Photos: BW Furniture

Originally from the Philippines, Karen Miagao moved to Singapore 11 years ago. Her career in the furniture industry kickstarted within the materials construction sector, where she worked in sales and started building relationships with key contract players. After which, Karen joined a large furniture manufacturing company, gaining sales experience in the Singapore and South East Asia markets.

Equipped with over a decade of experience, Karen will formulate and implement strategic expansion plans for BW Furniture, including exporting Club BW, its “Meet-Dine-Design” portal to other markets, where customers can experience furniture within an interactive space that facilities meetings with a good café fare, complimentary Wi-Fi and meeting pods.

Hi Karen, congratulations on your new position. How did you venture into the furniture industry?

I started my first three years venture in Singapore with a sales role in the material construction business, where I got exposure in dealing with architects, project managers and designers. After the three years stint, I received an opportunity to work with one of the local/regional players in the furniture manufacturing business, doing sales for the local market. While my affiliation with that company lasted for a short period of time, it was the start of my relationship with the furniture industry.

Right after, I opted to join one of the biggest furniture manufacturing companies in the industry, where I stayed for six and a half years. I started with a sales role for Singapore and eventually progressed into heading the SEA business of the organization.

As regional business development director for BW Furniture, can you tell us more about your role?

My role is focused on supporting BW’s expansion and growth plan in the region & the emerging markets. This means developing specific “go to” market strategies to increase BW’s market share through global and regional client retention and expansion, as well as with strategic alliance partners.

These can be achieved through developing, implementing and monitoring strategies to make sure that we deliver clever design solutions from our range of products from the United States, Europe and Australia, not only for the contemporary spaces but as well as the workplace.

Tell us more about BW Furniture’s expansion plans.

The success of the concept design space in Singapore that evolves on the idea of Meet-Dine and Design is something that we want to replicate in other markets. We aim to deliver to our global and regional clientele an innovative new way to experience the world’s great furniture designs, up close and personal in a real-life environment. The first of its kind in the industry to showcase the “creative workplace of the future” rather than a conventional showroom space.

What have you observed, over the years of your experience, with regards to the SEA market?

SEA is definitely a region on the rise. The significant economic growth for the past 10 years is a very good indication of the huge potential in this region. The member countries that comprise this dynamic region is also a large market in its own right and definitely represents a booming trade and economic hub, even with a few infrastructure, political and regulatory challenges. This definitely is a positive indicator of growth in our business.

As more and more foreign investments are coming in and setting up their headquarters or manufacturing plants here, this definitely entails for more international design firms setting up their hub in SEA, to address this growing requirement. This will also mean that local firms are stepping up their game to achieve and deliver the best quality design.

What is the direction behind the new online store? How does it complement the physical shopping environment?

The concept space has brought in more foot-traffic, particularly retail customers. So we wanted to provide them with an alternative way of purchasing our furniture for their home. A lot of items on the shop are in-stock, so it is also a useful tool for designers to see what is available at short notice.

Most retail customers are after products that can be sourced quickly and they also want access to pricing on the spot. We hope the new online store provides a more convenient shopping experience for them, giving them the freedom to decide and purchase later once they have visited our space.

Sounds wonderful. Finally, what do you think constitutes good design?

A good design is a working solution. It fulfils its intended purpose by simply achieving it’s function efficiently.

BW Furniture
bwfurniture.com