The Singapore Furniture Industries Council (SFIC) announced the appointment of Mr Phua Boon Huat as the new President of the SFIC and the office bearers on the new Executive Committee for 2020/2022.

An experienced Industry veteran, Mr Phua Boon Huat who is the Director of AlphaLeap Consulting Pte Ltd has taken over the helm at the SFIC from Mr Mark Yong, Executive Director of Ewins Pte Ltd, who served two full terms (totalling four years) as SFIC’s President.

One of SFIC’s former Vice Presidents, Mr Phua has been a member of the council’s Executive Committee since 2010 and saw to the successful implementation of several key Council initiatives. He brings with him a wealth of knowledge and deep experience in the global furniture markets. Prior to starting his management consultancy focussing on partnering companies (especially within the furniture eco- system) to develop or improve their macro business strategies, he has accumulated more than a decade’s experience in the furniture manufacturing sector.

Thanking his predecessor Mr Mark Yong, who has contributed very significantly to the shaping of SFIC as one of leading trade associations in Singapore, Mr Phua said: “My vision for the next two years would be for the industry to continue on the path of transformation; with a greater emphasis on product and capability innovation.
 
With a new generation of tech-savy millennial customers, unfettered access to global online marketplaces and entrenched social media habits, we need to evolve beyond being mere furniture providers to becoming lifestyle brands that resonate with the   new economy consumers.

To manage growing complexity of consumer demand and cross border transactions of goods and services, the understanding and adoption of new supply chain capabilities and data analytics into companies’ business processes are
important areas of focus”.

Mr Phua’s appointment comes against the backdrop of a challenging economy with much uncertainty at least in the coming year. With global travel restrictions in place, many industry players were unable to participate in traditional channels like furniture exhibitions and marketing trips to get closer to businesses and trade customers.

Industry players who have managed to thrive during this difficult period achieved success as a result of embracing and adopting digitalisation to achieve speed-to- market and agility in the marketplace.

A firm believer in technology innovation, Mr Phua is also Chairman of Creativ-Space, a Singapore furniture industry B2B initiative supported by Enterprise Singapore in October 2020. This latest SFIC digital initiative was borne out of the industry’s goal to take homegrown furniture expertise, capability and know-how into the region and
internationally.

With Mr Phua’s appointment, the council is confident that the industry will continue to reach new heights in its transformation journey.