Startup Story
For South African entrepreneur Brenda Hart, starting a bespoke furniture design business at the age of 50 is a bold and rewarding endeavour. As founder of Soft&Co, she draws on her extensive experience in interior design to create furniture that is both beautiful and meaningful. She says, “Soft&Co gives me a niche to concentrate on and a fresh channel for my enduring love for design. It’s not just a business to me, but a celebration of a life’s work and a testament to the power of following your dreams at any age.”
Having attained qualifications in both Architectural Technology and Interior Design, Brenda’s journey took her from her home in Cape Town to purse her career internationally. Over decades, she lived in both Hong Kong and Singapore, and worked on a wide range of projects including the Nike regional headquarters in Athens, Istanbul, Tel Aviv and the Netherlands.
Now as the master designer for Soft&Co, Brenda draws on this wealth of experience to create and curate bespoke home furniture ranges for elevating living spaces with both elegance and comfort. She says, “The design aesthetic that I bring to Soft&Co is characterized by a blend of contemporary style and timeless appeal that is inspired by nature, travel, art and materials. As a team, we are striving to create spaces that inspire and uplift those who experience them. My work is driven by a passion for creating beautiful, functional, and sustainable interiors that reflect the unique stories of my clients.
LoA spoke to Brenda Hart about the inspirational for launching her business, her passion for design, and her brand ambitions for the future.
“At Soft&Co, we specialize in creating bespoke furniture that combines exceptional craftsmanship with innovative design.”
What does your company do?
At Soft&Co, we specialize in creating bespoke furniture that combines exceptional craftsmanship with innovative design. Our company is dedicated to producing unique, high-quality pieces, combining modern sophistication with luxurious comfort.
We embrace originality in design and functionality, creating furniture that is not only beautiful but also practical and adaptable to modern living. Our team of local, South African skilled artisans uses only the finest materials and techniques to craft each piece. We take pride in the meticulous attention to detail and the superior quality of our products.
What inspired you to start your company?
After three decades, across three continents, completing many successful and satisfying projects in the world of Interior design, I decided to change course slightly, and focus on my real passion which is furniture design. While staying within the same field I can draw on the wealth of experience I’ve gained to create and curate bespoke home furniture ranges and elevating living spaces with elegance and comfort. Being able to focus fully on furniture design and curating collections is a breath of fresh air and I’m able to really hone in on the design of our furniture pieces and collections, selecting all the various finishes, colorways and fabrics for each item.
“We embrace originality in design and functionality, creating furniture that is not only beautiful but also practical and adaptable to modern living.”
Why should anyone use your service or product?
Our designs are inspired by timeless elegance and contemporary aesthetics, resulting in pieces that are both stylish and enduring.
We have two different ranges on offer currently: VOUGISH & COZY – both with different aesthetics but can work equally well together. One of the concepts behind Soft&Co is that we curate the pieces in our ranges to work perfectly together, so that the effort of selecting pieces like dining table and dining chairs is taken away because we have put the pieces together in a cohesive story for our customers.
Each impeccably crafted piece in each collection can stand alone but is designed to be part of a design family – an effortlessly elegant one. The idea is that you can select one, some or all the pieces in the collection for your space and you will have a coherent look that feels luxurious and bespoke, and which embodies a sense of supreme and style-centric comfort.
Tell us a little about your team:
Our team consists of seasoned designers and project managers with a wealth of experience in various aspects of interior design, from residential to commercial projects. They have a deep understanding of design principles, trends, and the latest innovations in the industry.
We believe that the best designs come from collaboration. Our designers work closely with each client to understand their needs, preferences, and lifestyle. This collaborative approach ensures that the final design is not only beautiful but also functional and tailored to the client’s specific requirements.
Creativity and innovation are at the core of our design process. Our team is constantly exploring new ideas, materials, and technologies to create unique and inspiring furniture pieces. We strive to push the boundaries of design while maintaining a timeless and elegant aesthetic.
Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?
The early stages were all about laying a solid foundation. I spent countless hours researching the market, understanding customer needs, and refining my vision. I wanted Soft&Co to stand out by focusing on quality, craftsmanship, and sustainability. This meant finding skilled artisans, sourcing the finest materials, and developing a brand that people could trust and connect with.
One of the most rewarding aspects of this journey has been the creative process. Designing furniture that combines aesthetic appeal with functionality is a constant source of inspiration. I’ve enjoyed pushing the boundaries of design, experimenting with new materials and techniques, and collaborating with clients to bring their visions to life. Innovation has been key to keeping the business fresh and exciting
What are your future plans and aspirations for your company?
Once our final two curated collections are launched later this year, then we will focus on turning Soft&Co into a well-known and trusted bespoke furniture brand. We already supply and ship to the whole of SA and I’d like to expand that to international supply and exporting our products to designers and customers in the UK and Europe, possibly also Dubai.
“We believe that the best designs come from collaboration. Our designers work closely with each client to understand their needs, preferences, and lifestyle.”
What gives you the most satisfaction being an entrepreneur?
I enjoy being an entrepreneur because it allows me to turn my ideas into reality and create something meaningful from the ground up. The process of taking a concept, developing it, and watching it grow into a successful business is incredibly fulfilling.
The freedom to innovate and make decisions that shape the direction of my business is exhilarating. It gives me the opportunity to constantly learn, adapt, and evolve in a dynamic environment. I thrive on the challenges that entrepreneurship brings, as they push me to think creatively, solve problems, and continuously improve.
What's the biggest piece of advice you can give to other women looking to start-up?
I would say become a student of your business. Do as much learning and researching about your idea and how it could be successful as possible. Get to know people in the industry and set up relationships with suppliers and people who can help and support you. And don’t wait for the right time – there is never a perfect time to start!
Find out more:
Email: brenda@softandco.co.za
Website: http://softandco.co.za
Facebook: https://www.facebook.com/softandco.capetown?mibextid=JRoKGi
Instagram: https://www.instagram.com/softandco.bespoke_furniture?igsh=ZmxrdzRwdnpvbnJi
Why LoA loves it…
Many women entrepreneurs are inspired to start a business because they have a real passion for creating products or solutions that people want and need in their lives. For Brenda Hart, her love of design and the creative process led her to realize a dream of building a business where furniture design and construction pushes boundaries. Today, she is helping her customers bring their furniture visions to life through her innovative approach and her design flair. Definitely a business and brand to watch grow over the next few years. — Melanie Hawken, founder & c eo, Lionesses of Africa