Custom Production Boosts This Manufacturer's Position

Danovel's expertise in custom services is buoyed by advanced technology and trends awareness

- Marc Almagro

Custom furniture specialist Danovel owns a manufacturing facility in Singapore where projects are completed at a rate of one piece for every four to six weeks. Although it takes longer than buying a ready-made piece off the shelf, Marcus Wong, Business Development Director, finds it justifiable.

The turnaround is actually shorter than importing ready-made furniture, which takes half a year or longer, Wong explains. As Danovel manufactures everything in-house, their production time is comparatively shorter. They use cutting-edge technology and employ 10 craftsmen who specialise in carpentry and upholstery, along with five dedicated furniture designers.

“We are a small, nimble team that leverages technology to scale quickly. We also have our own factory in Malaysia to help with scaling up, if necessary,” Wong emphasises. “We can produce 300 sofas within two months.”

A decisive pivot

Established in the 1960s, Danovel’s first customers were mostly expats who commissioned pieces for a touch of ‘home’ in Singapore. This broadened their product range that by the 2000s, they were producing luxury yacht settees. Over the years, they began serving more high-profile local customers and even commercial businesses such as hotels.

Danovel had seen major changes since the 1960s. In the late 1990s, for instance, it endured cash flow issues exacerbated by the diminishing purchasing power of its expatriate clients during the global financial crisis. This affected the business for a decade, Wong recalls.