About FabriCulture
FabriCulture is an expert one-stop-shop based in the UK for all your soft furnishing needs. Be it upholstery, curtain or a multipurpose fabric or be it readymade solutions that you are looking for, this is where you’ll find it.
Foundation
FabriCulture is founded by Ajay Arora, (MD, D’Decor Home Fabrics), an alumnus of the prestigious Owner President Management program at Harvard Business School, and a textile engineer from the prestigious VJTI institute.
An industry veteran of over 30 years, Ajay has pioneered and transformed the furnishing fabrics field in India with landmark achievements in manufacturing, product innovation, digital transformation and has successfully launched and grown the largest home furnishings brand in India, while expanding the company’s export footprint to over 65 countries.
Ajay has presided over a 30x growth of DDHF over two decades, and has turned it into the largest manufacturer of upholstery and curtain fabrics in the world, and he lends to FabriCulture his uncanny operational excellence and his keen product and industry knowledge.
Design Focus
Creativity at the core
Under the experienced leadership of Simone Arora, Creative Director and Co-founder, FabriCulture, creativity and design excellence have become part of our DNA. Simone guides FabriCulture's continuous efforts and investments in new colours, design trends, substrates, weaves, and finishes to ensure that our customers have a wide variety of contemporary, on-trend styles and fabrics to choose from.
Versatile in-house creative team
A strong in-house product development team made up of designers, CAD artists and fabric technicians develops new products and concepts to deliver cutting-edge fabrics
Relationships with design houses
We have strong relationships with European Studios and international design houses and we make regular investments towards procuring original artworks
Collaboration with design consultants
We regularly partner with experienced consultants based in the UK and Europe for market-specific guidance on design trends and the creation of theme based collections.
Backed by stalwarts
FabriCulture is backed by industry stalwarts with decades of
experience and undeniably successful performance records.
Strategic Support
Backed by industry stalwarts
FabriCulture is founded by Ajay Arora, (MD D’Decor Home Fabrics), a veteran and a success story in the home fabrics industry, and partnered by John-Andrew Ovenstone (MD, Warwick Fabrics UK), a proven veteran in the UK and European markets
Manufacturing Support
The largest mill in the world
The manufacturing is backed by D’Decor Home Fabrics, one of the largest mills in the world for upholstery and decorative curtains fabrics.