FINEZ is a Sri Lankan lifestyle brand providing an elaborate collection of contemporary furniture, homeware products, and decorative items, is changing how the industry operates by adopting a unique business model.
Headed by Dhanushka Fernando, who is part and parcel of the millennial generation, offers a progressive evolution of his brand with a great many innovations being lovingly petter and planned.
“Furniture maybe a status symbol for some, but we are in the business of designing functional furniture and retailing homeware and decorative products with a serious focus on evolving market dynamics, customer preferences and functionality” elaborates Dhanushka.
FINEZ operates in the woodworking and furniture manufacturing industry which is widely considered to be a traditional industry that has barely changed for generations. With most furniture shops having the same design and style and never considered looking at design or innovation as a USP, back in 2015 FINEZ introduced a new business model that focused on the story, craftsmanship and heritage of furniture originating from Moratuwa. The company was able to successfully bring in people with new thinking while also setting up a fully-fledged furniture factory where the focus was on introducing new designs and creating a unique brand identity while developing a pool of talent.
Being a company that designs and crafts 100% locally, the strength of small woodwork businesses is vital to FINEZ’ continued success. Therefore, as part of its initiative to build a skilled eco-system and uplift the industry, FINEZ provides them with financial aid, training, and skill development facilities. As a result, every time customers purchase a product from FINEZ they are helping the company to create value and sustain the livelihoods of many local artisans and designers that are part of the its brand.
For nearly two years FINEZ tested its design-based retail market-centric business model. All of this, together with its constant focus on designing new products, set FINEZ apart. In recognition of its outstanding contributions in its field, FINEZ was presented with the “Asia’s Outstanding Furniture Brand Excellence Award for the year 2020/2021” during the prestigious Asia Awards – Asia’s No.1 Brand Excellence Awards show. Additionally, the company was one of the first in the industry to commence marketing on digital and social media platforms back in 2015. Currently, it has over 170,000 followers on social media, which is far more than any one of its competitors and provides the company with sufficient data and insights to understand consumer behaviour and preferences, thereby giving it a definitive competitive edge.
Expressing his views on the company’s journey, Dhanushka Fernando - CEO of FINEZ CAPITAL VENTURES stated, “At FINEZ, we aim to provide a winning combination of functionality, aesthetics, and comfort in our products. All this happens hand-in-hand with our efforts to uplift the industry and sustain the livelihoods of many local artisans and designers. At the moment, we are in the midst of upgrading our website to a fully-fledged ecommerce platform which will be unveiled by March with a extensive product range. Our initial target is to generate at least 5-10% of our future revenue from e-commerce so we are building towards achieving that goal. Along with this our new store office and store opening will also take place during the same time.”
FINEZ is part of FINEZ CAPITAL VENTURES, a diversified organization that is also engaged in the fields manufacturing & retailing, planning and execution of residential and commercial interior projects, providing corporate branding, signage & outdoor advertising solutions, retailing of homeware and decor products and capital investments for SMEs.