The Tribe

We’re a tribe, connected by a common culture of client satisfaction and exceeding their needs.

  • Mike Mckeown
    Managing Director

    Tribe was founded by Managing Director, Mike McKeown in 2016, with over a decade of experience working for several furniture manufacturers and most recently a 7-year role as Head of Furniture at a major furniture dealership.

    Since Tribe’s conception, Mike has grown the company from a humble team of 4, to now having quadrupled in size and delivered projects with global brands like, Revolut and Formula-E.

    Having just celebrated their 3rd anniversary, Mike credit’s the team and its culture for a lot of the success behind Tribe so far: “The team, the family, the ‘Tribe’ is where it all began and the heart of what we do. We’re fortunate enough to have a 100% employee retention rate which is rare in the industry these days. You only have to spend a few hours with anyone in the team to see how passionate we are about what we do, the industry and all of the projects we’re involved with.”

    Mike believes Tribe’s focus on the client really sets them apart. We approach each project with an open mind, no house style. Impeccable delivery and communication with clients are still at the heart of Tribe’s approach, they have big plans for the future, with expansion into European markets and beyond on the horizon.

    In his spare time, Mike enjoys travel spending time with his young family and escaping to the golf course (when he’s allowed!).

  • Luke Cherry
    Sales Director

    Luke has ten years of experience working in the furniture industry in a variety of roles. This experience enables him to view projects from a range of perspectives and make informed decisions. Luke has a passion for working with people, loves all things design and can often be found wandering around museums and galleries. He’s also interested in travel, cycling and cheese.

  • Mark Hobbs
    Project Director

    As a senior member of the Tribe team Mark depends on his experience in understanding a variety clients needs and wants. With creativity at the core of his approach he can advise and specify based on inspiration from spaces, textures and conceptual schemes. He is able to lead design development of an interior but also works collaboratively with Interior Designers, Architects & individual clients to achieve the desired look, feel & function. With over 6 years of experience in the industry his interactions and knowledge allow for seamless management of projects from start to finish. Outside of work he enjoys competing in Jiu Jitsu, going skiing, running and relaxing with his friends & family.

  • Daniela Sparakowski
    Head of Project Management

    Dani joined the Tribe just over 2 years ago and has been working in the London furniture world since 2014. Her experience within the sector and her studies in business and economics provide her with a strong methodical approach which she applies to each and every project ensuring all details and circumstances are considered. She prides herself on creating a positive experience for all stakeholders and enjoys the variety of her job working alongside her peers bringing empty spaces to life. Loving to be active, outside of work Dani can be found hunting down the best charity shops, foods, markets, relaxing with yoga, finding inspiration at exhibitions, gigs, following around all the dogs and generally exploring everything exciting that London has to offer.

  • Tiina Lehtonen
    Project Manager

    Tiina’s vast operational experience, managing both domestic and international projects, ensures the success of all aspects of the design process. Tiina is passionate for interiors and enjoys delivering inspiring spaces from planning and coordination to completion. She loves the seaside, running, architecture, vintage design and hot chocolate.

  • Andreia Araujo
    Project Director

    Andreia has over 5 years of experience working as an Account Manager within the contract furniture industry. She has worked with a number of corporate clients from the financial, media and property sectors. She has extensive knowledge of the furniture solutions available and prides herself on being able to select the correct products to exceed client expectations in terms of design and price.

    Outside of the office she is passionate about travelling, loves Scandinavian and Japanese design and can regularly be found at restaurants, the cinema or enjoying her pilates and barre classes.

  • Valentina Papi
    Project Manager

    Valentina is part of the project management team for Tribe Furniture, coming from a Front of House and Facilities Management background she started working in the London Design & Build industry in 2015. During this time she has managed projects for all kind of fit-outs, from offices to Cinemas which helped her gaining experience in the field and also woke a growing interest for interior design. As much as Valentina likes and enjoys throwing herself in the buzzing city vibes, she will often be found running or walking in the green areas of North London, at yoga practice or with her head buried in a good book.

  • Richard Blackmore
    Project Consultant

    Richard studied furniture design at Northumbria University, this and a years’ experience with a leading manufacturer as an intern has given him a wealth of product and business knowledge. With a keen interest in furniture and design, he takes inspiration from everywhere to help deliver creative and innovative solutions. His knowledge of the Adobe Creative suite means that he can help in creating Tribe documentation & product presentations. In his spare time, Richard enjoys being social with a few pints and getting lost in South London on his days off.

  • Emily Lumley
    Client Service Manager

    Emily has spent the last year working in the heart of Tribe’s operations in a Sales Support role following 3 years of studying Furniture Design at Northumbria University. She takes great pride in her attention to detail and unparalleled passion for furniture which is what drives her to help deliver outstanding projects. With a highly motivated attitude and eagerness to learn, she’s enjoyed working on a wide variety of different projects so far with Tribe and looks forward to constantly learning and growing her knowledge and experience. Outside of work, Emily loves a good pub quiz and Sunday roast!

  • Anya Hartgroves
    Sales Support

    Anya has been in the furniture industry for just over three years having spent time working for a manufacturer prior to joining Tribe. Anya has extensive knowledge of how suppliers operate and is looking forward to leveraging this within her role. Anya has joined the team as Sales Support and is excited to build upon her existing product knowledge. In her spare time, Anya loves to play netball, go to the gym and is on a mission to find at least one pub (not a Wetherspoons!) that sells Strongbow Dark Fruit in London.


  • Joe Frampton
    Project Consultant

    With two and a half years in the industry, Joe has experience working for furniture start-ups in both sales and operations roles and has had exposure to over 200 suppliers. This has given him a broad knowledge of brands and their products allowing him to suggest a fully tailored range of furniture options to meet his client’s specific requirements. Having experience in furniture supply chain and logistics, Joe fully understands how to deliver faultless, beautiful projects on time and to budget. Outside of work, Joe enjoys going to the gym, cooking, or starting a new DIY project at home.