Singapore Volume 12

3 4 | S U P E R B R A N D S V O L U M E X I I MARKET FortyTwo operates in a competitive furniture e-commerce environment in which adaptability and innovation are essential. Today’s furniture buyer is well-informed; from comparing numerous product reviews and prices to finding inspiration and ideas for home interiors and furniture styles. Being an e-retailer with no showroom, FortyTwo enjoys reduced overheads and passes these cost savings to customers in the form of lower prices. Popular furniture categories browsed include sofas, bed frames and dining furniture. FortyTwo’s target audience are new homeowners between the age of 25 - 45 years. A well-functioning website with a seamless user experience was essential to maintaining a great online shopping experience. The figures speak for themselves. In the last financial year alone (1 July 2017 – 30th June 2018), FortyTwo’s visitor count reached 2,255,890 and is one of the top ten most-visited e-commerce websites in Singapore. It also saw a 31.33% increase in site transactions from its previous financial year. FortyTwo’s policies also ensure customer satisfaction and confidence in the brand. FortyTwo’s future plans include regional expansion and has set its sights to become the leading furniture e-retailer in South East Asia. ACHIEVEMENTS In 2017, FortyTwo expanded its warehouse space to cater to the exponential growth and demands of its customers. FortyTwo’s policies ensure customer satisfaction and confidence in the brand. Its ‘100 Day Free Returns’ policy instilled confidence in customers. FortyTwo carries more than 20,000 products in over 500 categories, the most extensive product catalogue to be held for any furniture e-retailer in its warehouse. FortyTwo’s revenue has grown by more than 35% year on year, and its site has the highest monthly unique visitors of 229,619 in Singapore’s furniture e-commerce market (as of 17th August 2018, traffic statistics). In the last quarter of 2017, FortyTwo launched its very first in-house mattress brand, Haylee. This was accompanied by a Mediacorp celebrity endorsement for the mattress. In 2018, FortyTwo’s corporate social responsibility efforts intensified with a series of sponsorships for local charity organisations. HISTORY FortyTwo is a Singapore-based furniture and home décor e-commerce retailer. Previously known as in September 2007, it started with a small team of 3. There were only 60 products under 4 mattress brands and 4 categories of beds. While a typical furniture showroom could house between 200 to 300 products, an online business could have unlimited virtual shelf-space. This reduced the company’s overheads thus translating into lower