August 1, 2017: Sonder Living (Thailand) Co., Ltd. officially launched SONDER Living in Thailand, a globally renowned furniture brand, reaffirming that the furniture market continues to expand. The company is confident in becoming a leader in the high-end furniture sector within 3 to 5 years, leveraging over 10 years of experience in design and interior decoration. The focus is on clearly addressing segment needs by introducing 7 famous brands designed by world-renowned designers to cater to customers who are passionate about design and have unique tastes. The goal is to capture 5% of the total market by the end of 2018, creating a value of over 200 million baht in the high-end segment.

          Busakorn Kiattiphaiboon, Chief Marketing Officer of Sonder Living (Thailand) Co., Ltd. stated that with over 10 years of experience in design and interior decoration, the company continues to see opportunities for business growth despite the overall economic slowdown. The domestic furniture market is valued at approximately 80 billion baht, with the mass segment showing limited growth. However, the high-end segment, which constitutes about 8% of the total market and is valued at around 5-6 billion baht, remains largely unaffected and continues to expand. This is because this group has specific lifestyle preferences, emphasizing craftsmanship and design details as key factors in their purchasing decisions. In addition to favored brands or designers, furniture must reflect the customer's identity and tell a story that resonates with them. Therefore, the company has introduced SONDER Living to specifically meet the needs of this segment, aiming to become a leader in the high-end furniture business within 3 years.

          “Competition in the furniture industry, especially in the mid to upper market segments, differs from the mass segment in several ways, including the relatively small market size that can still grow alongside the income of mid-high earners. Additionally, the expansion of the real estate market in the mid to upper segments promotes continuous growth and is not close to over-supply, as the return rates in this real estate segment can still grow by 5-15% annually, depending on the zone. Importantly, the interest in design and access to information about quality and materials means that each brand in this segment has significant differences, creating gaps to meet the needs of this customer group. Understanding these gaps can lead to new market expansions, which is a strategy to reach target audiences,” Busakorn added.

          On the other hand, Kamonat Temtraitrat, Managing Director of Sonder Living (Thailand) Co., Ltd. stated that SONDER Living's marketing plan in Thailand focuses primarily on addressing customer needs. The highlight of SONDER Living is being a Brand Gallery that brings together furniture and home decor from 7 renowned designers in the global furniture industry under 7 unique brands, such as Thomas Bina, Tracey Boyd, Andrew Martin, Maison 55, Nellcote Studio, Coup&Co., and Kelly Hoppen.

          Furthermore, SONDER Living boasts both experience and quality in production, along with the size of Rochdale Spears' factory, the parent company, which spans over 80,000 square meters and has over 30 years of experience in producing high-end furniture. Everything is produced in-house to maintain quality control throughout the manufacturing process, providing a significant competitive advantage. This allows for the best quality products at a reasonable price. One of the key aspects of SONDER Living is the AAT (Available Any Time) system, which, due to large-scale production and a global warehouse network in regions such as America, Europe, the Middle East, Asia, and soon Australia and South Africa, enables immediate and rapid delivery, reducing average delivery times by 70-80% compared to other imported furniture brands currently available in the market,” Kamonat stated.

          Kamonat further added that SONDER Living also offers mass customization for customers wanting special furniture for exclusive projects, whether for hotels or luxury retail, accommodating all aspects of material selection. All materials used in SONDER Living furniture are premium quality, with environmental impact considerations, such as using Peroba wood, which is high-quality recycled wood from Brazil, avoiding the use of new wood. Additionally, SONDER Living employs a unique finishing technique using stingray leather, which is beautiful and challenging to achieve, to create a surface and pattern that closely resembles real stingray leather, thus reducing the risk of extinction of stingrays.

            “For marketing, we emphasize both offline and online strategies simultaneously, creating awareness among customers that SONDER Living is now in Thailand. We are using the SONDER & Me campaign to highlight 4 key aspects of SONDER Living that reflect your uniqueness: Originality, Design, Luxury, and Uniqueness. We are honored to have 4 celebrity business representatives from various fields to reflect their lifestyles through SONDER Living furniture. Additionally, we have officially opened the SONDER Living Thailand Flagship Gallery on Rama 9 Road, allowing customers to experience the furniture and home decor up close. Our sales target is over 200 million baht, or approximately 5% of the market in this segment by the end of 2018,” Kamonat added.

          Thitinun Kiattiphaiboon, Chief Public Relations Officer of Sonder Living (Thailand) Co., Ltd. concluded by stating that in celebration of the opening of the SONDER Living Thailand Flagship Gallery, the company is offering a special promotion of a 15% discount for customers purchasing SONDER Living furniture or home decor. Furthermore, customers who spend 500,000 baht will receive a special 20% discount from now until August 31, 2017.

 

 

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