Habitus Living: Where does the name, Dennis Did It, come from?
Theo: Dennis Did It came to life as a playful embodiment of everything we wanted our brand to represent – fun, creativity and a bit of cheekiness. The name itself carries a sense of mystery and humour, almost like a mischievous question: “Did Dennis Do It?” The answer? “Yeah, Dennis Did It, and he absolutely loves it.”
Dennis is the character who adds that extra spark of joy to your home, turning ordinary moments into extraordinary ones. Whether it’s a pop of colour or a quirky lamp that makes you smile, Dennis is the name we gave to the idea that homes should be lively, vibrant and full of personality. Behind the fun and cheekiness, Dennis also represents our commitment to making design accessible and joyful for everyone, not just the few.
How old is the brand and what made you start it?
Tess: Dennis Did It just celebrated our first birthday since launch, having debuted mid-last year [2023]. But while the brand itself is new, it’s been in the works for years. With decades of experience in design, manufacturing and retail, we didn’t just jump into this; we built Dennis Did It on a foundation of deep industry knowledge and a clear vision. We saw an opportunity to bring something fresh and exciting to the market. We wanted to carry pieces that reflect our passion for design while being accessible and full of personality, helping people transform their spaces with ease and a touch of fun.
What is specifically Australian about Dennis Did It, both in terms of design and target audience?
Theo: Dennis Did It is inherently Australian, not just in its design but in its ethos. We’re as laid-back, vibrant and slightly cheeky as the country we call home. Our designs reflect the casual, comfortable lifestyle that Australians are known for, pieces that are easy to live with and bring a sense of joy into everyday life. We’re also creating for our own generation – our target audience is the same age as us, so we understand their needs and desires on a deeply personal level. We live in these interiors, with friends, family and throughout our daily lives.
What are some of your favourite pieces?
Tess: One of our absolute favourites has to be the Siren and Ribbon Lamps. They’ve got this playful, curvy form that just screams mid-century fun, inspired by the bold colours and forms of the ’60s. Both lamps give off a warm, ambient light that instantly makes any space feel cosy. They’re small enough to fit onto a shelf, making them perfect for both tight spaces and as standout pieces in larger rooms. And honestly, their compact size means they’re easy to move around and store, but you’ll probably never want to put them away.
What should our readers know about your design and manufacturing process?
Theo: We work closely with ethical manufacturing partners who are audited by credible agencies and are at the top of their respective categories for the materials and products they create. This is our little black book that separates us from the rest. Our approach is all about ensuring our customers get the best quality, finish and price. We maintain direct relationships with our manufacturers, overseeing every detail to meet our high standards. This commitment reflects our dedication to delivering products that are not only beautiful but also ethically made.
Great design and manufacturing is only part of the equation. To ensure a seamless experience from start to finish, we’ve partnered with Australia’s top fulfilment providers. Orders are fulfiled same or next day from our Melbourne warehouse and delivered exclusively by Australia Post in one-to-eight days, typically within one-to-three days for most customers. Our logistics operation is designed to guarantee that every order arrives quickly and in perfect condition, making Dennis Did It a step above the rest.
Any exciting future plans?
Tess: We’re currently in the development phase of a new collection that we’re really excited about. We’ve drawn inspiration from some of the greats – Gerrit Rietveld and the Eames duo – who were all about making design accessible and fun. This collection will feature lamps that blend modernist colours, mid-century modern aesthetics with contemporary function, staying true to our mission of bringing practical, joyful designs to Australian homes. We’re aiming to launch these later this year, and we think they’ll really resonate.
What’s been especially exciting for us is involving our community in the design process. We’ve been using Instagram to get a feel for what our followers love – whether it’s a certain colour palette, shape or material. It’s all about creating pieces that not only reflect our vision but also resonate with the people who bring Dennis into their homes. We’re also planning our first pop-up in inner north Melbourne, which is going to be a big step for us. Moving from an online brand to a physical experience where people can touch, feel and really get to know our products is something we’re thrilled about, and we’re making sure it’s done in true Dennis style. As we continue to grow, our commitment remains the same – creating designs that are fun, accessible and deeply connected to the way Australians live.
Habitus readers can access an exclusive discount – use the code HABITUS for 15% off at Dennis Did It!
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