InStyle Direct: Leading the Way in Build-To-Rent Solutions
InStyle Direct has established itself as a leading specialist in the Build-To-Rent (BTR) sector, bringing nearly 20 years of experience to delivering exceptional interior design and furnishing solutions for large-scale developments. Our impactful projects, such as Vastint’s Sugar House Island and Carter Jonas’s Wallbrook Gardens, not only showcase our ability to enhance tenant appeal but also demonstrate how we maximise investment returns for our clients.
In this overview, we will discuss these projects in detail, highlighting how our commitment to quality, tailored services, and strong Environmental, Social, and Governance (ESG) principles sets us apart as a trusted partner in the evolving rental market.
With an extensive background in the BTR sector, InStyle Direct has collaborated with London’s leading developers and investors on highly successful projects. Our unmatched flexibility, speed, and experience have made us a trusted partner for London’s most respected developers, including Berkeley, Barratt Homes and Ballymore Group.
Quality Sourcing & Aftercare
For nearly two decades, InStyle Direct has been recognised for its award-winning interior design services. Our smart sourcing methods prioritise transparency and responsible supplier engagement across the entire supply chain. Whether it’s the origin of our wood or the environmental consciousness of our collaborators, we provide full disclosure.
In meeting tight deadlines which is essential for many built-to-rent projects, we offer direct deliveries from trusted suppliers, especially for smaller volumes due to our extensive warehouse inventory. Urgent situations can even be accommodated with next-day delivery. We source globally for larger, more bespoke requirements.
At InStyle Direct, quality assurance is paramount. By extensively researching local areas and market competition, we ensure the correct specifications and budgets are met without compromising on quality. We have an extensive library of trusted suppliers, both locally and internationally, to secure the best price for every product we supply.
Tailored Aftercare
Our commitment extends beyond project completion with comprehensive aftercare services. Each project is meticulously reviewed and signed off by your dedicated Project Manager and Director, guaranteeing a show-home result that exceeds expectations.
We provide ongoing support and maintenance. With our real-time asset management system, we maintain a live furniture inventory, utilising advanced software and barcodes for easy tracking and replacement. This ensures trustworthy products and facilitates warranty claims if needed.
Rental Sector Specialists
Our dedicated BTR team conducts thorough project profiling, leveraging the significance of location and target demographics in tailoring designs to each unit’s unique rental requirements. Our deep understanding of the target audience helps optimise investment returns, ensuring maximum value for our clients. This generally results in speedier rentals at or above the asking price.
InStyle Direct excels in providing a seamless logistics service. With swift delivery and efficient installation, we have the capacity to install multiple projects per week. In the event of unforeseen changes to your deadline, we offer convenient storage facilities to accommodate lengthened or unpredictable timelines. Alternatively, we can source locally, ensuring that stock arrives precisely when needed. We aim to alleviate any logistical challenges and provide a smooth experience throughout the project, even when projects don’t go quite as planned.
At InStyle Direct, our dedicated BTR team delivers exceptional service with rapid response times. We efficiently handle projects, offering quick turnarounds and the ability to complete large-scale projects seamlessly. Our focus is on providing personalised and professional customer service and effective project management. You can rely on our experts to deliver outstanding support throughout your Build-To-Rent journey and long after it’s been installed.
BTR ESG Strategy
Our diverse workforce represents over 20 nationalities. We foster a culture of fairness, respect, and continuous growth. Our efforts extend to responsibly sourcing products, reducing paper consumption, recycling furniture, packaging, and materials, and promoting ethical work practices. Through regular audits and partnerships with accredited suppliers, we maintain high standards.
We are committed to preventing slavery and human trafficking in all aspects of our corporate operations. We prioritise transparency in our business practices to combat modern slavery across our supply chains. This commitment aligns with the requirements outlined in the UK Modern Slavery Act 2015 and similar legislation in other jurisdictions.
We actively give back to communities through charitable initiatives and encourage employee contributions to a greener business model.
Material Packaging & Recycling
InStyle Direct is fully committed to fostering a future that is more environmentally friendly, sustainable, and equitable. We prioritise responsible waste management and resource utilisation. Our partnership with Biffa allows us to recycle our packaging and materials effectively. Our future targets include:
- 100% recycled packaging by 2025
- ISO 14001 certification by 2028
- Carbon neutrality by 2035
Additionally, we work closely with trusted waste and resource contractors to ensure proper handling and utilisation of resources.
Our Responsibility Pledge
We recycle daily waste through streamlined disposal with a baler, reducing fire risk. We work with suppliers who are members of eco-conscious trade associations such as the British Woodworking Association (BWA) and the International Register of Quality Assessed Organisations (IRQAO).
