INDECA Living, a leading importer and distributor of world-renowned furniture brands, has announced its strategy for expanding the luxury furniture market in Thailand. As the official distributor of the British luxury furniture brand "Timothy Oulton" for over five years, the company sees a growing trend in the Thai luxury furniture market, driven by the continuous expansion of the real estate and high-end hotel sectors. The marketing plan aims to collaborate with real estate businesses and high-end interior design services to target premium customers and expand the luxury furniture market, highlighting three popular items from Timothy Oulton: the Chesterfield-style sofa, the Rex lamp collection, and The Aviator Series, which seamlessly blend luxury with exquisite craftsmanship, remaining timeless and unique in every piece. The brand views the Thai market as an "opportunity," particularly among the luxury segment with high purchasing power seeking uniquely designed products.



Ms. Pirapan Poomwusana, Managing Director and Co-founder of INDECA Living, stated that the Timothy Oulton brand has been well-received in the luxury furniture market since its launch in Thailand in 2018, especially among high-end customers and premium real estate businesses. Additionally, in the past 1-2 years, the luxury home market, with properties valued over 20 million baht, has rapidly expanded, leading to an increased demand for luxury furniture. This growth is accompanied by changing consumer behavior that prioritizes high-quality products and designs that reflect personal taste and enhance comfort. According to an analysis by Land and Houses Bank, the furniture business was valued at 5.804 billion baht in the first eight months of 2023, an increase of 8.2%, while Krungthai COMPASS predicts that the furniture market value will continue to grow by 2.9% in 2024.



The top three best-selling items from the Timothy Oulton brand, available in showrooms and popular online channels last year, include the Chesterfield-style sofa (Westminster Collection), which features a unique design that combines timeless luxury with high-quality leather craftsmanship; the Rex lamp collection, known for its distinctive and luxurious design inspired by Art Deco, favored by high-end customers and luxury real estate projects; and The Aviator Series, furniture inspired by vintage aircraft, made from polished aluminum and genuine leather through a special process, popular among collectors and design enthusiasts.



This year, INDECA Living's marketing plan focuses on three main strategies: 1. Creating a premium showroom that allows customers to experience the story of Timothy Oulton through furniture; 2. Utilizing digital technology to expand online sales channels to reach customers who value high-quality design furniture and implement an Omni Channel marketing approach; and 3. Collaborating with influencers to broaden brand awareness, targeting key customer groups, including ultra-luxury homeowners, real estate developers, hotel businesses, collectors, and design enthusiasts.



Working with Timothy Oulton to present products that meet the needs of Thai customers involves a crucial process of selecting a diverse portfolio in terms of design and materials to cater to various styles, such as the luxurious lifestyle and nightlife of Bangkok through the Rex collection, which offers a distinctive and modern feel, as well as the natural and coastal lifestyle of Phuket through collections like Noble Souls and AHS2023, which emphasize natural materials and simplicity. In terms of furniture market trends, the brand focuses on timeless design, avoiding fleeting trends, and instead draws inspiration from the past to create styles that never go out of fashion.



Mr. Stevie Kim, Manager of Partnership Management and International Product Representation at Timothy Oulton, stated, "Thailand is a market with great potential for the Timothy Oulton brand. We are honored to collaborate with INDECA Living, a luxury furniture distributor with extensive experience. The past five years have been an exciting journey for both parties, signaling good prospects for the brand's growth in the future, especially in the luxury market segment with high purchasing power and a demand for unique luxury products."

The luxury furniture market continues to grow due to urban expansion and real estate business, creating opportunities for unique, handcrafted luxury furniture that considers sustainability to gain popularity, with a demand for high-quality products that reflect personal taste. Timothy Oulton remains committed to a bold and innovative design philosophy, emphasizing the use of authentic materials, exquisite craftsmanship, and experiences that connect with customers' emotions and feelings. The Timothy Oulton brand is a legacy of design from England, passed down through three generations, reflecting a retrospective view to find inspiration and create timeless designs. Additionally, the brand is passionate about unique natural materials, with every piece telling a story, and the experience gained in the showroom is what truly sets the brand apart.

Timothy Oulton is a leading furniture brand from England that has opened an impressive showroom in Thailand while continuously expanding its product portfolio every year. The brand's vision is to create distinctive and unique spaces for customers. The arrangement of products within the showroom is carefully curated to showcase a decorating style that blends various materials, from well-cared-for leather, soft linen, high-quality wool, crystal, and natural stone to recycled wood over 100 years old, suitable for every room in the house, offering limitless options for decoration.

Currently, Timothy Oulton furniture available in Thailand includes living room, dining room, bedroom furniture, and decorative lamps, as well as home decor items such as rugs, mirrors, and wall art. Experience the furniture design and home decor from Timothy Oulton at the INDECA Living showroom on Rama 9 Road. For more information, visit www.indecaliving.com.