Soh Jun Wei: From woodshop to world stage
Once a carpentry shop, now a global fit-out manufacturer, Redwood Interior is ready to thrive under its second-generation leader
IN THE WORLD OF LUXURY retail interiors, Redwood Interior has established itself as a prominent global provider of high-end fit-outs. Originally a small carpentry shop founded by Michael Soh, the business has expanded significantly over the years. Today, under his leadership and that of his son, Jun Wei, Redwood is charting new paths by adapting to the increasingly complex demands of global luxury brands, while broadening its reach in South-east Asia, the US and the Middle East.
For Soh Jun Wei, the journey has never been straightforward, nor was it entirely expected. “Growing up, I was always torn between making my own way and building on my father’s legacy,” he says.
As a young boy, he often accompanied his father to Redwood’s factories and project sites, where he watched first-hand the intricate work that went into crafting spaces for some of the biggest luxury houses in the world. Now 29, he says: “I remember being exposed to the industry early on. My dad would take us to sites on weekends, and many of the colleagues have seen me grow up.” (Non-disclosure agreements prevent him from naming the brands – but, chances are, you’ve visited dozens of stores fitted out by Redwood.)
The elder Soh started Redwood Interior from humble beginnings. A carpenter by trade, he built the company with little more than a toolkit and perseverance. “My dad was a carpenter before he started the business,” Soh recalls. “He moved to Singapore from Malaysia, took up classes in English in order to do business here, and eventually found himself conversing with clients in Paris and Milan. When I hear him talk to them – considering his background – I can’t help but feel amazed at how far he and the company have come.”
Despite the pull of Redwood’s storied history, Soh was hesitant about joining the family business straight out of school. “I studied mechanical engineering, and there was a part of me that wanted to see the world, get some corporate experience, and maybe start something of my own,” he admits.
But after long, heartfelt discussions with his father, the opportunity of learning directly from the business’ beating heart proved irresistible. “He told me that coming into the business would be the fastest way to learn about specific practical details of business management – nothing could compare to the experience I’d gain here.”
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Crisis management 101
In 2020, at the height of the Covid-19 pandemic, Soh took the plunge. It turned out to be a baptism of fire. The global health crisis had brought Redwood’s operations to its knees, as it had with any other company. Its factories in Malaysia were shuttered, supply chains were disrupted, and the business was grappling with extraordinary uncertainties.
“It was a once-in-a-lifetime learning experience,” he recalls. “We were working from home and the office was empty. But we still had to juggle production between Singapore and Malaysia to meet the deadlines of our global clients.” The elder Soh navigated the storm by shifting production between locations and finding creative solutions to keep projects on track – giving Soh a front-row lesson in Operational Troubleshooting 101.
Emerging from the deep end, Soh quickly began assuming roles in business development and operations, shadowing his father and absorbing the finer details of running a luxury fit-out firm. “My dad has been guiding me every step of the way,” he says. “He’s taught me how to manage different departments, handle business development, and navigate the complex dynamics of our luxury clients.”
With now two men at the helm, Redwood has continued to expand, with factories in Singapore and Johor Bahru and 12 offices worldwide, as well as a staff of nearly 1,000. Unlike many competitors who rely heavily on subcontractors, Redwood’s in-house production processes set it apart. “We build everything ourselves – from showcases to store fixtures,” Soh explains. “This hands-on approach allows us to control quality and production time, ensuring that every piece meets the exacting standards of our clients.”
Managing a company that caters to the world’s luxury giants is no small feat. Soh says the most complex challenge he and his father face is people management. “The projects themselves are straightforward. But managing people and stakeholders is the hardest part of every project. Leadership is about empathy, understanding your team and clients, and listening to their concerns. My dad values loyalty, and many of our colleagues have been with us for 20, even 30 years. It’s a family business in the truest sense, and he treats everyone like a family relative.”
As a leader, Soh strives to honour those values while also making space for innovation and growth. “There’s a reason Redwood has been successful for so long, and I want to build on that foundation without losing sight of what my parents created.”
Evolving luxury market
Looking ahead, Soh is keenly aware of the changing landscape of luxury retail. Brands are increasingly prioritising sustainability, mandating companies such as Redwood to adopt greener practices. In response, Redwood’s new factory in Singapore, which was completed in 2021, incorporates various energy-efficient systems and sustainable materials. “We’re exploring water-based paints, sourcing wood from sustainable forests, and integrating natural ventilation in our factories,” Soh says. “The industry is evolving, and we have to evolve with it.”
Beyond the technical innovations, Redwood is also embracing an evolving concept of luxury that goes beyond selling products to embody entire experiential environments. “Clients aren’t just looking to buy branded goods anymore; they want immersive experiences that include cafes or restaurants, art installation and other bespoke touches,” Soh observes. Redwood is adapting to these new demands while maintaining its core values of reliability and quality craftsmanship.
Despite his immersion in Redwood, Soh says his ambitions extend beyond the family business. A passionate photographer, he hopes to one day start his own media venture, whether it is a photography studio or a media agency. “I love capturing moments and composing images that reflect my personal perspective,” he says. However, balancing his creative pursuits with the demands of Redwood is no easy task. “It’s hard to juggle because a lot of corporate events happen on weekdays. So I have to put my dreams on hold.”
For now, Soh is content to pour his passion and energy into Redwood, channelling his creative instincts into the business while contemplating his future. “I might start something of my own someday,” he says. “But for now, I’m committed to continuing what my father built and ensuring that Redwood stays true to its roots while looking for ways that the company can expand.”
As he stands at the intersection of tradition and innovation, Soh embraces the flip sides of his role – honouring his father’s legacy while carving out his own path. In him, Redwood has found not just a successor but also a steward of its storied past.
Photography: Darren Gabriel Leow Fashion direction & styling: CK Grooming: Zoel Tee & Alison Tay, using Shiseido Location: Louis Vuitton Apartment, Ngee Ann City
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