Not boring.

That’s how Eric Chua, marketing manager of Mobilia International Sdn Bhd, describes the direction of the business.

Designed well themselves, Mobilia’s furniture soak up accessories and true elements of life, as our Furnish Now photoshoot design team found out.

“We are targeting the younger generation,” he said.

Sometimes Mobilia juxtaposes diverse elements - metal and wood, for example – in the same dining table. And not just any wood. Mobilia makes the look of things the highest grade possible, using a walnut appearance for example, in the dining table we shot.

“Walnut is the highest-grade wood,” Mr. Chua said. “It’s very popular everywhere from Europe to the United States.”

Buyer details also are considered carefully. For example, while the walnut look is appreciated, real wood isn’t ideal.

“European markets prefer MDF rather than solid wood,” Mr. Chua said. “Wood cracks easily. So right now, they prefer everything to be MDF.”

Sometimes, Mobilia opts for simplicity in design, like with very open bookcases.

“You can obviously see everything in there,” he said. “We are not trying to have an elegant look.”

Humble Roots, Bold Vision

Today, Mobilia is a very different company from what it was 20 years ago. Then, the company was producing an 8-leg sofa, and not much more. Later, the company produced parts for furniture factories doing exports. In 2010, Mobilia formally became an export furniture company.

In a sense, Mr. Chua’s own personal history also has seen great leaps and bounds. He once worked in a bank, then moved to garments in a factory, and finally found the furniture industry.

Mr. Chua is natural furniture design talent, though, and an excellent listener, which soon helped transform Mobilia into the powerhouse that it is today.

“As long as you mix with a lot of foreign buyers, you can get a lot of information from them in terms of what they want,” he said. “They have information from the [end] customer as well in terms of preference.”

Hence, Mr. Chua is keen on consumer-oriented thinking.

Interestingly, Mobilia isn’t even focused on specific markets, such as targeting the United States, the United Kingdom, or other regions or countries. The company is essentially targeting the world.

Mobilia’s direction is solid. From 2010 until today, the company has experienced double-digit growth every year. It appears that focusing not only on solid construction – but on colours, booth design and even the finer booth presentation elements like lighting – has helped Mobilia advance.

Read more about it at the latest issue of Furnish Now – Dec 2017 Issue

About Mobilia Design

Mobilia Design specialises in manufacturing modern contemporary & Scandinavian furniture from dining room to living room. Being specialist in this field, their highly skilful workers enabled Mobilia to constantly produce the best quality furniture for all customers. [Read more]

Register as visitor now and check out the rest of Mobilia Design collections at MITEC, Booth M617.