About Furniture100
Premium-looking furniture for modern British homes, delivered nationwide from our base in Lincoln.
Our story
Furniture100 began in 2025 with one stubborn belief, that beautiful, designer-looking furniture should not be priced like a privilege.
It started with one person. Our founder, Amr, began selling the kind of pieces people fall for across multiple platforms, and the response was immediate. As word spread and the orders grew, we decided it was time to build a proper home of our own, and furniture100.co.uk was born.
For too long, the pieces people actually fell for, the swivel armchair, the bouclé accent chair, the statement sofa, came with price tags that meant most of us admired them and walked away. We did not think that was right. Good design makes a home feel like yours, and we believe everyone deserves that, not just the people who can drop a fortune on it.
So that is the work we set ourselves. Today, from our base in Lincoln, our team hunts down furniture that looks like it costs far more than it does, then cuts out the markup that usually sits between you and a piece you love. Our range has grown fast since those first orders and it keeps growing, but the rule behind it has not changed: everything we list has to earn its place. If we would not put it in our own homes, it does not make the site.
We are building Furniture100 to be the place you come to when you want the look you have been saving a screenshot of, without the price that has been stopping you. That means honest descriptions, furniture we would happily own, and a team that actually cares whether your room ends up feeling right.
Designer looks, a fraction of the cost. That is what we are here for, and we are glad you found us.
Our values, in practice
Easy to put on a page, so here is what each one actually means when you shop with us.
Quality first
Nothing reaches the site unless we would happily live with it ourselves. Every piece is hand-picked and checked against its description, so what you see is what turns up.
Total transparency
Designer looks without the designer markup. Clear prices, a delivery date shown on every product, and no hidden fees bolted on at checkout.
Built to last
We choose pieces for timeless design and everyday durability, furniture meant to be kept rather than replaced every season.
Customer care
A real UK team on the end of an email, Monday to Friday. Pay in 3 if it helps, and quibble-free returns if a piece is not right for you.
Meet the team
Amr
Founder
Amr started Furniture100 with a simple goal: to bring beautiful furniture to your home, the easy way.
Where you will find us
Furniture100 is run from Lincoln by Swift28 Ltd. We are an online boutique rather than a high-street showroom, which is part of how we keep prices down, but there are real people behind the screen and we are easy to reach.
Based in
Branston, Lincoln, LN4 1FR
hello@furniture100.co.uk
Hours
Monday to Friday, 9am to 5pm
Company
Swift28 Ltd, registered in England & Wales (No. 17134629)
Sustainability, honestly
We would rather tell you exactly where we stand than greenwash it. Here is what is true today and what we are working toward.