OCTOBER 2017 COVER STORY:

Shopping for local design-centric furniture and furnishings just got easier.

Powered by Lazada and 99% SME, FLAUNT is a virtual shop managed by SFIC to better enable Singapore-based furniture designers and brands to market their products. Local favourites such as Commune, Scene Shang and Onlewo, are among the 13 participating brands that will be making available their collection on FLAUNT.

The first-of-its kind virtual shop-in-shop initiated by an industry-specific trade association, FLAUNT connects Singapore-based designers and furniture makers with discerning customers who have an appreciation for quality design and craft and the hands behind it.  A SFIC digitalisation initiative,  FLAUNT aims to help local companies embrace digital disruption and get ahead of the curve.

According to SFIC President and SingaPlural Chairman Mark Yong, “E-commerce is one way to engage new markets and customers. However, competition remains fierce in the virtual space. Hence we have curated a group of design-led companies and brands to be presented on FLAUNT. In future, FLAUNT can also be an extension of our annual design event SingaPlural, where original designs created each year will have a ready platform for commercialization. ”

FLAUNT is off to a good start with the likes of Commune putting its weight behind the newly launched brand. No stranger to e-commerce and currently running its own successful e-store, Mr Gan Shee Wen, Commune Director of Sales & Marketing and Chairman of the SFIC Retail Cluster Committee said the various brands coming together will make FLAUNT a powerful e-marketplace:

“We’re thrilled to work with Lazada and 99% SME, who are extremely supportive of the FLAUNT shop-in-shop which is now available on both platforms. Lazada has extensive e-commerce experience while 99% SME provides small and medium enterprises with strategic marketing support. Together, FLAUNT provides a curated branding opportunity for Singapore-based design-centric companies and designers to leverage on each other’s strengths to connect with consumers and gain a greater market share.”

Emerging players such as Studio Norm will also offer their lifestyle products and furniture from their in-house label normform on the FLAUNT e-shop. The design studio specialises in bespoke furniture and their products have so far been available only to their private clientele.

David Tham, Founder and Creative Director of Studio Norm, said: “Studio Norm started off providing fine, bespoke furniture and design catered for the hospitality industry. With more consumers wanting to create the ‘hotel experience’ in their own homes, we are glad that FLAUNT allows us just the right platform to share our products and philosophy with fellow Singaporeans, with the potential of reaching out to overseas consumers in the future.”

Adding to the already exciting mix of contemporary brands, fans of local furniture label Scene Shang will be thrilled about its involvement.

Said its founder, Pamela Ting: “As a humble local-based brand, it can be a challenge to reach out to more customers who appreciate design and craft amidst today’s retail clutter. Collaborations and partnerships become crucial for us and we hope to share our love for Asian culture and history with more people. FLAUNT provides us with a valuable resource to collectively transport the stories behind our local craft, and the products to a bigger audience by leveraging on a shared e-commerce and marketing platform.”

Shop for FLAUNT here and follow our Facebook Page for the latest product features and updates.

For the story behind FLAUNT, visit: www.flaunt.com.sg

Brands keen to be featured on FLAUNT can also find out about the application process here.