Singapore furniture brand opens first showroom in Malaysia


Commune Furniture (KL) Sdn Bhd managing director Tan Lian Chai (centre) celebrating the opening of flagship store with special guests (from left) Awal Ashaari, Scha Al-Yahya, Datin Seri Umie Aida and Datuk Dr Sheikh Muszaphar Shukor.

Lifestyle furniture brand, Commune, has reached Malaysian shores with its first flagship store in Bangsar, Kuala Lumpur.

With a retail space of 4,800 sq ft, the location exhibits the brand’s latest collection of furnishings, lightings, accessories as well as bedding goods.

Commune Lifestyle Pte Ltd managing director Ernie Koh said the brand is about catering to the lifestyle needs of different people, so that they may achieve their desired living environment in which they can commune in comfort with friends and family.

“Just as the name suggests, Commune is a place where people come together,” he said.

The Singapore-based brand’s products are developed by a team of local designers and are manufactured across three factories.

Commune’s first flagship store in Malaysia provides a lifestyle experience for customers looking to create their preferred living environment.
Commune’s first flagship store in Malaysia provides a lifestyle experience for customers looking to create their preferred living environment.

“Initially, we conceptualised our items to fit smaller homes to meet the needs of the Singapore populace.

“But as we expanded the brand across different countries, we designed more products to suit the demographic of different localities,” stated Commune Lifestyle brand director Julian Koh.

“The designs are also made to appeal to the five human senses, as well as an additional sense, which is ‘feel’.”

Julian explained that Commune’s key products are made of solid wood with affordability in mind.

“The brand’s products has a mid- to higher-level price point, with target consumers mainly of people aged between 25 and 50,” he said.

Ernie expressed that Commune diversified from the traditional way of selling furniture to fit modern living.

“One does not just buy furniture at Commune, they also acquire a preferred lifestyle and feeling from each piece,” he mentioned, saying that experience is what the brand’s target audience look for.

Commune was established in 2011 with an upwards of 300 products and 20 concept stores present across Asia in countries such as China, Taiwan and Indonesia.

“We are looking to reach 50 stores in the region within three to five years,” said Ernie of the business, which is run on a franchise-based model.

According to Commune Furniture (M) Sdn Bhd director Yap Mon Kuang, Malaysia itself will be home to many more of the brand’s stores.

“In addition to the Bangsar location, we will be opening our second lifestyle store next month in Taman Molek, Johor Baru,” said Yap.

Yap added that the brand is set to focus on increasing presence in the country’s northern and southern region next.

On top of that, Ernie stated that they are now exploring the possibility of adding a café within the premises of the Bangsar store, similar to the brand’s Raffles Boulevard outlet in Singapore.

“This resonates with our brand’s vision as a lifestyle spot where people can come to ‘commune’,” he said.


   

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