HTL opens new flagship store at Mohamed Sultan

Singapore

SINGAPORE-based leather tanner and sofa maker HTL International has opened HomesToLife, its latest flagship store, at 65 Mohamed Sultan.

The new retail concept is marketed as a one-stop shop with access to its portfolio of over 20 international, dining and bedding brands catering to different styles and price points. It also offers sofa customisation with its collection of upholstery and different configuration options.

The "Inspire" level was the first to be launched this month, offering everyday home furnishings and accessories. Meanwhile, three more themes will be unveiled on three other levels in the coming months.

"With our move to retailing, it is our aim to translate the core strengths of HTL - service, quality, functionality and product design, into our customer experience," said Phua Bo Wen, a senior manager. "Our aim is to change the experience of furniture shopping to make it beyond a buying process, rather, a process of discovery."

Other features of the new retail concept include style advisers to help customers, as well as a Tasting Bar, which offers complimentary coffee for walk-in customers and gourmet appreciation events periodically.

HTL International also has showroom locations in i12 Katong mall in the East Coast and at Westgate shopping mall in Jurong East.

The counter closed at 69 Singapore cents on Wednesday, down half a cent.

Founded in 1976, HTL International exports more than 95 per cent of its products to over 40 countries in Europe, North America, the Asia-Pacific and the Middle East.

For the full year ended Dec 31, 2015, the firm sank into the red with a net loss of US$1.63 million from a profit of US$5.26 million a year ago. Revenue declined around 9 per cent year-on-year to US$454.85 million. In a press release issued last month, HTL said that its expansion into the retail business will continue to affect the group's overall performance until better economies of scale are achieved. On the other hand, the outlook for its sofa business, which contributes the bulk of its revenue, is expected to be positive.