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Our Story

Seven years ago, our founder, Rachel Conroy, was a busy full-time Solicitor. Whilst furnishing her own buy to let properties and holiday lets, she saw a gap in the market.

Appreciating the financial benefits of getting as close to the source as possible for furniture, she just couldn’t see anyone in the marketplace manufacturing and supplying furniture direct to trades – it was retail only and with that came a lot of extra costs. The HLF Group was founded, and we took the decision to deliver a full turnkey service. We manufacture and supply contract standard furniture for trade only accounts as well as to the public.

We aim to deliver throughout the full customer journey.

We have an experienced in-house interior design team who can show you around our showroom and design studio. Our sales and graphics team prepare your detailed quote and process your order. Our customer service department keeps you informed every step of the way and book in your delivery. We have an in house two-man delivery and installation team who put up all of your furniture. It doesn’t happen often, but if you need any aftersales or queries after delivery, our experienced customer service department will be available to assist. We aim to give you a bespoke hands-on retail experience…. But at trade prices.

Our Customers

We specialise in manufacturing and supplying contract standard furniture to the trades.

We are proud that we have developed long standing ongoing working relationships with all our clients enabling them to return to us time and time again for their projects.

We are industry specialists and fully understand what is needed to satisfactorily complete your furniture orders. If you are looking for more of a bespoke service, we have an in-house interior designer who will be more than happy to discuss this further with you. Whilst our professional sales and operations team manage your order from procurement, importation, storage, delivery, and then installation.

With contract and commercial grade furniture, the legislation is constantly changing.

A large proportion of our sales team’s time is spent educating our customers on what regulations are applicable to them and guiding them as to what furniture within our ranges would be most suitable. Here at the HLF Group we have no minimum spend, therefore a customer can order one item right through to huge containers of items. We specialise in project work…. Whether that be a full holiday park refurb, furnishing a new retirement home or installing furniture to a full build to rent block. Please do not hesitate to speak to a member of our sales team to discuss your requirements.

Meet Our Team

Rachel Conroy

Commercial Director

Previously a qualified solicitor running a large team, Rachel saw a gap in the market for trade furniture direct from factories for emerging sectors. Together with Tabsheer, she founded The HLF Group seven years ago. Rachel is responsible for the day to day running of the business and all sales staff report into her. Rachel manages the relationships with our largest key client groups. She is responsible for brokering new agreements with our new client groups.

Tabsheer Alam

Managing Director

Tabsheer’s co-founded The HLF Group and has a background in marketing as well as extensive experience as a business development manager for a large furniture group. His specialism is production and operations having worked in a furniture factory for over ten years. Tabsheer heads up the Operations team and our warehouse team, buyers and production staff all report into him. He is responsible for all aspects of the customer’s journey once they have committed to a sale.

Daniel Conroy

Sales Manager

As the Head of Sales, Daniel is responsible for overseeing all aspects of our customer’s orders from initial enquiries, meeting customers in the show room and completing sales. Daniel is responsible for our sales team’s performance and reports into senior management. With 12 years of sales and customer service experience, mainly within the furniture industry, Daniel is aware of all aspects that are integral in the customers journey to sales completion.

Jack Greenwell

Business Development Manager

Jack has over 10 years’ experience in many different roles within the customer service sector managing many teams varying in size. Jack’s role here at The HLF Group is Business Development Manager, within his role he is responsible for keeping customers informed about their orders and arranging deliveries. Jack is also your aftercare sales point of contact, should you have any issues Jack will ensure this is resolved for you as soon as possible.

Lesley Coates

Head of Accounts

As Head of Accounts, Lesley is responsible for managing all aspects of the finance function for The HLF Group. She has 20 years’ experience in finance and has worked in many different industries. Lesley is responsible for managing the internal finance of the Group as well as ensuring that the payment process for our clients is as painless as possible.

Anees Ahmed

Operations Manager

Anees has 25yrs experience in IT and business development allowing him to create detailed and thorough electronic systems which control and manage our warehouse, giving us a much quicker and smoother reaction time to any order fulfilment. He heads up our operations and manages the warehouse staff. He has extensive experience in customer services giving him keen and precise communication skills both internally and externally.

Brooke Gerrens

Graphic Designer and Media Manager

Brooke heads up the Graphic Design band Media for HLF. She studied Graphic design for 5 years at college and university and graduated with a BA Hons Degree in Design. Brooke is responsible for all the carefully curated brochures our customers receive together with mood boards for clients. She also works alongside our social media team and feeds into the e-marketing strategy for the company.