Modern furniture retailer NORR11 — backed by former Baugur boss Jón Ásgeir Jóhannesson — is launching in the UK with a smart London showroom.

The Scandinavian furniture business will next week throw a launch party for its new space in the capital, which is located on trendy South Molton Street, near to Bond Street tube station.

NORR11 manufactures classic and iconic furniture and home accessories with inspirations drawn from cultures around the world. The company says it reimagines and innovates pieces influenced by Danish Modern design to create timeless furniture.

Co-founder Jesper Sjølund will be at the London launch next week, with its new space joining other European showrooms in Aarhus, Tallinn, Copenhagen and Berlin along with further planned stores at Lyngby and Reykjavik.

Jón Ásgeir Jóhannesson — who through Baugur once held  major stakes in UK retailers including Arcadia, House of Fraser and Debenhams — is an investor in NORR11.