Blessed with an abundance of wood resources coupled with a hardworking and enterprising people, Malaysia has ranked consistently amongst the top 10 largest furniture exporting countries in the world, ninth in year 2017 with more than USD2.3 billion worth. A big chunk of the export goes to the US.
To international buyers, the country is known first and foremost for its high quality yet competitively priced furniture products. Chief amongst all are its bedroom and dining furniture with rubberwood being a commonly used wood materials. The industry is also very competitive in the upholstery segment.
Malaysian manufacturers are typically market-oriented and very nimble in their dealings. Their customer-friendly attitude, flexibility and reliability in general earned the country many customers the world over.
In the following paes, FFE features 6 leading furniture exporters with common traits that provide for success in the export business – make good quality furniture, provide competitive pricing, are customer oriented and are highly dependable.
INCEPTION DESIGN AND TRADING SDN BHD
Inception Design is synonymous with harmoniously blending Malaysian culture with international designs and always creating something fresh for the customers. The company, Inception Design and Trading Sdn Bhd, is founded by Design Director Philip Khor and is backed by a team of highly skilled and creative minded personnels who are passionate about furniture. Known for their expertise in product design, customization flexibility and their ability to source for all types of furniture products, Inception Design is steadily garnering faithful customers globally.
Focusing mainly on producing wooden furniture, Inception Design creates designs for bedroom, living room, dining room, and projects. The design signature of the company is simple and modern contemporary; earthy colour schemes are to create a relaxed ambience to the furniture users. Inception Design is also flexible when designing for different countries with different requirements, measurements and colour preferences, offering more customization for their global buyers. The company’s products are built in line with the objective of affordability and functionality with character.
Inception Design is constantly looking to improve their services to their customers. Striving to create better designs, they always visit different countries to learn the local cultures as well as emerging trends.
Inception Design practices a hands-on approach to customer service where customers can contact them at anytime through email, telephone, or common apps like whatsapp, wechat and others. The company welcomes customer’s feedback, and if any assistance is needed, Inception Designs will attend to customers right away. The company strongly believes that going beyond delivering just a furniture product, a combination of high quality design and good customer service will be keep them on the track towards globalisation and growth.
JOHANN & JOANN CONCEPT SDN BHD
Johann & Joann Concept Sdn Bhd started its business with a laser focus on price. Its strategy is to let the price speaks for itself to attract customers. After some studies and rethink, the management realized that it is not the best nor only way. Price satisfaction isn’t enough to run a business nowadays. So, the company has steered its focus now on designs, material used, market needs but at the same time not forgetting the perceive value of our products. With its own brand “Johann&Joann” now, the company is shifting from OEM to OBM.
According to Quek Kheng Long, Chief Designer cum Managing Director, “When we started our business, we tried to satisfy our client needs by producing some models/ products supplied by them. We played safe to build up some reputation and expose ourselves channels such as exhibition, online and offline advertising etc. However, now, we develop our own brand focusing on the youngster by understanding their spending abilities and behaviors. So, in short, our target now is the online market focusing on the group of youngster who are willing to spend on lifestyle’s furniture but yet not having lots of money in their pocket.”
Johann & Joanne is mainly doing Bedrooms furniture now. However the company sees high possibilities to extend their product range to all household furniture.
The company is proud to be the first and only furniture manufacturer in Malaysia that uses Laminated Veneer Lumber (LVL) from the Poplar wood to produce all their products. This material is relatively more durable, light in weight and yet cheaper in cost comparing to other material which commonly used for other manufacturer in Malaysia. This differentiates the company from other manufacturers.
Other than that, the company seeks to build its branding and targets specifically the market for youngsters. Research have been made to understand what youngsters today pursue and the lifestyle they seek. With branding backed by original design, good quality, the company has devised a program for potential partners to introduce their brand.
Johann & Joanne is customer oriented, catering to the needs of the customer and market. It offers its clients good customer service, mix container program, QC inspection and on time delivery.
