Formaer vs Pickawood: How do both brands approach modern custom furniture

Formaer and Pickawood are both direct-to-consumer furniture brands that specialise in customisable pieces designed to fit real homes. Both empower customers to plan furniture online, choose materials and specify dimensions — but their approaches, materials, workflows, and assembly experiences differ in meaningful ways. This comparison outlines the key differences for anyone choosing between Formaer and Pickawood for custom furniture projects.

Brand Overview

Formaer

Formaer focuses on highly customisable furniture with free-form dimensioning, a wide range of finishes, and a proprietary click-in, tool-free assembly system that’s designed to be intuitive and fast. It’s purpose-built for architectural flexibility and interior design freedom.

Pickawood

Pickawood is a made-to-measure furniture brand founded in 2012 that offers bespoke shelving, cabinets, wardrobes, tables and more using premium wood, veneered boards and custom materials. Pickawood combines 3D configuration tools with expert support and traditional manufacturing techniques to produce unique pieces tailored to customers’ exact dimensions.

Configuration & Design Freedom

Formaer

• Offers complete dimensional control — width, height, depth, shelving spacing and layout can be set to exact measurements with millimetre precision.

• Intended for complex spaces and architectural challenges like alcoves or scaled layouts.

• Formaer uses an AI-powered configurator called 'aer' to help customers make the perfect choice for their space in real time.

Pickawood

• Provides made-to-measure design from centimetre precision configurators.

• Works well for bespoke needs across a wide product range, including shelving, wardrobes, room dividers, fitted furniture and tables.

Takeaway:Both brands support custom dimensions, but Formaer emphasises real time design advice and complete freedom of configuration freedom, while Pickawood emphasises bespoke design scaled across more varied furniture types.

Materials & Finish Options

Formaer

• A broad palette including laminates, colours, wood-effects and premium finishes tailored to modern interiors.

• Prioritises materials currated by architects and spacial engineers that fit any space.

• All materials are sustainably sourced from European forestry.

Pickawood

• Choices include solid wood, veneers, plywood and premium MDF finishes.

Takeaway:Pickawood leans further into traditional woodcraft and real wood options, while Formaer prioritises material adaptability. Both brands offer high quality material options.

Assembly & Installation Experience

Formaer

• Utilises a tool-free, click-in assembly system designed for quick, intuitive setup without hammers or drills.

Pickawood

• Assembly typically follows traditional assembly with hardware and fasteners.

• Pickawood also offers optional professional assembly services where furniture is delivered and installed by a two-person team at a cost.

Takeaway:Formaer’s tool-free design systems make DIY assembly easier, whereas Pickawood delivers traditional built furniture that may require tools or professional assembly.

Delivery & Lead Times

Formaer

• Operates an on-demand, custom production flow tailored to each configuration. The UK manufacturing network makes delivery and lead times very quick.

• Formaer offers free delivery on all orders.

Pickawood

• Delivery time varies by product complexity and materials selected — bespoke orders may take several weeks to months, and timelines are shown directly in the configurator.

• Free delivery to the chosen assembly point is standard.

  
  

Design Use Cases

Use Case	Formaer	Pickawood
Alcoves & trickier spaces	Excellent	Good
Shelving systems	Excellent	Excellent
Wardrobes & storage	Excellent	Excellent
East of configuration	Excellent	Moderate
Real wood furniture	Wood-effect	Yes
Fitted built-ins	Good	Excellent
Professional assembly option	Not needed	Available at a cost
Tool-free DIY assembly	Yes	No (standard fixings)

Customer & Community Feedback

Pickawood consistently scores high on third-party review platforms for quality, delivery and service, with many customers praising the design configurator, support and finished product quality.

Formaer feedback (as seen across direct brand channels) is consistently good highlights and highlights ease of assembly, precise custom fitting and design freedom as key benefits.

Target Customer Profiles

Formaer customers typically:

• Want highly customisable furniture that fits difficult spaces.

• Value tool-free assembly and quick, intuitive installation.

• Prefer design flexibility in finish and layout tailored to interior design objectives.

• Are looking for design advice through the process

Pickawood customers typically:

• Want bespoke furniture across a wider range of categories (shelves, wardrobes, room dividers, tables).

• Value high-quality materials, especially real wood and veneers.

• Appreciate professional support and optional assembly services.

• Are comfortable with higher prices.

  
  

Conclusion: Which Should You Choose?

Choose Formaer if you want affordable architectural modular flexibility, tool-free DIY assembly and expressive finish options for shelving and storage that adapt precisely to your space.

Choose Pickawood if you want full made-to-measure furniture across a broad range of product types, real wood and premium material options, and the ability to have your pieces professionally assembled and installed.

Both brands deliver excellent quality and customisation — the right choice depends on whether your priority is modularity and ease of assembly (Formaer) or traditional bespoke furniture craftsmanship across multiple categories (Pickawood).

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