Identity Furniture is a third-generation family owned business with a long-established culture of excellence in customer service and commercial furniture sourcing and manufacturing.

We make furniture for hospitality venues in collaboration with architects and designers who need to achieve unique specifications. Regularly working with Australia’s best designers and architecture firms, we have helped to create flagship venues like The Marsden, Star Casino, and Wrestpoint Casino.

Along with our extensive Australian manufacturing capabilities, we also source and stock leading European brands such as Pedrali, Cantarutti, Colos, Laco, and many others.

Please Note:
Identity Furniture strictly does not enter into commission arrangements with specifiers unless by agreement with the end user. We do not have tiered pricing arrangements as we are committed to providing the most cost effective contract pricing solutions for architects, designers and end users alike.

Identity Furniture - Empowering Creativity


We work with initial sketches, render into 3D models, and materialize into a stunning result. A respected designer once said we ‘liberate their creativity’.

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Custom Tiled Tabletop by Identity Furniture


Identity Furniture has worked in collaboration with Australia’s best interior and architecture firms to create projects recognisable on the world stage. We want to work on projects that push the boundaries and make the impossible into flagship venues.

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Ambarvale Hotel by Identity Furniture


The Pub Test™ is our custom-designed, built, and patented chair testing machine. A 6-year structural guarantee is placed on all chairs that can withstand the full testing cycles of The Pub Test™.

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The Pub Test by Identity Furniture
Dan Fysh Director of Identity Furniture

Dan fysh


With over 25+ years in the industry as a second-generation furniture manufacturer and wood machinist, it’s not uncommon to see Dan in the office and workshop.

Mark Grace Operations Manager at Identity Furniture

mark grace


15+ years of experience in manufacturing and design with an ever-expanding knowledge of materials and production methods. Mark is our resident product specialist and expert furniture consultant.



As a qualified upholsterer, Wayne has over 25+ years in furniture manufacturing and expertise in project management, freight, purchasing and manufacturing methods.