Co-Founder, Furniture And Choice, UK/Malaysia
Who is Howard Obbard?
As Co-Founder and Director of Furniture And Choice Malaysia, I bring over 25 years of global manufacturing and retail experience to drive the brand’s success. I believe in leading with a focus on mentorship, empowering my team to innovate while ensuring they have the structured training and support they need to excel.
Furniture And Choice has been a trusted name in the UK for over two decades, and now, under my strategic vision, we’re proud to bring our stylish, durable sofas to Malaysia. We offer exceptional quality, unbeatable prices, and outstanding service, all aimed at transforming local living spaces with chic, multi-functional designs. Sustainability is also a key focus for me.
We are committed to using sustainable timbers and recycled materials in our products, and we continue to explore new ways to balance affordability, quality, and environmental responsibility in everything we do.
Tell us about Furniture And Choice and how does it come about?
I was running a large manufacturing company in Malaysia, supplying top retailers worldwide, while my brother was managing the retail website for Heals, a leading retailer in London, and had previously worked with Amazon. We realised that combining our skills and experiences could lead to something special. By fusing manufacturing excellence with digital retail efficiency, we were able to create Furniture And Choice, offering high-quality, affordable furniture that truly meets the needs of a diverse customer base.
Today, Furniture And Choice Malaysia brings together over 20 years of experience with timeless designs, all proudly made in Malaysia to British quality standards. We offer free fabric swatches to help our customers find the perfect fit, and provide free delivery within 10 days, including assembly.
With a strong commitment to customer satisfaction, we stand by our 14-day money-back guarantee and 10-year structural guarantee, ensuring a worry-free shopping experience.
And with our real, contactable customer service, we make sure that every step of the journey is seamless and trustworthy.
Setting up a company in a foreign land is not easy. Walk through your journey with us, Howard.
Setting up a company in a foreign land definitely comes with its challenges, but it’s also been an exciting journey. When we started Furniture And Choice in Malaysia, we knew that continuous innovation would be key to staying competitive. Embracing new ideas and being adaptable to market changes allowed us to meet the evolving needs of our customers. One of the biggest factors in our success has been our motivated and engaged workforce. We make it a priority to empower our team through recognition and ongoing development. It’s this dedication to our people that drives the innovation and service that our customers value.
We also place a strong focus on building lasting relationships with our customers. Their satisfaction and repeat business are what keep us moving forward. To ensure we’re always improving, we regularly monitor performance metrics and leverage data-driven insights to refine our strategies. This approach has been crucial in maintaining sustained growth and profitability in a market that’s always changing.
Why Malaysia?
Malaysia presents a unique opportunity for us, and it’s a decision I’m really proud of. We saw a chance to strategically focus on the sofa category, tailoring our products to meet the specific preferences of the local market. One of the key challenges here is the humid climate, so we’ve designed our sofas to be durable, breathable, and well-suited to local conditions. I also view the Malaysian market as a beta test, where we’re continuously learning and improving. We’re refining our offerings and services to exceed local expectations and stay ahead of market trends.
Looking ahead, I’m excited about expanding our product offerings here, starting with sofas and gradually introducing bedroom and dining options. But what’s most important to me is our commitment to supporting the local economy. With over 200 local staff and partnerships with hundreds of local businesses, we’re truly invested in Malaysia’s growth.
My leadership is focused on ensuring Furniture And Choice remains a trusted and innovative brand in the Malaysian furniture market, always adapting and evolving to serve our customers better.
Who are your clients?
Most of our current customers are urban professionals and families from Klang Valley. They appreciate stylish, functional furniture that complements their contemporary lifestyles and home spaces.
How does your brand and furniture stand apart from the rest?
We are direct to consumers from the factory. There is no middle man. We are direct from the BSSB global export factory to the Furniture & Choice retail arm of the group. We design the product from the ground up to be durable, environmental, aesthetic, serviceable and deliverable with the circular & environmental economy in mind. Not only is the product and service 100% in our control; but we can develop and control all aspects ongoing to continually improve on what we do in all ways.
Most companies buy and sell without even understanding the true nature of production as they are buying from a 3rd party without understanding the materials, what the materials can do, the production process, without any control of the environmental impact or environmental materials or the quality controls. They then sub-con the other services leaving, product and service development really without any or minimal control.
Typically their concept is to sell cheap or make as much money as possible without consideration of the full nature of the business and its impacts. It’s trading. Whereas we are a full large scale export production with all aspects of product and the environment considered and a focused and controlled service strategy. It’s a lot more work. But it’s worth every moment in order to be able to deliver a unique and positively impacting product and experience.
What are the biggest challenges you have had so far?
There are so many…
● Covid
● Business fire
● Employment at senior levels and larger scale employment and operator level (foundation of the business)
● Exchange rates
● Freight rates
● Political change
● Automation / AI
● and the list goes on for miles!!!!!!
