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Stylecraft: Bigger Way Forward

Stylecraft Singapore recently made the move to a new showroom that’s double in size. We ask Managing Director Anthony Collins what we can expect from the company moving forward.

Stylecraft: Bigger Way Forward


November 26th, 2014

Top image: Stylecraft Singapore

Across a span of 60 years, Stylecraft has built a solid reputation for bringing original, contemporary furniture to the commercial, educational, hospitality and residential markets; to date, the company exclusively represents a total of 20 brands from Australia, Europe and Japan.

From its home base in Australia and with six showrooms across the country, the company made the move into Asia in 2008 with the opening of a Singapore showroom in Central Mall.

Now, having established a firm foothold in this part of the world, the company has relocated to a brand new address in The Herencia along Kim Yam Road. Aside from being conveniently positioned at the edge of the city centre, it is also – just as significantly – double in size. The company’s Managing Director Anthony Collins tells us more.

Stylecraft Singapore

What has 2014 been like for Stylecraft Singapore?

The second half of 2014 has been an exciting one for Stylecraft Singapore. It has seen us secure some nice projects and open the new showroom space. 2015 is looking to be solid with a great team, a new showroom and our most comprehensive product offering yet.

Stylecraft Singapore

What prompted the decision to move to a new showroom location?

Recent additions of the Blade workstation system and Activity Based Working products such as Bloom, Prisma, Tetromino 60 and Zinta from Arper require significant floor space to be able to present each range effectively. The Herencia was perfect as we doubled our showroom area and the space itself was very open and perfect for showcasing each of our brands. The Herencia as a destination is quite unique and we were excited by the developer’s desire to have many design related companies within the complex. Kim Yam Road is centrally located and easily accessible for our clients.

Karimoku New Standard Colour Wood Side Tables

What new brands and features can visitors expect to find at the new Singapore showroom?

The opening of our new showroom coincided with the launch of Japanese brand, Karimoku New Standard together with additions to our product ranges for agile workspaces, as previously mentioned. In the New Year, the increase in floor space will allow us to showcase the latest product collections from Arper. From a design point of view, the new showroom features a garden wall and winter garden, which draw inspiration from the lush greenery of Singapore.

Our product offering is better than ever and we can now truly offer a single source solution to our clients – from front of house through to meeting rooms, workstations and task seating. Our Activity Based Working offering is amazing and I can see many clients being impressed with what our new showroom has to offer.

Prisma by Derlot Editions

How does Stylecraft go about choosing which brands to partner?

Firstly, each brand must have a sense of authenticity and design within their DNA. Secondly, each brand must be unique within the Stylecraft offering. Finally, we choose brands that share common values with Stylecraft. Each of our partners have integrity and are interested in long-term success with a common view to building both brands.

Bloom by Keith Melbourne

How does the Singapore market compare to Australia?

The Singapore and Australian markets are both at the forefront globally in interior and workplace design, which allows our product offering to remain consistent across the two.

What is Stylecraft’s longer-term strategy in Singapore and the Asia region?

The sky is the limit! We have had success in KL, Bangkok and Jakarta without having a local presence. Our strategy will be to continue servicing these markets, together with Singapore, by providing great product and service.


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