• Traditionally retail-focused luxury furniture purveyor pivots business in anticipation of changing homeowners’ preferences
• Hottest items consist of task chairs and home décor from Fritz Hansen and Vitra, and TOTO toilets and WASHLET
5 January 2021, Singapore – W. Atelier, purveyor of luxury home furnishings and accessories in Singapore, continues to enable homeowners to experience its iconic designs with added convenience, cost savings and safety. The homegrown brand ventured into developing its E-commerce during the tail-end of its 40th anniversary in 2019. Just before Circuit Breaker halted all physical sales in April last year, customers were already ordering their furniture online, and the trend continues to rise even as Singapore enters Phase 3. Best-selling items include ergonomic task chairs and home décor from Fritz Hansen and Vitra, and TOTO toilet bowls and its signature WASHLET.
“Ever since our establishment in 1979, physical showrooms have been integral to our brand as an experiential showcase of our designs and products. Especially for luxury furniture that are considered long-term investments and determine the W. Atelier Pte Ltd Co. Reg. No. 197903497D W. Atelier Industries Pte Ltd Co. Reg. No. 198000058H quality of home living, customers have traditionally preferred the touch-and-feel retail experience,” says Gani Atmadiredja, Managing Director of W. Atelier.
He continues, “The rise of E-commerce in recent years was a sign that buying habits are changing and Covid-19 was the catalyst that drove the message home for us. We were fortunate enough to have established a sound backend system and successfully onboarded onto Shopee and Lazada early last year as a litmus test for the efficacy of E-commerce for the company.”
Three of W. Atelier’s main brands are available online – leading European design companies, Fritz Hansen and Vitra, and renowned toilet manufacturer TOTO.
Customers are able to shop chairs, tables and home décor on Shopee and Lazada, including classics by iconic designers Arne Jacobsen, Charles and Ray Eames, and Jaime Hayon.
“Our E-commerce growth doubled by the end of the year compared to mid last year and the popularity of online shopping is being sustained even as our physical showrooms opened. As the furniture we carry are from reputable international brands, customers are assured of their quality and are willing to spend to spruce up their living and home office spaces, especially with more time spent at home,” observes Daniel Magg, General Manager (Furniture Division) at W. Atelier.
This even includes the bathroom space, where homeowners are no longer averse to buying toilet bowls, showers, faucets and sinks online. W. Atelier observes a buying pattern where customers will visit the physical showroom to get a sense of the product and head home to make the final purchase.
“Shopping on Lazada and Shopee presents perks such as rewards in the form of coupons, vouchers, discounts and even games to enhance the shopping experience. We also get the most enquiries about TOTO products via the Chat functions which we usually address within the hour. This novel form of retail has certainly opened up a new audience segment for us,” Gani concludes.
W. Atelier will continue to expand their offerings online with the launch of their firstever E-shop slated for March 2021. It will boast over 3,500 luxury home furnishings and accessories from more than 10 international design brands, from Italian furniture to German kitchens and Scandinavian furnishings and Spanish lighting, all on a single platform.