In Thailand Image Steel Furniture manufactures stylish and high-quality designer furniture made of wood and sheet metal.
172 kilometers south of Bangkok, we see Mr. Sarayut Pisolpool in his office in Rayong. His company — Image Steel Furniture — produces fashionable furniture. Design plays a major role here. In his shelves, cabinets, tables, beds and chairs he turns to a combination of wood and sheet metal. “We attach great importance to design, quality and affordable prices. That gives us a competitive advantage,” says Mr. Sarayut, who has headed up Image Steel Furniture Co., Ltd. since it was founded in February of 2012.
The product line includes tables with a futuristic, flowing air, finished in many colors, together with shelves featuring clear lines. “For us, design is especially important, since only a few manufacturers in Thailand now offer modern and high-quality furniture made of wood and sheet metal.”
More quality, less time
To make sure that the furniture satisfies every quality demand, Mr. Sarayut decided on machines by TRUMPF when setting up his metalworking operations Image Steel Furniture makes all the sheet metal parts itself, using a TruLaser 3030, a TruBend 3120 and a TruPunch 3000. “These machines open up many design options. Moreover, they are very easy to operate,” says Mr. Sarayut on a tour through the new production buildings. A SheetMaster is now assisting in production by reducing throughput times. “We also need less staff.” This is how Mr. Sarayut has boosted efficiency and safety in manufacturing operations and can serve his customers “with an enviable degree of savvy”, as he describes his strategy.
Capitalizing on opportunities
With its 60 employees, this Thai furniture manufacturer currently rings up annual sales of 7.5 million euros. 30 percent of production output goes to private customers, the retail trade, and to major construction projects. Image Steel Furniture exports the remainder to Japan, France, Italy and Malta. The nearby port of Laem Chabang simplifies logistics.
In short, the initial situation is good. That is important, since there are many competitors. In addition, Thailand’s economy is wavering. Does this mean difficult times for furniture makers? Mr. Sarayut keeps a cool head. “I think that we can profit from the situation. Because the Thais will modify their buying patterns and spend less money for unimportant things,” he says with full confidence. “Designer furniture at reasonable prices represents a good alternative here.” He already has the target in his sights: “I want to make Image Steel Furniture into a renowned brand and the most important furniture maker in Thailand.
Contact us: MastersofSheetMetal@trumpf.com
This article was first published in spring 2014.