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CHANINTR Furniture Revamps Corporate Branding for New Business Expansion

posted Sep 10, 2017, 8:12 AM by siam coverage   [ updated Sep 10, 2017, 8:14 AM ]

7 September 2017 – CHANINTR, Thailand’s leading hi-end furniture retailer, has announced its expansion and the rebranding of its entire corporate identity. The company has commissioned London-based agency Winkreative to refresh its branding across all channels including film, commercials and websites, The company has also changed its name from Chanintr Living to simply “CHANINTR”.

Chanintr Sirisant, CEO of CHANINTR said, “Over the last 20 years Chanintr Living has become known as the pre-eminent source for the best imported high-end furniture and home furnishings brands in Thailand. Today, the company is launching a new chapter in its history by introducing a completely new brand identity and website, as well as adding more products and services.”

“In the past, other than our furniture products, we have not heavily promoted our corporate identity and other business units. However, following the rebranding we hope that the public will get to know about us even better.”

“As part of this effort we will focus more on social media and digital channels to interact with our clients. Consumer behavior has changed drastically in recent years and we must move with the times. We have also revamped our website to be more interactive and user-friendly, offering customers new experiences ranging from searching for products, faster contact with CHANINTR, easier purchase ordering, as well as a new function for home decor inspirations.”

The company has hired Winkreative for the redesign of its corporate identity and website. Winkreative is a London-based creative agency founded by Tyler Brûlé, the Editor-in-chief of Monocle.

CHANINTR combines all the luxury home furnishings brands the company represents incorporating loose furniture, built-in cabinetry, wardrobes, kitchens, lighting and bathrooms. A partial list of the exclusive brands include: Baker, Barbara Barry, bulthaup, Carl Hansen & Son, Hickory Chair, Lema, Liaigre, Minotti, Saint-Louis, Walter Knoll and Waterworks.

All of the other businesses of the group; Craft, Office, Outlet and F&B have their own divisions and management for clarity and focus.

CRAFT, which was previously a part of what is now CHANINTR will be its own division called CHANINTR CRAFT and will focus on a lifestyle of quality, simplicity and modernity for a new generation of homeowners that are more digitally inclined.

CHANINTR OFFICE represents Herman Miller in Thailand and services corporate office clients as well as sells ergonomic seating like the Aeron Chair through online and retail channels.

CHANINTR OUTLET is another division that operates quarterly events focused on sourcing great overstock products direct from factories and offering them at accessible prices.

CHANINTR SYSTEMS AND SOLUTIONS is our newest business offering complete high end home automation solutions for customers by being the sole authorized systems integrator for Savant from the USA.

The company has also recently entered the F&B segment through its introduction of Clinton St. Baking Co. from New York City in Bangkok at Siam Paragon and Singapore with plans to expand further in Thailand and South East Asia.

The only part of the business that retains the CHANINTR LIVING title will now be our quarterly lifestyle journal which has a following of over 20,000 subscribers.

CHANINTR prides itself on the personalized and caring service it provides and continues to add new services for its clients like a full design or turnkey service for clients of the the Ritz-Carlton Residences. The company is happy to advise clients at whatever stage of the home decorating journey that a customer is in. The list of services provided by the company includes furniture care and storage, art and antique sourcing and even rearranging homes.

To formally launch the company's new chapter, CHANINTR has commissioned the Winkreative team to create 4 films of 4 unique individuals and their experience with the company. The 4 honorary customers are Supornthip Choungrangsee, Pranapda Phornprapa, Pranithan Phornprapa, and Sorapoj Techakraisri.

The films can be viewed at


The essence of CHANINTR resides in the company's pursuit of 'Living Well' for its customers and rests upon its commitment to quality and service in all things.

It is a core reason the company continues to grow after 22 years in the business of furnishing homes, offices, hotels and projects. CHANINTR represents leading international brands of loose furniture, built-in cabinetry, wardrobes, kitchens, lighting, bathrooms and most recently, home automation. A partial list of the exclusive brands include: Baker, Barbara Barry, Bulthaup, Carl Hansen & Son, Herman Miller, Hickory Chair, Lema, Liaigre, Minotti, Saint Louis, Savant, Walter Knoll and Waterworks. CHANINTR provides a wide array of services through its team of over 200 professionals from matchmaking designers to artistic direction, turnkey solutions, to furniture storage and even rearranging homes.

The company has 12 showrooms representing over 30 leading international brands in Thailand. CHANINTR services its clients domestically and internationally from London, New York, and throughout the region.