Promotion: Turkish furniture brand Lazzoni has opened its first UK showroom on London's Tottenham Court Road – a street renowned for its selection of large furniture flagship stores.

Founded in 1897 in the Black Sea coastal region of Turkey, Lazzoni is a family-run business with 24 stores around the world.

Now run by 4th generation family members, all of the brand's pieces are made at its 48,000-square-metre manufacturing facility in Akyurt in the Ankara Province of Turkey.

Covering 4,693 square feet, the new London store showcases Lazzoni's broad collection of sleek upholstery, furniture, custom wardrobes and accessories.

Visible from the street through the store's generous glass-fronted facade, products are laid out in a brightly lit room sets against a backdrop of muted grey tones.

"We are thrilled to finally open our doors to the United Kingdom and unveil our stunning showroom in the vibrant city of London," said Osman Berke Kabalubut, Lazzoni's US and UK coordinator.

"Our goal is to provide customers with an extraordinary design experience, where they can explore our thoughtfully curated furniture pieces that effortlessly blend modern design with comfort and elegance."

The brand produces clean-lined, modern furniture that seeks to balance form and function. It supplies leathers from Italian manufacturer Gruppo Mastrotto and hardware from Austrian brands Hettich Germany and Blum, which were chosen for their "best quality price promise".

Lazzoni also offers interior design services, which it says sets it apart from the competition. Its team of in-house designers collaborate with customers to create personalised spaces that reflect their style and personality.

"We invite everyone to visit our London showroom and experience the essence of Lazzoni," Kababulut continued.

"Discover the perfect balance of modern aesthetics and timeless elegance that can elevate any living space. Our expert team is here to guide and inspire you on your journey to creating a home that is both beautiful and functional."

Kababulut leads Lazzoni's operations in the UK and US, which was initially founded by his great-grandfather, Laz Hansan in 1897.

Hasan, from the Black Sea coastal region of Turkey, was a carpenter renowned for his construction of Serender houses. These special architectural structures were designed and crafted with wooden joinery, without metal or screws.

"My great-grandfather possessed an exceptional mastery of Serander houses," said Kababulut.

"He was a true craftsman, an artisan par excellence, and he trained and transferred his knowledge upon my grandfather, who moved from the Black Sea to Ankara, the capital of Turkey to expand Lazzoni."

Located at 171 Tottenham Ct Rd, London W1T 7NS, Lazzoni's London showroom is open Monday to Saturday from 10am until 7pm and on Sundays from 12pm until 7pm.

For more information about Lazzoni, visit its website.

Partnership content

This article was written by Dezeen for Lazzoni as part of a partnership. Find out more about Dezeen partnership content here.