G-Plan Furniture England
G Plan is a British furniture brand. It began as a pioneering range of furniture in the United Kingdom produced by E Gomme Ltd of High Wycombe.
In 1943, during World War II, furniture was part of rationing in the United Kingdom; the Board of Trade set up the Utility scheme which limited costs and the types of furniture on sale. A small number of simple designs were available in oak or mahogany. This scheme ended in December 1952. This, combined with the Festival of Britain led to a pent-up demand for more modern furniture.
In 1953, Donald Gomme, the designer at E Gomme, decided to produce a range of modern furniture for the entire house which could be bought piece by piece according to budgets. Advertising was part of the plan from the beginning. The name was coined by Doris Gundry of the J. Walter Thompson advertising agency, and the furniture was advertised in magazines and in cinemas direct to the public. Designs were available for several years so people could collect them slowly. All furniture was marked with the distinctive brand mark.
G-Plan was the idea of Donald Gomme, of traditional furniture maker ‘E Gomme’. He launched G-Plan in 1952, introducing 3 new concepts: lifestyle branding, a constant range that people could add to over time and the modern style.
A Festival of Britain in 1951 popularized the idea of modern design; Gomme was the first furniture maker to bring modern design to a mass market in the UK. G-Plan set the standard and became the must have brand of the day.
G-Plan furniture was a little more expensive than most people could afford, but many thought it was worth making the sacrifice to have the best.