SB sets its newly-revamped CDC brand as a complete Flagship Store
Introducing “Zelection Built-in”, the first-time-in-Thailand design innovation
This revolutionizes all built-in design rules
SB Design Square strengthens its leading role in the innovation and design of Thailand’s furniture industry by investing more than THB 200 million to revamp its CDC branch to be a complete flagship store in the 15,000 square meter area. Announcing this with the concept of “The New Era of Luxe Design Home Decorations”, whereby Zelection Built-in, the latest built-in design revolutions will marked its first launch in Thailand and that would set new formats for built-in design rules. Two famous furniture brands from Europe and America -Laura Ashley and Universal- will be introduced within the store. Additionally, the Designer Club will be opened here as a hub of interior designer groups, available only for members of SB Designer Club.
Mrs.Tanyaruck Chawaldit, Executive Vice President of SB Furniture Group, unveiled the idea of revamping the new look of SB Design Square Crystal Design Center (CDC) and highlights that “All these times, SB Design Square has been consistent in introducing the new home decors from leading international brands that match a diverse array of customers’ lifestyles. However, it has been challenging to introduce more products within the vast area of 10,000 square meters. Thus, the company decided to invest more than THB 200 million to expand the area to 15,000 square meters and refurbish it to become a complete flagship store under the concept “The New Era of Luxe Design Home Decorations”.
“It’s been 10 years now since the branch’s opening in 2009. The company has always been introducing new products in the store including an international brand like “Habitat” of which we are the only licensed merchandiser in Thailand. Countless new-created innovative designs have also been introduced to meet the customers’ different needs. These have made us decide to revamp the area. Apart from area expansion, we also introduced “Zelection Built-in”, a built-in brand that would completely revolutionize the built-in sector. From the survey of customer’s behavior, most of them are not only interested in our furniture, but are also interested in other design decorations like mirror decoration techniques and wall decoration at our model rooms. This has inspired SB to develop the products that meet customers’ needs and could potentially solve the problems they experienced from previous built-in process” said Tanyaruck.
“Zelection Built-in is a design innovation seen as a “milestone” that strive to construct the brand to be unique from the others in the furniture industry. We are the pioneer prefab built-in in Thailand. Today, SB has stepped up beyond the furniture maker. We envisioned ourselves to be the contractor to meet customer’s needs, both with end users and interior designers. With its extreme potential in design innovation, production process, technology, and strong global network with material suppliers, these enable SB’s “Zelection Built-in” to break through all previous built-in rules in a diverse array of dimensions. Its Smart Structural Design means all of the structural parts and décor materials will be produced in the factory so that the installation will be convenient and will save a lot of time. The customers will get the flawless built-it work with high standards in a short period. This promises to satisfy customers’ lifestyles these days which prefer a fast and convenient service. In doing so, we have already granted a design patent. Also, to create Limitless Design, SB has material library eclectically imported from around the world for more than 1,000 lists which are exclusively available at SB. As a result, customers could have the flexibility to personalize their own favorite built-in designs reflecting their characters. Furthermore, Design Automation– cutting edge software from Germany- would help connect directly between the design showroom and the factory so that the chance of human error would be greatly reduced. Customers are guaranteed to receive concise and standardized work in a short period of time. There are 24 Model Rooms designed by Zelection Built-in set to be an inspiration. These inspirational rooms reflect the capacity of SB in meeting demands, solving problems, mixing and matching of diverse materials, as well as design creation that reflect customer’s different characters and lifestyles” added Tanyaruck.
Tanyaruck also mentioned that “Even though the outlook of the Thai furniture market in 2019 doesn’t hike due to the effect of the economy and real estate market, the upper class customers group of the low-rise residences still have great potential. Therefore, the main target group of “Zelection Built-in” is this upper class customers group. We also provide more options for them and this time we have received an honor from Europe and America brands – Laura Ashley and Universal– to join us at CDC branch.
Mr.Seán Anglim, Chief Financial Officer and Joint Chief Operations Office, unveiled the cooperation with SB that “We are fortunate to be working with SB, whom we consider a very strong player in Thailand’s home furnishing market. The team we work with is extremely professional, has a great wealth of experience and creative. As a partner, SB is a dream to work with as they tick many boxes: experience in store design, a strong grasp of the taste of the locals that helps in product selection, wonderful visual merchandising and well-planned marketing programs. We look forward to many more stores in Thailand with SB.” For those whom used to reside in the UK might be familiar with our brand, especially those whom divulged in fancy modern vintage home style decoration. The notability of Laura Ashley in tracery and color of fabric reflecting classy original English style in all furniture categories including the bedroom, living room, dining room, restroom, as well as other decoration items has been exclusively brought here to SB Design Square.
Meanwhile, Mr. Matthew Kim, Vice President of International Sales at Universal noted that “Being a brand that focuses a lot on our international market, we are always thrilled to be part of any expansion in a market. This being even more true due to our relationship in Thailand with SB Design Square. We have been blessed with the opportunity to partner up with SB Design Square for many years now, who is also a leader in the home furniture market in Thailand for such a long time. The beauty of partnering up with another company that has such a strong presence in the marketplace for such a long time is that we both share the same mind frame and heart to meet the needs of the different demands for the consumers in this fast changing market. Whether that means in the style, price, quality, or comfort , we understand and work together to fulfill this for the consumers. This new opening in CDC location is another step towards all this for the people in Thailand, so we, Universal Furniture USA are very humbled to do so with SB Design Square Thailand.” Universal only opens the store exclusively at SB Design Square which introduce the brand’s luxurious character in Modern American style. All the furniture is handcrafted from the premium materials to create the unique bold touch with an American Signature. We believe that home décor lovers who come to visit our store would definitely get inspired.
SB Design Square Crystal Design Center (CDC) branch would be an outstanding flagship store comprising of many design highlights to satisfy the customer’s every demand. Apart from Zelection Built-in, the custom shop is opened as the made-to-order product center which enable customers to “Personalize their design to match their characters” whether it is a bed, sofa, stool, chair, cushion, or curtain. For example, customers are entitled to select the beds from their preferred size, height of headboard, design of bed legs, even the color and design of bed studs.
Furthermore, the options of extra bed dimensions and bed storage are also available for customers to design and match with their preferences. The Power Buy Zone which gathers all kind of electrical devices from the leading brands will help complete customers’ home shopping journey at SB Design Square. Furthermore, Pacamara café at SB Design Square helps bring a fitting end to the fantastic shopping experience with its premium coffee beans awaiting customers to taste.
“To make our CDC brand a venue for every group of customers, we also open SB Designer Club Workspace as the first hub for interior designers who are exclusive members of SB Designer Club. We have prepared some fantastic facilities for this exclusive group including meeting rooms, smart TV, free WIFI, pointer, Bluetooth speaker and an F&B special pack.” added Tanyaruck.