With a firm belief that OBM is the best way forward to lead the next market trend, the company is now looking for OBM partners globally. Buyers can expect the company at major furniture shows, marketing themselves online and offline, and in close discussion with customer regarding their programs and bettering the products on offer.
CURRENT & FUTURE PLANS
1. In the next 5 years, we set our target to have partners in 100 countries over the globe distributing “Johann&Joann” product.
2. The biggest challenges to realize this goal is to find the right partner.
3. It’s no longer a traditional sell and buy business we are looking at. So, we need a lot of sharing, brain storming, discussion, monitoring the markets need.
LY FURNITURE SDN BHD
LY Furniture Sdn Bhd is a subsidiary of LY Corporation limited, a listed business entity in Singapore.
From a humble start up with only 8 employees, the company has grown to become one of the largest bedroom set manufacturers in Malaysia with more than 1,000 employees in various units and departments for the business and its in-house manufacturing processes. It took more than 40 years for founder Tan Kwee Chai to build LY Furniture to its current status.
An ISO 9001:2015 certified company, the company is fully committed to be the best wooden furniture supplier by meeting and exceeding customers’ expectations through Total Quality Management System with continual improvements by all level of employees. Its no-compromise commitment to product quality and good management practices has won the company numerous awards from various prestigious institution including government agencies over the years.
LY Furniture’s products are typically manufactured on ODM basis by its in-house designers and on OEM basis. To support its ODM business, there is a dedicated design and product development team of more than 25 personnel, all of whom have extensive experience in product design and prototyping.
In addition, the company also has an established subcontractor network to support their various production processes. The subcontractors are located within close proximity to LY Furniture, which allows the shortening of the transportation time of semi-finished goods to and from the subcontractors. Its in-house QC team is thus also able to closely monitor the quality of the products and their work progress by being able to inspect our subcontractors’ premises regularly.
A firm believer in building win-win partnerships across the value chain to ensure all stakeholders could succeed together, through the years LY Furniture has successfully nurtured numerous subcontractors to be successful furniture parts suppliers. The company always ensures these subcontractors could work together seamlessly in order to ensure the best quality products and prompt delivery to all their customers.
To sum up, the many strengths of LY Furniture includes its capabilities to produce original designs, undertake OEM production, maintain consistent quality standards despite the huge volume of business and orders, offer competitive pricing, utilise different materials for its products as well as accept low MOQ from customers.
To date, LY Furniture has been well recognized as one of the best wooden bedroom set manufacturers in the region and has been regarded as a benchmark for the industry.
MASTER SOFA INDUSTRIES SDN BHD
Master Sofa was incorporated in 1992 as Master Sofa Industries Sdn Bhd. It has been in operations for 25 years. Prior to the establishment of Master Sofa, our founder Mr Teo King Kowang (CEO) and his partners were sub-contracting sofa upholstery work from renowned upholstery sofa manufacturers in Malaysia and Singapore for more than 15 years before they jointly set up Master Sofa.
The company’s mission is to manufacture high quality and stylish sofas and selling them at competitive prices to customers. This is exactly what had propelled the business forward at a commendable pace. In recent years, under the leadership of Terence CS Teo, the company’s Chief Operating Officer, Master Sofa has expanded with not only a big production facility in Vietnam but also investment in branding.
The Master Sofa Malaysia operations has a strength of 300 workers producing some 50 x 40 HC per month in a plant 15,000 sqm in size. For the estimated USD15 million revenue, 40% of production serves the domestic market while 60% are export orders.
In Vietnam, the company employs some 900 staff and produces 200 x 40HC per month generating sales of UD50 million per year. This factory is being expanded and output is expected to double to 400 x 40 HC come 2019. Products out of its Vietnam factory is 100% for export only.
Manufactured in these two countries are high quality leather and fabric upholstery including sofa sets, recliners, and television chairs for the home. CS Teo shared that to ensure the high quality standards in their products, the company sources only A-grade quality materials from Europe and Asia. Production lead time at Master Sofa averages 30-45 days. The inhouse QC team inspects every item to ensure the high quality standards. Its production line is flexible to be able cope with bulk orders yet able to cater to mixed commission order programs.
