Issue 28

Eggarat Wongcharit, Creative Director of Craft Factor Co., Ltd., winner of TIFF Award 2006, Prime Minister Award 2007 and DEMark Award 2009 reveals how his passion for travelling has led Craft Factor to where it is today.

How did you get into the furniture business?
I started the company in 2002 after gaining 10 years of education in furniture design in New York and Milan. My initial concept was to start exporting furniture and home accessories that express the Thai design attitude to the global market.

What makes your products unique?
It’s the combination of design, manually crafted-skill and advanced technology. A mixture of Southeast Asian craftsmanship wisdom, the infusion of local and modern technological know-how and the emergence of new materials. What makes us stand out from the crowd is that our products are not mass produced but customised designs to make sure our buyers get exactly what they want.

What are your main export markets?
When we first started, we exported mainly to France, Greece, Italy and Germany as they were always on the lookout for something different and our products offered what they were looking for. Currently we export to Taiwan, China, India and South America.

What are your plans for 2015?
We are going to attend an exhibition in Singapore and also join the design week in Milan. In addition, we have plans to sell our products to restaurants in Tokyo, Japan.

What is the source of your inspiration?
There are many sources, ranging from daily routines to travelling. The ideas come to mind when I am relaxed and not distracted. I then do quick sketches to make sure these ideas are noted down, before processing them into final products.

What are the strengths of the Thai furniture industry in general?
The trend in furniture is shifting from just functionality and durability to stylish and modern pieces, and what’s even more important is that they now serve as decorative items as well. This emphasises the importance of know-how and craftsmanship. I see potential growth for the industry with the help of advanced technologies and Thai craftsmanship, which is second to none.
The combination of ideas and technologies will lead to greater success within the industry. Also, Thai furniture items are more customised rather than mass produced, which makes them unique and stylish.

How do see the upcoming ASEAN Economy Community affecting the industry?
It will be easier for both businesses and the industry in terms of sourcing raw materials and labour. It will also make logistics more efficient and flexible, which will help businesses move faster and the industry to be more competitive.