Asad Shamim: Furniture in Fashion, Also Known as FiF Is One of the Leading Furniture Store Online in the UK, Since 2007

August 6, 2022

Furniture in Fashion, also known as FiF is one of the leading furniture store online in the UK, since 2007. We offer affordable, modern & contemporary home furniture for all tastes & lifestyles. Based on a 3.5 acre site with a fully stocked warehouse.

Leading supplier of modern living room furniture, sets & packages. We specialise in an extensive range of white high gloss coffee tables, sideboards, side tables & lamp tables. Comfortable corner sofa collections in leather, fabric & velvet are available for immediate delivery.

Unique armchairs, with matching stool & cotton rugs to compliment all interiors. Shop online now for designer and white modern TV Stands, gloss TV units, TV cabinets & entertainment units in glass, white high gloss, wood and metal.

Wall entertainment units with LED lights and fixed TV wall mount units are the popular choice for saving space in your home. Our contemporary dining Table Sets, extending dining table and chairs sets with upholstered dining room chairs are perfect for apartments and open plan design spaces.

Cheap white bedroom furniture & sets available online with matching bedside cabinets and chest of drawers.

If you need a comfortable bed, we supply single, double, super king & queen frames with memory foam mattresses. Free standing or fitted wardrobes with sliding doors and mirrors, and ample storage solutions with hanging rails!

Office computer desks, tables, workstations & chairs, allow you to work from comfort of your home! So browse our amazing office furniture collection today for all your home office needs.

Browse through our modern lighting collections. Affordable table lamps, floor lamps, wall & ceiling lights, in chrome, brass & metal. If your Storage needs to get organised, we have shelving units, boxes, bookcases, storage cupboards & shoe cabinets!

Cheap bathroom furniture sets and cabinets are available with matching vanities, basins & wall units. We stock the largest range in bar furniture sets, bar tables and breakfast bar stools.. Find storage for all those shoes from our modern shoe storage cabinets and shoe racks.

We are offering the most competitive price in the market we have excellent discount vouchers! The more you spend the more you save! We have a Furniture Sale category where we offer warehouse furniture clearance sale from all departments. We offer free UK standard delivery to mainland postcodes

Tell us about yourself?

Background is in Fashion Retail from the age of 10 years old. I originally started working in markets and then later on progressed to open fashion retailed stores across the north west of England.

As a result of introducing furniture in a flagship store it became apparent that the next step was to go online and sell. The furniture was unique and not available online at that time, so we became one of the first e-commerce furniture retailers in 2007 to sell furniture online in the UK.

If you could go back in time a year or two, what piece of advice would you give yourself?

Be patient and persistent and never stop trying to achieve new goals.

What problem does your business solve?

To provide affordable modern designer furniture which does not compromise on quality and style. Creating unique products that save space and look great in small and large living spaces.

What is the inspiration behind your business?

My inspiration is to be the best of the best in the online furniture business and succeed at every level. To create high quality products that look and feel good. I would like customers to be able to furnish their homes with high end looking products at prices they can afford.

What is your magic sauce?

Unique furniture designed and manufactured by Furniture in Fashion based on customer’s requirements and needs. Understanding trends and reacting them quickly. Holding physical stock of items and being able to ship to the customer directly.

What is the plan for the next 5 years? What do you want to achieve?

To expand the brand across multiple platforms and countries. To increase business to business sales with commercial international design brands.

What is the biggest challenge you’ve faced so far?

Through covid-19 having to fulfil the massive customer demand for ‘working from home’ furniture like desks and chairs in a short space of time. Which we successfully managed to achieve and supply those customers. We learned a lot and improved existing infrastructures in the company as a result of that process.

How do people get involved/buy into your vision?

We are open to working with interior design brands and new market places online. We would love to collaborate with new industries and housing developments in the future.

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