The company is proud of its inhouse design team that creates hundreds of new designs yearly, many of which are popular with customers. Its sales efforts are supported by a team of good marketing and customer service personnels with a good command of the English language and are in communication with customers worldwide on a daily basis.
The company is excited about the potential growth of the overseas market. This is especially for the Southeast Asian region in the face of challenges facing China such as cost increases, tighter environmental controls and the ongoing trade disputes between China and the USA.
SYNERGY WOOD PRODUCTS SDN. BHD.
Based in Muar, Johor, Malaysia, Synergy Wood Products Sdn. Bhd. strives daily to become the most reliable supplier of home furniture in the business. Backed by a management with a combined industry experience close to half a century, the company is recognised as a leading manufacturer and exporter of living and dining room furniture. Since its corporation in March 2007, Synergy Wood has been working hard to better understand their customers and accommodate their needs. In the process, the company has grown steadily alongside them.
Synergy Wood’s passion for detail stems from its management’s roots in furniture manufacturing. The company’s attention to detail is shown in its intricately carved wood-work and sets the tone for homes worldwide. Their furniture collections and designs ranges from modern, contemporary, mid-century modern, Scandinavian, traditional to classic styles seeking to blend harmoniously into homes of various themes. Synergy Wood utilises high quality Malaysian rubberwood for their wooden furniture products. The company understands that furniture not only fills a home but is also a form of self-expression.
With a total area of 422,892 square feet facility (current facility of 103,560 square feet and an additional 319,332 square feet estimated to be ready for production 4th quarter of 2019 ) and 180 employees, Synergy Wood’s production capacity is currently 45 containers per month with a target of 100 containers per month supported by new state-of-art facility and automation machinery. The company is 100% export-oriented and serves countries like Denmark, USA, Canada, Mexico, United Kingdom, Germany, USA, France, Sweden, Ukraine and etc. The company is dedicated to uphold its philosophy of putting “Quality First”. Synergy Wood’s commitment is reflected in its ongoing production development and continuous innovations in it products and services. On top of that Synergy Wood’s is committed to Social Compliance such as BSCI (The Business Social Compliance Initiative), SEDEX (Supplier Ethical Data Exchange) and Certifications such as FSC (Forest Stewardship Council)
Customers and business partners alike can expect dependable service and easy procedures at Synergy Wood. The company will be participating in the upcoming Furniture China 2018 (Booth Number N8-A01) held in Shanghai in September to showcase their latest and best designs. Try our latest mobile App ( ios and android )
WASANIAGA SDN BHD
Wasaniaga Sdn Bhd was started in 1965 by Director Bu Yau Hoi. It began as a custom-made carpenter and later ventured into volume furniture production. Presently, the manufacturer and exporter operates three separate plants totaling three hectares in the town of Batu Pahat, Johor employing more than 300 workers.
Customers associate the Wasaniaga name with prompt delivery of good quality and designs with excellent craftsmanship. As an expert producer of wooden furniture, the company is proud of its ability and dedication towards delivering a variety of simple and comfortable furniture that blends perfectly into different lifestyles. The company aspires to continuously deliver a unique combination of unsurpassed quality, style, service and value to its customers worldwide. Customer’s bottom lines are top priority to Wasaniaga.
Wasaniaga started out creating classic designs mainly aimed at adults but over the years had evolved to specialise in kids and youths ranges as well. Their repertoire includes 150 designs and counting. Producing mainly solid and rubber wood bedroom furniture, one of the company’s top sellers is its Barbican Series that led to their trademark headboard design on the company logo.
In addition to proprietary designs, Wasaniaga’s customers can also customise their products and the company will always try their best to fulfil these demands. Their customers are well assured that they will receive good aftersales service and any enquiry, complaints, and comments will be attended to promptly, ensuring maximum customer satisfaction.
The high standards of Wasaniaga has resulted in the company receiving numerous furniture awards from different organisations. Such validation of their hard work motivates the company towards greater improvement.