Door Retailer Takes Centre Stage at London Fashion Week
By Mo Bhana
At a glance
Yorkshire-based door retailer Doors 2 Floors collaborated with British fashion brand Amschela to feature its doors at London Fashion Week. This partnership highlighted the intersection of interior design and fashion, showcasing Doors 2 Floors' products in a creative setting and providing the company with international exposure. The collaboration also reflects a broader relationship focusing on design, sustainability, and community engagement.
A Yorkshire door retailer has swapped the showroom floor for the catwalk after seeing its products take centre stage at London Fashion Week.
Doors 2 Floors, based in Batley, West Yorkshire, was invited to collaborate with British luxury fashion brand Amschela as part of its London Fashion Week showcase, following the announcement earlier this year that the Yorkshire retailer would be supplying doors for the event.
The collaboration saw a selection of doors supplied by Doors 2 Floors feature within Amschela’s runway presentation, bringing an unexpected interiors twist to one of the UK’s biggest fashion events. Among the products showcased was the Deanta Sandringham, alongside other doors supplied by Doors 2 Floors.
The partnership brought together two seemingly different industries - interior design and fashion - with the doors forming part of the visual presentation surrounding Amschela’s collection. For Doors 2 Floors, the event provided an opportunity to demonstrate how interior products can become part of wider design and creative projects, while putting a Yorkshire business in front of an international fashion audience.
Ismaeel Basar, Managing Director of Doors 2 Floors, said:
“It’s been an incredible experience to see our doors go from our showroom in Yorkshire to the runway at London Fashion Week.
“When we first started talking to Amschela, we knew it was going to be a really different collaboration, but seeing the Deanta Sandringham and the other doors featured as part of the showcase has been fantastic.
“There is a real connection between fashion and interiors. Both are about design, materials, detail and creating something that makes an impression, so it has been great to see our products used in such a creative way.
“We’re incredibly proud to have represented a Yorkshire business at London Fashion Week and to have played a small part in Amschela’s showcase.”
The collaboration forms part of a wider relationship between Doors 2 Floors and Amschela, founded by award-winning designer Keri Andriana, which brings together design, sustainability and opportunities for young people. Doors 2 Floors has also been involved in initiatives connecting the project with young people in the local community, including work with Batley Multi Academy Trust.
For the Yorkshire retailer, having its products appear at London Fashion Week marks a significant departure from its traditional showroom environment - and demonstrates the increasingly blurred boundaries between fashion, architecture and interior design. The company, which has built its reputation supplying doors and associated interior products to customers across Yorkshire and beyond, is now able to add London Fashion Week to its list of unexpected destinations.
From a Batley showroom to the London runway, Doors 2 Floors has shown that even doors can have their moment in the spotlight.
Editorial insight
Collaborations between regional businesses and high-profile cultural events are not uncommon, but it is rare for a Yorkshire interiors retailer to find its products featured at one of the UK’s most prominent fashion showcases. For Doors 2 Floors, the invitation to supply doors for Amschela’s London Fashion Week presentation provided a platform to demonstrate how interior products can be reimagined within a creative context far removed from their usual setting.
While the partnership may not signal a broader shift in the way interiors and fashion interact, it does highlight the potential for local firms to gain national attention through cross-sector opportunities. For Doors 2 Floors, the exposure offers both a marketing boost and an example of how design-led thinking can open doors-literally and figuratively-to new audiences beyond the traditional retail market.
Story ideas and journalist angles
Industry trendCross-Industry Collaborations: Fashion Meets Interiors at London Fashion Week
The collaboration between Doors 2 Floors and Amschela highlights a growing trend of cross-industry partnerships, merging fashion and interior design to create compelling presentations. This reflects broader movements where traditional industry boundaries are being challenged and redefined.
Target audience trade-industry Story potential 6/10 Local/communityYorkshire Business Goes Global: Local Door Retailer Features at London Fashion Week
Batley-based Doors 2 Floors made a significant leap from local retail to the international fashion scene, showcasing its products at London Fashion Week. This story examines the impact of such exposure on local businesses and the potential ripple effects in their communities.
Target audience local-news Story potential 7/10Issued by Doors 2 Floors. Distributed by WebPR UK.
About Doors 2 Floors
Doors 2 Floors has established itself as one of the UK’s leading door retailers, combining strong local roots with a growing national footprint. Whether customers are visiting the Batley showroom or browsing bestsellers online, the business stands as a clear example of how regional expertise can scale successfully without losing its identity. That approach has not gone unnoticed. The Bradford Road-based firm has been recognised by the International CSR Excellence Awards, which celebrate organisations embedding ethical practices, community engagement and environmental responsibility into their core operations. Doors 2 Floors is set to receive the International Corporate Social Responsibility (CSR) Excellence Award at a presentation ceremony at St Paul’s Cathedral in London on June 1 - a milestone that reinforces its commitment to doing business the right way. Beyond retail, the brand has also shown a willingness to step into wider creative spaces, including participation in London Fashion Week. This move highlights an evolving identity that goes beyond functionality, positioning Doors 2 Floors at the intersection of design, craftsmanship and contemporary style.