Haleywood was started in Singapore in 1987 and is currently a manufacturing company that outsources its furniture designs to factories to produce. It currently has a representative office in Shenyang and its headquarters is in Singapore.
Haleywood aims to be the leading supplier of medium-high end furniture to clients around the world.
Haleywood’s rebranding process is supported by Spring Singapore under the BrandPact initiative, which aims to help companies build brands and increase their brand awareness.
The furniture industry is highly competitive. Traditionally, furniture produced in the East was thought to be cheap, with little or no originality and not much emphasis on design. Most famous designers originate from European countries like Spain, Italy and France. Many Asian manufacturers hence find it hard to command a premium on their products.
Since the launch of the new identity in Sep 2009, Haleywood has received recognitions from local and overseas industry players. The new brand was launched in Shanghai Furniture Expo ‘09 and for the first time in 20 years, Haleywood experienced a different type of customer response. It also got a spot order of 8 containers worth of furniture for a European client.
During the International Furniture Fair held at Singapore Expo on March 2010, the Minister for Trade & Industry, Mr. Lim Hng Kiang proudly recognized Haleywood as one of the great examples of companies that invested in capability despite the economic downturn.
Adwright helped prepare and submit a proposal to the Singapore Prestige Brand Award 2010 committee, to which Haleywood won the Established Brand award.