Furniture Tree: Your destination for quality furniture
Furniture Tree, a family-owned business with a history spanning more than three decades, has recently opened a Warehouse at 12/46 Hobill Avenue. WiriLink sat down with two of the owners Gagan and Sim Bhinder, to talk about their products and why customers should come and check out their range.
Originally founded in Palmerston North by Chris Blair, Furniture Tree earned its reputation through quality timber and bedding products. Today, under new ownership of Gagan and Sim, along with family members Raman Bhinder and Sunny Grewel, Furniture Tree has expanded into a full-scale furniture and home décor retailer, determined to strike a balance between affordability, durability, and style.
“We recently moved to Auckland because we had a lot of online customers who wanted to see our products” explains Gagan.
“People want to sit on couches, lie on beds – they want to feel the products.”
“In Auckland, furniture is either very expensive, and people can’t afford it, or it’s very cheap and low quality. We thought it was the right time to offer the best furniture at a good price.”
The Wiri showroom is more than just a warehouse. Starting with beds and mattresses, the owners quickly realized they needed to add more of their range to give customers a glimpse of other products they stock and an idea of the quality they offer.
“We painted the walls, but it needed more decoration. Customers want to shop for their whole home in one place. Over the last year and a half, we have added occasional chairs and designer decorations to our range, so we decided to add those to the warehouse in Wiri.
One of Furniture Tree’s specialities is their “Bed in a Box” mattress range. Designed with Auckland’s increasingly narrow new-build homes in mind, the compact packaging makes it easier for customers to carry a quality mattress upstairs and through tight spaces without compromising comfort.
“We’ve had great customer feedback on these mattresses; they love the quality” says Sim.
Storage solutions are another specialty. Their storage beds are sturdy, ventilated, and built to last; they have become bestsellers in both Palmerston North and Auckland.
“Some people sell storage beds for $500, but the quality isn’t there. The base is just a thin board, with no airflow. Our version is solid and long-lasting. People see it and say, ‘Oh yeah, that makes sense. I’d rather pay a little more and have it for 10 plus years’.”
What sets Furniture Tree apart is its commitment to quality. Unlike some larger competitors, the owners personally source products from New Zealand, Malaysia, Vietnam, and China, ensuring each piece meets their standards. They’re not interested in the “false economy” of disposable furniture.
“I’d rather pay $200 more and know it’s not going to sag or fall apart in two years. That’s what we’re trying to bring – affordable furniture with good quality.”
Sustainability and loyalty are also central to the business. By offering products built to last, the company aims to reduce waste and foster long-term customer relationships.
“We don’t just want to sell something once. We want customers to come back in 10 years and say, ‘We bought a bed from you and now we need one for our kids’” says Gagan
Beyond products, Furniture Tree has carved out a niche through services like free home styling.
Many first-home buyers want their house to feel like a home but aren’t sure how to decorate. The team steps in with complimentary styling advice, helping customers create spaces that feel complete.
“Some people don’t have the eye to decorate, and we do offer that for free. People are very happy about it.”
“We just want to help people have homes that feel like homes – not just houses.”
The decision to base their Auckland branch in Wiri came naturally.
“We’ve always lived in South Auckland, and we love Wiri because it’s industrial, close to the motorway, and the rates are better than other areas. It’s a busy road, developing fast, and the perfect place to start a warehouse” say Sim.
While competition in the furniture industry is fierce, especially with global giants like IKEA entering the market, the team is confident in their approach.
“We’re not scared. We focus on quality, and I’m very fussy with what I choose. If you come into the store and see the difference, you’ll understand why we don’t try to be the cheapest” says Gagan.
Looking ahead, Furniture Tree plans to expand within Auckland, but Wiri will remain their heart.
“Even if we open another store, we’ll still retail from here. There’s a lot of potential customers in this area, and with so many new homes being built, especially smaller ones, storage beds and practical solutions are exactly what people need.”
If you want to see more of Furniture Tree’s range, check out their website: https://furnituretree.co.nz/ or visit them at 12/46 Hobill Avenue.
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