Published on 3rd January 2015

In one respect, Pure White Lines is an ever-changing delight of oddities and antiques. Across its four floors, all manner of curios catch the eye. As we walk in, we're struck by the sight of a huge hippopotamus skull sat on a shelf.

Upstairs, we find an extraordinary carved antler console, a selection of ship lights, playful concave mirrors, a leather wingback chair and a display of exotic animal horns including buffalo, kudu, elk and gnu. In the adjacent room, a zinc-framed convex mirror gives you the unusual feeling of being at sea.

We're even conducting an interview with owner Matt Goss, who founded Pure White Lines three years ago, whilst he is sat on an antique leather pommel horse.

Matt said: "I always wanted to work for myself. I started by buying and painting pieces of furniture, before
opening my first shop in Haywards Heath back in 2011.It was really successful and that led to me coming to Horsham. I could see that the town was just getting better and better in terms of what it was offering visitors, and East Street in particular was thriving.

"This unit clearly had great potential, but it looked horrendous! We ripped everything out, decorated the shop to our style and opened up, initially on just one floor. The reaction here in Horsham was fantastic, and it meant we were able to expand. We went up two floors and even down into the basement. Pure White Lines has grown to the extent that we also rent a 5,000 square foot showroom on the outskirts of Sussex, from where we can sell directly to the trade."

Finding such novelties to sell is not easy.

Matt has built up a network of contacts throughout Europe to help him source the most interesting and unique items. He is regularly behind the wheel of his large van on the roads of Europe, primarily France, Italy,
Belgium and Germany, viewing and buying antiques.

Mirrors currently on display come from an ex-military base in Belgium. Other items for sale include
chandeliers from Holland and beautiful convex mirrors picked up in Slovakia. One of Matt's contacts breaks all manor of sea-faring vessels, and Matt has found that many features of old boats can be restored as truly individual items of furniture.

"Running Pure White Lines is a lot more complicated than just setting up shop and visiting antiques fairs," said Matt. Primarily, it's about contacts. I now have many trusted people. Some source antiques and will send me pictures of an item if they think it will interest me. Then of course, much needs to be done to restore decorative items or furniture. We have an expert team of carpenters, painters, upholsterers and metal fabricators working constantly to make pieces perfect.

"There is always a learning curve in business. I meet people who are knowledgeable in certain aspects of antiques, but I don't have that expertise in one field, such as art or Chinese dynasties! So I have a different ethos. I buy things that I would like to own. If I would have it in my house then I will have it in my shop.

"It is really hard to source the best items because the internet has made it a global market. Some people can underestimate the work that we put in to find so many fascinating pieces to sell."

Nonetheless, Matt believes that an increasing number of people are seeking out unique furniture and decorative items. Whilst some of the exotic items in the window display may hint at a shop of high price tags, Pure White Lines actually offers something for every budget, with locally produced Parkminster Candles selling from as little as £5.

But it is often the rare pieces that capture the imagination. One table, for example, is made from the nose of a Russian aeroplane. It took over 150 man hours to degrease and polish the propeller and mechanical parts to create a unique piece of furniture.

Matt said: "For people who like something different, this is compulsive shopping, as we are like a little museum.
"Our customers are very discerning and they demand both quality and signature pieces that they can build a theme around.

"I think people are looking for something that is a one-off; something that will hold its value. In my opinion, the days of everyone buying flat pack furniture are over, as people want things with a story behind them. They want things that will be a talking point in the home.

"If they can get something like that at a good price then they will do that rather than buy a mass-produced item straight off a Chinese factory line. One of the great joys of my job comes from the story behind an item and
sharing it with customers.

"We recently cleared a huge old brothel in Cologne and brought back its heavy bar stalls, which had been there since the 1920s. Such items have immense history, yet they have stood the test of time and will probably last for another 100 years. I want people never to regret a penny they have spent here, and I want all their friends to wish they had found that special piece first!"

Matt has his sight set on the London market.

Matt was always destined to pursue such a venture. When he was 14 he worked weekends in a large Sussex antiques shop, and by 16 he was painting specialist decorative effects on furniture. By 18, he was
delivering items up and down the country.

After gaining degrees in business and teaching, he took off around the world, visiting exotic locations.
Matt's next adventure will see him entering the exciting world of London's antiques market. He will be opening up a branch of Pure White Lines on Columbia Road, world famous for its flower market.

Matt said: "There is a great opportunity in east London now, as there are young couples moving to the area en masse looking to invest in exclusive items for their home."

As well as establishing the London shop, Matt manages a growing number of corporate clients. After an extensive recycling and sustainability study for the National Trust, Pure White Lines was contracted to refit their visitor centres, with everything based around reclaimed and environmentally-sound materials. All of this extra work has meant that Matt has not been seen quite so frequently along East Street.

When he's not around, the shop is run by Elissa Medhurst, who uses her creative background to keep the shop fresh and build an online presence.

Elissa is the original iron fist in the velvet glove.

Her legendary efficiency and extensive creative background assures that the shop is always looking its best.
"She's a great troubleshooter," said Matt. "She is never phased by the impromptu logistical problems I throw her way.

"I know that with Elissa at 6 East Street that the customers are in good hands and receiving the best attention."
It's easy to see why Matt is proud and enthusiastic about the originality of his wares as the wall bristles with weird and wonderful things.

Elissa said: "I think it is important for customers to get a good deal and walk out of the door happy.
"I like to keep things moving in and out of the shop, so I do occasionally do a deal on an item which has been in the shop for a while.

"We want people to be excited when they come in here and see new things. We want each visit to feel like an adventure. That's what people love about Pure White Lines."

Visit the shop at 6 East Street, Horsham, call 01403 372758 or visit www.purewhitelines.com