NEWLINE LIMITED www.newline.co.ke
Newline Limited
Diamond Trust Bank Project by Newline Ltd.
2
Newline Limited 路 Kenya
Manufacturing
Bringing European Quality Furniture to Kenya
NEWLINE An exclusive with Newline Managing Director, Bulent Karatas By: Nicholas Paul Griffin
Aspire Africa 路 Nov/Dec 2015
3
Office Furniture & Kitchens
Bulent Karatas Managing Director Newline Ltd.
K
enya’s Newline Limited was established in Nairobi in 1998, and specializes in the supply of office furniture.
In 2008 the company began manufacturing its products locally to help push forward the business. Managing Director Bulent Karatas recently gave Aspire Africa an insight into the company’s operations. 4
Newline Limited · Kenya
European Furniture “Our first premises were located at Ngong Road,” Mr. Bulent says, “with only 8 employees. We used to sell household furniture and consumables from Turkey. Our objective was to be the main office furniture supplier in the Kenyan market.” Newline was the first company to begin selling European furniture in Kenya, introducing the
Newline’s primary goal is to be the largest furniture manufacturer in the East and Central African regions
Manufacturing
new concept of supplying modular furniture without compromising on quality.
delivered products reach the customer in good condition.”
The thinking behind the idea was to provide increased customer involvement, allowing people to assemble the furniture themselves and thus have a more hands-on connection to the product.
Newline’s primary goal is to be the largest furniture manufacturer in the East and Central African regions, and the company is currently working towards being recognized as a wellknown brand in the region of East Africa.
The furniture Newline supplied was double the quality of the existing furniture on the market, yet the price matched that of existing brands. This meant the company received valuable support and help from its clients in becoming market leaders. “Over the years, we have expanded our operations by offering our clients a 5-year warranty and a 5-year back-up service on the purchased products, whereby in case of manufacturing defects we can exchange or repair the furniture at no extra cost.” After the 2008 economic crisis, the cost of importing furniture from Europe rose, encouraging Newline to start manufacturing furniture locally by investing in hi-tech machinery so its customers didn’t suffer from the increase. The company now works out of a much larger factory off Mombasa Road in Nairobi, accommodating a technical team of over 100 staff. In Nairobi’s CBD, the Newline showroom offers the customer the chance to view the product before purchasing. “The customer can test the item,” Mr. Bulent explains, “and also have a sit down with our in-house design team so as to come up with the best plan or design for their office or home. “ “We also package our products with high quality branded packaging materials that are manufactured locally. This ensures that our
Newline has since come to be associated with terms like ‘high quality’, ‘durability’ and ‘functionality’, and the company is working towards achieving the same standards set by the European market in terms of manufacturing and quality. “We plan to build our own factory in Nairobi,” Mr. Bulent goes on to add, “that will increase our staff and machinery so as to be the superior furniture manufacturers in east and central Africa.” By offering after-sale services like a back-up service, free delivery and movement around Nairobi, Newline is able to cater to customer needs, and promises to deliver high quality products that are manufactured to last for many years. Currently, Newline has started a brand new homes product department, focussing its attentions on home furniture, flooring, doors and windows.
Kenyan Market “We started off as office furniture suppliers,” Mr. Bulent says, “whereby we used to supply pre-manufactured furniture that only required assembly at the customer’s site.” In time, more furniture suppliers began to emerge on the market in Kenya, but the quality of furniture they supplied was very low, meaning Newline already had a significant advantage over the competition. Aspire Africa · Nov/Dec 2015
5
Newline Factory
“Despite the economic crisis in 2008,” Mr. Bulent tells us, “we changed the direction of the company when we invested in hitech machinery so as to start manufacturing furniture locally.” By switching to local manufacturing, the company was able to give customers high quality products and still maintain competitive market prices, and succeeded in quickly expanding its client base. Newline prides itself on having the biggest factory in East Africa, which sets it apart from other companies in the market, helping it offer affordable prices for high quality and durable products, and lowering the production and delivery time. “In 2010 we set out to produce a wider range of furniture products so as to target the furniture market as a whole. Currently, we are 6
Newline Limited · Kenya
producing kitchen and bedroom furniture both for commercial purposes and for individuals.” Positive customer feedback has allowed Newline to approach the interior design section in real estate, by including more products like doors, windows and aluminium balconies, adding to the design and structure of a customer’s home. “The main challenges that we are working to overcome,” Mr. Bulent explains, “are insecurities in the country, lack of skilled labour and lack of a good road infrastructure, which can cause delays due to heavy traffic jams.” If these challenges are overcome, the company will be well on its way to producing more products, reaching more customers, and cutting delivery time in half.
