Roomix Founders: Who & Why They Started It
Who are the founders of Roomix and why did they start a children's furniture brand?
The 'Jingling Keys' Moment: Why Roomix Was Born
Who are the founders of Roomix and why did they start a children's furniture brand? Co-founders Shona Chalmers and Mark Apter launched Roomix after experiencing firsthand the frustration of transitioning their toddlers from cot to bed. They discovered that existing children's furniture did not address real parental challenges such as tiny bedrooms, assembly stress, and supporting child independence during sleep transitions.
The story begins with two parents facing the same 3am dilemma: their toddlers had outgrown their cots, but traditional beds felt overwhelming and unsafe. Shona and Mark found themselves jingling keys outside bedroom doors, hoping their little ones would stay put. This nightly ritual sparked a realisation.
Furniture companies were designing for showrooms, not real family life.
After surveying hundreds of parents, they uncovered a universal challenge: the cot-to-bed transition represents one of parenthood's biggest emotional milestones, yet furniture was not keeping pace with family needs. Parents wanted designs that support independence, quick assembly for busy schedules, and modular pieces that grow with children rather than becoming obsolete within months.
The Breakthrough: Connecting with Artisans
The breakthrough came when Shona and Mark connected with skilled joiners who shared their vision. Together, they developed modular systems using 100% solid FSC pine wood and water-based wax finishes. This collaboration led to furniture that supports independence whilst meeting British Standards for safety.
Parent-Led Design
Unlike mass-market manufacturers, Roomix co-designs with parents who understand sleep anxiety, space constraints, and the reality of assembling furniture whilst managing energetic toddlers. Their elevated toddler house bed comes pre-assembled and clicks together in minutes.
Shona & Mark: The Parents Behind the Vision
Shona Chalmers and Mark Apter didn't set out to start a furniture company. They simply wanted beds that worked for their families. Both experienced the anxiety of toddlers climbing out of cots and the frustration of spending entire weekends assembling complex furniture.
Their approach draws gentle inspiration from Montessori theory, creating environments where children can develop confidence at their own pace. The Roomix transition toddler bed embodies this philosophy with its low-to-ground design and optional safety barriers.
Designing for Real Families
Shona and Mark prioritise functionality over Instagram-perfect aesthetics. They design for cramped London flats, busy working parents, and the reality that toddlers treat furniture as climbing frames. Every piece undergoes rigorous testing to ensure it withstands years of bouncing, climbing, and general toddler chaos.
This authentic understanding shapes every detail, from assembly simplicity to modular adaptability. Parents don't have time to spend all day building furniture. They need solutions that work immediately.
Furniture That Grows with Your Family
Traditional children's furniture follows a wasteful cycle. Toddler beds get replaced by single beds, which later require double beds. This constant upgrading strains budgets and creates environmental waste.
The modular approach allows families to add components as children mature. Start with a basic toddler configuration, then incorporate legs for elevation, drawers for storage, or roofing elements for imaginative play. The create your own Montessori storage unit exemplifies this adaptable design philosophy.
Buy Once, Choose Well
Built to grow, not to be replaced. Each piece withstands years of enthusiastic use, supporting children aged 18 months and older. Quality materials mean furniture survives child one, two, and three.
The Roomix Transition Elevated House Bed demonstrates this durability philosophy, with components designed for longevity rather than planned obsolescence.
Safety, Simplicity, and Independence
Every piece features rounded edges and tested construction. Assembly uses the included Allen key, reducing installation stress. The result? Sturdy furniture that passes the toddler test.
Customisable safety barriers offer flexibility as children develop confidence. Parents can adjust opening positions and barrier configurations, creating environments that evolve with growing independence.
Freedom for your child, within safe limits.
Who are the founders of Roomix and why did they start a children's furniture brand? For Shona and Mark, it comes back to one simple goal: making the cot-to-bed transition less stressful for parents and more empowering for children, with furniture designed for real homes and real routines.
Frequently Asked Questions
Who are the founders of Roomix?
I'm Shona Chalmers, and my co-founder is Mark Apter. We are the parents behind Roomix, a brand we started right here in London. We simply wanted beds that worked for our own families.
What inspired Shona Chalmers and Mark Apter to create Roomix?
Mark and I were inspired to create Roomix after experiencing the struggles of transitioning our own toddlers from cot to bed. We found existing children's furniture didn't truly address real parental challenges, like small bedrooms, assembly stress, or supporting a child's growing independence. We realised furniture needed to be designed for real family life, not just showrooms.
How does Roomix furniture support a child's independence during sleep transitions?
Our Roomix furniture is designed with gentle inspiration from Montessori principles, focusing on fostering independence. For example, our transition toddler bed has a low-to-ground design, allowing children to safely climb in and out themselves. This approach helps children develop confidence at their own pace, creating an environment where they feel secure and capable.
How does Roomix address common challenges parents face with children's furniture?
We co-design Roomix furniture with parents, so we understand the challenges firsthand. Our pieces are designed for quick assembly, with parts that come part assembled, easing stress for busy parents. We also create modular pieces that grow with children, avoiding the need for constant replacement and adapting to smaller spaces.
What materials are used in Roomix children's furniture?
At Roomix, we're committed to creating furniture that is both sustainable and child-safe. We use 100% solid FSC pine wood, ensuring our materials are ethically sourced. All our pieces are finished with water-based wax, which is certified safe for children.
Can Roomix furniture adapt as my child grows?
Yes, absolutely! Our modular system is designed to evolve with your family. You can start with a basic toddler configuration, then add components like legs for elevation, drawers for storage, or even roofing elements for imaginative play as your child matures. This means our furniture adapts to their changing needs without needing complete replacement.
