Custom Production Boosts This Manufacturer’s Position

Marcus Wong, Business Development Officer, Danovel

Custom furniture specialist Danovel owns a manufacturing facility in Singapore where orders are completed at a rate of one piece for every four to six weeks. Although it takes longer than buying a ready-made piece off the shelf, Marcus Wong, Business Development Director, finds it justifiable.

The turnaround is actually shorter than importing ready-made furniture, which takes half a year or longer, Wong explains. As Danovel manufactures everything in-house, their production time is comparatively shorter. They use cutting-edge technology and employ 10 craftsmen who specialise in carpentry and upholstery, along with five dedicated furniture designers.

“We are a small, nimble team that leverages technology to scale quickly. We also have our own factory in Malaysia to help with scaling up, if necessary,” Wong emphasises. “We can produce 300 sofas within two months.”

Danovel targets local and expatriate consumers, as well as commercial enterprises

A Decisive Pivot

Established in the 1960s, among Danovel’s first customers were mostly expats who commissioned pieces for a touch of ‘home’ in Singapore. Those transactions broadened their product range that by the 2000s, they were producing luxury yacht settees. Over the years, the company began serving more high-profile local customers and even commercial businesses such as hotels.

Danovel had seen major changes since the 1960s. In the late 1990s, for instance, it endured cash flow issues exacerbated by the diminishing purchasing power of its expatriate clients due to the global financial crisis. This affected the business for a decade, Wong recalls.

“As our retail business slowed, we pivoted to target corporate B2B customers. It wasn’t easy as we had limited resources, but we leveraged government support and focused on identifying areas where we could target and reach out to customers,” he continues. “We implemented customer relationship management (CRM) systems to help us accomplish this. We also developed an in-house no-code platform to create our production work order system and streamline our processes.”

In recent years, Danovel began embracing technology to enhance their operations further. They integrated CNC machines and robotic arms into the production process to improve efficiency and precision that allow them to meet customers’ needs better. Robotic arms are used in producing sofas, while CNC machines digitise and cut furniture fabric, thus improving efficiency while keeping digital records of previous projects simultaneously.

Credit to: Resorts World Sentosa Hotel Ora, Danovel received numerous business referrals after supplying sofas for Pullman Orchard and Resorts World Sentosa Ora

Leveraging IT, Tech Solutions

Recognising the changing characteristics of the new generation workforce, Danovel began implementing strategies that leverage IT systems and technologies, and embrace new work arrangements.

“We changed the six-day work week into a five-day work week for our retail showroom staff,” Wong cites. They also began utilising new technologies to entice the technically-versed polytechnic and ITE graduates to join the trade. “These changes have helped the business,” Wong surmises. “They allowed us to adapt to the evolving workforce, improve production efficiency, and attract new talent – which ensures the continued growth and sustainability of Danovel.”

Credit to: Pullman Singapore Orchard

Danovel is keeping abreast of developing trends in the sector. One of them is the use of sustainable and eco-friendly materials. “Furniture makers are now incorporating sustainable materials and eco-friendly fabrics, while ensuring that their manufacturing processes have minimal environmental impact,” he elaborates, adding that FSC-certified wood and non-toxic finishes are now among the key selling points.

He also notices a push for customisation and personalisation. “Bespoke furniture that offers a high degree of customisation is increasingly popular. We are seeing more clients looking for unique pieces that reflect their personal style and preferences, leading to a rise in tailor-made solutions.

“The incorporation of technology into furniture design is becoming a major trend. Clients are looking for furniture that looks elegant and offers advanced functionality. This includes features like built-in charging stations, smart lighting, and even Wi-Fi system built into sofas to provide convenience to users as they interact with the furniture.”