BANGI: Starting from a small local furniture factory, Ella Furniture has grown to establish branches in several major cities across Malaysia and is now celebrating the opening of its fifth outlet in Bandar Seri Putra, Bangi. The brand is increasingly recognised nationwide as a top choice for high-quality home furniture.
Its founder, Nur Laila Alway, said the business began after she identified the needs of many Malaysian families who were looking not only for affordable furniture, but also for premium quality and long-lasting durability.
Established in 2019, the brand offers carefully crafted furniture including sofas, dining chairs, stools, dining tables and beds.
“It has not been easy for Bumiputera entrepreneurs to penetrate an industry largely dominated by other communities. However, with determination and perseverance, Alhamdulillah, we now have five branches.
“InsyaAllah, we aim to further expand this empire and open more outlets in selected locations,” she said.
She explained that Ella Furniture’s initial strategy was to sell online directly from the factory, allowing the company to keep prices competitive without compromising product quality. This approach attracted many customers who previously purchased imported furniture from overseas.
She added that although the products are offered at affordable prices, each piece of furniture features premium characteristics, including easy-to-clean and scratch-resistant fabric, durable construction, long-lasting meranti wood material, as well as a wide selection of colours and designs suitable for modern homes.
“We also offer a five-year warranty, which is rarely provided by other brands within the same price segment,” she said.
Ella Furniture has expanded strategically with branches in Shah Alam, Johor Bahru, Kota Bharu, Sungai Petani, and its latest outlet in Bangi.
The opening of this new branch reflects the company’s commitment to reaching more customers nationwide.
This growth plan is supported by projected increases in domestic demand for high-quality furniture following lifestyle changes in the post-pandemic era.
She further noted that marketing strategy has played a crucial role in elevating the brand. Ella Furniture previously served as the main sponsor for the TV series “Impiana: Makeover Ruang Selebriti,” which recorded over 2 million views — a significant achievement in boosting brand recognition among the public.
Adding to its appeal, popular celebrity Dato’ AC Mizal has also shown support for the brand’s products.
“I initially contacted Ella Furniture to refurbish my sofa, and they generously sponsored one of their sofa sets.
“From that moment, I experienced the quality of local products — especially a brand operated by Bumiputera entrepreneurs. Eventually, I was offered the role of brand ambassador in 2022 and have since helped promote the brand,” he told the media.
Among the key factors behind Ella Furniture’s success are its strong market monitoring of modern lifestyle needs, along with an increased focus on digital marketing and social media to reach customers.
At the same time, the company continues to offer high-quality furniture at competitive prices while gradually opening showrooms and branches to be closer to customers.
Ella Furniture’s journey from a small factory to an affordable premium furniture brand recognised throughout Malaysia serves as an inspiration to many local entrepreneurs.
They have proven that with a combination of quality, smart marketing strategies and strong market understanding, local enterprises can not only compete with imported products but also become the preferred choice among Malaysians.
In conjunction with the opening of the new branch, Ella Furniture is offering special discounts of up to RM3,000 on selected items across all outlets. Visit ellafurniture.com.my for more information.
