Conran was ahead of his time. And he wasn’t the kind of person to give up. He set up his own company to prove to himself and the world that his designs had market potential even when others would not sell them. Like so many others, this success story begins in a London basement, which was where Conran opened his first office. Yet he only made the breakthrough with “Habitat”, his second company. When the corresponding designer furniture catalogue appeared on the market, Habitat quickly became the benchmark for modern interior design and paved the way for great successors like IKEA. Hip British youngsters were delighted by his colourful and modern designs. Above all, for the very first time, they were affordable. They sparked off a small revolution, which from now on enabled everyone to live out their own creativity in their homes. Here, Conran was a pioneer – the first to sell intelligently designed products to a mass market.