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MÖBLER

Scandinavian Vintage & Antique furniture in Asia

Campaign extended due to summer season.

Möbler is the only webshop/showroom selling genuine Scandinavian antiques and vintage furniture in Asia Pacific. The passionate Swedish sisters Emelie and Ellen Hedén opened Möbler in Singapore in September 2016 after a successful crowdfunding campaign with FundedByMe.

  • 150 lovingly restored products have been sold at an average sales price of SEK 3000
  • Turnover of SEK 460,000 at an 85% gross profit margin
  • In developed Asian countries, the luxury boom of new shiny items has passed. Uniqueness is key
  • Expansion to the rest of Asia Pacific has already started - initial online focus

Investor proposal

For a minimum amount of N EUR we are offering N% of our company and for a maximum amount of N EUR we are offering N% of our company.

The share price is N EUR.

The minimum investment is N EUR and the maximum investment is N EUR.

Möbler is a firmly established business, we have proven our concept and prepared for future growth.

We are giving you the opportunity to join our success and together beautifying Asia. We have a clearly defined strategy for building a valuable brand with high profitability with the aim of a trade exit within the next 6 years. By the end of the third year, we anticipate having a net profit in excess of SEK 700 000. We project that this will have risen to SEK 7 000 000 by the sixth year of business. 

Two investors in this campaign are lead-investors.  

Product

The problem this product solves

  • Furniture market - the supply in Singapore is scanty and predictable, despite the rapidly growing interest in interior design
  • Scandinavian interior design trend - increasing all over Asia
  • Vintage Interior - growing trend but minimal supply. Uniqueness is the new luxury
  • Luxury furniture trend - willingness to spend more on homeware increasing
  • Property development - government plan to roll out 700,000 new housing units by 2030
  • E-commerce - incredibly strong growth in buying homeware online, 17% increase yearly
  • Unique branding - There are few furniture brands unique or interesting enough to brag about

How the product solves it

Uniqueness – addressing the Scandinavian vintage trend
Exclusivity – each customer owns a unique ‘one-off’ piece in Asia
Bragging right – due to the exclusivity/storytelling the customer have products to brag about
Convenience – a showroom where the customer can view the items first. Decreases the risk of regretting the purchase compared to when purchasing online from Europe.
Savings - Purchasing online from Europe and ship to Asia involves very high logistic costs. We possess an irreplaceable network of dealers in Sweden that keeps COGS low, therefore affordable prices.
Good cause/Sustainability – 1,000x more sustainable compared to new furniture.

Product features

Möbler is the new buzz word for beautifully crafted classic Scandinavian Furniture, Lighting and Accessories. Every Mobler item is unique in the world.  From the Allmoge and romantic Gustavian styles of the early 1800s, Jugand, Art Deco and Bauhaus periods to Retro of the 1950/60's. Mobler supplies any interior with the worn patina of a bygone era. Beyond aesthetic pleasure, Mobler fulfills the need the people have to fill spaces with a sences of life and character.

Nestled in the hip Balestier neighborhood, the Heden sisters have conjured Mobler from their passion for antiques like a pleasant nostaligic daydream.

Product use cases

The two main consumer segments of Möbler have different motivations:
The Homemaker:
- Möbler is loved by the younger 28-35 well-traveled and well-educated Singaporean, often couples. Those aspiring to be different and unique.
- Möbler is popular among Expatriates from Australia, UK, USA, and Japan. They often say: "Finally a place where I can find unique things here".

The Enthusiast
            - Those crazy about the good design, usually spending hours in the showroom. Often single man above 50. That group is purchasing big ticket items and several pieces. Younger homosexual Singaporean men also have a penchant for Möbler.