We have expanded our market to the East African region and the property market.” Bulent Karatas
Manufacturing
Newline concentrates on the top-end of the Kenyan market, where it recognizes an opportunity for faster growth. Under the new government, its aim is to be the biggest supplier to all counties in Kenya.
In response to this steady growth, Newline has set about implementing a vigorous advertising campaign, utilizing both billboards and magazines, and have already seen an impressive boost in sales.
“By targeting this market, we are able to achieve a high goal in sales, since most of these organizations are opening different branches in different regions due to high demand.”
“Our main clientele target includes International Aid Organizations, government and private bodies in different regions in Kenya,” Mr. Bulent explains.
The biggest seller in the company’s range is office furniture, due in the most part to upcoming organizations and the opening of these new branches in different counties. Likewise, the home products range is starting to gain ground.
“We have also expanded our market to the East African region and the property market due to the increment of office and apartment buildings.” In the office furniture section, major projects include Nation Media Group, United Nations,
Aspire Africa · Nov/Dec 2015
7
Newline’s furniture products are aimed at improving functionality in the office and at home
The key ranges offered in terms of office furniture are the executive, mid-executive and standard office desks and chairs. The executive desks are much larger and longer than the standard desks. The desk panels are made of 30mm thick Grade E1 melamine faced chipboard, with shock resistant 2mm PVC lipping. This is unlike any product on the market, as table legs usually have a thickness of 18mm-25mm. The desks are given a high-pressure, melamine or laminate finish. Scratchproof lamination means there is no need to varnish or polish desks or any other Newline wood product, a significant benefit for the customer.
Newline Showroom Showcase Equity Bank, Old Mutual, Kenya Commercial Bank, International Finance Corporation, Commercial Bank of Africa, Chase Bank (K) Ltd, Family Bank, Catholic University of Eastern Africa (CUEA), Scanad Kenya and many more. In the kitchen and wardrobes section, the company has completed many projects. Some of these projects include Phenom Estates at Langata Road, The Loft in Kilimani, Lavington Creek Villas and Almasi Town Houses at Ridgeways.
Product Range Newline’s furniture products are aimed at improving functionality in the office and at home, combining both classic and modern styles. The company offers various colors and designs to choose from, depending on the customer’s taste. 8
Newline Limited · Kenya
Some additional features offered by the company for its desk products include an integrated cable management system, as well as the choice of either wooden leg panels or metal legs. The company also offers a v of chairs, including executive and mid-executive chairs, secretarial and cashier chairs, visitor chairs, reception chairs, sofa seats, restaurant seats, auditorium seats and lounge seats. Most chairs come as high back, medium back or low back. Their sturdy cushioning allows sustained usage, and there is a choice of fabric or synthetic seat covers for the same cost; genuine leather chairs are also available. The chairs are mostly made of polyurethane injected sponge, which is capable of retaining its density for a lifetime. The chairs are molded to meet ergonomic requirements, including different tilt and swivel mechanisms that include synchronized tilt locking and pneumatic height adjustments, armrest positioning and backrest changes Further into the range sees the introduction
Manufacturing
Chase Bank Project of cabinets and pedestals, partitions and conference furniture. Cabinets are available in five different heights: 80cm, 120cm, 160cm and 190cm or custom. The cabinets can be fully opened, half covered or fully covered, with wooden doors, clear glass or frost glass doors. Likewise the company offers screens and partitioning for workstations, desks and general office partitioning, including full melamine board screen, full fabric screen, fabric and board screen, and Perspex screen.
to satisfy client needs. European-themed kitchens are customized and fitted according to client taste and space without compromising on aesthetic, quality or efficiency. The integrated drawers and shelves in kitchen, wardrobes and bathroom units are created to allow for maximum storage space using boards that are 18mm thick Grade E1 melamine board with shock resistant 2mm PVC lipping/edge band.
