The Singapore Mozaic brand began in September 2006 and has since been seen at furniture fairs all over the world. With the support of IE Singapore and SPRING Singapore, the Singapore Furniture Industries Council (SFIC) has developed an industry brand that aims to distinguish Singapore furniture from international competition and to raise the awareness of Singapore furniture in world markets.

On the global front, a strong and distinctive branding for the Singapore furniture industry will enhance recognition of the quality, design, reliability and value offered by local furniture companies, helping to build on Singapore’s pre-existing reputation.

The awareness created by strong branding will in turn increase demand for Singapore furniture in the international arena, enabling local furniture companies to gain market share and move away from price competition posed by mass-produced furniture from developing countries. This will benefit both manufacturers and retailers.

Developed in line with the Singaporean country brand, the attractiveness of Singapore as a choice location for regional headquarters is also enhanced by Mozaic branding.

Singapore Mozaic has direct mailers and information booths at major international furniture shows such as imm cologne, IFFS, Index Dubai, Furniture China, Milan Show, and provides business-matching services for member companies.

The branding provides a platform for buyers globally to seek out an extensive mix of quality furniture solutions at highly competitive pricing. This creates more opportunities and exposure for individual brands to enter into emerging markets and further develop existing markets.

Singapore Mozaic also allows furniture companies in Singapore to strengthen the core attributes of the local furniture industry and Singapore brand name, which is synonymous with reliability and credibility.

Other advantages of the Singapore industry that the branding seeks to promote include its unique blend of Eastern and Western business practices, up-to-date design capabilities and versatile production resources.

Singapore Mozaic currently has 34 brand ambassadors, including Eurosa Furniture Co Pte Ltd, Koda Ltd and m.a.d. Furniture Design (Nobel Design Holdings Ltd), all of which exhibited at the IFFS show this year.

Furniture News is a leading publication for the interiors sector featuring coverage of the latest contemporary furniture trends and the furnishings trade in the UK and overseas.

(Source: Furniture News)