Our transport fleet is currently 50% Euro compliant, with plans to decrease emissions further. We promote electric car usage within our sales team, with 75% of the fleet already electric. We recycle mattresses through Matt UK, ensuring 100% landfill avoidance. We use renewable energy in our warehouse and have a robust CO₂ offset plan.
Case Studies Highlighting Our BTR Expertise
Vastint’s Sugar House Island Project
Overview
In collaboration with Vastint, an international real estate organisation, InStyle Direct played a pivotal role in the development of Sugar House Island—a vibrant new community in East London. Over multiple phases, we furnished more than 500 rental units and show homes, contributing significantly to the project’s success and tenant appeal.
Phase 1: The Sugar House
- Unique Heritage Design: We exclusively furnished eight unique rental apartments and two show flats housed in a beautifully repurposed Victorian warehouse. The design embraced the building’s industrial heritage, incorporating period-infused interior solutions.
- Tailored Furniture Packages: Utilizing our tailored furniture packages, we transformed spacious loft-style studios and exceptional two-bedroom apartments into light-filled, characterful spaces that resonated with prospective tenants.
- Result: The show homes served as a powerful sales tool, leading to a lengthy waiting list for the rental properties and securing our exclusive contract for Phase 2.
Phase 2: Soapbox Collection
Diverse Housing Types: We furnished a range of homes, from spacious studios to charming mews houses, catering to a broad tenant demographic seeking the island lifestyle.
Brand-Aligned Design: Interiors featured clean colours with pops of pastel, reinforcing the development’s promise of bright and vibrant living. Elements of island life were subtly integrated through patterns, layouts, and even outdoor furniture.
Efficient Furnishing Solutions: Our tailored furniture packages ensure high-quality finishes while maintaining efficiency and cost-effectiveness.
Result: The cohesive and appealing design led to a waiting list for tenancies, enhancing Vastint’s return on investment.
Phase 2 Rental Units
Cost-Effective Strategies: For the rental units, we maintained the clean, brand-aligned designs of the show homes but implemented cost savings by reducing add-on packs. This ensured accurate expenditure allocation without compromising on quality.
Maximising ROI: The thoughtful design and efficient furnishing enabled quick rentals at full asking prices, directly contributing to the client’s financial objectives.
Challenges and Solutions
COVID-Safe Working: The first phase presented challenges related to COVID-19 safety protocols. We overcame these obstacles with professionalism, seamless logistics, and solution-focused approaches, ensuring the project remained on schedule.
Adaptability: Our team demonstrated flexibility in dealing with unforeseen obstacles, such as lost or delayed deliveries. By utilising existing stock and adapting design plans, we maintained project timelines and client satisfaction.
Wallbrook Gardens with Carter Jonas
Overview
InStyle Direct partnered with Carter Jonas London South on a significant new-build project at Gallions Place development, known as Wallbrook Gardens. We furnished two and three-bedroom show apartments and 78 additional units, utilising our White Gold and Yellow Gold Packages.
Design Approach
Target Audience Profiling: Through thorough research, we identified the primary tenant demographic as young professionals aged 20-35, many working from home.
Warm and Inviting Interiors: We selected warm colour schemes based on the development’s exterior tones and surroundings. Deep greens and blues were incorporated to add contemporary comfort and urban style.
Functional Spaces: Designs were tailored to support various tenant activities, including working, relaxing, and socialising, enhancing the practicality and appeal of each unit.
Project Execution
Efficient Turnaround: The client required the furnishing of all 80 units within two months, including design and installation. Senior members Max and Maggie led the project to successful completion within this tight timeframe.
Budget Management: By choosing reasonably priced, high-quality furniture and sourcing locally, we met the client’s budget constraints while maintaining aesthetic standards.
Adaptability: Adjustments were made to floor plans, such as relocating a desk to take advantage of skyline views, showcasing our commitment to optimising design for tenant satisfaction.
Result
Increased Rental Appeal: The well-dressed show flats served as essential sales tools, providing prospective tenants with a clear vision of the space and lifestyle on offer.
Client Satisfaction: The project was marked as a successful volume project with a quick turnaround, exceeding the client’s expectations and contributing to faster rentals at or above the asking price.
In summary, InStyle Direct’s extensive work in the Build-To-Rent sector underscores our capability to provide customised interior solutions that meet the changing needs of tenants and developers alike. Through the successful execution of projects like Sugar House Island and Wallbrook Gardens, we have demonstrated that prioritising thorough research, quality sourcing, efficient logistics, and dedicated expertise not only elevates the tenant experience but also contributes significantly to our client’s financial success.
Our unwavering commitment to ESG principles reflects our dedication to fostering a sustainable and equitable future. By integrating environmental stewardship, social responsibility, and ethical governance into every project, we solidify our position as a partner of choice for developers seeking excellence and ethical integrity in their ventures.
