Cover Howard Obbard of BSSB Furniture Group and Furniture and Choice Malaysia (left); The Burford three-plus-two seater sofa set (right)
Howard Obbard of BSSB Furniture Group and Furniture and Choice Malaysia (left); The Burford three-plus-two seater sofa set (right)
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The entrepreneur behind BSSB Furniture Group and Furniture and Choice Malaysia is crafting a sustainable, innovative legacy in furniture manufacturing
For over two decades, Howard Obbard has been the wizard behind the curtain of Malaysia’s furniture manufacturing scene.
After heeding his father’s encouragement to move to Malaysia from London in the late ‘90s, “where all the action was taking place”, the furniture design graduate founded BSSB Furniture Group in 1999–a pivotal starting point that would shape not only his career but also the future of Malaysia’s furniture industry.
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The humble venture grew into an impressive powerhouse over time, and today, with deep roots in Klang, it manufactures 22,000 beds monthly for global furniture retail chains.
And these aren’t just any run-of-the-mill beds, mind you–they’re environmentally coded, sustainable pieces that focus on high quality and longevity, many fitted with modern comforts like state-of-the-art built-in speakers, rollable television screens, and wellness-focused lighting systems.
Above Howard Obbard of BSSB Furniture Group and Furniture and Choice Malaysia (Photo: Fady Younis)
Howard Obbard of BSSB Furniture Group and Furniture and Choice Malaysia (Photo: Fady Younis)
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Furthermore, unlike competitors who are sourcing ready-made materials from overseas markets, his methodology begins at the molecular level.
“Nobody else controls every touch point along the journey like we do,” he explains. “We design the fabrics from the raw material stage and specify the details that are involved in the process; all our timber products come from renewable resource plantations–all designed for longevity, environment, aesthetics and value.”
“Because of the scale of business that we are, we have a high impact on businesses within the different marketplaces,” he adds. “As such, it is our and my responsibility to make sure that we look after the environment–something that’s also a very personal thing to me; to contribute and be as environmentally conscious as we can be.”
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Above The Burford three-plus-two seater sofa set in blue aura velvet
The Burford three-plus-two seater sofa set in blue aura velvet
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Now, with Furniture and Choice Malaysia–the final form of his 20-year business venture, Obbard can also focus on customer service excellence “to the point of delivering into your home, and facilitating returns and refunds if you don’t like it.”
“As the youth are coming through into the marketplace, they haven’t got the same type of money as before, so it’s so important that they get their money to stretch as far as possible,” acknowledges Obbard on what the new furniture retail arm has in store.
“While you can go down and buy a cheap product, it might only last you a year,” he adds. “With a Furniture and Choice product [which follows the same ideology as its parent company], you have something that lasts you for years.”
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Above The Chloe sofa for Elle Home in moss green
The Chloe sofa for Elle Home in moss green
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Following its online launch in June 2024, Furniture and Choice Malaysia debuted its collection at the Kuala Lumpur Fashion Week the following month with much pomp and circumstance. Its range of Elle Home sofas, for which they hold global manufacturing rights, was then launched in The Exchange TRX in October.
Besides that, the brand marked this milestone with an inaugural collaboration with local fashion icon Raja Malek for a sofa collection made from repurposed denim, which was showcased at the CIMB Artober Art & Soul 2024 art fair.
Above BSSB Furniture holds global manufacturing rights for a range of Elle Home sofas
BSSB Furniture holds global manufacturing rights for a range of Elle Home sofas
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In short, designs that cater to the Instagram and TikTok generation, merging sustainability with style and bridging high-quality British standards with Malaysian craftsmanship.
“At the end of the day, people want cool homes; you want to take a picture or invite your friends over to show it off,” Obbard laughs, already hinting at more collaborations to come with local and young designers. “We’ve got the designs that allow you to have that trendier, fashionable home you see on TikTok and Instagram.”
See also: 5 furniture pieces designed by celebrities in collaboration with home brands
Above The Camille collection for Elle Home is available for purchase on Furniture and Choice Malaysia’s website
The Camille collection for Elle Home is available for purchase on Furniture and Choice Malaysia’s website
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With a combination of business acumen, social consciousness, design expertise, and environmental responsibility, Obbard’s vision remains ambitious yet grounded.
With plans to introduce more high-end global brands while maintaining local manufacturing, he states: “We certainly are an enabler to encourage people to come through; allow young designers and visionary investors to push the furniture industry forward. We provide that excitement and point the direction for others to follow where we should go [as a community].”
While Obbard may have his ducks in a row, will he ever return to the drawing board, the discipline that started it all?
“I will, but it’d be very high-end and very unique,” he smiles.
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Credits
Photography: Furniture and Choice Malaysia
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Celeste Goh is a senior writer covering architecture and design. Based in Malaysia, she reports on emerging architectural and home design trends, as well as insights by local and international architects and interior designers.
Previously, she covered men’s lifestyle, fashion, music and entertainment.
