During World War II, furniture was rationed in the United Kingdom and consumers could only buy items sanctioned by the government-run Utility Scheme. When restrictions were finally lifted in 1952, the public was eager to buy and ready for a new style.
Designer Donald Gomme of E. Gomme Ltd. came up with an idea for a line of contemporary furniture that was to be marketed and sold in a revolutionary way. The "plan" part of G-Plan was threefold. It included branding, mass advertising, and selling by the piece, rather than as a suite.
Before the war, furniture dealers preferred that furniture not be branded, so consumers couldn't compare prices. G-Plan changed that by clearly marking every piece, putting the industry into the hands of the designers and manufacturers, not the retailers. A major advertising campaign was launched to promote G-Plan in magazines, in movie theaters and in showrooms around the country. Most importantly, the line was designed to be sold piece by piece as consumers could afford it. The styles didn't change for several years, so pieces could be added as people could afford them. The furniture was relatively expensive and was marketed as an "aspiration" purchase.
The company hired Ib Kofod-Larsen in 1960 to design a Danish Modern line in response to the popularity of Scandinavian furniture.
Today G-Plan case goods are manufactured by the Morris Furniture Group. G-Plan Upholstery Ltd. is a separate company and manufactures sofas and chairs.
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| Dropleaf gateleg table cgi.ebay.co.uk |
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| Ib Karfod-Larsen sofa retrowow.co.uk |
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| Sideboard retrowow.co.uk |
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| The G-Plan Revolution by Basil Hyman and Steven Braggs |
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| The G-Plan Revolution by Basil Hyman and Steven Braggs |
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| The G-Plan Revolution by Basil Hyman and Steven Braggs |