Each screen is also available with aluminium framing and 8mm board. Newline offers various options for conference tables and chairs that suit both executive and standard boardrooms, and even training rooms.
This is convenient in the management of space constraints of a modern kitchen. The kitchens are installed with different components that add to the beauty of the work area, such as sleek metallic handles and granite kitchen counter tops.
The newly introduced kitchen cabinets and bedroom wardrobes range is guaranteed
Newline finishes off that modern feel to kitchen cabinets and wardrobes, and comes Aspire Africa 路 Nov/Dec 2015
9
www.newline.co.ke
in a wide range of colors that capture the eye. The company also manufactures hotel room furniture, including beds and TV wall units.
Expansion “Currently we are broadening our product range,” Mr. Bulent says, “by introducing new raw materials and products for our home range of products.” The company now uses high-gloss acrylic boards, vacuum-pressed (foil) doors that will make any kitchen design stand out, and sliding doors to make bedrooms more functional, unlike ordinary wardrobes. “We are also introducing living room and
10 Newline Limited · Kenya
bedroom furniture for residential houses and commercial apartments.” To improve the production process and supply to a growing list of customers, Newline has invested in a larger factory, making room for bigger machinery, as well as accommodating the technical team and still allowing the storage of raw materials. The company has also introduced more options under the home products section, including uPVC windows, foldable windows, aluminium rail systems, doors and laminated floor panels. “We use the highest quality of materials,” Mr. Bulent says, “to produce uPVC windows
Manufacturing that last long in the Kenyan climate and are customized to suit our customers’ requirements in color, design and dimensions.” The raw materials that come from Turkey offer a great foundation for manufacturing the products, allowing the company to supply its customers with low maintenance, color-fast and durable products. “By combining the benefits of PVC and CRP in our windows, we not only protect customers from the harshness of elements but also offer beautifully crafted windows with a high level of resistance to corrosion, rot, chipping, fading, insect assault and discoloration.” Newline has recently introduced a new concept, foldable windows, an innovative design system providing a durable, enhanced mechanism, without compromising on scenery. It offers both sliding windows and fixed windows, with or without shutters. “We can also provide products that can supplement the Window systems and are stand-alone,” Mr. Bulent adds. “These include aluminium railing systems. These systems can be used for balconies, shower cubicles and stairs.” The company also supplies various designs of MDF and wood composite doors, produced with the most advanced technology and best quality service available. These doors have a laminate finish, with various color options.
The flooring is hygienic, and unlike carpets does not cause allergies, as well as being very easy to clean. Newline offers a good selection of matching skirting solutions to enhance the laminate floor installation. The laminate floors, which are manufactured in Turkey under the highest European standards, do not require adhesive due to their interlocking system, making them incredibly easy to install. “Our customers voted for us as one of East Africa’s strong brands,” Mr. Bulent tells us, “and thus we were awarded with the ‘Superbrands’ 2012-2014 Award.” This award has created awareness of the brand in East Africa, as well as opening the doors to venture into new markets, helping Newline grow its client base significantly in the last year. In 2015, the company was again the recipient of the ‘Superbrands’ award, and in addition was named as one of Kenya’s ‘Top 100 MidSized Companies’, which Mr. Bulent describes as “a great honor.” “With these awards,” he adds, “we shall strive to keep our customers satisfied, by continuing to supply high quality products and finding new ways to improve all areas of the production process.”
With MDF as the raw material the company is able to manufacture a more stable and durable door than wood doors, and are able to do so at a significantly lower price.
Currently, Newline is working on improving the accessibility of its furniture products online, and is doing this by opening an online home furniture shopping line, located at trendyhomes.co.ke.
Newline is also in the position to offer laminated wooden floors that have beautiful color which blends in well with most furniture colors and is sufficient for both hot and cold weather conditions.
This will be the first online furniture store of its kind in Kenya, with secured payment options. It will feature Kenyan made furniture catering for the middle and lower end market ASPIRE Aspire Africa · Nov/Dec 2015 11
Office Furniture & Kitchens
newline.co.ke Chester House, Ground Floor, Loita Street, P. O. Box 10245–00100 Nairobi, Kenya Tel: +254 20 3315110-3 Fax: +254 20 3315114 Mobile: +254 713 235559 +254 713 235563 Email: newline@newline.co.ke
Aspire-Africa.com