We didn’t want to add unnecessary steps to the supply chain. By partnering with brands that already operate in the UK, we avoid excessive shipping and storage,” says Will. “That’s also why we are online-only—having a physical warehouse would mean extra transport stages before a product even reaches the customer.”
The Roost has also partnered with the British Heart Foundation (BHF) to encourage responsible furniture disposal.
“When people buy new furniture, they often don’t know what to do with their old pieces. BHF collects unwanted furniture in good condition for free, reselling it to raise funds for life-saving research,” Will says. “It’s a simple but effective way to reduce waste and support a great cause.”
Scaling up and future plans
Since its launch, The Roost has seen strong traction, with a return rate of just 2.6% – significantly lower than the industry average of 20-25% for furniture. Customer satisfaction has been exceptional, with only five-star reviews to date.
“Our low return rates show that customers are making more confident purchases thanks to our visualisation tools,” Will explains. “We’re proving that this technology isn’t just a nice-to-have, but a game-changer for the industry.”
Now, The Roost is focused on raising investment to accelerate its growth. The funds will be used to expand marketing efforts and further enhance its technology, rather than significantly increasing headcount.
“Our marketing budget is relatively small compared to larger players, but the results we’re getting are strong,” Will notes. “With more funding, we can scale that success and grow the brand without needing a huge team.”
Advice for aspiring entrepreneurs
Reflecting on his journey so far, Will has a key message for young entrepreneurs: just go for it.
“I know so many people in my peer group who are too scared to start a business because they think they need more experience,” he says. “But if you’ve got a great idea and have done the research, now is the best time. You’ve got nothing to lose.”
He also stresses the importance of due diligence.
“There are too many people who focus on branding and launching before testing whether their business model is sustainable. Do the research, make sure there’s a market, and then build from there,” he advises.
The future of home design
With a unique proposition, a genuine focus on sustainability and a tech-forward approach, The Roost is set to shake up the home furnishing market. As consumer expectations shift towards more interactive and personalised shopping experiences, visualisation tools are becoming a key differentiator, helping shoppers feel confident in their choices while reducing returns.
At the heart of it all is Will, an ambitious entrepreneur with a big vision. He is tackling a real challenge in home design, not by changing how people shop, but by making it easier, smarter, and more intuitive. The Roost is not just another marketplace; it is a business built around how people actually make decisions, ensuring home furnishing is not just functional but a truly enjoyable experience.
For more information, visit theroost.com.