Team

Emelie Hedén avatar
Emelie Hedén Founder and CEO
Emelie Hedén, the Swedish founder, and CEO, has lived in Singapore for 6 years and has worked in the furniture industry there for 3. Emelie has had a strong passion for antique furniture since childhood and used to collect and restore old furniture at the age of 12. As a ... See more
Emelie Hedén, the Swedish founder, and CEO, has lived in Singapore for 6 years and has worked in the furniture industry there for 3. Emelie has had a strong passion for antique furniture since childhood and used to collect and restore old furniture at the age of 12. As a weekend hobby, Emelie used to sell locally sourced antiques from her apartment in Singapore. The inspiration to start mobler was born from the desire to turn the hobby into a viable business that could fill the obvious gap in the market for high-quality vintage. The demand was very plainly obvious to Emelie when, as Marketing Manager at Dream Interiors, customers, media, and interior designers expressed the desire for unique vintage and antique furniture. Emelie won the most prestigious Entrepreneurship competition in Scandinavia; Venture Cup with her Möbler business plan in May 2015. “Fantastic idea that is scalable and has great potential! A great strength lies with the driven founder with a strong interest in the export of Sweden to Asia”. Was a comment given by Jonas Anderson Judge on the panel of Venture Cup, during the presentation of Emelies award for the Mober business plan. In November 2015 Emelie went live with her crowdfunding campaign at FundedByMe, the largest crowdfunding company in Scandinavia. She reached the funding goal in less than 30 days and had to decline interested investors. After preliminiary sourcing work, Emelie launched Mobler in Singapore in September 2016. The combination of Emelie’s business degree, passion for furniture, knowledge of the Singapore Furniture market, drive, connections in Singapore and Sweden together with the support of her partners Möbler has every opportunity to become highly successful. See less
Ellen Hedén  avatar
Ellen Hedén Partner and Creative Director
Ellen Heden is trained as a graphic designer and has a particular talent for creating sleek graphic content and for styling interiors. As the creative director of Mobler she creates all the graphic content for online marketing and branding. She also keeps Mobler firmly in the public interst on social ... See more
Ellen Heden is trained as a graphic designer and has a particular talent for creating sleek graphic content and for styling interiors. As the creative director of Mobler she creates all the graphic content for online marketing and branding. She also keeps Mobler firmly in the public interst on social media using SEO and SEM related digital marketing techniques. As Emelie's Right hand woman she also takes care of all administrative matters in Singapore and Sweden. Creating and being creative is what drives Ellen and Möblers accomplishments would not have been possible without Ellen. Her ability to create and handle the Möbler brand with meticulously feel has hugely contributed to its success. See less
Jonas Svanäng  avatar
Jonas Svanäng Board Member
Operations expert with key skills in engaging, resourcing and empowering organizations to continuously improve performance. Specialties in Toyota production system, Toyota way, operations management, supplier development and practical problem-solving. Jonas also runs his own Industrial advisory and venture investment firm Swan Meadow AB since 2012. Since the same year also ... See more
Operations expert with key skills in engaging, resourcing and empowering organizations to continuously improve performance. Specialties in Toyota production system, Toyota way, operations management, supplier development and practical problem-solving. Jonas also runs his own Industrial advisory and venture investment firm Swan Meadow AB since 2012. Since the same year also been a partner in reLean. ReLean provides management consulting, training and executive search services to implement true operational excellence into organizations. The company support its clients globally through the main operating hubs located in Stockholm and Cambridge. Jonas has since the beginning of the crowdfunding campaign with FundedByMe been a bouncing board for Emelie and with his assistance and network Möbler raised sufficient amount to commence operation See less
Mikael Krogh avatar
Mikael Krogh Board Member
We are also happy to present a new board member, Mikael Krogh. Mikael has an extensive background in investments and venture capital, in addition to taking operational roles in companies and growing their business. His working experiences were gained across four continents -- Europe, Asia, Australia, and North America, and ... See more
We are also happy to present a new board member, Mikael Krogh. Mikael has an extensive background in investments and venture capital, in addition to taking operational roles in companies and growing their business. His working experiences were gained across four continents -- Europe, Asia, Australia, and North America, and he's since built a considerable amount of network. Mikael is now based in Singapore and will help Möbler scout for investors, and also be a supervisor and support to the team. See less

Market

Target Market

The ever so popular trend in Europe of mixing new furniture with old has now come to Asia. In developed Asian countries, the luxury trend of all shiny and new has now been traded with a want for unique items possessing a story. The vintage trend in Singapore is proven by:
  • Popularity of the few small competitors
  • Media is writing more of vintage furniture

Singapore population: 5,567,301. Targeted demographics are:
  • 25-64 years: 3.4 million
  • Minimum Bachelor: 1.17 million
  • Mid to high income > 6,000/mo: 3.3 millions
  • Expatriates of western descendent: 3.5%: 180,000

Approximate target market size in Singapore: 1 million

Competitive landscape

Competition is scarce as very few shops are addressing this niche in Singapore:

  • Noden sells only Scandinavian 1950-60s retro furniture, no older pieces manufactured earlier than 1950s. Many high-end and pricy designer items. All items are restored, almost looking new.
  • Second Charm sells retro items from Singapore and some European, have lately focused on reproductions of Scandinavian mid century styled pieces.
  • There is no competitor in the authentic European Antique market in Singapore.
  • Some exclusive Chinese antique stores exist.

The competitive map is similar in other Asian markets, in particular, Hong Kong, and Shanghai and Jakarta.

Unique differentiator from competitors

Comparison with the two largest competitors Noden and Second Charm:

Price: Price wise Möbler is on a considerably lower level.
Stock renewal: New collections (20ft containers or smaller)arrive only twice a year to competitors. Möbler is bringing in at least three 40ft containers per year.  
Product offering: Both are focusing on mid-century style. Möbler carries mid-century and antiques from the 1800s and many popular accessories. Both carry few accessories.
Branding/Marketing: Nodens branding is beautiful, though unvaried due to the narrow collection. Möblers branding is stronger by the width of collection and storytelling of the products/Swedish heritage/the owners/sourcing process.

