Classic Choice Furnishings

In 1995, venture capitalists considering an investment in this South Wales-based company installed Geoffrey Thomas as a precondition to their investment. However, the new chief executive liked what he saw so much that he put up the money himself. After tightening financial controls, he and the two founders bought out two original investors in Classic Choice Furnishings, and the three gambled on a more aggressive sales strategy. They created a new brochure, added fresh furniture and fabrics to their product catalogue, and shipped out more catalogues than ever before. The investment paid off. 1994 sales of £387k grew to £3.2m in 1997. “We gambled by spending more money,” explains Thomas. “You have to spend a lot before getting any return.”

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Company details
Year1998
Rank24
CompanyClassic Choice Furnishings
ActivityFurniture maker
LocationMid Glamorgan
Annual sales rise over 3 years102.12%
Latest sales £000s3,197
Staff59
Founded1993

If applicable:

* supplied by company † annualised figure