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About Pure White Lines

Dramatic, different and above all else – never off the shelf!  That’s the mantra for all the Pure White Lines collections of modern, vintage and antique furniture, lighting and décor. Always evolving, combining the best of the past with carefully curated new pieces, Matt and Jules Goss have created a unique online home interiors shopping destination.

In The Beginning

Founded in 2012 initially by Matt, Pure White Lines evolved from a passion for all things antique and unusual and their use in modern homes to create something that no one on the high street was offering.

A former economics teacher and rugby coach at St Charles College, London, Matt had learnt the trade from the ground up as a side-line and saw the opportunity for someone to take the best of vintage and antique and make it relevant to the increasingly homogenised modern home and business. So, the first Pure White Lines store opened in 2017 on Hackney Road, Shoreditch and became an essential shopping destination for those ‘in the know’. As well as supplying pieces for private residences for those who didn’t want ‘off the shelf’, Pure White Lines began to attract commercial interior designers sourcing for their latest bar, hotel and unique retail projects.

It was one of those ‘in the know’ people dropping in that completed the partnership. Juliet Owen, an Australian Interior Designer, had some very specific (and difficult to find) ideas for her London home so she popped into Pure White Lines where to her surprise she found not only what she was looking for but also someone with whom she really clicked. Juliet quickly became the other half of the business, bringing the design skills, industry knowledge and a subtle hand of curation that were needed to really help them grow. Matt and Jules got married in 2019.


Our East London base has expanded with a spectacular lighting showcase in Mare Street Market but the real growth story is our online store.  The Pure White Lines offering today has grown to include a large range of reproduction lighting, furniture, and décor. From 70’s inspired Murano Glass Chandeliers to reproduction 19th century Globe Lanterns, gorgeous Leonardo Sofa’s to Pasadena Dining Tables, Matt, Jules and the Pure White Lines team ship from Hackney Road, Mare Street and our Warehouse in the South Downs to all over the country and beyond. You’ll find our chandeliers in New York, our vintage Czech railway station mirrors in Los Angeles, even our reproduction Parisian pendants…. in Paris and anywhere people are creating inviting, unusual, dramatic and different interiors.

What’s Next?

A new HQ in the South Downs near Brighton, with offices, bigger warehousing and a flagship show ‘barn’ will open in Autumn 2021. Our online store will expand to include much wider ranges of whole home décor and with travel restrictions lifted Matt and Jules now have a full schedule of sourcing trips planned to scour their favourite countries to form the backbone of new, constantly changing collections that are as eclectic and individual as our customers.


Discover our Best Sellers

The perfect introduction to our dramatic and different interiors. Our best selling lighting, furniture and decor includes an eclectic mix of  vintage, mid-century and antique inspired pieces.

Find out More

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