Rick Wootton from Ximula speaks to Indesignlive about where the joinery and cabinetry company has come from – and where it’s heading.
July 13th, 2011
What does your company supply?
Ximula supplies a patented aluminium joinery system and cabinetry for use in both domestic and commercial applications.
The system can be used for a wide range of applications, including shelving, wardrobes, storage, workstations, library systems, shopfitting, point of sale products, kitchen cabinetry and home entertainment systems.
How did the company start?
The Ximula brand was established in Singapore 2002 and has grown to become one of South East Asia’s’ most successful International Design exports.
The Ximula range is fully manufactured in Singapore and employs over 130 people in its production facility.
The existing parent company specialised in designing and manufacturing aluminium extrusions for the booming South East Asian market and developed the Ximula range in response to a need within the market place for a highly specialised aluminium joinery system suited to a broad range of applications.
Where do you distribute?
Ximula is distributed throughout the world with the main markets being Europe, South East Asia and America. Ximula Australia has agencies in Sydney and Melbourne and seeking representatives in other states.
Describe your customers.
Ximula appeals to a broad range of customers seeking a highly sophisticated solution for their storage, display or office needs.
The Ximula client has a desire for beauty and efficiency and a respect for well-engineered design solutions at a sensible price.
What sets your company apart?
Ximula introduces a new design solution to replace expensive and bulky cabinetry in the home or office. The light and portable aluminium joinery system is simple to install, alter or remove when necessary.
Ximula products are fully customisable, with a free design service; commercial quality manufacture for durability and strength; available in a large range of finishes; easy to assemble; infinitely adjustable, and suitable for domestic and commercial use.
What is good design to you?
This is a loaded question without a simple answer because “good design” is speculative and based on our own personal and particular set of priorities. For me it starts with quality of manufacture and only gains “good design” status when a product exceeds my needs through sustainable sensitive design, functionality and beauty.
What does the future hold for Ximula?
With Ximula only recently entering the Australian market, it is a very exciting and demanding time trying to promote the brand to the industry.
Our parent company is closely monitoring the market here in Australia and is keen to adapt and develop products to suit our local needs. Our marketing strategy to focus on the A&D sector will provide a more select product range for presentation to clients beyond the mass market brands.
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