RETAIL | Krisana Gallezo-Estaura, Singapore

What more can we expect from HomesToLife’s new flagship store at Mohamed Sultan?

It plans to add three more thematic spheres.

Singapore-based HTL International, one of the world’s leading leather tanners and sofa manufacturers with 40-years of heritage in the furnishing business, has opened its doors to HomesToLife, their newest flagship at 65 Mohamed Sultan last March and is unveiling more features targeted to be completed by September 2016.

The new HomesToLife flagship store is a one-stop shop solution which provides a special curation of home lifestyle brands and collections all under one roof. With a portfolio exceeding 20 International living, dining and bedding brands, consumers are guaranteed to find products that fit their style and purchasing power as well as almost everything they need in their home.

“HomesToLife is conceived with a fresh perspective on the way home owners live, shop and relax. This new home lifestyle destination is designed to create an inspirational shopping experience filled with fun and discovery. It also presents an extraordinary range of brands and products to transform any house into a living home,” says Phua Bo Wen, Senior Manager of Retail Excellence, HomesToLife.

According to Phua, HomesToLife has been designed aiming to change the experience of furniture shopping to make it beyond a buying process, rather, a process of discovery. Phua explains that within the store, customers can enjoy lifestyle services such as the Tasting Bar, currently offering a complimentary cuppa of finely brewed coffee to all walk-in customers. It is also designed to accommodate gourmet appreciation events and workshops.

With its parent company, HTL’s leather manufacturing expertise, HomesToLife also caters sofa customisation that includes a vast collection of upholstery and configuration choices.

HTL (Hwa Tat Lee) is a global company with 40-years of heritage in the furnishing business. It was founded by the Phua brothers in 1976, making PVC sofas for the local Singapore market. Their success in Singapore encouraged them to expand overseas. A quest for knowledge took them to Europe. In 1981, they forged a manufacturing partnership with one of the oldest manufacturers of leather sofas in Germany, Laauser GmbH, where they acquired technical expertise for production and product development.

Today, HTL continues to capitalise on innovation to enrich their business depth and enlarge their market scale. They were pioneers in starting their leather tannery, creating a vertically integrated supply chain, making them one of the world’s largest sofa manufacturers and leather tanners.

On the newly launched “Inspire” Level, Phua notes that customers will be drawn to the refined lifestyle manifested through versatile home furnishings and accessories, offering luxury home design at a price everyone will love.

“Designed to take customers on a voyage of discovery, the Inspire Sphere is has something for every discerning homeowner – from the colourfully curated corners such as the Chair Gallery and Floor Essentials to the chic accessories from around the world and the gourmet and lifestyle workshops at the Tasting Bar,” adds Phua.

According to Phua, style advisors will also be onsite to share their knowledge, expertise and eye for detail. “Not only will they be available to share product information and answer any questions visitors might have, but they can also give furnishing and décor advice based on floor plans customers bring in,” notes Phua.

In the forthcoming months, Phua reveals that HomesToLife will be unveiling three additional Thematic Spheres on three standalone levels, 1 000 sq. m. each with its own signature, exploring a unique collection theme. The company also plans to expand via franchise distribution launching the HomesToLife brand in ASEAN region, starting in 2017.

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What more can we expect from HomesToLife’s new flagship store at Mohamed Sultan?

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