Ning Li,

A former investment banker, Ning Li, came up with the idea for the online furniture retailer when he was decorating his own flat and paying a premium for quality interiors. works directly with manufacturers in China , cutting out all the middle men and reducing the price consumers pay for furniture.

Having met Brent Hoberman, the founder of, while running his first business in Paris, the two decided to set in the UK. Since launching in 2010 he has turned the furniture retail industry on its head.

In this video interview Li talks about setting up the business in the UK without never having lived here before, meeting and exceeding customer expectations and how sometimes it can be scary to be responsible for other people's livelihood.

Smarta Business Builder

To help you on your business journey, we've created Smarta Business Builder, the complete online tools package for growing your business. Website BuilderBusiness PlansAccounting SoftwareLegal Documents and Email - all in one place - from just £20 per month with no contract! Try it out today.

We use cookies to create the most secure and effective website possible for our customers. Full details can be found here