Joyce Cho wants to challenge the status quo. Seeing a market full of uninspired yet costly products, Joyce drew on a blend of familial Chinese manufacturing ties and her lived experiences in UK homes to create Furnt, a quality-assured wholesale service for smaller homes that’s fast making its presence known …
How did Furnt come about?
Furnt is a deeply personal experience. My husband and I moved quite frequently during the early years of our careers – almost annually for eight years. Each move meant repeating a process of deciding what furniture to keep, what to leave behind (gift or donate), and finding new pieces that would fit the next place we’d call home.
We quickly realised that every space is different! Some homes had smaller living rooms, others had awkward layouts, different lighting, atmosphere and colour schemes. Finding furniture that fit well into these compact and varied spaces was surprisingly stressful.
At the same time, we felt the UK market offered limited choice. Many collections looked very similar – the same styles, the same neutral colour palettes, and often very similar shapes. It was difficult to find pieces that were practical for smaller homes and a bit more expressive in design.
Through these experiences, we saw an opportunity to create well-designed, high-quality furniture that is thoughtfully made for compact living, whilst still accessible in price – and available quickly.
The ideas started flowing and things began to move quite naturally. We started discussing product concepts, names and brand identity, and most critically, leveraging our existing manufacturing network.
And just like that, Furnt was born.
What exactly about the market are you attempting to disrupt?
At Furnt, we’re challenging the traditional approach to furniture by focusing on how many people – particularly the younger generation – actually live today.
Firstly, design and scale. Much of the furniture on the market is still designed for larger homes. This contrasts with many younger homeowners and renters in the UK that live in small- to medium-sized houses and flats. Our pieces are focused on smarter proportions to work comfortably in compact spaces without compromising on design and aesthetics.
Secondly, natural materials. We firmly believe that furniture needs to feel warm, honest and timeless, which is why we focus on solid wood elements. Solid wood brings durability and, combined with the right finishes, brings much character to a home.
Finally, expressive colours and hand feel. Personal and vibrant spaces are more readily achievable with a range of hues and tones. By combining natural wood with less neutral colour palettes and wonderfully inviting textiles, we create pieces that suit today’s contemporary living spaces.
Can you outline your company’s structure and supply chain, and explain what makes it unique?
Our structure is actually quite simple – although the air miles between the UK and China would suggest otherwise!
All of our design happens in the UK, drawing direct inspiration and experience from the market we live in. The size of our spaces, styles that resonate and price points all need to make sense. We must be tightly connected with our customers.
Production takes place in China due to its signature strengths in complete and efficient manufacturing. Materials, craftsmanship and specialist skills are all present, resulting in an incredible level of expertise that contributes significantly towards global furniture supply chains.
We’re very hands-on and highly selective with who we partner with – I’m constantly flying back to China to ensure that each step of production receives its due diligence. Each one of our partners must have experience with UK companies, ensuring that they truly understand UK market standards and expectations.
One detail I want to spotlight is that Furnt has its own QC team. We do not outsource any of our inspections to third parties – I learned early on that staying close to quality is the toughest yet most rewarding aspect of crafting furniture.
In many ways Furnt sits between two worlds – British design thinking and Chinese manufacturing expertise. The UK gives us the understanding of the customer, and China gives us the capability and efficiency to bring those ideas to life. The long-haul flights reveal their worth when you see a meticulously crafted piece in someone’s home!
What is your UK connection? Do you know the territory well?
Absolutely! The UK is very much home for me. I’ve been here for more than two decades, so I’d like to think I know the place pretty well.
My husband and I are both immigrants, which makes for quite an interesting combination – he’s from America and I’m from China. Between the two of us we bring strongly diverse perspectives, but that’s actually been incredibly helpful in understanding how people live here.
Over the years we’ve moved homes so much and experienced first-hand the room sizes, the layouts, and the compromises one must make with space. All of it has contributed towards a better understanding of what furniture means in the UK market. You’ll never forget the sofa(s) that need to take the stairs because the lift just won’t fit them!
We’re also fortunate to have built a strong network within the UK real estate world, which gives us another direct lens into how homes are designed and lived in.
What advantages does being a Chinese national give you when trading from China?
As the founder of Furnt, and as someone who grew up in China within a family involved in manufacturing, I believe being a Chinese national brings several important advantages when sourcing and trading furniture from China.
Communication and cultural understanding are fundamental strengths. Many factories across China operate primarily in Mandarin or local dialects. My ability to communicate directly with factory owners and production teams allows me to discuss design intent, technical details and quality expectations with clarity. This allows me to quickly foster strong ‘guanxi’ – a deep level of trust that goes past the typical business relationships of transactional engagements. Growing up in China, it’s an organic strength for long-term partnerships.
China’s furniture manufacturing is highly regionalised. Foshan and Shunde in Guangdong are major hubs for modern furniture and upholstery, while other regions specialise in office seating, metal furniture or solid wood craftsmanship. Understanding these regional strengths allows us to source from the right area for the product, ensuring both quality and efficiency.
Many Chinese factories are going through an important generational transition from the first generation of founders to the second generation. I personally have close networks that are now stepping into leadership roles in their family businesses. Similar to myself, they are often internationally educated and have firsthand experience alongside their customer audience, which pairs well with a strong manufacturing infrastructure. Our stories help each other to strengthen our collective ability to elevate standards, quality, and ultimately the experience of our customers.
Read the rest of our interview with Joyce in May's issue.
