Today, the fully Malaysian-owned and a private limited company specialises in manufacturing and marketing residential furniture, carving out a strong niche in household furniture, mainly from Rubberwood, entirely for export. Its main markets are the USA, Canada, Australia, UK and the Middle East countries, altogether accounting for 98.5 per cent of all shipments.

Hup Chong’s manufacturing activities are operated from its three factories, with all plants located strategically in Jalan Kapar, Klang, in the State of Selangor within 30 minutes driving distance from Malaysia’s biggest and busiest container and bulk cargo port, Port Klang.

Its total production floor space is more than 550,000 sq ft, with a management team and trained work force of more than 750 staff, coupled with computerized facilities. As such, Hup Chong Furniture is capable of expanding its market worldwide ensuring quality products with ‘Just-In-Time’ delivery and prompt service, says Managing Director, Chua Chun Chai.

He adds: “With these current facilities, the company strives to be a ‘Furniture One Stop Centre’, to cater to the ever-growing demand of customers to develop a furniture collection. The company also provides warehousing and ‘direct or mixed container’ services. With the company’s manufacturing expertise and facilities, it is well positioned to develop products that meet customers’ requirements and tastes in different markets.”

The company also has a team of in-house product development designers to design, source, market and distribute case goods, consisting of bedroom, living room furniture and entertainment furniture sets. Besides developing its own designs, the company has worked with customers’ designers and manufactures exclusively to serve its customers through various brands in the furniture industry such as Rooms To Go (USA), John Lewis (UK), Harvey Norman (Australia) and Home Center (Middle East).

Hup Chong Furniture has established its reputation through emphasis on quality and reliability where quality craftsmanship and highly individualistic designs are faithfully applied to each furniture piece, elaborates Chua, who is also President of the Malaysian Furniture Council.

On material usage, about 70% of Hup Chong’s raw material is Rubberwood-based with the remaining being American Tulipwood (Yellow Poplar), European Beech, Pine and other wood-based materials. The Rubberwood is finger-jointed and edge-glued, an efficient way to maximize yield. Several years ago, the company also began importing American Tulipwood and European Beech as alternative hardwoods to improve their product range.

“We found that Tulipwood stains well according to our requirements and we like its grain,” says Chua. The use of imported timbers provides Hup Chong with a diversified material supply and its customers with a choice that extends their range of furniture.  Tulipwood is mainly used as ‘show wood’ for bed headboards and fronts as well as for chests.

As an entity, the company is an integral part of a community and the environment within which it operates. With regard to corporate integrity and responsibility, the company takes a holistic approach toward the marketplace, workforce, community and environment.

“The success of Hup Chong in the marketplace hinges on how its activities are carried out at each level of the value-add chain. In the procurement of business, the company interacts with both prospective and actual customers and end-users, a majority of whom require assurance that it operates in an ethical and environmentally sustainable manner. These requirements encompass the sustainable use of environmentally friendly raw materials, safe and conducive working environment and product safety,” explains Chua.

As a major wood-based furniture manufacturer, Hup Chong believes in the sustainable use of environmentally friendly materials. The company complies with Chain of Custody (CoC) requirements and a majority of its products are certified as CoC compliant.

Chua says: “We are also working to further reduce the impact of our operations on the environment and to contribute to the realization of a recycling-based society by achieving the targets set by world environment panels and organisations such as California Air Resources Board (CARB).”

On its working environment, the company feels a fundamental responsibility and commitment to ensure that all employees work in a safe and healthy environment. A Safety, Health and Environment Committee has been set up to lead the activities in accordance with the company-wide Safety, Health, Accident Prevention and Environmental Action Policy.

This emphasizes development of technical competency and enforcement of safe work practices for its workers in the production areas. Production layout and workflow are organised in an orderly manner to ensure optimum workers’ movement, safety and a sustainable work rate. Production debris and hazardous materials are handled and disposed of in accordance with safety requirements and regulations to ensure a safe workplace and minimum harm to environment. In compliance with the Occupational Safety and Health Administration (OSHA) requirements, First Aid training sessions are organised to help staff and workers understand their role as Emergency First Responders.

Hup Chong recognises the importance of product safety and quality assurance as a competitive edge in the marketplace. In this regard, it continuously emphasises the “Quality” and “Customer-focus” watchwords that reflect its quality commitment, using guidelines:

• No compromise on the quality on incoming raw materials
• Total involvement at all company levels to commitment in quality awareness
• Total customer satisfaction as the main priority, by striving to make products more reliable and functional through continuous improvement

Chua stresses: “Quality assurance of our furniture products are performed at specific check-points by incoming material inspections, process QC and pre-shipment inspection.”

Hup Chong has been a regular exhibitor at Export Furniture Exhibition (EFE) held annually in March in Kuala Lumpur, Malaysia. Through its participation in EFE, Hup Chong has established a wide distribution network via importers, wholesalers and retailers, many of whom are dealing with well-known brands. International buyers are invited to visit their booth at Hall 4-B01, Kuala Lumpur Convention Centre.

For EFE 2017, Hup Chong will be launching several new designs of bedroom sets including its Fifth Avenue collection, a creation that is timeless and comes with mid-Century looks. Its graceful curves and raised mouldings project sophistication, ready to be set in an upmarket trend for the younger generation. This collection, using the finest in solid American Tulip woods and American Walnut veneers, reflects warmth and everlasting finishing called Gray Walnut colour. Its highlights include its case pieces having an airy, open frame base with long horizontal pulls in gunmetal finished brass.

“We envision enhancing our company position as the leading world class furniture manufacturer by providing high quality craftsmanship products, innovative products and excellent customer satisfaction. We emphasize employee teamwork and involvement in identifying and implementing programmes such as innovative marketing concepts and state-of-the-art manufacturing methods to save time and lower production costs while maintaining the highest quality values. The strategies allow us to prosper as a business with high degree of integrity and to provide a reasonable return to the ultimate owners of our business,” concludes Chua.