Bangkok, Thailand - August 17, 2011
Steelcase, the global leader in office furniture, and Modernform, one of Thailand’s leading furniture manufacturers and marketers for over 30 years, have joined forces to offer a new dimension in office furnishings in the Thai market. Steelcase has appointed Modernform as the only current authorized dealer of Steelcase products and services in Thailand, and will immediately introduce an extensive portfolio of Steelcase products into the market. The new collaboration was marked by a special event at Modernform’s Crystal Design Center showroom in downtown Bangkok on 17th August.
Hosted by Mr Thaksa Busayapoka, Chief Executive Officer, Modernform Group Plc., and Mr. Uli Gwinner, President of Steelcase Asia Pacific, the event attracted over 160 designers and customers, who were introduced to an extensive portfolio of Steelcase products. These included the new Manifesto and Lexicon modular systems, which were designed and are produced in Asia specifically for the Asia Pacific market.
The new collaboration builds on a long manufacturing relationship between the two companies. The strengthening of this relationship will dramatically expand Steelcase’s exposure in the Thai market, and help Modernform to cement its leadership in the Thai market.
Mr Uli Gwinner, President of Steelcase Asia Pacific, says: “Steelcase is very pleased to extend our long relationship with Modernform, by supplying an extensive portfolio of Steelcase products in the Thai market. It enables us to fully meet the needs of our global clients here in Thailand, as well as extend our sales in a dynamic and growing market in which we have been under-represented.”
Mr Thaksa Busayapoka, Chief Executive Officer, Modernform Group Plc., says that the inclusion of the Steelcase product portfolio alongside the Modernform range will further strengthen the company’s office furniture business. “Steelcase is a global leader in office furniture, with an outstanding history, knowledge and range of products that meets the needs of multinational companies (MNCs), a market segment that Modernform has never targeted directly. The addition of the Steelcase product portfolio gives us all the products we need to tackle this important and growing segment.”
“Modernform is very proud to have won the confidence of Steelcase, and our appointment as currently the only authorized dealer in Thailand,” says Modernform’s CEO. “The Steelcase portfolio provides us with a range of new systems at different price points, including the Manifesto and Lexicon modular systems. This will enable us to offer our customers an extensive range of products to choose from that are appropriate to their needs.”
Commenting on market competition in Thailand and overseas, Modernform’s CEO sees increasingly intense competition, with lower-end manufacturers copying the products of upmarket brands. Shifting the focus to customers, he believes that international companies place a priority on creating a good workplace environment, to boost efficiency and enhance employee retention. In the past few years Thai companies have also begun to recognize the importance of the workplace environment, a development that gives an edge to office furniture makers who can meet these needs.
As Modernform markets its office furniture mainly to enterprise customers and design firms, its marketing strategy emphasizes giving customers direct product experience through a trial period, based on the recommendation of the company’s sales team. After the Steelcase launch event, the sales team will actively promote the Steelcase portfolio to design firms and potential customers, including displaying them in all the main Modernform showrooms —Srinakarin, Crystal Design Center and Central World.
About Steelcase
Steelcase helps create great experiences — wherever work happens. Our brands offer a comprehensive portfolio of workplace furnishings, products and services, inspired by nearly 100 years of insight gained serving the world's leading organizations. We are globally accessible through a network of channels, including over 650 dealers. We design for social, economic, and environmental sustainability. Steelcase is a global, publicly traded company leading our industry with fiscal 2011 revenue of approximately $ 2.4 billion.
About Modernform
Modernform Group Plc operates a comprehensive furniture business which produces Workplace office furniture, Exclusive Living for residential, Life, Modernform Kitchen, Xteria outdoor furniture and Bathique bathroom furniture, and sells them throughout Thailand through a network of authorized dealers. Modernform also exports to international markets, and imports Casabella premium quality furniture, fittings and interior decoration products from Italy.
For media inquiries, please contact:
Cherry Wan
Steelcase Asia Pacific
+ 852 2823 5527
cherry.wan@steelcase.com