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Published on November 7, 2007

The company has been engaged in landscape design for many years and is now 30-per-cent owned by the Modernform Group.

Xteria managing director Chairatana Surajaras said he opted for Modernform as a strategic partner in a bid to focus on the outdoor-furniture segment under the Xteria by Modernform brand.

"The company has been manufacturing outdoor furniture since early this year. Now we've launched the new brand name, Xteria, and our plant will begin full operations next year," he said.

Chairatana has 17 years' experience in landscape design. A few years ago, he noticed growth in the outdoor-furniture market, due to the growing property sector, so Xteria's business was shifted to play in this market.

"There are two or three manufacturers in Thailand focusing on outdoor furniture. After we gear up into full operations next year, I intend to make Xteria the leading player in this segment," he said.

The main customer target group for Xteria by Modernform is people with a large income and strong purchasing power. "Create Your Environment" is the new brand's slogan.

The company's first furniture collection is called Caramel. It consists of four groups of products: home, garden, urban and by the sea. Xteria's furniture is made from teak, stainless steel, alloy and plastic.

Chairatana said Xteria furniture differed from rival products because of its functionality. Users can adapt it to suit their environment.

He said the company expected  revenue of Bt30 million this year from both landscape design and sales of Xteria by Modernform furniture. He expects income to reach Bt60 million next year.

"We'll promote Xteria furniture with both above-the-line and below-the-line activities," he said. "The company is also in contact with many property developers, to offer its furniture for property projects throughout the country."

Nalin Viboonchart

 The Nation