HLF - Key Persons


Anees Ahmed

Job Titles:
  • Operations Manager
Anees has 25yrs experience in IT and business development allowing him to create detailed and thorough electronic systems which control and manage our warehouse, giving us a much quicker and smoother reaction time to any order fulfilment. He heads up our operations and manages the warehouse staff. He has extensive experience in customer services giving him keen and precise communication skills both internally and externally.

Brooke Gerrens

Job Titles:
  • Graphic Designer
  • Media Manager
Brooke heads up the Graphic Design band Media for HLF. She studied Graphic design for 5 years at college and university and graduated with a BA Hons Degree in Design. Brooke is responsible for all the carefully curated brochures our customers receive together with mood boards for clients. She also works alongside our social media team and feeds into the e-marketing strategy for the company.

Daniel Conroy

Job Titles:
  • Sales Manager
As the Head of Sales, Daniel is responsible for overseeing all aspects of our customer's orders from initial enquiries, meeting customers in the show room and completing sales. Daniel is responsible for our sales team's performance and reports into senior management. With 12 years of sales and customer service experience, mainly within the furniture industry, Daniel is aware of all aspects that are integral in the customers journey to sales completion.

Jack Greenwell

Job Titles:
  • Business Development Manager
Jack has over 10 years' experience in many different roles within the customer service sector managing many teams varying in size. Jack's role here at The HLF Group is Business Development Manager, within his role he is responsible for keeping customers informed about their orders and arranging deliveries. Jack is also your aftercare sales point of contact, should you have any issues Jack will ensure this is resolved for you as soon as possible.

Lesley Coates

Job Titles:
  • Head of Accounts
As Head of Accounts, Lesley is responsible for managing all aspects of the finance function for The HLF Group. She has 20 years' experience in finance and has worked in many different industries. Lesley is responsible for managing the internal finance of the Group as well as ensuring that the payment process for our clients is as painless as possible.

Ohio Sofas

Job Titles:
  • Ohio Chair

Rachel Conroy - Chief Commercial Officer, Founder

Job Titles:
  • Commercial Director
  • Founder
Previously a qualified solicitor running a large team, Rachel saw a gap in the market for trade furniture direct from factories for emerging sectors. Together with Tabsheer, she founded The HLF Group seven years ago. Rachel is responsible for the day to day running of the business and all sales staff report into her. Rachel manages the relationships with our largest key client groups. She is responsible for brokering new agreements with our new client groups.

Tabsheer Alam - Managing Director

Job Titles:
  • Managing Director
Tabsheer's co-founded The HLF Group and has a background in marketing as well as extensive experience as a business development manager for a large furniture group. His specialism is production and operations having worked in a furniture factory for over ten years. Tabsheer heads up the Operations team and our warehouse team, buyers and production staff all report into him. He is responsible for all aspects of the customer's journey once they have committed to a sale.