Homegrown furniture retailer unveils new Melaka showroom in partnership with US manufacturer
MELAKA: A homegrown Malaysian furniture retailer and sofa specialist, in partnership with Ashley Furniture, has unveiled a newly renovated showroom in the heart of the historic city.
Ashley Furniture, the world's largest furniture manufacturer, is bringing international design excellence to Melaka through the revamped Fella Design showroom, now featuring the fresh Farmhouse concept — a stylish fusion of key design principles to create an elegant and charming aesthetic.
Fella Group of Companies CEO Yu Kong Cing said the newly renovated showroom marks a new chapter for both Fella Design and Ashley.
'We're incredibly excited to introduce our latest vision of furniture design to fellow Malaysians, right here in Melaka,' he said during the launch of the farmhouse-inspired showroom and the first Ashley Gallery outside the Klang Valley, at Lot 2008, Jalan Hang Tuah here on Saturday (May 24).
Also present were Fella Design's senior operations manager J. Jeya Kumar and Ashley Furniture Homestore (Morph) assistant operations manager Tan Fu Xuan.
Yu said the furniture retail brand, which saw phenomenal success in the 1980s and 1990s, rose to acclaim with its mass-market customisable sofa settees, influenced by country, American, and European design trends.
In 2024, Fella Design became a licensee of Ashley Furniture, officially assuming the role of national dealer for Ashley products.
With 39 years in the furnishings, fabric, and upholstery industry, Fella Design is now equipped with Ashley Furniture's broad product range, propelling the brand to new heights.
Yu said the two brands naturally complement one another, united by a shared sense of nostalgia.
"Combining traditional sensibilities with contemporary flair, our product line emphasises elegance and timelessness,' he said.
Yu noted that during the launch, customers had the opportunity to explore the Farmhouse Collection and Ashley's brand-new gallery, enjoying exclusive shopping perks, lucky draw prizes, and personalised consultations.
Meanwhile, the manager of the newly renovated showroom, Lee Gee Rin, said both the first and second floors of Fella Design had undergone a complete transformation in conjunction with the launch, featuring a beautiful new layout and displays.
"Furniture shoppers in the state appreciate laid-back charm and value for money.
'Melaka is home to a mix of traditional and modern consumers who value both classic designs and contemporary trends, and we aim to serve this market effectively,' she added.
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