When it comes to furniture, few names capture the essence of modern Italian design quite like Egoitaliano. Known for its bold use of colour, fine craftsmanship, and contemporary flair, the brand has redefined what it means to live beautifully. In the UK, that vision found a new voice through Ifaquar Shah, the entrepreneur responsible for introducing Egoitaliano’s creative spirit to British homes.
A Vision Born in Italy, Realised in the UK
Founded in Matera, in the heart of Italy’s Murgia furniture district, Egoitaliano built its reputation on authenticity and imagination. Every piece is 100% handmade in Italy, combining traditional tailoring techniques with modern engineering. When Ifaquar Shah encountered the brand, he recognised something rare: a company that didn’t simply make furniture, but designed experiences.
“I was immediately drawn to the energy and emotion behind Egoitaliano,” he explains. “It wasn’t just about sofas — it was about colour, individuality, and joy. That’s something I knew British homes were ready to embrace.”
With that belief, Ifaquar established Egoitaliano UK in Milton Keynes, creating a direct link between Italian artistry and British consumers.
Where Style Meets Self-Expression
At the core of Egoitaliano’s philosophy is the idea of ‘Colour Your Comfort’ — the freedom to make a piece of furniture uniquely yours. Customers can choose from more than 650 shades of leather and fabric, as well as intricate details such as decorative stitching, contrasting piping, and custom feet.
This level of personalisation isn’t simply aesthetic; it’s emotional. “Every colour tells a story,” says Ifaquar. “Some clients go for bold yellows or blues to express personality; others prefer soft neutrals that create a calm, elegant feel. It’s about creating spaces that reflect who you are.”
The Milton Keynes showroom, located in Winterhill Retail Park, allows customers to explore the full Egoitaliano experience first-hand — from plush, fashion-inspired sofas to sleek armchairs and statement accessories. Each visit feels less like a transaction and more like a design collaboration.
Celebrating Authentic Italian Craftsmanship
Behind every Egoitaliano piece lies a heritage of meticulous Italian craftsmanship. Every sofa and armchair is hand-stitched and tailored like a bespoke suit, using premium materials sourced from the Lucanian and Apulian regions.
Ifaquar believes this attention to detail is what sets Egoitaliano apart in a market often dominated by mass production. “Our clients appreciate quality they can see and feel,” he explains. “When something is crafted with care, it elevates the entire atmosphere of a home.”
This commitment to authenticity — combined with technological innovation such as motorised seating with lithium batteries and the Ego Move mobile app — ensures that comfort and craftsmanship evolve together.
Italian Creativity with a British Touch
Egoitaliano UK has quickly established itself as more than just a furniture retailer. Under Ifaquar Shah’s leadership, it has become a hub for modern European living, bridging Italian creativity with British sensibilities.
He explains, “The British market values durability and timeless style, while Italian design celebrates emotion and movement. Egoitaliano brings those worlds together — creating furniture that lasts, yet feels alive.”
Through collaborations with designers and close relationships with customers, Egoitaliano UK continues to redefine expectations of what ‘Made in Italy’ means — proving it’s not only a label of origin, but a symbol of imagination.
The Future of Comfort and Colour
As interior design moves towards more expressive, personalised spaces, Egoitaliano’s colourful ethos feels perfectly timed. Ifaquar Shah’s vision for the brand in the UK goes beyond furniture; it’s about transforming the way people connect with their homes.
“We spend so much time in our living spaces,” he reflects. “They should make us feel something — energised, relaxed, inspired. That’s the power of great design.”
From its creative heart in Matera to its stylish showroom in Milton Keynes, Egoitaliano continues to paint the world with comfort and colour — one handcrafted sofa at a time.