Noosh: Kids' Furniture Parents Can Fit In—and Will Want to Sit in

By Felicity Loughrey
May 5, 2011

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Noosh Founder Tina Hutton sitting in the frankie corner; alphabet wall art, frankie sofa and cushions

When art director Tina Hutton had kids, she was dismayed at her options for children's furniture. “You know when friends come over and you tidy up the toys and stash the kids’ crap like those horrible synthetic fold-out sofas?” says Hutton. “We didn’t want that in our house. We wanted pieces that we would be happy to leave on display.”

So along with marketing manager Sheridan Helft, a friend through a mothers group, they launched Noosh, a Sydney-based maker of the kinds of children's couches every kid wants to lie on and mothers aren’t afraid to have in view.

As we chat on Skype, in the background Tina Hutton's two sons, age four and two, have made a cubby house from a scrum of custom Noosh chairs. “That’s the thing with our sofas,” she says. “Kids can build with them and make them into a cubby house and stack them. They’re not just sofas. They’re small enough for kids and big enough for an adult to sit on, too. You can sit in their space, on their terms; they really enjoy that.”

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Noosh frankie corners and ottoman

The first range of modular Noosh children's furniture and ottomans, which debuted last year, is covered in graphic, punchy fabrics by textile designer Amy Butler. The second kids furniture collection, due out this southern winter, will be in a print designed by Hutton herself. She also plans to sell the Noosh slipcovers separately, so those who already own Noosh children's furniture can buy a new cover. “The most important thing about the couches is that the covers zip off and are fully washable—only a mom would understand," she says.

For Tina Hutton, the best thing to come from Noosh is, “finding a new outlet for my creativity. I used to be an art director [disclosure: Hutton and I worked together on a women’s magazine many years ago]. I don’t have the energy to do that kind of job anymore. Since I’ve had kids, you don’t lose your identity but your identity changes. It took me a while to find that new identity. I’m constantly making-over furniture to put on my blog and renovating the house. It’s just really nice to feel so inspired again.”

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Posts from Tina Hutton's blog, Noosh Loves: Dirty kids = brainy kids?; Let them eat fruit

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One of Tina Hutton’s most popular Noosh Love's blog posts is her before-and-after shots of a 1930s oak wardrobe. She picked up the closet from an eBay onine auction for $109. She painted the solid beauty with a black tint and lined the interior with Moore&Moore pinstripe wallpaper.

left: Before and After: My Wardrobe, from Noosh Loves

This was by no means the children's furniture designer's first eBay foray. Tina Hutton has shopped the online auctions for more than a decade. “Oh God, I don’t even remember,” she says when asked about her first bid. “One of my standout purchases was a pair of vintage Italian leather boots. I still own them, wear them and always get loads of compliments for them. They’re a really deep sea blue and they’ve got cowboy-style scrolling on the calf and a kitten heel.”

With Mother’s Day just around the corner, I ask Tina Hutton what would be her perfect day. “I’d be happy with a sleep-in and well-behaved children—just to spend the day with my three boys" [her two sons and husband].

Tina Hutton of Noosh finds more inspiration for moms and babes on eBay.

Roll over items for details

Thomas the Tank Engine Print by Banksy

Pattern Book by Orla Kiely

Miu Miu Boots

Levis 510 Super Skinnies

Marc Jacobs Runway Wool Jacket

Blackboard Wallpaper

George Nelson Clock

Florence Broadhurst Wallpaper

Orla Kiely Jute Shopper

Vintage Bakelite Phone

George Nelson Bubble Cigar Pendant

Vintage Silver Trunk

Cowhide Rug

Noosh: Kids' Furniture Parents Can Fit In—and Will Want to Sit in

1. Thomas the Tank Engine Print by Banksy: “I've been redecorating the boys’ playroom and this is going to look great as the feature artwork amongst a montage of their own artworks. It'll give the boys a bit of street cred.”

2. Pattern Book by Orla Kiely: “I'm in the midst of designing the new range of fabrics for Noosh Frankie Modular Sofas at the moment, and Orla is so inspirational! Her designs are iconic and this little gem will be a nice addition to my ever-growing library of design reference books.”

3. Miu Miu Boots: “With autumn upon us in Australia my wardrobe wishlist is becoming fixated on winter pieces. These Miu Miu boots are a classic staple and the chocolate color makes them really versatile. My mum always taught me to buy a few quality classic pieces that will last the test of time. Prada [the maker of Miu Mu] certainly fits that bill nicely.”

4. Cowhide Rug: “I've been wanting one of these for ages. I love this dark chocolate brown color. There isn't too much contrast in the hide itself so your eye isn't too drawn to it, keeping it as a room accessory and not a feature. And this price is really reasonable too!”

5. George Nelson Clock: “Oooh I love this piece! And I have just the spot for it, too. It's hard to imagine how the stunning Danish design style of the 1950s could ever have been overlooked. Classic lines, perfect balance and a natural palette remain unmatched today.”

6. Marc Jacobs Runway Wool Jacket: “I love this jacket! It'll look fabulous with my new red Levis!”

7. Levis 510 Super Skinnies: “I don't just want these; I need them! In red. Now. And at the price, maybe I'll get aqua as well!”

8. George Nelson Bubble Cigar Pendant: “This 1947 design is featured in the permanent collection at the Museum of Modern Art in New York. I'd actually like 3 of them to hang low over my dining table.”

9. Vintage Silver Trunk: “This piece is stunning! It's authentic 1950s and while the lining needs a bit of a facelift, overall it looks to be in great condition. It would work really well as my new bedside table!”

10. Vintage Bakelite Phone: “It's important to have old things around you. A vintage piece can add so much depth to a collection - but only if it has meaning to you. This old Bakelite phone is a little bit before my time but the style! While I love the convenience of the technology we have today, I wish they'd place a little bit more importance on aesthetics.”

11. Blackboard Wallpaper: “Here's another one for the playroom makeover. I'm planning to use this as a wide border running at child shoulder height all the way around the room for the boys to draw on. Must remember to buy a box of dustless chalk to go with it!”

12. Orla Kiely Jute Shopper: “Is there a better option for your organic market bag?”

13. Florence Broadhurst Wallpaper: “Iconic Australian designer Florence Broadhurst is another one of my favorites, and this print, Horses Stampede, is mesmerizing. A small piece framed makes a wonderful statement—a feature wall will take your breath away. And don't worry, Interiorz Newcastle will ship worldwide—just contact them for a quote!”

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