Furniture exporter capitalizes on upbeat domestic demand

CEBU, Philippines - Furniture maker and exporter Murillo’s Export International Inc., thrives in furniture making amid the challenging business environment in the overseas market, capitalizing on the lucrative demand from the local market.

“The local market has always been there, but for some reasons it had been neglected [by exporters] for years,” said Allan Murillo, the company’s managing director and designer.

Murillo Furniture is now one of the in-demand custom-made furniture makers in the Philippines, although it has maintained its market-base abroad.

According to Murillo although the market is challenging, what helps him to thrive under the pressured environment, is its company’s establishment of strong branding, and diversifying its strategy to position in the custom-made furniture making.

Just like other furniture exporters in Cebu, who made their names in the international markets, whose products are patronized or used by celebrities, Murrillo’s furniture on the other hand, is one of the suppliers of famous Tennis stars Andre and Steffi Agassi’s “Agassi Graf Collection.”

Murillo’s “Mercury chair” is one of the designs the Agassi couple selected to be part of  their collection for their gallery. The “mercury chair” design was sold to Agassi Graf Kreiss-the gallery that the couple set up together with Kreiss after they retired as professional tennis players.

Sensing the slowdown of the furniture orders from giant markets from the United States and Europe, Murillo continuous to make his business profitable, hitting the big-ticket of “made-to-order” or custom-made furniture and home furnishing market in the Philippines.

From traditional factory-based furniture making, where clients are made to choose the pre-designed pieces of furniture and home furnishing, Murillo is diversifying his approach to on-site or out-of-factory service, making and designing furnishings according to client’s preference.

“I have been doing this [approach] in recent years. The customers now are more sophisticated, they want to be unique, and are willing to pay,” said Murillo in an interview.

Murillo’s team goes to the project site, and design the interiors and make the furnishings, together with the owner’s choice.

In the Philippines, Murillo is making big projects for high-end hotels and resorts, including posh residential and commercial clients.

Murillo who grew up with a carpenter father who worked for a rattan export company in the 70’s, started his luck together with his brothers Christopher and Ed, joining the then booming furniture exports, starting with Australia as its main market.

For years, Murillo’s brand is known worldwide for its intricate and sophisticated contemporary, hand-made designs, and successfully made the Murillo trademark in the world market.

In 1996, Murillo started his “break” into a multi-million-peso project to provide custom-made furnishings for a 420-room hotel in Gold Coast, Australia  called Watermark Hotel-- Surfers Paradise.

He believes that furniture making industry is here to stay, contrary to the perception that it is on the verge of being considered as “sunset industry.”

“It’s about sensing the market,” Murillo said explaining that for his part, he gambled into different road, in custom-made furniture making, and now it gives life to his company.

Custom-made furniture making is not only lucrative in the local market, but it is also gaining interest from overseas clients, such as in Middle East and other parts of Asia, as well as increasing clientele in Europe, Murillo said.

Murillo is a hands-on boss to his company, he makes designs according to client’s choice, and also helps in the carpentry side of the business.

The edge of the Philippines in the furniture making, which include, the design, rich availability of raw material will continue to give life to the industry, provided that companies are willing to take extra mile in “pleasing” the clients.

Murillo maintains a 3,000 square meters in Inayawan, Pardo, maintaining over 70 workers.

Unlike in the past, that furniture products are pre-designed and customers have to choose from the showroom and make orders. Now, Murillo said clients are free to work with the furniture makers, and project-based and personalized services are deemed more lucrative.

In the last five years, Murillo said local market has become the company’s “bread and butter.” However, he observed improving demand from Europe and Middle East in the last few months. (FREEMAN)