Behind every successful company, there is a visionary leader. Walk through with us on your leadership style and traits, Howard.
My leadership style is all about mentorship and autonomy. I believe in giving my team the freedom to innovate and come up with new ideas, while also providing the guidance they need to overcome challenges. As we’ve grown, I’ve had to adapt my approach, which now includes more structured training, process management, and a focus on organisational development. This ensures that we continue to thrive and remain competitive in a rapidly changing industry.
I think the key to our sustained success has been our deep knowledge of design, manufacturing, and retail. But beyond that, it’s our unwavering drive to make a difference and stand out in the market. We’re constantly pushing ourselves to be better, to offer our customers more, and to keep innovating.
That mindset is what keeps us moving forward and allows us to continue growing.
What do customers buy when they purchase pieces from Furniture And Choice?
When customers purchase pieces from Furniture And Choice, they’re investing in more than just sofas or beds; they’re choosing a combination of quality, comfort, durability, and sustainability. Our pieces are crafted with carefully selected materials—such as responsibly sourced timber, environmental packaging, and high-performance foams and fabrics—that reflect our commitment to both the environment and lasting value.
Furniture And Choice prides yourself with using 100% sustainable timber. Tell us about that.
Sustainability is a journey for us, and it’s something we take very seriously. From day one, we committed to using 100% sustainably sourced timber from plantation sources that meet the European Timber Regulation (EUTR) standards. This means we avoid using wood from land reserves, rainforests, or newly felled forests, which is crucial for preserving the environment. As our company has grown, we’ve continued to build on that foundation.
We’ve transitioned to using recycled materials for packaging, and we’ve developed high-performance, environmentally friendly fabrics and man-made leathers. In Malaysia, we’re equally dedicated to protecting the environment. We’re focused on incorporating more fabrics made from recycled materials certified by the Global Recycle Standard (GRS), and we’re also using cruelty-free materials made with fewer chemicals.
The goal is to ensure that our furniture is not only sustainable but also rigorously tested for everyday use. We adhere to international performance standards, as well as our own testing procedures, to create furniture that’s built to last while being safer and more eco-friendly. Our customers can enjoy high-quality, long-lasting furniture with the peace of mind that it’s made with the environment in mind.
How do you stay abreast of the industry trends and innovations?
A key part of our approach is listening to our customers. We regularly gather insights through surveys, customer reviews, and feedback channels to understand their needs, preferences, and pain points. This direct input helps us identify trends early and adapt our product offerings to meet real-world demands.
Additionally, we collaborate closely with local and international partners, including designers, suppliers, and industry experts, to stay updated on innovations in materials, production techniques, and design trends. By combining customer insights with industry expertise, we can remain competitive and continue offering furniture that aligns with both market demands and our values.
What is in the pipeline for Furniture And Choice?
Furniture And Choice is focused on expanding our reach through strategic partnerships & collaborations, immersive and innovative sales & marketing campaigns. We aim to continuously update our product range to meet the evolving tastes and needs of our customers while enhancing our digital platform to provide a seamless shopping experience. Sustainability also remains a priority, with ongoing initiatives in eco-friendly materials and practices.
Where can Fab! Luxe readers go to browse through Furniture And Choice collections, Howard?
You find out more about Furniture And Choice Malaysia, please visit www.furnitureandchoice.com.my or follow us on Instagram @furnitureandchoiceMY.
Best book you’ve read this year
The Quran
The last music you downloaded
Curaçao (feat. Jaqueline) by Jerry Ropero, Denis the Menace & Sabor
The music that changed everything for you
● By My Side by Sade
● It’s My Life by Dr. Alban
● Breathe by The Prodigy
When you need to feel inspired
Whenever I feel down, also few songs that make me feel inspired
● Original Nuttah 25 by UK Apache
● Dance With Me by Kevin de Vries
● Alive by Zeds
● OK-Cool-Aight by Shermanology
● Still Dre by Dr. Dre ft. Snoop Dogg
Things you’ll always have in your fridge
Cherry juice and Haribo
Morning routine
Work out, coffee, eggs and sourdough for breakfast, orange juice, media
A typical day for Howard Obbard
Working out, work, yoga and drawing
What have you come to appreciate the last 2 years
Time and people
Definition of success to you
● Always moving forward and doing something different,
● Having time for family and friends,
● By giving back and assist others,
● By being able to make a difference in life
Biggest inspiration comes from
My inspiration board and very high achievement goals
One gadget you can’t do without
● Phone
● Paper and pen – they’re not gadgets, but they’re incredibly important for me when it comes to drawing and doodling
Country you can’t wait to go back
Australia and Spain
Favorite podcast(s)
Alan Watts
Something you’ve recently discovered
● Life is more amazing than you think it can be,
● There are no limits to life than what you can do if you put your mind to it
Philosophy in life
Do everything you can before you die
Your style icon
George Clooney
