With quality and affordability in mind, IUIGA was born in 2017, bringing to Singapore thoughtfully hand-picked products from some of the world’s best, undiscovered manufacturers under their Original Design Manufacturer (ODM) business model. IUIGA works closely with its manufacturers, which allows it the opportunity to cut unnecessary middleman costs and sell the products directly to consumers. 

At IUIGA’s stores, both online and offline, you will notice that the price tags on their products include the store’s “transparent pricing” charts, which shows the cost breakdown of the product, as well as a comparison of the product to other brands. 

For example, a foldable table lamp at IUIGA costs $49.90 and according to the transparent pricing chart, the raw cost is $23.12, which brings the store’s profit on the product to about 73%. Also included in the chart is the price offered by “normal retailers”, which is $69.90 for this product, $20 or 33% higher than IUIGA’s price. 

IUIGA entered the market selling home products online, such as kitchen tools, storage boxes, and luggage. The brand has since expanded and is now has brick-and-mortar stores all around Singapore and has also added furniture into its range of products and launched its first furniture showroom in TripleOne Somerset. 

Expect affordable prices on over 100 furniture designs that sport a contemporary look with minimalist aesthetics. From bed frames to sofas and dining tables, the majority of IUIGA’s furniture and furnishings too will around the range of about $1,000 or less.

To top it off, IUIGA will also be giving complementary layout design services — inclusive of 3D rendering — for showroom visitors upon request. Consumers are empowered with a variety that allows personal home furnishing budgets work for them.

The addition of furniture products into IUIGA’s stores was a “highly requested” vertical from its customers. And according to Jaslyn Chan, IUIGA’s chief growth office and co-founder, the profit margin for the furniture segment are close to 0%, with the selling price just enough to cover the product and operational costs. 

“The quality and value of our products are for the masses. We want to serve the masses, everyday people like you and I. And why do we have to pay so much for quality?” says Chan.