Issue 29
Oggi owner Phanomsook Meelugsana, shares how the company has grown to become one of the leading minimalist furniture brands, and its expansion plans for the approaching ASEAN Economic Community (AEC).
“It all started with a small business [producing] lifestyle products, then I realised that I wanted to do something bigger,” says Oggi owner Phanomsook Meelugsana “My concept has always been about simplicit
Meelugsana says that functionality has always been a key component of his design. “As you can see people now prefer to live in apartments, thus utilising the space is crucial and that’s one of our key concepts as well,” explains the former engineer. “Furniture should not only be about decorating your place, but be useful and practical too. That’s how I see it.”
The Oggi brand was established with the help of the Department of International Trade Promotion (DITP) in 2006. “My first approach was to consult the DITP as to how to proceed with the idea of exporting large furniture pieces and what were the requirements,” he says. “I also joined trade shows organised by the DITP as a means to introduce my company and our products to the market.”
“It wasn’t easy, especially building trust with foreign customers, but you have to take your work seriously and be persistent and consistent and that’s how you get rewarded,” says the winner of Prime Minister’s Export Award 2008 and Design Excellency Award 2014.
After gaining much experience and knowledge within the domestic market, Oggi started selling overseas initially to France. “Today, our products are being exported to Sweden, Netherlands, Canada, Australia, Japan, Taiwan and Hong Kong,” says Meelugsana, who has also noted an increase in demand from Singapore.
Domestic sales also play an important part in the company’s strategy. “Not only do we export, we also sell products to the local market,” he says. “We mainly customise and provide what the customers are looking for. The trends are shifting and people are looking for something trendy and unique.”
The company which started with only five employees has now expanded to a team of twenty. “It’s challenging to manage a team of so many people but I enjoy it nonetheless,” he says. “What’s more crucial is to be able to deliver products of a high quality, and being able to satisfy our customers. In addition, operating a small organisation gives us the benefit of adjusting, designing or customising orders much easier.”
Meelugsana believes that the Thai furniture industry is in a good position to capitalise upon the upcoming Asean Economy Community (AEC). “My customers often say what makes Thai furniture stands out is the design,” he says. “As for the AEC, we have an advantage in terms of the quality or materials, which Thai entrepreneurs give utmost importance to. It will also stimulate the creativity of Thai designers, which will be more acceptable and appreciated.”
For more information, visit www.oggi-living.com
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