When Howard Obbard decided to bring Furniture And Choice Malaysia (FCM) back to its roots, it was more than just a business move. It was a commitment to integrating years of expertise from his UK retail group with Malaysian manufacturing, a strategic shift designed to enhance efficiency, elevate customer experience, and make a tangible environmental impact.
“We saw an opportunity to streamline operations, improve service, and become more responsive to the Malaysian market,” Howard Obbard, the co-founder of FCM, explained. “We wanted to leverage the strengths of both our UK retail experience and our manufacturing expertise here in Malaysia.”
The fusion of British design principles with Malaysian craftsmanship is at the heart of FCM’s brand identity. “British design emphasises quality, timeless aesthetics, and environmental responsibility,” Obbard said. “But we also recognize the importance of understanding local preferences. That’s why we collaborate with Malaysian designers, blending these insights into our designs to create products that truly resonate with the local market.”
This fusion can be seen in their product line, where precision and durability meet artistry and cultural relevance. “It’s about craftsmanship supported by meticulous design and operational control,” he said. “Malaysian talent is central to this journey, and it’s exciting to see how creativity here is helping to shape our international operations.”
Raising the Bar on Quality and Service
What sets FCM apart from other furniture brands in Malaysia, Obbard noted, is its comprehensive approach. “Unlike many retailers who source from third-party manufacturers, we oversee everything—from material selection and production to service and after-sales support. This allows us to ensure quality, durability, and sustainability at every stage.”
Sustainability is a core principle of FCM’s manufacturing process. “We prioritize responsibly sourced raw materials,” Obbard said. “We use plantation timber from managed forests, and our packaging follows circular economy principles—using post-consumer recycled materials designed for reusability and recyclability.”
Innovation and the Future of Malaysian Design
Innovation plays a critical role in FCM’s development strategy. “We’re continuously exploring new materials, functional designs, and advanced production techniques,” Obbard shared. “Consumers can expect upcoming collections featuring enhanced functionality, eco-friendly materials, and timeless aesthetics that align with our sustainability mission.”
Beyond furniture, FCM is committed to fostering local talent and job creation. “We employ a diverse team, including designers, IT specialists, and marketing experts, all from Malaysia,” he said. “By working with local suppliers, we’re reinforcing the regional business network and strengthening the economy.”
During the COVID-19 pandemic, FCM provided support to families in need, a commitment they plan to expand through the Eternity Foundation. “We want to give back by assisting single mothers, supporting education, and organizing community initiatives,” Obbard said. “It’s about creating long-term, meaningful impact.”
Understanding the Malaysian Consumer
With a rising focus on sustainability and affordability, Malaysian consumers are driving change in the furniture industry. “People here are looking for well-designed, eco-friendly furniture at a fair price,” Obbard observed. “That’s why we prioritize high-quality materials that are both sustainable and affordable.”
Malaysians are also becoming more design-conscious. “Consumers want furniture that reflects their personality and lifestyle,” he added. “By conducting surveys and engaging with customers, we tailor our designs to meet these preferences.”
The Future of Furniture in Malaysia
The industry, Obbard predicts, is set for transformation. “Sustainability will be non-negotiable,” he said. “Consumers are demanding ethical sourcing, responsible marketing, and transparent sustainability efforts.”
Customer experience will also be a key differentiator. “It’s no longer just about selling furniture—it’s about delivering an end-to-end experience, from easy delivery and setup to exceptional after-sales service.”
A Call to Support Local Brands
Obbard hopes Malaysians recognize the impact of supporting homegrown brands like FCM. “By choosing local, you’re investing in Malaysia’s economy, creating jobs, and showcasing the incredible craftsmanship we have here,” he said. “Plus, buying local reduces the environmental footprint of imports.”
Furniture And Choice Malaysia isn’t just selling furniture—it’s shaping a movement. “We want to offer more than just products,” Obbard said. “We want to create a sustainable, innovative future for Malaysian homes and communities.”