When developing innovation leads to the production of plastics that help manage waste, these plastics can be transformed into sleek, durable, and high-quality furniture. Explore the process of turning waste into furniture with business ideas from Khun Siriphong Jongwiwatsunthon, Art Manager, Pioneer Furniture Co., Ltd.
The beginning of Pioneer Furniture
Pioneer Furniture is a brand that many are familiar with because its products are chosen by the HORECA business group, which consists of hotels, restaurants and catering businesses. It’s hard to imagine that the beginning of manufacturing popular furniture brand is incredibly simple.
“The Pioneer Furniture brand comes from the Pioneer-industrial company which manufactures houseware plastic for export and domestic sale more than 10 years. The brand saw plastic chairs and questioned why they didn’t try producing chairs. That was the first step in the furniture business. After that, design and production began to meet the target group. Pioneer also has its own plastic manufacturing factory, consisting of 70% being houseware plastic and the other 30% being furniture plastic.”
Pioneer Furniture with a waste-reducing production process...for sustainable nature
If we think about the pressing issues in the world right now, the main one is undoubtedly waste, especially sea pollution. Many sectors launched campaigns to alleviate such problems, and Pioneer is one brand that helps manage the problem of marine debris. “Pioneer uses recycled materials. If we go back in the past, think of those plastic chairs that are always seen in temples with its various colors, whether red or blue. Those chairs are produced using scrap pellets. Scrap pellets are generally plastic waste. They have a foul odor and are easily brittle. It is commonly used to manufacture plastic chairs, basins, or other low-priced plastic products, which Pioneer avoids using in the production process.”
“Pioneer is focused on sustainability in the future. Therefore, we use recycled materials, together with studying their properties in order to not reduce efficiency. Pioneer uses in-house scrap pellets because it is easier for quality control as well as sanitation control. Pioneer is a plastic houseware factory, consequently everything is Food Grade, including chairs and various furniture. Presently, the brand has joined hands with PTT and SCG to carry out a project to manufacture chairs made from recycled PCR plastic. The chairs will be durable, not fragile nor break easily, with a modern design. This trend comes from the attempt to reduce ocean plastic pollution. Most of the waste is water bottles, and Pioneer seeks to use those materials.”
Pioneer’s solid position
When it comes to operating a furniture business, many brands tend to have a standpoint or adhere to their own identity, especially in the field of design. This is considered an important selling point that will differentiate the brand. This concept has both similar and different points from Pioneer’s stance.
“Pioneer’s position is to be a tailored-made brand by talking with entrepreneurs, inquiring their needs and can be made according to customers’ requirements within a specified time. The brand’s tailored-made concept is divided into 2 types: screen-printed colors to suit the customer’s needs and designing for customers by evaluating price needs and usage. Pioneer can start projects for customers immediately. In addition, the brand also has unique designs that are quite clear characters of the brand itself.”
The path to growth by fulfilling every need
If discussing about the growth path in the furniture business, many expect that the customer group that drives business growth is in the project group or the end user group. In reality, the customer group that makes the most difference to Pioneer is “the HORECA group in Bangkok, 80% of which use Pioneer products, as emphasized that the brand is tailored-made. Therefore, food courts will have needs that match Pioneer’s services because each brand has their preferred colors and style. With limited time, the Pioneer factory can meet this demand. For instance, customers that use Pioneer products include King Power, Emsphere, food courts in various department stores.”
“In addition, Pioneer’s good fortune after the outbreak of the COVID-19 pandemic, hotels, restaurants, and cafes are back in business. Pioneer therefore benefits from these renovations. This contributes to Pioneer’s business growth. Not to mention, there is now cooperation with the department stores mentioned above. Therefore, Pioneer is able fulfill in the areas that customers have various needs. There is also a project with HomePro. Within 3 months, the brand has sold tens of thousands of units, while selling this same amount per year is already considered a lot. Therefore, it is evident that the brand really fulfills the needs of customers.”
Capture the hearts of customers with all-in-one services
Preparation in every aspect is another factor that will satisfy the needs of customers and it is a good way to win their hearts. As with Pioneer’s customer care, “the brand is well prepared for customer service. For instance, if the customer is an interior designer and is interested in Pioneer’s chairs, the first step is the brand will prepare a 3D file, to provide support in organizing the design aspect.”
“There are also color chips to choose from and screen print the design within a limited time specified by the customer. In terms of delivery, whether sending it to designers or to department stores. The brand also has an installation and delivery team. There are designers screen printing. The brand can expand on the ideas that the customer has specified or design for the customers. Pioneer’s services cover taking photos in the case that customers wish to purchase the products for sale or photos to advertise the brand.”
Expectations from past Architect Expo
With experience from Architect’23, Pioneer has gained more insight into the needs of the furniture market and apply it to brand development, to the expectations of attending this event at Architect’24. “From the experience of participating in last year’s event, Pioneer saw the true needs of customers. Pioneer have met a group of users who have some demand that the brand may not have expected, making it possible to find or design products to meet the needs of the market. This year, Pioneer expects to meet architects, interior designers. Another thing is we wish that visitors would be interested in the brand’s products. If this is achieved, it will be considered very successful.”
Highlights ready to debut at Architect’24
This year, Pioneer is ready to launch a project in collaboration with PTT and SCG, presenting a new design of chair. Khun Siripong said, “This year, the brand wants to present chairs and recycled materials obtained from waste and unused materials. The goal is to be a part of the campaign to help reduce waste and develop sustainably. The brand views that this development trend is in demand in the market and is crucial to the society. Everyone must help each other, which Pioneer has started to do and has discussed with department stores, which received attention and support. But no one has seriously started working on it yet, but Pioneer has already done so and expects to present it at this event.”
Experience recycled furniture for a better world from Pioneer Furniture Co., Ltd. at booth No. F413 at Architect’24, the 36th ASEAN’s Largest Building Technology Exposition during 30 April – 5 May, 2024 from 10:00 a.m. – 8:00 p.m. at IMPACT Muang Thong Thani.
