Sonder Living is a gallery brand that brings together furniture and home decor from 7 renowned designers in the global furniture industry under 7 unique brands. After its official launch in Thailand at the beginning of August, the company recently shared insights from its marketing efforts focused on digital marketing. It found that, in addition to customers in Bangkok, there is a significant interest in high-end furniture like Sonder Living from customers in major cities such as Chiang Mai, Chonburi, Nakhon Ratchasima, and Hat Yai in Songkhla province. The company is confident that the premium furniture market has growth potential, driven by new homes and condos, as well as older homes looking to renovate or refresh their ambiance. Sonder Living aims to build its brand while conducting marketing activities both digitally and by creating experiences for customers to interact with the furniture and home decor at the Sonder Living Thailand flagship gallery, with a goal of becoming a leader in the high-end furniture business within 3 years.

          Ms. Kamonnat Temtraitrat, Managing Director of Sonder Living (Thailand) Co., Ltd., revealed that after the official launch of Sonder Living and the Sonder Living Thailand flagship gallery in early August, the marketing strategy focused on digital marketing, utilizing various communication tools including public relations and special events at the gallery. Data from digital marketing indicated that most customers who liked the Sonder Living Thailand Facebook page are based in Bangkok, but interestingly, nearly 10% of the total likes came from major cities such as Chiang Mai (34%), Chonburi (24%), Nakhon Ratchasima (22%), and Hat Yai and Songkhla (20%), indicating a growing interest in high-end furniture.

          “The customer response after the launch of Sonder Living and the Sonder Living Thailand flagship gallery has been positive and exceeded expectations. Some customers are already followers of certain designers under the Sonder Living brand. The launch in Thailand allows this group to conveniently select and order furniture and home decor from their favorite designers at prices comparable to purchasing from abroad. Additionally, we have seen continuous visits from customers in Bangkok and the surrounding areas to the flagship gallery, as we have showcased each designer's work in a cohesive and unique manner, adhering to the global standards set by Sonder Living. The data from our digital marketing efforts has revealed opportunities to expand our market to customers in major cities who have purchasing power and are looking for uniquely designed furniture and decor,” Ms. Kamonnat stated.

          “Sonder Living aims to become a leader in the high-end furniture business within 3 years, with a sales target of 20 million baht by the end of 2017, following our launch in early August. We are confident that the premium furniture market has growth potential, as this customer segment tends to have specific lifestyle preferences, emphasizing craftsmanship and design details in their purchasing decisions. Besides their preferred brands or designers, the furniture must reflect the customers' identities. Furthermore, furniture is relevant to both new homes and condos as well as older homes looking to renovate or refresh their atmosphere. Particularly in the last quarter, we expect an increase in inquiries about homes, condos, and new furniture, which gives us confidence that we will meet our sales targets by the end of this year,” she added.

          Sonder Living will continue to build its brand alongside digital marketing activities and create experiences for customers to engage with furniture and home decor at the Sonder Living Thailand flagship gallery through ongoing special events. The brand emphasizes four key elements that define its uniqueness: Originality, Design, Luxury, and Uniqueness, which are the core values that they believe will resonate with their target customers,” Ms. Kamonnat concluded.

          Sonder Living is a gallery brand that brings together furniture and home decor from 7 renowned designers in the global furniture industry under 7 brands, each with its own unique design style, including Thomas Bina, Tracey Boyd, Andrew Martin, Maison 55, Nellcote Studio, Coup&Co., and Kelly Hoppen. The recently opened Sonder Living Thailand flagship gallery on Rama 9 Road allows customers to fully experience furniture and home decor from these 7 designers.