AMARA
AMARA's Overview
Amara Living Ltd is a prominent online retailer specializing in luxury home fashion, offering a curated selection of designer homeware, furniture, lighting, gifts, and accessories from over 300 of the world's most exclusive brands. Founded in 2005 by Sam and Andrew Hood, Amara established itself as a go-to destination for stylish interior design solutions, known for its exceptional customer service and extensive product range. In September 2022, Amara Living Ltd was acquired by THG plc (The Hut Group), a global e-commerce technology group, aiming to further enhance Amara's growth and operational capabilities through THG's Ingenuity platform.
Where is AMARA's Headquarters?
HQ Function
Historically served as the central hub for Amara's e-commerce operations, including buying, merchandising, marketing, customer service, and technology development before its acquisition by THG.
Notable Features:
The Luton office was a modern commercial space designed to support a dynamic e-commerce business, facilitating collaboration and innovation in the luxury homeware sector.
Work Culture:
Amara fostered a fast-paced, creative, and customer-focused work culture, with an emphasis on passion for interior design, teamwork, and adapting to the evolving digital retail landscape.
HQ Significance:
The Luton headquarters was pivotal in establishing Amara as a leading name in online luxury homeware, overseeing its brand development, international expansion, and customer experience strategy.
Values Reflected in HQ: The operational setup likely reflected Amara's values of style, quality, innovation in e-commerce, and a strong commitment to customer satisfaction.
Location:
Amara Living Ltd serves a global clientele through its sophisticated e-commerce platform, shipping luxury homewares to numerous countries across North America, Europe, Asia, Australia, and the Middle East. Its international reach and operational efficiency are now significantly enhanced by its integration into THG plc's global infrastructure, including fulfillment centers, localized customer service, and the THG Ingenuity technology platform.
Street Address:
Concorde House, Concorde Street
City:
Luton
State/Province:
Bedfordshire
Country:
United Kingdom
AMARA's Global Presence
Global (Integrated with THG Network)
Address: Various locations within THG plc's global operational network.
To ensure efficient global distribution, customer support, and market-specific strategies for the Amara brand by leveraging THG's established international infrastructure and THG Ingenuity platform.
Buying Intent Signals for AMARA
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Executive Team of AMARA
As of April 2025, AMARA' leadership includes:
Investors of AMARA
AMARA has been backed by several prominent investors over the years, including:
Executive New Hires/Exits in the Last 12 Months
Since Amara Living Ltd's acquisition by THG plc in September 2022 and subsequent integration, distinct executive new hires or exits specifically for the Amara brand entity are managed within THG's broader personnel and leadership structure. No high-profile public announcements regarding 'Amara-only' executive movements have been noted in the last 12 months, as such changes would typically be part of THG's overall organizational updates.
Departures
New Appointments:
Technology (Tech Stack) used by AMARA
Discover the tools AMARA uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.
AMARA Email Formats and Examples
While Amara Living Ltd historically used its own email domain (@amara.com), post-acquisition by THG plc, email communications might also originate from or be integrated with THG's domain (@thg.com). However, for brand continuity, @amara.com addresses are likely still in use for customer-facing roles and internal communications related to the brand.
The most common historical format for Amara Living Ltd was likely [first].[last]@amara.com. Other possibilities include [first_initial][last]@amara.com.
Format
jane.doe@amara.com
Example
70%
Success rate
News and media
The Retail Bulletin • January 24, 2023
Amara Living Ltd news title: THG Ingenuity to power Amara
Following its acquisition by THG, luxury homewares retailer Amara is to be re-platformed onto THG Ingenuity, THG’s proprietary end-to-end ecommerce technology solution. The move is intended to improve the customer experience through enhanced ecommerce functionality and to support future growth by leveraging THG Ingenuity’s global capabilities....more
Reuters • September 29, 2022
Amara Living Ltd news title: UK's THG buys luxury e-commerce firm Amara Living
British e-commerce company THG Plc announced it has acquired Amara Living Ltd, an online luxury home furnishings retailer. This strategic acquisition aims to bolster THG's presence in the homewares market and integrate Amara into its THG Ingenuity e-commerce platform....more
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