Company revenue streams

Alternative Revenue Streams beyond Product Sales

Staging of properties for sale: 15%
Partnering with photographer Hayley Durack and property agent Djoris Yeo. This is a purely unexplored market segment in Singapore. Compared to North America and Europe. Singapore property market is suffering. There are many units for sale. Sellers now understand they need to differentiate themselves. We will combine the pieces from Möbler, Emelie and Ellens styling skills, Hayleys photography skills and Djoris connections.

Renting out our furniture: 5%
- Production companies
- Photo studios
- Event companies

Product/service distribution

Product Sales

Private customer: 45%
Viewing of the items is possible in our 2,217 sqft showroom open Wednesday - Sunday 12-7pm. The purchase is made via our webshop or in the showroom.

Interior Designer segments: 35%
Interior design consultancy was considered a luxury service in the past, but now it's popular to hire interior designers. This huge boom is due to various factors such as; lack of time to decorate the houses themselves, lack of experience and knowledge. We are hoping to work with designers on projects such as:
  • Residential
  • Commercial: Food and Beverage
  • Commercial: Hotels and retail

Execution

Previous milestones/traction

2015
May: Emelie won Venture Cup, in her category with the Möbler business plan 2015.
November: Moblersingapore AB was incorporated.

2016
February: Emelie successfully reached her funding goal in 30 days with FundedByMe.
March - May: Ellen was hired and the sisters purchased and photographed 11 tons of furniture.
May: The first 40 ft container left for Singapore.
June: Ellen and Emelie moved to Singapore.
July: Mobler Pte Ltd was incorporated, wholly owned by Moblersingapore AB.
September: Möbler was launched and we sold our first product.

Next key objectives

Having Mobler´s brand image and presence strongly established in Singapore will help build the trust and credibility required to succeed also in other Asian markets.

Short term plan Singapore
- Within 2017 have become the obvious choice for customers and interior designers antique furniture.
- Enter the staging market as well as the furniture rental market.

Long-term expansion plans: 
Due to the increased interest in vintage furniture and popularity of Scandinavian interior style in Asia, we will shortly expand to other markets. The expansion goals in chronological order:
- Hong Kong
- Shanghai
- Jakarta
- Kuala Lumpur
- Sydney

Previous Financing

In 2016 Möbler managed to raise €100,000 together with FundedByMe within only 30 days. That funding gave us the opportunity to create a visible presence and a strong brand after 8 months of operations.

Partnerships

  • Wheelers Yard: Our highly popular neighbor, cafe and concept store. Every customer spending > SGD100 gets a S$50 voucher at Möbler.
  • FIKA: Swedish restaurant. Same deal as Wheelers. We are also organizing a networking event at Möbler together.
  • Swedish Embassy Singapore: The Embassy organized the Swedish Film Festival and Möbler furnished the 170m3 lobby of the theater. Ambassador H.E. Håkan Jevrell: "It sure feels like coming home.."
  • Projector: Indie Cinema showcasing our furniture.
  • Polkadot Photography: Hayley Durack, Australian photographer, and partner in Möbler - Styling.
  • Atelier Dance Studio: In July they will have two dance performances in our beautiful space.

Use of funds

Building on the great reception and continue growing sales by:

  • Execute marketing plan – take advantage of the excellent return on marketing spend
  • Increase working capital – with increased sales, growing need for working capital.

This is an already established business, we have prepared for future growth and proved our unique concept by already after 8 months have sold 150 products. We hope we have demonstrated we do not only have a fantastic profit potential with the concept, the seriousness of our commitment but that we are also capable of delivering on our returns due to the scalability of Möbler.

Industry Certifications/Awards

Venture Cup East. Won with Möbler business plan 2015.

Möbler has received editorial support from 15 of the most prominent media in Singapore:
- Straits Times. 1/2 page write up and photoshoot of Möbler
- Business Times. 1 page write up.
- Home and Decor. The largest source of inspiration for homeowners in Singapore. 1 page article
- Square Rooms. The second largest source of inspiration for homeowners. 1 page article.
- Female Magazine. One page article of Mobler.
- Radio Interview with 99.5

Plus much more. See the rest of the media features here.

Return on Investment

  • Our goal is to provide our investors with a return on investment already the third year and expect the investor to break even at the end of the third year.
  • The projections are based on a cash dividend payout ratio of 70% (we will distribute 70% of the net profit amongst the shareholders).
  • With our calculations in hand, we believe that after exit year six you will get 6 times ROI.

Risk Analysis

How to ensure enough stock? We have good connections with several high quality well-priced antique dealers in Sweden which will enable us to make efficient, low cost, and targeted purchases.
How to ensure scalability? Early market research and some marketing. Create partnerships.
How to ensure sales? Hard sell to interior designer, Continue to build the brand. Partnerships with other companies with the same target market. Focus digital marketing.
How do we keep competitive prices? Low COGS by buying big bulks. Showroom and no shop.
How do we create a strong brand? Social media presence, Storytelling, and personal touch. Media features.