Key People

Mark Elliott

Chief Executive Officer

Mark founded Distinction in 1984 and has established the company into one of the largest and respected contract furniture manufacturers in the UK. Mark’s education included a law degree in Oxford, followed by a business degree from American University, Washington, D.C. After working with Bechtel for a number of years as Project Inception Manager, Mark decided to start his own company and in 1984, Distinction was formed. Over 30 years the company has continued to grow steadily and now is one of the foremost contract furniture manufacturers in the UK.

Mark Coad

Chief Operating Officer

Mark Coad started work in 1978 as an apprentice upholsterer and finished his apprenticeship in 1984 as a Master upholsterer. He moved on then to work for Shaw manufacturing as a trouble shooter on their projects in pubs, clubs and night clubs to control standards in the manufacturing and fitting. From 1984 to 1998 Mark worked in sales for Courts and Allied Carpets in the UK, during this time he married and 1999 set up his own business supplying upholstery and curtains to the leisure industry, during this time he supplied Accor, Hilton, Sheraton among others as a sub-contractor as well as many smaller companies within the industry. In 1995 Mark started supplying Distinction with curtains and upholstery and in 1998 amalgamated with Distinction and became Operations Manager for the company. Within 5 years Mark was asked by the board to take on the new role of Operations Director and with the continuing growth of the company is now the Chief Operating Officer. This role now includes production in China and installation world-wide for many of the major hotel chains.

Kersi Deboo

Managing Director

Kersi graduated in 1998 with a BA Hons in Three Dimensional Multi-disciplinary design from Brunel University, studying interior, furniture and product design. After this Kersi undertook an MA in Interior Design at De Montfort University. With over 15 years’ experience in the contract furniture manufacturing, Kersi has worked for Distinction for nearly 13 years. Kersi has worked as a Project Manager as well as a Design Manager, contributing to the success and growth of the company. Kersi was asked by the board to join as Sales and Marketing Director in 2011. With the continuing growth with Distinction, Kersi’s new role is now Managing Director.

Katherine Roux

Projects Director

Having graduated with a Masters in Design from the Royal College of Art V&A in 2012 Katherine began her career at the Victoria and Albert museum as a research coordinator. With her eye for detail and interest in design of all objects she was soon keen to join her father’s company to become responsible for the Projects team, helping to create beautiful furniture for hotels and other projects around the world.

Thomas Elliott

Sales and Marketing Director

Thomas began his career in the technology sector working for companies such as Sky and DMGT. Having grown up around Distinction he has been involved in furniture from a young age and in 2015 was keen to join the company to ensure its continued success in the future. Thomas is responsible for Business Development and Marketing of the company and is keen to tell the Distinction story to the world.

Aldan Yiu

Director (Hong Kong Office)

Aldan studied at Hong Kong Polytechnic University and graduated with a BBA degree in 1994. Starting his career in the furniture industry in 2000, as Assistant Sales Manager in charge of the US Market, Aldan was shortly promoted in 2002 to Sales Manager. In 2004, Aldan joined Distinction Contracts as the Director of our Hong Kong office. Aldan oversees the Quality control of the manufacturing in China as well as the shipment and logistics.

Saleh Alamoudi

Sales Manager (Kingdom of Saudi Arabia)

A successful entrepreneur in his own right in the Kingdom of Saudi Arabia, Saleh supplies leather to the hospitality and leisure industries through his family business Al-Amoudi Leathers. Along with this Saleh is our sole representative of Distinction Group and Tecnodeck in the Kingdom of Saudi Arabia, providing a comprehensive source of knowledge and presence on the ground. You can see examples of Distinction and Tecnodeck products on display at his showroom on Immam Shaffi Street, Jeddah.

Richard Connell

Sales Manager (United Arab Emirates)

After graduating from university Richard started a successful career in the world of fast moving consumer goods working up the managerial ladder in various roles with leading American brand companies. He moved into the flooring industry when he joined Copydex
as Sales Director in 1972 where he progressed through the industry of in-various senior board positions including Chairman & CEO of Gripperrods International under the ownership of The British Land Company.

Richard became a Management Consultant which led him to United Arab Emirates. His visionary style and understanding of The Gulf urged him to take on the recognised agency dealing with leading brands at Drapes & Floors Trading as well as use his valued industry knowledge for Distinction Group. Richard has been a key role of Distinction’s ever expanding arm into the Middle East market. Richard has now nearly been with Distinction for 4 years, his role includes relationship management, sales, and overseas correspondence.