We believe that life is for living, so you should be able to choose the furniture you want so you can enjoy it without worrying about accidents and damage.
That’s why we’ve developed a Service Plan to keep your new furniture looking like new.
Founded in 1915, the Guardsman brand is well known and covers Europe and the UK but also operates in North America and Australia. We have over 100 years' experience caring for furniture, developing new techniques, tools and products to achieve the best result. We are passionate about nurturing in-house talent and expertise, from expert furniture manufacturing knowledge to award winning products and services and everything in between; we know it's our job to care for you and your furniture and we won't let you down.
We are owned by the Amynta Group, an insurance services company specialising in property, casualty and specialty insurance as well as warranty and protection across the world. Amynta is a premier insurance services company with more than $3.5 billion in managed premium.
Our entire team is dedicated to helping our consumers and retail partners. Get to know our leadership teams by clicking the photos below:
Managing Director
Russell joined the Guardsman team in early 2023; and has a strong background in overseeing the Operational side of the business, as well as Governance, Risk Management and Regulatory Compliance across the UK and Europe.
Originally qualified as a Financial Adviser, he moved into a Compliance role with AXA focused on Pensions and Investments. More recently his career has been in General Insurance, working at Compare the Market and Swinton Insurance. Prior to joining Guardsman Russell worked for The AA, where he covered both regulated and non-regulated product lines.
His spare time revolves around his 3 young sons, ferrying them to and from parties/clubs . When he isn’t acting as a taxi, he will with be playing or watching football.
Head of Sales UK and ROI
Ryan brings a unique blend of hands-on furniture retail experience and deep expertise in commercial insurance and warranties. Having grown up in his family’s furniture business, he later took a career break to help steer the company through the challenges of the pandemic, a testament to his commitment and adaptability.
With over a decade of experience in the insurance sector, Ryan is exceptionally well placed to support our retail partners across both commercial and compliance needs.
He recently led the successful transition of our proposition in Ireland, demonstrating his ability to deliver strategic change and build strong, lasting relationships.
It’s rare to find someone with such well-rounded industry insight, spanning retail and insurance, with a proven track record in driving meaningful results for partners.
Head of Network Services
Will is responsible for managing our technician networks, to ensure exceptional and consistent service delivery across the UK and Europe. With over 37 years experience working within the furniture industry the wealth of knowledge, expertise and understanding he has on furniture, retailers and supporting our network is exceptional. He began his career as an apprentice in upholstery, but has also worked in furniture production, retail, insurance, protection, care, cleaning and repairs. He also lecturers for City and Guilds/NCFE, IICRC board and has been a consultant as an independent expert assessor for the furniture ombudsman.
In his spare time he spends time with his wife and three daughters, grows his Balearic record collection and enjoys swimming and tennis.
Complaints Manager
Lawrence has been with Guardsman for over 11 years, having previously held roles in our service request team he is now Complaints Manager.
Managing a fast-paced team, he ensures that all complaints are dealt with within required timescales, and provides in depth analysis of trends and decisions allowing us to develop the business to grown and improve our measure of dissatisfaction.
Outside of work Lawrence spends time with his family who he admits "keep him very busy" and is an avid reader.
Continuous Improvement Manager
John has worked within Guardsman for over 10 years helping to drive business growth and development through coordinating information, data analysis, and contributing to overall strategy and performance evaluation. His main responsibilities include continual process review, system and process betterment, project management, communication, and monitoring projects through to delivery.
John is also experienced Claims and Complaints Team Manager skilled in Coaching, Customer Satisfaction, Customer Relationship Management (CRM), People Management, and Planning.
In his spare time he is a keen gamer also very much enjoys family time with his wife and two children.
IT Systems Engineer
Andy has worked across a multitude of industries over the last 40+ years, but for the last 27 has settled into IT based roles which have taken him all over the UK and the world. He is responsible for all our IT systems and hardware including troubleshooting problems that both internal and external system users face, ensures his knowledge of IT systems, processes and cyber security are up to date, as well as continually monitoring our systems and processes ensuring we are at minimal risk from cyber-attack.
In his spare time, Andy enjoys listening to music, gaming, 3D design & printing, hacking/inventing, designing and creating lights and music players, cooking, F1 & family and friends.
Finance Director
Paula is responsible for overseeing the day to day of the finance department and team. In her busy role, she predominantly focusses on closing of sales and nominal ledgers and prepares the monthly profit and loss as well as overseeing inventory working closely with our warehouse and marketing teams.
Marketing Manager
Kate is a highly experienced marketing executive having worked for Guardsman for over 20 years, she is a very competent member of the team. Skilled in marketing strategy, project management, managing supplier and retail relationships, customer relationship management (CRM) and consumer product marketing, Kate is responsible for and oversees all the marketing for our business.
In her spare time, she likes to sew, bake and enjoys family time with her husband and daughter.
Head of Operations
Michelle has been a valued member of Guardsman for over 30 years, bringing extensive experience across a range of claims and operational roles. As Head of Operations, she leads our Policy Administration and Digital Mail teams, and is responsible for delivering essential Management Information (MI) to our underwriters, retail partners, and internal teams. Michelle also plays a key role in the oversight and development of our plan and claims systems, helping to ensure a seamless experience for our customers and partners.
Outside of work, Michelle enjoys knitting and crochet, and dedicates her time to caring for her rescue rabbits, as well as her much-loved dog.
Amanda has over 20 years of experience in the financial services industry and brings extensive knowledge of this sector. She is dedicated to bridging the gaps often found between compliance and other departments or industries. Her primary goal is to promote compliance, not only to ensure positive outcomes for customers but also to demonstrate its crucial role in maintaining a company's good reputation.
Outside of work, Amanda loves talking long walks in the countryside or by the sea with her 2 dogs and most recently has learnt how to play both the electric and bass guitar.
Safeclean Business Support and Senior Marketing Executive
With over 20 years of experience, Jo is a skilled Business Support and Senior Marketing Executive with a strong focus on operations and marketing. Since joining Safeclean in 2019, she has played a key role in managing daily operations—overseeing contract renewals, recruitment, and franchisee support—while also leading marketing and brand strategy across the franchise network.
Jo works closely with franchisees, offering tailored marketing support, campaign planning, and bespoke artwork to help drive local sales and business growth. Her passion lies in delivering personalised solutions that fuel franchise success.
Outside of work, Jo enjoys watercolour painting, reading, studying for her WSET qualifications, and spending time with her two daughters and dogs, Frankie and Teddy.
If you want to request a repair on your plan, simply complete the form on our Reporting Damage page, or by calling 1800 806 182.
For all other enquiries, the easiest way to get in touch is to complete the contact form below and we will get back to you as soon as possible.
Our office address is: 152 Brook Drive Milton Park Abingdon Oxfordshire OX14 4SD United Kingdom
Opening Hours: Monday - Friday 9:00am - 17:00pm