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News provided by Amit Basu on September 24, 2023

Unique Partnership with Indian Artisans Powers Rapid Growth for British Furniture Brand

Since its founding in 1995, Artisan Furniture has relied on a robust network of over 350 skilled craftspeople across villages near Jaipur, India to handcraft its specialty wholesale furniture. This unique linear supply chain showcases authentic Indian artistry while supporting rural artisan communities. Despite facing disruptions from the 2008 recession and 2020 pandemic, Artisan Furniture achieved impressive 40% year-over-year growth, with sales expected to top over $10 million in 2023.

Artisan Furniture founder Amit Basu first conceived the business model as a way to showcase India’s rich artistic traditions through furniture making. During the devastating 2008 recession, as competitor furniture brands turned to automation and machine-made products, Basu doubled down on traditional craftsmanship and the artisan supply chain. This commitment to sustaining heritage artisan skills has become a core part of the company’s identity and fuels growing consumer demand for its products.

In recent years, Artisan Furniture has leaned into technology, fully digitizing operations in 2016. The company now operates through three distinct sales channels: wholesale furniture, trade furniture, and direct-to-consumer dropshipping furniture options. As e-commerce furniture sales boom globally, reaching over $1.3 trillion in 2020, Artisan Furniture plans to leverage its digital infrastructure to launch a niche online marketplace focused on specialized handcrafted products.

With mentorship gained through the Goldman Sachs 10,000 Small Businesses UK program, Artisan Furniture will use artificial intelligence to identify and integrate products from artisan communities across India, including brassware, glasswork, rugs, and more. Founder Amit Basu explains the vision: “We aim to showcase artisans from across rural India, offering customers a holistic home living experience and sharing prosperity with villages.” This unique supply chain and commitment to craft will power Artisan Furniture’s ambitious expansion plans.


Name: Amit Basu
Company: Artisan Furniture UK
Phone Number: 0800 689 4736

Amit Basu

Amit Basu, founder of Artisan Furniture, is a visionary entrepreneur with a global outlook. Originally from India, Basu is now a British citizen who remains an active presence worldwide through his varied business interests. He holds an MBA in International Marketing Management along with a specialization from the London School of Economics. Basu immigrated to the UK under the British Government's Entrepreneurial Visa program, which is granted to exceptional entrepreneurs. This background demonstrates Basu's business acumen and drive.

Today, Basu's company Global Vision Direct Ltd T/A Artisan Furniture features an expansive "white label" portfolio with a diverse, widespread customer base. Artisan Furniture has a presence in over 6 overseas markets, alongside an efficient factory-to-doorstep delivery service.

Moreover, Artisan Furniture was handpicked by Goldman Sachs, in collaboration with Oxford University's Saïd Business School, for the prestigious 10K Small Business Programme. This elite initiative identifies promising small businesses globally, providing them with tools for growth. Artisan Furniture's selection indicates its strong potential for both short and long-term success under Basu's leadership. Additionally, Basu was chosen for the Forbes Business Council, which connects small and medium entrepreneurs to facilitate networking, skills development, and visibility. These recognitions highlight the strength of Artisan Furniture's business model guided by Basu's strategic vision.

Connect with Amit on [LinkedIn], [Twitter], and [Facebook].