We are principally involved in the retail of furniture, home décor and home living products available via our retail channel (retail outlets) and online channel (e-commerce website). We offer comprehensive range of furniture, home décor and home living products for use in various applications and settings.
About Us
We manage and operate all 45 retail outlets under 3 retail brands, namely “SSFHOME”, “SSF – Great Lifestyle Made Affordable” and “SSF”.
With a total retail space of approximately 1,030,032 sq ft located in shopping malls, shoplots and standalone outlets in commercial areas. There is no differentiation in target market for each of the 3 retail brands, as the different retail brand serves to increase our Group’s market presence. Most of our retail outlets will eventually be rebranded to “SSFHOME” by 4th quarter of 2024. We have established our presence in cities and towns nationwide which include Johor, Kedah, Kelantan, WP, Melaka, Negeri Sembilan, Pahang, Penang, Perak, Sabah, Selangor, Sarawak and Terengganu.
We adopt visual merchandising strategies such as window displays, house displays, concept displays and eye-level displays in our retail outlets to present our wide range of products across various design, styles, themes and in-store displays.
This enables our customers to envision how to apply our products in their homes with interior design inspirations. Our retail outlets incorporate forced-path layout, where customers are guided through a pre-determined path at the retail outlet to maximise their exposure to our products.
Racks of merchandise displays are strategically placed along the retail displays throughout our retail outlets to facilitate customers to pick items on the move. It also serves as an area to show how our products can be used and matched. Our numerous retail outlets allow us to leverage on economies of scale to obtain better terms with our suppliers as well as overall operational efficiency. In addition to brick-and-mortar presence, we have also established an online presence via our own e-commerce website at www.ssfhome.com.
Our retail operations are supported by our central warehouse centre located at Hap Seng Business Park, Shah Alam, Selangor. It acts as our sole warehouse which receives incoming inventories and distributes them to the respective retail outlets. We utilise ERP system which facilitates the internal inventory ordering procedure to ensure sufficient inventory level in retail outlets to fulfil customers’ demands. Our retail operations operate on a cash-and-carry basis with pre-orders being the alternative if the desired product is not available. Pre-ordered products can be delivered directly to the customer or to identified retail outlets to be picked up.
Our Group’s distribution of products is supported by our in-house logistics team. We own 7 lorries to distribute products from our central warehouse centre to our retail outlets. We also engage the services of third-party logistics and courier companies to deliver products to our retail outlets and our customers.
We conduct seasonal and festive promotions at our retail outlets and e-commerce website to attract customers. In addition, we offer “SSFHOME VIP”, a membership loyalty programme which provides benefits to our members which include amongst others, exclusive members’ free gift, birthday discount as well as other promotions. It is a paid membership programme and as of 30 April 2024, we have over 100,000 active members nationwide, which are contributing more than 90% of our revenue.
Our Competitive Strengths
Established Extensive Presence in Malaysia
- Manage and operate 43 retail outlets with a total retail space of 1,030,032 sqft
- Economies of scale spread costs across more outlets, enhancing efficiency
Established Track Record
in the local home furnishing retail industry and supplier network
- Forged a supplier network encompassing 28 trusted partners
- Supplier mix offers flexibility and leverage in price negotiations
Large Base of Loyal Customers
- Over 100,000 active members nationwide as of 30 April 2024
- Active members contributing more than 90% of revenue
Large Inventory
encompassing diverse product mix of furniture
- Wide product portfolio of various price points allow us to appeal to the mass market.
- Can respond quickly to changing market conditions and customer preferences.
- High product mix supported by high inventory levels to avoid incidences of product shortages.