After 20 years, we’re putting everything under one roof.

Comfort has always been at the heart of who we are. What began over two decades ago as Bazaar Group, a family-founded business built on bean bags, British design, and a belief that comfort should be for everyone, has grown into something much bigger.

From now on, we’ll be known simply as icon, the brand our customers already know, love, and live with. It’s been our most recognisable name for years, and now, it’s the one we’re bringing everything under.

We started back in 2005 at Jayne’s kitchen table, reimagining the humble bean bag with comfort and character in mind. Since then, with the support of Mark and our brilliant team, we’ve grown into an international homewares brand with operations across the UK and Europe — all while staying true to the same values we began with: thoughtful design, lasting quality, and comfort that fits real life.

This change feels natural because it is. icon reflects who we’ve become: design-led, comfort-first, and here to make life feel a little softer, simpler, and more beautiful.

We’re still proudly home to Eden Learning Spaces, our B2B brand supporting schools and learning environments with products designed to help young people move, learn, and grow.

Same people. Same products. One stronger, unified brand.

Same simple belief that great design should never come at the cost of quality or affordability.

Behind the scenes, we’re still BGRP Ltd. But from now on: it’s icon out front, confident, creative, and completely dedicated to comfort.

Find out more about icon here.

Shop all icon here.