Möbler – Scandinavian Vintage and Antique furniture. Driven by two passionate Swedish sisters. Now in Singapore, the Swedish vintage and antique concept, brings a new era of stylish home decor with a unique character that is dramatically different. Inspired by the Scandinavian tradition of blending new furniture with old, Möbler (which means furniture in Swedish) offers a range of beautifully crafted classic Scandinavian furniture, objects, lighting, decor and art for the first time in Asia.
Möbler’s philosophy is shaped by the founder and CEO Emelie Hedén, a Swedish furniture professional with a never-ending love for old furniture and an intimate knowledge of Asia’s home decor industry. Emelie and her sister Ellen, the creative partner of Möbler, believe that a home’s furniture is an extension of the owner’s character: “It’s an art-form that makes a statement about you. An expression of your personal style and passion. After all, a home speaks eloquently about those who live in it. And the uniqueness of Möbler’s furniture certainly adds character to any space.” — Founder & CEO Emelie Hedén
Each piece of furniture has been personally sourced by Emelie and Ellen. Together, the two do it all. They drive around Sweden searching, lifting and carrying. The hand-picked pieces are then cleaned, lovingly restored, photographed and marketed by the two sisters. Best of all, the Möbler collection is guaranteed authentic. All pieces are chosen for their original design, unique history, outstanding quality and the worn patina of a bygone era. Moreover, this beautiful brand is not just selling products that fulfill an aesthetic need, Möbler supplies a lifestyle, selling rare luxury to brag about. Every piece has a unique story to tell, that the customer can spread further.
Most endearing is that every Möbler item is unique – the only one of its kind. From the Allmoge and romantic Gustavian styles of the early 1800s, to Jugend and Art Deco periods and the Bauhaus era, including Retro of the 1950/60’s. Möbler’s pieces cannot be found elsewhere in Singapore – or indeed in Asia. But at the same time they are surprisingly affordable.
Emelie, who for many years has dreamed of offering Scandinavian vintage furniture to the Asian market, is now euphoric about having succeeded. This achievement follows her winning the Venture Cup – the biggest and most prestigious entrepreneurship competition in Sweden. As a result of these successes, Emelie finally attracted the required investors and partners via crowd-funding at FundedByMe.
“The journey has indeed been long and tough, filled with tears and laughter. We are thrilled and excited about launching our web-shop and showroom. And we can’t wait to change Asian perceptions of interior styling by presenting the most elegant decor Sweden and Scandinavia can offer.” — Emelie Hedén
Since childhood, the sisters have displayed an enduring passion for old furniture. They both began restoring old pieces in their early years. Their love is probably due to the summers spent in their grandmother ́s country house, which is furnished with lots of well-preserved pieces from the 1800s.
Commented Ellen Hedén, Partner and Creative Director: “We have always liked old, beautiful things. Especially as high quality furniture becomes even more beautiful with time!” Added Emelie: “It’s also satisfying helping Singaporeans to create their own personal style – as unique and individual as they want it to be. We’ve always been fascinated, by how a home looks more real after adding old pieces. The key is to mix new furniture designs with pieces that have a story to tell, rather than only mass produced items made for everyone.”
In Asia, the interest in vintage furniture has grown in recent years due to the influence of European trends, yet a gap still remains in the market; a high demand for vintage furniture but a minimal supply. As a result of the increasingly hectic pace of modern life, consumers now see their homes as a place to escape to and relax in. In combination with the rising affluence and sophistication of consumers they are therefore becoming more willing to invest in authentic and high quality furniture and décor, preferably with a strong brand image.
Combined with a growing awareness of the need to make sustainable purchasing decisions, Möbler is eager to promote usage of the existing rather than the new. Möbler stands for recycling at its very best. The energy consumed by a second hand piece of wooden furniture during its second life cycle (restoration and logistics from Sweden) is less than 1/1000 of the energy required in the manufacturing, logistic and discarded waste of a new piece.
”Our brand philosophy is that every person in Singapore, with an aspiration to create a living home with character, will fall in love with at least one piece at Möbler thanks to the rare uniqueness, the variety of price ranges and the 500-piece collection being constantly renewed.” — Emelie Hedén
By adding transparency, in terms of pricing, keeping a showroom with consistent opening hours, high service quality, flexible payment and delivery options – plus boundless opportunities to sell to overseas customers – the sisters hope to become the preferred choice of web-shop when creating a home with character.
Website: www.moblersingapore.com
Address: 10c Jalan Ampas #01-01, Ho Seng Lee. Singapore 329 513 Tel.: +65 9882 5320
Email: emelie@moblersingapore.com
Press enquiries: emelie@moblersingapore.com
Showroom opening hours: Wednesday – Sunday. 12-7pm
Official opening: 29 august 2016
