Store Spotlight:

A new face for this furniture favourite

Co-founded by Belgian expat couple Jonathan Roelandts and Katrien Bollen, Ethnicraft Online has been furnishing homes across Singapore with unique pieces sourced from around the world for the past six years. Over that time, they’ve continued to grow their range beyond the initial core Ethnicraft products.

Now, they’re relaunching the brand as Soul & Tables, with a new 560-square-metre flagship showroom set to open in the Tan Boon Liat Building in December. Katrien explains: “Since starting Ethnicraft Online in 2012, we’ve been able to introduce lots of new products to our clients and we felt it was now time for our name to represent our whole range.”

The pair went through quite a long process to come up with “Soul & Tables”, adds Katrien – it involved talking not only to customers but to focus groups too. “We really felt the new name represented something we could all identify with,” she says. “The right furniture can give your home its soul, and we all know tables can become the heart of a home.”

At the same time, the ethos of Ethnicraft Online will remain: an emphasis on innovative designs and quality sustainable products. “We’ve sourced brands from around the globe that offer one-off pieces and share our quality standards,” says Katrien. “These include European brands such as Notre Monde – a range of furniture, mirrors and trays creatively inspired by cultures from around the world – and Fermob, a renowned French brand bringing bright style and function to your outdoor areas. We’ve also introduced rugs by The Grey House, handcrafted in northern India, offering contemporary subtlety with touches of luxury and ethnicity.”

Jonathan believes Soul & Tables “creates a balance between the convenience of online shopping with the ability to see and experience products in a showroom.” This combination of a bricks-and-mortar presence and a retail website has been one of the keys to the business’s longevity.

“The new showroom will help us offer an enhanced visual experience and showcase how the Soul & Tables range can inspire our customers to see what they can achieve in their own homes,” he says.

Katrien and Jonathan are encouraging customers old and new to visit the Tan Boon Liat showroom from mid-december to experience the Soul & Tables range. They’ll also have lots of exciting events and giveaways in the next few months – stay tuned!

#02-01 & #02-03, Tan Boon Liat Building 315 Outram Road | 9272 1545 | soulandtables.com.sg