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Since 2005, we have offered stylish, quality furniture that everyone can afford

We also deliver fast (in days, not months) and our customers love us

Our founders

 
Tom Obbard

Tom worked for Amazon in the early days when e-commerce was just starting. He then moved to high end furniture store Heal’s to run their online operation.

Amazon famously offers the widest range, best prices and fast delivery, whereas Heal’s sells high quality, design led furniture to those who can afford it. This gave Tom an idea: could he combine the two and offer a wide range of quality, stylish furniture, that’s affordable to all and quick to deliver?

 
Howard Obbard

Howard is a British entrepreneur and furniture designer who moved to Asia in the 90’s so that he could design, develop and manufacturer his own products. Now with over 20 years’ experience, he runs multiple companies and operates his own manufacturing plants. Howard supplies his furniture to well known high street brands throughout the world.

In 2005 Tom outlined the idea to Howard, combining their unique experience to offer ‘stylish, quality furniture that everyone can afford’ and in October 2005 Furniture Choice was born.

Today we have nearly 100 staff across Europe and Asia, with a £20 million turnover, operating out of 250,000 sq ft of warehousing in the UK. We currently sell over 25,000 dining tables, 120,000 dining chairs, 20,000 sofas and 1000’s of beds and mattresses per year.

Our unique experience

It is Tom and Howard’s unique experience that allows us to offer design, quality and value – hallmarks that set us apart from most traditional furniture stores.

Our focus
We match a deep knowledge of contemporary furniture manufacturing with first-class e-commerce expertise. By concentrating on what we do best – and only that – we’re faster, more efficient, and focused.

Our connections
We're from the UK but we have over 20 years experience in Asia where we’ve built long-term relationships with manufacturers – at some, we began working with the founders and now we work with their sons. Having trusted and knowledgeable partners helps us produce better and more affordable furniture.

In-factory quality control

Our furniture is made by the same people who supply many high street stores. However, we also have Furniture Choice teams in the factories overseeing additional quality control and testing to official UK safety standards and compliance. These same teams on the ground also identify and resolve any design and production issues early - before shipping - which keeps quality tight and prevents costly mistakes.

Our customer service
Trust is essential when it comes to buying furniture online, so our in-house, UK, customer service team is available to offer our best-in-class support over the phone.

Customer focus

Our customer service team is judged on customer satisfaction and not sales. By allocating our time to customers not business, independent reviews show we consistently offer a 5-star service.

Our innovation and craft
Matching progressive ideas, materials and technology with traditional craftsmanship helps us keep our furniture quality high and our prices accessible to all.

Performance Fabrics

Strong but elegant ‘Trade-grade fabrics’ were originally developed for use in airport and hotel lounges. By incorporating these high-performance, innovative materials into our furniture we match the look and feel of traditional upholstery, but with fabrics that are easier to-clean, longer-lasting, thoroughly tested and much better value.

Coming soon – we’re working with our partners in Asia to develop our own Furniture Choice signature high-performance, faux-leathers and linens.

Our in-house design teams
We’ve set up our own design studios to research, style and shoot the latest trends and ideas. It’s expensive and time-consuming, but essential to inspire our customers and show off our products and ideas.

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