Page 21 - #195 Dec2024/Jan2025

Enriching the Lives of Customers

For the last 47 years, King Living has been at the forefront of Australian furniture design, with
innovation, quality and comfort as its hallmarks. Here, RLI caught up with current CEO David
Woollcott to learn more about how a business that is proud of its past and excited about its future,
plans to continue on its international expansion plan.

he story behind King Living begins with “Meanwhile in June, we opened a second
Tits Founder David King and his mother, showroom in Canada, located in Calgary. This
Gwen. Starting out by making foam chairs in is another significant milestone in our global
the 1970s, David had a bolder vision to create expansion strategy. These showrooms are a
furniture that lasts a lifetime rather than simply testament to our commitment to future brick-
ending up in landfill after a few years. and-mortar growth.”
This led to the brand’s early implementation As he looks forward, Woollcott explains that
of the steel-framed sofa. David also saw an it is truly the most exciting time in the history
opportunity to implement designs that were of the brand. They have significant retail and
truly modular and that could adapt to new logistics developments in Chicago, Toronto,
lifestyle needs, like moving to a new home and Portland, London, Sydney and Melbourne.
upsizing or downsizing to an apartment. This These are set to open before the end of 2025,
OUR BIGGEST philosophy of sustainable design and adaptable taking the company to almost 40 showrooms
CHALLENGES MOVING living remains at the core of King Living’s values. globally in eight markets.
FORWARD ARE
MAINTAINING OUR A global brand with showrooms in Australia, “We are always researching new markets
PACE OF PRODUCT the US and Canada, the UK, New Zealand, – the US for example was many years in the 1 2
INNOVATION AND Singapore and Malaysia, the brand say they are making. We are fortunate to be a vertically
EXPANSION AND just getting started. Today they have over 30 integrated company without shareholders to
FINDING THE RIGHT retail locations, with many more in the pipeline influence how and when we expand. We will
PEOPLE WHILE at various locations and stages of development. keep growing and expanding at a pace that is
CONTINUING TO “This year was a real milestone for us – in the sustainable and makes the most sense for our
SCALE THE BUSINESS first quarter, we opened our first showroom in teams and our future,” Woollcott highlights.
GLOBALLY.”
the US, the largest furniture market in the world. As a designer, manufacturer and retailer, the
David Woollcott The flagship showroom is located strategically company feels it has a built-in edge over its
CEO of King Living in the heart of Orange County at the premier competitors before they even begin developing
shopping destination, SOCO & The OC Mix,” prototypes. With decades of experience behind
explains David Woollcott, CEO of King Living. them, they do not simply make a design and

3
Main Picture: Jasper Coast Sofa
1. Malaysia Showroom From its humble beginnings, King Living lives. It is this vision that drives them, knowing
2. California Showroom
3. Singapore Showroom has always prioritised sustainable design and that their work contributes to how people
its furniture is built to stand the test of time, enjoy their homes and it is what leads them
starting with a robust steel frame. to continually innovate. This philosophy drives
move on. The ethos of continual improvement “Our modular sofas adapt to changing everything the company does, from product
is a direct result of the Founder’s initial desire lifestyles, while removable covers make it easy development to customer service as its teams
to make furniture that lasts. They are always to wash, repair or replace through our King look to challenge the status quo.
looking for ways to evolve their designs and Care service. In a recent step to strengthen our Before our time with the CEO runs out, we
innovate as new technology becomes available. sustainability initiatives, we launched an online ask him, what is the biggest challenge laying
As we move into the subject of social media, outlet in Australia, aiming to reduce the amount ahead for the brand?
the CEO highlights that it is an essential, on- of furniture sent to landfill,” says Woollcott. “Our biggest challenges moving forward are
going part of their content strategy. That it They are also enhancing their efforts towards maintaining our pace of product innovation
is how they show their customers what their a circular economy by tracking how much and expansion and finding the right people
furniture looks like in real-world settings. The product is repurposed, reused or donated. while continuing to scale the business globally.
business also works closely with influencers Meanwhile in the future, they are committed As we expand into new markets, ensuring
and design professionals who align with their to evaluating their global CO2 footprint and the consistency of our brand experience and
brand values to expand their reach. Woollcott revising their packaging to minimise waste navigating supply chain and process complexities
feels that storytelling is all about connection further. will be crucial. It is all about growing at the right
and social media lets brands do this in a more The ethos of King Living revolves around pace while getting the foundations properly set
authentic way. better living and enriching their customers’ up,” Woollcott concludes.

20 RETAIL & LEISURE INTERNATIONAL DECEMBER 2024/JANUARY 2025 DECEMBER 2024/JANUARY 2025 RETAIL & LEISURE INTERNATIONAL 21