Amthal Karim
Current Role: Head of Marketing and Design
Company: Furniture And Choice
LinkedIn: [linkedin.com/in/amykarim](http://www.linkedin.com/in/amykarim)
Press Contact Email: press@furniturechoice.co.uk
Office Phone: 0800 035 0070, ext: 224
Location: Mirfield, West Yorkshire, UK
Executive Summary
Amthal Karim is the Head of Marketing and Design at Furniture And Choice, a privately held retailer specializing in furniture and home furnishings manufacturing. Karim brings over 20 years of experience in marketing, design, and branding leadership, demonstrating advanced industry expertise and a proven ability to set trend direction for a national-level e-commerce brand.
Professional Background
Role & Responsibilities:
- As Head of Marketing and Design, Amthal Karim leads creative and strategic direction for brand positioning and customer experience, integrating contemporary design with strong marketing and e-commerce principles.
- Regularly cited as an industry expert, Karim’s commentary is featured in the media, focusing on consumer trends, design innovation, and the relationship between value, style, and durability in home furnishings.
Industry Engagement:
- Provides monthly insights into furniture and interior trends through LinkedIn posts and industry publications (e.g., Big Furniture Group, Press Loft).
- Recent published topics include trend forecasting for 2025, the role of durability vs trendiness in purchasing decisions, and styling with pet ownership in mind.
- Media spokesperson for Furniture And Choice, responsible for commissioning and interpreting large-scale consumer surveys.
Notable Publications & Press Mentions:
- “The Cost of Decorating Your Dream Living Space”—Analysis of a UK-wide survey revealing consumer priorities and regional/generational differences in home décor expenditure and decision making.
- “Designer Style: Understanding The Japandi Trend”, “The Wallpaper Revival”, and “Expert Tips on Decorating with Mocha Mousse – Pantone Color of the Year 2025”.
Sample Data and Insights:
- 80% of UK consumers prioritize value for money over other factors when purchasing furniture.
- 63% state the sofa is the most important furniture investment.
- Only 37% prioritize trendy/modern designs above longevity, affordability, and material quality.
- 81% of 25–34-year-olds design with pets in mind.
- Leading design styles specified: modern, traditional, and minimalist.
Company Overview: Furniture And Choice
Industry: Furniture and Home Furnishings Manufacturing
Company Size: 51–200 employees
Headquarters: Unit 22 Bankfield Business Park, Mirfield, West Yorkshire WF14 9DQ, UK
Additional Location: Wisma YNH, Mont Kiara, Kuala Lumpur, Malaysia
Founded: 2005
Founders: Tom and Howard Obbard
Business Model & Strategy:
- Self-funded, profitable, with ambitious year-on-year growth targets and a strong digital presence.
- Emphasizes quality, affordability, and achievability in product offerings.
- E-commerce focused, with free delivery, 0% finance, and thousands of independent 5-star reviews supporting customer trust.
Leadership:
- Tom Obbard (background: Amazon, Heal’s)
- Howard Obbard (over 20 years in furniture design and manufacturing)
Culture & Structure:
- Collaborative, cross-continental team (UK and Malaysia).
- Prioritizes advanced technology and original thinking as drivers of innovation.
- Noted for its B2C e-commerce expertise and capacity for rapid product adaptation to design trends and customer preferences.
Key Strategic Insights
- Amthal Karim is the central authority for both marketing and design decisions, overseeing not just branding and positioning, but also trend forecasting and customer engagement initiatives.
- Karim’s expertise in synthesizing value-based and design-driven strategies for the home sector positions her as a gatekeeper for new partnerships, product pitches, and creative collaborations.
- Furniture And Choice maintains strong growth momentum as a digitally native, privately funded company, favoring direct engagement and rapid execution on consumer insights.
- The brand’s surveyed data and Amthal Karim’s commentary demonstrate a laser focus on consumer value, durability, and lifestyle alignment, rather than short-cycle trend compliance.
Points of Contact
- Press & Media:
Email: [press@furniturechoice.co.uk](mailto:press@furniturechoice.co.uk)
Phone: 0800 035 0070, ext. 224
- Main Office:
Unit 22 Bankfield Business Park, Mirfield, West Yorkshire WF14 9DQ, UK
- Web:
[www.furniturechoice.co.uk](http://www.furniturechoice.co.uk)
Areas of Potential Engagement
- Thought leadership collaborations on consumer trends and future of interior design.
- Partnering on joint marketing campaigns, especially those emphasizing value, customer experience, and practical design.
- New product introductions or pilot programs focused on functional, durable, and stylish home solutions in line with documented consumer priorities and buying behaviors.
Amthal Karim’s dual leadership of marketing and design, deep sector expertise, and public role as spokesperson establishes her as a highly influential decision-maker within the Furniture And Choice organizational structure.
