In a vibrant region where tradition meets modernity, the furniture industry is seen as more than just a business—it serves as a means to enhance lives. In this setting, many companies find it challenging to balance heritage with the need for innovation. However, one leader stands out by harmonizing respect for the past with a bold vision for the future.
This is the story of Suha Bakir, CEO of Atlas Furniture Manufacturing. Her life has been shaped by personal loss, family responsibilities, and a steadfast commitment to innovation. Suha’s journey, marked by both challenges and achievements, illustrates how a single individual can transform an entire industry through dedication, creativity, and resilience.
Early Life and Education
Suha was raised in a family where entrepreneurship was a way of life. As she mentions, “I grew up in a family deeply rooted in entrepreneurship, where I witnessed firsthand the dedication and resilience required to run a business.” From a young age, she witnessed her family work long hours to build a business from the ground up. These early experiences taught her that success was not handed out—it was earned through hard work, perseverance, and a willingness to face challenges head-on. Determined to learn more, Suha pursued a degree in Business Administration.
Her formal education provided her with the fundamentals of operations, management, and strategic decision-making. Yet, as Suha explains, “my real education came when I had to step up and take over our family business after my father’s passing.” This painful loss thrust her into a position of great responsibility. With her sister by her side, she took over the family business, learning quickly that leadership demands both heart and toughness. This experience “instilled in me a strong sense of responsibility, adaptability, and perseverance—qualities that define my leadership today.”
A Calling in the Furniture Industry
Taking control of Richmond Home was not something Suha had planned; it was a necessity born from life’s unexpected turns. “When my sister and I took over Richmond Home, we faced the challenge of modernizing the business while staying true to its legacy. The more I delved into the industry, the more I saw the potential for innovation—whether in design, materials, or sustainability,” Suha recalls.
A turning point came when she and her sister launched a new line of modern products that reinvigorated the company’s image and reshaped its market position. “A defining moment for me was when we successfully launched new, modernized product lines that reshaped our market positioning. Seeing our vision come to life and making a real impact reaffirmed my passion for this field,” she states.
Building Atlas Furniture Manufacturing
Under Suha’s visionary leadership, Richmond Home evolved into Atlas Furniture Manufacturing—a name that has become synonymous with quality and innovation across the Middle East. The company is dedicated to producing high-quality sleep and furniture solutions that make a real difference in people’s lives. “Our products, including Richmond Sleep mattresses and House of Furniture collections, focus on ergonomic design, comfort, and durability,” explains Suha.
Suha has always believed that furniture should do more than fill a space; it should enhance quality of life. “We don’t just manufacture furniture—we enhance people’s quality of life through our products,” she emphasizes. For her, every mattress and piece of furniture is a promise of better rest, improved well-being, and a commitment to innovation.
Breaking Barriers as a Woman Leader
In Jordan’s industrial sector, which has traditionally been dominated by men, Suha’s rise to leadership was not easy. “The industrial sector in Jordan is heavily male-dominated, and earning respect as a woman leader was not easy. I had to prove myself repeatedly—demonstrating not just knowledge but also resilience,” Suha shares.
She often found herself having to overcome deeply rooted beliefs. “One of the biggest challenges was changing the mindset that women belong in certain roles while men dominate others,” she notes. Rather than being discouraged, Suha used these challenges as fuel to drive her forward. She demonstrated that leadership is about capability and vision, not gender. Her determination to succeed and to innovate in a male-dominated industry has made her a role model for many.
“Today, I mentor and encourage women to step into leadership and technical roles in manufacturing,” Suha says. She firmly believes that diversity strengthens an industry, and her actions have helped pave the way for greater female participation in the field.
Fostering a Culture of Innovation
“Innovation starts with culture,” Suha believes. She has cultivated an environment where questioning old ways and trying new ideas is not only welcomed but expected. Suha encourages her team to explore fresh designs, experiment with new materials, and consider unconventional manufacturing techniques. “One approach I emphasize is listening to customer feedback—it often sparks the most innovative ideas,” she explains.
In addition, Suha invests in training, sends her team to global industry events, and collaborates closely with designers and engineers to stay ahead of trends. This culture of continuous improvement has helped Atlas Furniture Manufacturing maintain its competitive edge while pushing the boundaries of what is possible in furniture design.
Adapting to Changing Consumer Trends
As consumer expectations evolve, so does the way business is done. In recent years, customers have demanded products that are not only high quality but also personalized and sustainable. Suha noticed this major shift in the market. “One major shift we embraced was the growing preference for personalized sleep solutions. In response, we developed customizable mattress options tailored to different body needs and sleeping habits,” Suha explains. At the same time, she recognized the importance of a strong online presence.
“Additionally, we enhanced our online presence to cater to digital shoppers. Staying attuned to market trends and responding proactively is crucial in maintaining a competitive edge,” she concludes. Suha’s proactive approach to these changes has ensured that her company remains relevant and competitive in a rapidly evolving industry.
Embracing Technology for a Modern Future
Technology continues to reshape the manufacturing landscape, and Suha is determined to keep her company at the cutting edge. She is excited about the promise of smart technology and automation in furniture production. “AI-driven customization, 3D printing for rapid prototyping, and sustainable material innovations will reshape how products are designed and manufactured,” Suha anticipates.
Additionally, “Advancements in sleep technology—such as smart mattresses that track sleep patterns—will revolutionize the way we think about comfort and health,” she adds.
Suha sees these technological trends as opportunities to further enhance the design, functionality, and sustainability of her products. “At Richmond Home, we are actively exploring these trends to stay ahead of the curve,” says Suha.
A Vision for the Future
Looking ahead, Suha envisions a bold future for Atlas Furniture Manufacturing and Richmond Home. “In the next decade, I envision Richmond Home expanding into new regional markets while strengthening its position as a leader in sustainable and innovative furniture solutions,” Suha outlines.
One of her most exciting goals is to integrate even more advanced sleep technology into the product line. “One of my biggest goals is to integrate more advanced sleep technology into our products and establish partnerships with global sleep research organizations,” Suha shares.
Suha is also deeply committed to promoting gender inclusivity in the industry. “Additionally, I am passionate about increasing women’s participation in the industrial sector and making our company a model for gender-inclusive leadership,” Suha reiterates. Her vision is to build a business that not only excels in quality and innovation but also serves as an inspiration for future generations.
A Legacy of Transformation and Empowerment
Suha hopes “to be remembered as someone who not only transformed a business but also paved the way for women in industries where they were once underrepresented.” Her journey inspires future leaders to believe that with vision and hard work, even the toughest challenges can be overcome.
“My journey is proof that with determination and vision, women can thrive in any sector. I want future generations to know that leadership is not about gender—it’s about capability, passion, and the willingness to drive change,” Suha concludes.
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“One approach I emphasize is listening to customer feedback—it often sparks the most innovative ideas.”
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