Julian Fraser Lee - JFL Profile

Born in Lagos, Nigeria, Fraser spent his childhood in West Africa, before his family moved back to the UK.

He did a one year foundation at Hornsey Art College, before going on to Ravensbourne College of Art and Design to do a three year degree in Furniture Design and Related Products, graduating in 1981. Fraser was accepted by Royal College of Art to do a three year postgraduate Masters Degree in Furniture Design, graduating in 1984.

In December 1986, Fraser set up JFL Design to produce, promote and sell his designs, launching two seating ranges ‘Arco’ and ‘Clone’ in February 1987. The chairs were manufactured and assembled to order in batches predominantly for the contract market, being specified by architectural and interior design practices. Another revenue stream was design shops for the retail market like Astrohome, an influential Post-Modern interior design shop located on Neal Street in Covent Garden, London, it served as a key destination for high-end, playful, and avant-garde furniture during the area's transformation into a trendy retail hub and also the Conran Shop in it's iconic Michelin Building at 81 Fulham Road, Chelsea, London, a premium lifestyle retailer specializing in contemporary furniture, lighting, and home accessories.

Fraser joined the Independent Designers Federation (IDF) in May 1987, a cooperative of over 70 British designer-makers, who held an exhibition in Camden, London, titled "British Furniture and Product Design".
This event was a landmark for the "Creative Design" movement of the 1980s, showcasing experimental and self-produced works that blurred the lines between art and industry. The exhibition received royal attention in June 1987 when Prince Charles visited to support contemporary British furniture and product design.

The Design Council subsequently selected both Arco and Clone single chairs in October 1987 for the Design Council Mark and the chairs were selected for the exhibition 'Design Review' at the Design Centre, London in November and December 1987 and then at the Design Centre Glasgow in February and March 1988.



The Design Council Mark was an iconic triangular or circular label found on British-made products. It served as a "seal of approval" for high-quality industrial design and was widely recognised by consumers as a mark of excellence.

J.F.L. Design had a stand at the “Design in Furniture Show” at Olympia in London. in May 1988. The exhibition was used to launch three new products, Solitaire, an all metal café table and Serf, a table which could be ordered in various sizes. The third product was Gable, a shelving system using stainless steel cable under tension to support the shelves.
The "Design in Furniture Show" at Olympia London in 1988 was a pivotal event that showcased the shift from traditional craftsmanship to the bold, experimental. It highlighted a new generation of British designers who prioritized artistic expression over mass production, often using unconventional or industrial materials.

In February 1989 produced new colour brochure showing the extended Arco and Clone ranges. While introducing the “Perch “stool range and “Monocle” a coat stand, part of the “Mono Accessory Range' developed in 1988.

Exhibited the Arco range, Solitaire” a café table; two tables from the Serf Range and the “Monocle “coat stand in April 1990 Interiors Exhibition “Bermuda” in Ipswich.

In 1991, JFL Design's main clients for design and furniture sales included: Cantium Contracts, Fitch, Optical Marketing, I.C.I, Lovell Construction, Co-Existence, Design Matters, British Airways, Konrad Germany, Tilney Lumsden Shane.

New Product development for 1991 include the ‘Orb’ a stacking armchair aimed at the restaurant market and the 'hybrid', an all-metal stacking chair aimed at the bar and outdoor market.
Further design development of the ‘Arco seating range’ saw the introduction of an ‘Arco Office ‘and Draftsman chairs both with tilt and gas mechanisms.

In October 1992, Fraser further developed an all metal café table Solitaire, re-designing it for Aroma Coffee Shop. The design introducing a curved metal leg underframe and a birch ply slatted top, producing an outdoor café folding table re-named 'Sidewalk' . The 'Aroma' Coffee Shop was an expanding coffee chain in London which starting with eight locations. McDonalds acquired the Aroma brand in 1999, before it was rebranded Caffe Nero, who bought the brand in 2002 acquiring roughly 30 sites to expand their UK presence.

In 1992 main clients for design and furniture sales included: Aktiva Systems, Aroma Coffee Company, Design Matters, Art Electric, Box Design, Gardiner & Torine Ltd.
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In 1999 the ‘Clone’ Chair including a stacking chair and bench was selected by Ness Furniture Limited to add to their Debut collection. With a Licence Agreement being agreed between both parties on the 30th April 1999. A high chair was added to the "Debut" collection which was a significant range for the company, which featuring a number of seating and table solutions designed for the contract market, including sectors like retail, fast food, and education. This was a change of direction for JFL Design who had produced and marketed its own products. The collaboration with a large furniture manufacturing company taking Fraser's designs and producing and marketing it under Licence. With Fraser getting a Royalty for each unit sold.

JFL Design designed and produced Westbond Carpets stand for Spectrum 99 at the the Commonwealth Institute. With an eye for opportunity on Westbond stand, Fraser designed and produced a low and high stool for use on the stand instead of hiring furniture.
These concepts were seen by Janet Vaghetti of Allermuir Limited, a furniture manufacturer looking to add young designer products to their collection. The Scoop range was initially presented as a low and high stool which stacked and had a low back to each stool. With further design collaboration from JFL Design with Allermuir Ltd, Fraser design a stacking chair and bench for the same range. A Licence Agreement was reached between Allermuir Ltd and JFL Design in September 1999, where by Allermuir Ltd would manufacture and market the range in Europe and the World, with JFL Design getting a royalty for each unit sold. Further design collaboration with Allermuir Ltd on the scoop range led to different variants and a table being produced over the next few years.
The Senator Group acquired Allermuir in 2005. Founded by the Vaghetti family in the 1971, Allermuir became part of the Lancashire-based Senator Group, which is known as one of the UK's largest manufacturers of office furniture and workspace solutions.

To contact Fraser either email direct or use the form below

JFL Design, United Kingdom.
email: fraser@jfldesign.com
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