Quality, punctual delivery help sustain firm’s growth

What started as a subcontracting company 18 years ago has grown into a full blown furniture export company that focuses on  quality, comfort and punctual delivery.

“We used to rent space in Opao, Mandaue City where we did all the components that we produce for Maitland Smith,” said Charles Uy Lim, president and chief executive officer of Heritage Muebles Mirabile Export, Inc.

They started with 15 people in 1993, a lean operation.

The next year, the company started exporting furniture using a combination of materials like wrought iron  and stone top or stone inlays.

Their first market was the United States of America, most of Australia and New Zealand.

“We still serve our clients in these countries especially in major cities in Australia which remain a major client despite the recent  economic crisis,” said Lim.

He said they managed to keep most of their clients despite the worldwide economic downturn with three strategies – quality, comfort and punctual delivery.

“With quality we always see to it that we use the best materials that are durable. Comfort is also an important factor because people want to enjoy their furniture pieces. We design chairs and sofa sets that are very comfortable to sit on.”

On-time delivery is also very important in export where clients have target delivery dates.

“Customers will always trust you when you see to it that you keep your promise and that includes sending your products to them on time,” said Lim.

Over the years, the company has weathered challenges especially the recent economic crisis which affected the United States. Competition with China has also affected their volume of orders.

Through all this, Lim said that they kept faith and believed in their brand.

“We are seeing a slow increase in the number of orders now and some of our clients have also realized that we produce high quality products which they compare to those made in China that is not of the same quality. China is also increasing their prices so clients are now looking to buy from us,” said Lim.

Heritage Muebles Mirabile Export, Inc. transferred  to a bigger plant in barangay Soong, Mactan occupying 2.5 hectares  for a production staff of 100.

While the market abroad is slowly recovering, Lim said the company wants to tap the local market which has been expanding over the last two years because of tourism and the real estate industry.

Lim last month opened a company showroom for local customers located in their new plant in barangay Soong in  Mactan.

“We are seeing a lot of potential in the local market. We are looking to tap resorts, hotels and residential customers,” said Lim.

Tourism growth has spurred a big demand for furniture for  hotels and resorts.

The rise of condominiums and house-and-lot residential projects in Cebu provides another big market.

“Our furniture is competitively priced so local buyers who even want them for their homes can really afford them,” said Lim.

The export firm is focusing on outdoor furniture made of aluminum and stainless steel frames with woven synthetic fiber.

Lim said most customers prefer outdoor furniture because they are more durable and can be used indoor as well.

“We are building our brand in the local and international markets that we  serve and those that we are yet to tap,” said Lim.