SMALL BUSINESS Q & A:

For this week’s Small Business Q and A, Kehlan Kirwan talks with Kieran Finane of Finline Furniture in Emo, Co Laois. Finline produces bespoke, made-to-order furniture. Kieran explains why they decided to start selling direct to the public, and how it how it has changed the way they operate for the better.

So what does Finline Furniture do and how did you start?

Well Finline started with my father Kieran in 1979. He used to work for a foam manufacturer, but realised that Ireland lacked the ability to provide really fine sofas and chairs like in the UK or Europe. So from there we have grown and grown and now own a large space in Emo, Co Laois. From here we create custom- ordered sofas and chairs which has been a great success. Our furniture is high end, top quality and handmade. Everything, including the fabric, is sourced from the best in Ireland and Europe. About three years ago we needed a new way to reach out to customers as a lot of stores were selling medium to low-end furniture to capture the demand for pricing. However, we remained true to our belief in the quality of our product. So we went directly to the consumer instead of going so much through stores. It was a great move for us and allows us to speak directly to the customer and offer greater choice.

So how do you get out there to those customers?

Well for a start we have an annual sale right here at the factory where customers can come directly to us over a weekend period. We had ours on January 9, 10, and 11 and we had big discounts on our furniture. Needless to say it was manic and people love to come and not only see what we offer, but also have the opportunity to see the people who actually make it first hand. Not a lot of companies will do that. We have also made great strides into the European and foreign markets where the demand for quality furniture is high. We have showrooms at our factory here in Emo but also on the Long Mile Rd in Dublin as well. So people can come in and feel the wood and the fabric for themselves and choose what’s right for them.

The consumer has shifted their thinking from price-wise to quality-wise, have you noticed that?

Yes, without a doubt. A number of years ago we would have said that the consumer was very price conscious, for obvious reasons. However the shift has been to the quality side of buying as people look at purchases as investments. If you want to buy a Finline Furniture piece it’ has not come in a crate from China. It’s been handmade with the best components, which means it will last for at least a decade compared to cheaper counterparts. That’s important for customers to know because when you buy cheap you buy it twice.

www.finlinefurniture.ie