— We offer choice With simple choices we make it easy to transform your home — so our customers choose quality products that are affordable, inspirational ideas that are achievable, customer support that's dependable, and fast and free delivery that's returnable. — We have strong foundations Furniture And Choice was founded in 2005 by brothers. Tom worked at Amazon, and then Heal’s — known for their design-led furniture. His brother Howard is a furniture designer — for over 20 years his factories have supplied well-known high street brands around the world. Tom & Howard still lead the company — hands on. — We work together We're based on two continents but work as one team — proudly digital. We combine advanced technology and original thinking to achieve exponential growth year on year. Together we're a rare combination of a self-funded start-up that’s profitable, with ambitious growth targets and an unshakeable belief in our collaborative culture.