SB Design Square reaffirms its position as a leader in the Thai quality furniture market with the launch of a new collection under the brand "Posh Atelier" aimed at health-conscious millennials. The collection emphasizes the belief that good furniture should care for both the inside and outside — from health-safe quality materials to designs that reflect modern Italian taste, elevating the Thai furniture market towards 'sustainable living'. This reflects the brand's core philosophy: "Defined by detail. Designed for living." Modern consumers can thus be assured that the luxury they choose is safe for their families and environmentally friendly in a sustainable way.

Mr. Pidech Chawaldit, Executive Director of SB Furniture Group, revealed that for SB Design Square, sustainability is not just a 'trend' but a crucial challenge for long-term business growth. The company is committed to developing health-safe, environmentally friendly furniture that meets the changing lifestyles of consumers. We believe this is an opportunity to differentiate ourselves and elevate Thai furniture brands to compete on a global level.


The launch of the new Posh Atelier collection is a step forward for SB Design Square to become a value-driven brand that competes not only on price and design but also places "quality of life and well-being" at the core of its strategy. This aligns with global consumer trends that prioritize creating a long-term health-safe environment. The new collection aims to enhance quality of life through safe and eco-friendly materials, highlighted by the use of NAF (No Added Formaldehyde) grade wood, which is produced without added formaldehyde, resulting in extremely low volatile organic compound emissions, making it odorless and non-allergenic, thus ensuring clean and safe indoor air. Additionally, it uses a special low VOCs & heavy metals free water-based paint that is free from harmful chemicals, along with bed coverings that are chemical-free and environmentally friendly, certified by OEKO-TEX Standard 100, complemented by premium natural stone tops that convey luxury in modern Italian style. The collection features two standout series: the VELAR Collection with elegantly curved fronts in light gray tones, and the BORDO Collection, distinguished by its black tones and vertical line designs that evoke a sense of power. Furthermore, it includes a Motion Recliner upholstered in Comfort Shield fabric, which is water and bacteria resistant, helping to prevent mold and bacteria, making it easy to clean and maintain in daily life.


“This movement is not just about developing new products but also about creating strategic differentiation that enhances competitive potential in Thailand's premium furniture market, which is expected to continue growing, especially among younger consumers and urban families willing to invest in products that meet their quality of life, safety, and modern image needs. Currently, the trend of wellness living and sustainability has become a new norm in purchasing decisions, leading consumers to prioritize the use of chemical-free materials and environmental consciousness. Thus, "Posh Atelier" can penetrate the market of consumers seeking premium furniture that combines design with the highest assurance of health safety,” Mr. Pidech stated.


This strategic initiative not only enhances the corporate image but also creates a long-term competitive advantage by positioning the brand distinctly and increasing customer loyalty through trust in the quality and safety the brand provides.” The commitment to developing the new collection under the “Posh Atelier” brand is to present premium design furniture that reflects SB Design Square's goal of being a leader genuinely concerned about the quality of life and safety of consumers, linking business growth with responsibility towards people and the environment,” Mr. Pidech concluded.


Transform your perspective and approach to sustainable home decoration with “Posh Atelier” today at SB Design Square locations nationwide or find more information at http://bit.ly/3KUnk2r