Issue 36

Apirat Boonruangthaworn, founder and design director of the furniture brand +SENSE, talks to Horizon Thailand about the future of the brand.

Can you tell us about how you created the brand +SENSE?
After working as a freelancer for five to six years, I was introduced to Niran Atisantisilp, owner of a factory that manufacturers products from bronze and brass. He asked me to work with him, and by that time I had enough experience and was ready to explore more. That’s how the brand was established.

What’s the characteristic of the brand?
+SENSE is contemporary outdoor furniture. It’s the combination of Thai craftsmanship and aluminum, known for being sturdy, weather resistant and an enduring material that is suitable to use outdoors.

Who are your main customers?
They come from many sectors, including restaurants, resorts and clients who would use the products in their gardens or on a terrace. In the past year, we have exported to Japan, Malaysia and Singapore. This year, we will have representatives in China and Germany.

What has been the feedback from your customers?
It’s been five years since the brand was established and we have received positive feedback. Our sales volume increases by 180 to 200% every year. Our products have gained the interest of many interior designers as well as international wholesalers, who have expressed an interest in becoming our representative in their home country.

What differentiates your brand from competitors?
It’s all about the design, which is the utmost importance for +SENSE to capture buyers’ interest. Another factor is creating quality products at reasonable prices.

How do you maintain the quality of your products?
We work as a team so brainstorming is important. Currently we have a team of four designers at a design studio called Studio-AB, where they work directly with clients and also design products for +SENSE collections every year. We are open to ideas from everyone in the team and that keeps us up-to-date and in-line with the market and customer needs.

What awards has your brand received?
+SENSE has received three awards: the Good Design Award 2011 (G-Mark) by Japan Industrial Design Promotion Organization, Design Excellence Award 2011 (DEmark) by the Ministry of Commerce, Thailand, and Design for Asia Award 2011 (DFA) by the Hong Kong Design Centre (HKDC).

What are the advantages of the Thai design industry?
Compared to neighbouring countries, Thailand has many advantages, both in terms of culture and craftsmanship. The country is also a production base for many leading brands. In order to remain ahead of our competitors, the design industry should combine all these advantages and express our creativity.

What are your plans for 2015-2016?
We are promoting the brand to the world, starting with exhibiting our products at MAISON&OBJECT trade fair in France this September. We hope to receive positive feedback, which will help us expand our business and create export opportunities to new markets.

For more information, visit www.plus-sense.com