WITH NEW ‘LIVABLE SHOWROOM’: Furniture exporter pivots to local market

The 88th Floor Gifts Inc., long known for supplying bespoke pieces to overseas buyers, has opened its first experiential showroom under the Mesa Well Philippines brand at Sentinel Condominium in Banilad, Cebu City. 

The move signals a strategic shift from pure export manufacturing to a hybrid model that includes direct engagement with local consumers, designers and property developers.

“We are seeing a structural change in how Filipinos approach their spaces — it is no longer just about function, but experience,” said Tiara Noelle Delos Angeles, vice-president of the company. “After 35 years of producing for international markets, we believe the local segment is ready for the same level of craftsmanship.”

The showroom departs from traditional retail formats. Rather than displaying standalone items, the company has built a fully realized residential suite — a “livable showroom” — designed to demonstrate how materials such as acacia, walnut, resin and metal integrate into daily use.

For Wella Ann O. Dañoso, the brand’s designer, the concept responds to a more discerning domestic clientele. “Clients want to understand how a space works, not just how it looks,” she said during the launch, pointing to the growing preference for intentional, experience-driven interiors.

Export legacy meets local opportunity

The Philippines, particularly Cebu, has long been a niche player in global furniture exports, particularly in high-value, design-led segments. 

Industry data show that exports of wood and rattan furniture — spanning residential and office furnishings — have stabilized in recent years at roughly $400m to $500m annually, with the US remaining the dominant market.

However, growth has been uneven, constrained by supply chain disruptions, rising input costs and competition from larger Southeast Asian producers such as Vietnam. This has prompted some manufacturers to diversify revenue streams.

At the same time, domestic demand is strengthening. The Philippine Statistics Authority reports that construction activity — particularly residential condominiums and office fit-outs — has continued to expand, underpinning demand for locally sourced furnishings. 

Industry estimates suggest the domestic furniture and furnishings market is growing in the mid- to high-single digits annually, supported by urbanization and a young, design-conscious consumer base.

Cebu as a design hub

Cebu, historically a center for furniture craftsmanship, is emerging as a focal point for this shift. Developers are increasingly integrating design-led amenities into residential projects, while hospitality operators are refurbishing assets to cater to higher-spending tourists.

Mesa Well’s positioning reflects this convergence. Its product line — from custom dining tables to statement vanities — is targeted not only at homeowners but also at boutique developers and commercial clients seeking differentiated interiors.

The company also emphasizes its use of Filipino artisans, a narrative that resonates with both export and domestic buyers. 

“Behind every piece is a trained local craftsman,” Dañoso said, highlighting the brand’s focus on craftsmanship and sustainability.

A test case for localization

The launch will serve as a test of whether export-oriented manufacturers can successfully translate international design standards into the local market while maintaining margins.

Analysts note that while demand is rising, price sensitivity remains a constraint outside the premium segment. Success will depend on balancing bespoke production with scalability, as well as educating consumers about the value of custom-made furnishings.

For 88th Floor Gifts, the bet is that the Philippine market — long overshadowed by export demand — is entering a new phase.

“The opportunity is no longer just abroad,” Delos Angeles said. “It is here, in how Filipinos choose to live.”