S10Home: Making custom wood furniture

S10Home is a manufacturer of handcrafted solid wood furniture based in London. Crafted from heartwood, the purest, strongest and most durable part of the tree, each piece of furniture is a testament to nature’s beauty and resilience.

Drawing from the minimalist elegance of Danish design and German engineering, combined with classic sophistication of British aesthetic, their furniture collections embody biophilic principles while keeping high quality craftsmanship alive.

Here we chat with its co-founder, Anna Goodrich, to find out more…

Can you tell us the backstory of S10Home?

S10Home is a family-run business that was born out of our own personal need. When we moved into a new home, we struggled to find high-quality, beautiful furniture that would fit our staircase and meet our specific size requirements. What was available on the market didn’t appeal to us—most of it was either veneer or teak, and we were after something more substantial, like a solid walnut bed.

My husband and business partner, Max, had just exited his previous business and was looking for a new idea for an e-commerce venture. Both of us are entrepreneurs with backgrounds in tech (fintech, biotech, logistic tech), so this seemed like an opportunity. I remembered a family friend who was an exceptional wood craftsman, and together we teamed up and launched an online shop for custom wooden furniture.

By 2023, we had developed our product line and introduced fully designed models. To our surprise, nearly all of our models became incredibly popular, and we are now fulfilling over 50-70 orders per month.

What is unique about your brand and what influences your designs and creativity?

Everything about our brand is unique! We specialise in solid wood furniture, with a primary focus on dining tables and chairs. All our furniture is handmade from one of the most exclusive and durable materials – European solid oak and walnut, and we take a highly personalised approach to every order. We handpick the finest wood, send photos to the customer for approval, and then craft the furniture based on their custom requests—whether it’s the size, the legs, the table edge, or the model itself.

One of the biggest advantages we offer is that any of our tables can be made extendable. This is particularly convenient for smaller yet hospitable homes in England. We all love hosting guests, but not everyone has room for a 2-metre table, which is why we provide an extendable mechanism that increases the length of the table by 40 to 100 cm.

Once the furniture is crafted and assembled, we send photos to our clients before dispatch, so they know exactly what they are getting—there are no surprises. We keep them in the loop at every stage. And of course, we deliver straight to the home and assemble it on-site, all free of charge, with no hassle at all.
On our website, any table can be customised like a modular set, and we also pride ourselves on our fast and personal customer support. You can always speak to us over the phone or visit us in our London showroom.

How important is the sustainability and craftsmanship your brand and the products you make?

All our wood is FCS certified and we source it locally from the forests and farmers to minimise the carbon footprint. We also consider applying for Bcorp this year.

Why should consumers and interiors trade support independent, anti-mass designer brands like yourself?

We proudly use premium eco-friendly materials and source everything locally, ensuring exceptional quality and customization for every piece. You’ll have full control over the production process, with regular photo updates as your furniture is crafted.

By choosing us, you’re also supporting communities. Part of our production is based in Ukraine, providing jobs and helping families. Plus, our streamlined operations mean we keep our costs low—no middlemen or excessive management—making our prices much more affordable than competitors.
While other brands may charge over £3k for furniture made with cheap wood like ash or veneer, we offer genuine solid wood at that price.

What’s next for S10Home…

Yes we are participating at Decorex on 6-9th of October and would be happy to show our beautiful craftsmanship at stand A58.

For more information and to see all furniture collections please visit s10home.com

DISCOVER ANOTHER BRITISH FURNITURE BRAND HERE.