Consumer behaviours and trends are changing. Once, only the affluent seeks luxury goods and services while the rest settle for products targeted for the mass market – products that are deemed inferior in terms of quality, design and services when compared to their luxury counterparts. Today, as consumers become more informed and discerning, the mass market is increasing its demand for premium products combined with a total lifestyle concept and holistic user experience – offered in a neat little package they can afford.
This is what we term as “New Luxury”, or as what we like to call it here, “Affordable Luxury”. To us, affordable luxury simply means high quality products with the latest design trends and excellent services that are within reach across all levels of the consumer market. A very good example is the Apple iPhone.
As more and more luxury brands are shifting their brand positioning to a wider market through affordable pricing, whether in the fashion, automobile or tech industry, we ask ourselves: Why can’t we do the same? How can we make our tiles more affordable without compromising on design and quality?
Feruni has always been a brand that is synonymous with premium quality tiles featuring the world’s latest trends and a world class shopping experience. To make these factors accessible to all, we are constantly finding ways to improve our production line to lower our costs as we focus in delivering the best value to our customers.
To achieve this, we re-evaluated and improved the efficiency of our entire supply chain, where every cost saving derived will be passed back to customers. This involves the economy of scale as we increase operational efficiencies and production volume to lower costs. Customers are also able to benefit from the direct pricing structure when they purchase from the Feruni Retail Store without having to fork out the additional costs of middle men.
At the same time, we engage in innovative tile designs and production solutions to increase the efficiency of raw materials and processes. By employing state-of-the-art technology, we are able to reduce wastages and increase output of our products, which translate to additional cost savings for our customers.
Our move in making luxury within reach for the wider market that is in line with Feruni’s core value of practicing integrity and honesty in our business to ensure that all customers enjoy premium products with great value and accessible prices in a fair and equal manner.
Beauty comes at a price, but at Feruni we make it affordable so everyone can enjoy beautiful tiles in their homes.