Manchester loop + twist celebrates new investment and its first year in business

Pro Manchester member Latitude Marketing are delighted to share news of their clients’ trio of success. Manchester based interior brand loop + twist is celebrating a successful first year of business and enjoying worldwide demand for its iconic furniture range. The company recently received substantial investment from two shareholders and Board members of The New World Trading Co. which will assist the already fast growth of the business.

loop + twist recreates mid-century classic chairs remastered for the modern day, for discerning customers looking to make an aesthetic statement. Each chair is handcrafted to the highest standards from sustainable beechwood and responsibly managed forests, authentic to their origin.

For the past two years, Latitude, has partnered with Enterprise City Manchester to become an on-the-ground marketing partner to support the 25 start-up tech businesses within the Exchange programme. Exchange, is a revolutionary digital and technology programme for the UK’s next best start-ups, delivered in collaboration with Tech Nation. Latitude has a second home at Bonded Warehouse, the state-of-the-art new workspace next to the Science and Industry Museum – part of the Enterprise City cluster tech, media and digital district – whilst retaining its head office in Clitheroe. loop + twist are part of the Exchange, and Latitude’s involvement has progressed beyond initial programme support to instructed web and strategy fulfilment.

Behind loop + twist is founder Muha Moussallati, who has a unique Manchester story of his own. A lifetime passion for interior design saw him cross the globe to pursue his design vocation in the UK.

In 2011, Muha came to Manchester, the home of his father’s former textile business, and gained a degree at The University of Salford and a Masters in Product Design jointly from Manchester University and Manchester Metropolitan.

Upon graduating, an interior design position followed at the New World Trading Co. in Alderley Edge. This pivotal move afforded a significant opportunity to work on leading hospitality brands, such as The Botanist. An assignment to find a high-quality manufacturing facility for the ‘Ton’ chair, familiar to many as a café bistro chair, led to an extensive search. Six sample chairs later and the idea for loop + twist was born.

Inspiration comes from the iconic designers of the past century, renowned Danish Designer Hans J. Wegner, and Swiss architect Pierre Jeanneret, amongst other luminaries. One of loop + twist’s bestsellers is the Teddy Tub chair, a modern twist on a 1970s style that offers generously sized seating on an aesthetically pleasing rocking frame with natural cane.

loop + twist customers come from all over the world, recent orders include shipping ten dining chairs to a prestigious villa in Marbella and ten Hannah chairs to an interior designer in Sydney. The future vision includes expanding the range to include sofas and tables, one distinct piece at a time, and collaborations with fellow Manchester creative artists.

Purchasing a loop + twist chair is an investment in history, a statement of timeless design and the rich tradition of quality craftsmanship.

Muha Moussallati, comments: “In a world of fast and throwaway items, our ethos at loop + twist is as far away from this as is possible. We design elegant, simply beautiful furniture, faithful to their original design and made to last. Whilst we have begun with a curated collection of distinct pieces, we have just added a modular sofa in a variety of colours and will follow shortly with a new table. We are just getting started.“

You can discover more about the brand and shop the range at www.loopandtwist.com