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The Team

Who We Are

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Alan Sugar

Director and founder of Custom Wood Co. Never one to shy away from getting knee-deep in on the action. 

 Passionate, energetic and entrepreneurial, and only occasionally impulsive. Her passion and commitment have led the company from backyard hobby to nationwide furniture delivery and custom carpentry. Always thinking about the next big thing which is the kind of mentality that keeps a business growing. 

Watch this space...


Our Northern Star

Our Kate-of-all-trades is a new addition to the A-Team and she did not hesitate to get stuck in.

Kate is not one to sit and twiddle her thumbs, she prefers to keep them busy dealing with the office admin or keeping the lads on their toes in the workshop. 

Yet to find something this girl can’t do…

Kate Custom Wood Co
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The Leprechaun

PJ recently joined the company and has put his professional joinery skills to fantastic use ever since. The philosopher of the group with unstoppable energy and unrivaled enthusiasm. PJ loves to get involved on large projects and keeps the team on track. His planning and design skills get these bespoke projects completed to perfection. 

What will he design next?


Don't ask him, he's just a driver

Kieron is the face many customers will know as he is our powerhouse of a delivery driver. Soldering on through early morning starts and long distances to travel Kieron can be heard across the land claiming "I'm only the driver". Kieron is the Mr Serious of the team but is always highly-dependable and get's the job done. 

Will he ever get better taste in music though?



Captain Sensible

Lawrence is the pragmatic member of the team who ensures all projects are carefully planned and safely executed. 

His bromance with PJ is flourishing and his positive and upbeat attitude keeps the team morale high. Accompanied with his warped sense of humour- it makes the workshop a great place to be.

But will his taste in music ever improve?

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