Chen (right) and Yu receiving blessings from a pair of lions during the grand opening of Fella Urban on Jalan Sultan Azlan Shah in Bayan Lepas. — Photos: CHAN BOON KAI/The Star
Penang island gained a new landmark in home furnishing with the launch of Fella Urban showroom, the brand’s first location beyond Klang Valley.
Guests and media partners gathered to witness the grand opening of the five-storey, 19,000sq ft showroom located in Jalan Sultan Azlan Shah, Bayan Lepas.
Fella Group chief executive officer Yu Kong Cing said the showroom represented the culmination of the company’s latest efforts.
“As you explore all five floors, you will see the vision, creativity and commitment of our team come to life,” he said in an interview.
Tracing the company’s journey from its beginnings as Urban Culture in 2000 to today’s rebranded identity as Fella Urban, Yu also recalled his own start in the company in 2003 as a fresh graduate.
“Fella Urban’s mission is to provide furniture that blends traditional Malaysian artistry with the functionality needed for modern urban living.
Guests browsing the curated furniture on display at the five-storey showroom.
“As Malaysians, our love for culture and heritage is in our blood.
“Our products are a reflection of that; they are also practical yet beautiful, and always accessible,” he said.
Yu said the Penang showroom has five distinctive lifestyle themes, namely modern contemporary, contemporary, resort, modern ethnic and ethnic, with each offering handpicked collections tailored for the space-saving requirements of most urban homes.
He said visitors could not only admire the products on display in the showroom, but also imagine how their homes could feel with the right choices.
“Furniture is not just about utility, it is about soul and we are here to help customers find both,” he added.
Also present was Fella Urban operations manager Nicole Chen, who said many of the showroom’s displays featured unique antique wooden pieces sourced from India, including intricately carved tables, cabinets and mirror frames.
“I am very happy that we are finally able to bring Fella Urban to Penang, as we have been envisioning this for years,” she said.
“I also find the state to be a hub for heritage, art and design, so it is the perfect home for our third branch after the ones in Bukit Subang (a township in Shah Alam city) and Ampang,” she added.
Chen recalled the uncertainties brought about by the Covid-19 pandemic over the past few years.
“We were worried because furniture felt like a luxury, but the lockdowns changed people’s relationships with their homes as suddenly, comfort and design mattered more than ever.
“This shift has renewed the brand’s purpose, which is to help Malaysians create a peaceful and well-designed sanctuary as per our ‘Nice and Easy’ tagline,” said Chen.
“We want customers at Fella Urban to enjoy a smooth, enjoyable and personal experience when they visit,” she added.
Yu said another Fella Urban showroom would be opening sometime this year, located in Petaling Jaya, Selangor.
“This year will also mark a digital leap forward for Fella Group as we will revamp our website (fella.com.my) to make buying our products a more seamless experience,” he said.
Fella Urban operates under the umbrella of Fella Group, which also manages Fella Design, American Accents and Ashley Furniture Home Store.
Guests at the event enjoyed a lion dance performance, refreshments and exclusive promotions throughout the day.
