In this viewpoint, Andrea Bazzaro, Executive Vice President of Moroso, reflects on the challenges facing London’s furniture manufacturers. He calls for a clearer, more collaborative understanding of value, one that prioritises durability, craftsmanship, and meaningful sustainability over short-term cost cutting.


London’s furniture manufacturing scene has always thrived on creativity, craftsmanship, and adaptability. Yet in 2025, many of us in the industry feel the ground shifting under our feet. Whether serving the commercial office sector, the hospitality world, or private clients, we face a perfect storm: shrinking budgets, relentless competition, and a regulatory environment that demands sustainability, but provides little clarity.

Working for an independent manufacturer, I’ve watched with concern as the conversation around value has narrowed to one word: price. In the commercial sector especially, we’re often seeing a “race to the bottom” — specifications written for cost rather than longevity, and procurement teams prioritising unit prices over lifecycle performance. It’s a short-term mindset that undervalues the role of quality design and local craftsmanship in creating environments that actually last.

In hospitality, the challenges are different but equally complex. The rise of global supply chains has made it easier than ever to replicate designs, blurring the line between inspiration and imitation. Many pieces are copied locally or abroad and supplied at a fraction of the cost. For small and medium-sized enterprises (SMEs), it’s disheartening — not just because it undercuts margins, but because it devalues originality and the integrity of design.

Overlaying all this is a broader economic unease. From geopolitical tensions to fluctuating interest rates and political uncertainty, both businesses and consumers are cautious. Investment decisions are delayed. Projects are re-scoped. The sense of confidence that fuels creativity feels subdued.

At the same time, sustainability has rightly become a central concern. Clients now expect materials to be responsibly sourced, manufacturing processes to be low-impact, and products to be fully traceable. The problem is not the ambition — it’s the execution. There’s a maze of certifications, conflicting standards, and little coordination among architects, designers, and policymakers. Manufacturers are often left to interpret what “sustainable” means in practice, while facing the added cost pressures that come with responsible sourcing.

The irony is that small, local manufacturers are often already doing much of what sustainability advocates call for — using local suppliers, minimising waste, and building furniture to last decades, not seasons. Yet these strengths are rarely recognised in procurement frameworks or design briefs. The loudest voices in sustainability discussions tend to be specifiers, consultants, and clients, while the manufacturers — the people who actually make the products — are rarely invited to the table.

What’s needed is a more balanced and transparent approach to value. True sustainability cannot be achieved through box-ticking or lowest-cost sourcing; it requires collaboration, trust, and shared responsibility. If we continue to treat furniture as disposable, we undermine both the environment and the economy that depends on skilled labour. My personal view is that the market doesn’t need more cheap furniture — it needs better thinking about what makes furniture valuable. That means recognising durability, repairability, and provenance as part of a project’s ROI. It means allowing design and manufacturing expertise to inform sustainability criteria, not merely comply with them. And it means supporting smaller producers who invest in their communities and craft, rather than extract from them.

I’m choosing to stay optimistic. I honestly believe there’s room for a smarter, more responsible conversation about design and manufacturing in London and in the market in general — one that values quality over quantity, collaboration over competition, and long-term impact over short-term savings. The path forward isn’t easy, but it’s necessary if we want to preserve what makes design-led furniture manufacturing distinctive.

If the last few years have taught us anything, it’s that resilience comes not from cutting corners but from standing firm in our values. In a market chasing the lowest price, perhaps the most radical act is to keep making things well.