Fibre Star - Super Brands

MARKET
Fibre Star is a well-established brand producing
100% natural coconut fibre mattresses in
Malaysia since 1997. They have established
strong business relationships with 1,400
nationwide furniture dealers. Fibre Star
mattresses also sell to hotels, hostels, resorts,
OEM (house brand), government projects and
export to overseas markets such as Singapore,
Brunei, Mongolia, Bangladesh and other
countries.
Fibre Star coconut fibre mattress market
segment ranges from young infants, young
couples to all people from all walks of life,
including elderly senior citizens.
ACHIEVEMENTS
Fibre Star mattress manufacturer has successfully moved upstream into manufacturing of their
own mattress fibre sheets which are made from
coconut fibre. Fibre Star is a fully integrated fibre
mattress, divan and headboard manufacturer.
They design, market, produce and distribute
their own fibre mattresses under the brand name
“Fibre Star”, which is made from their ownproduced mattress fibre sheets.
By manufacturing their own mattress fibre
sheets, they are able to effectively control the
availability of materials. This allow them the
flexibility of scaling up production with greater
predictability while giving them greater control
over production costs through the reduction
34
|
SUPERBRANDS VOLUME VIII
of production time and material costs. In
addition, they play an important role as an
Original Equipment Manufacturer (OEM) of fibre
mattresses for reputable brands in the local
market.
Fibre Star has captured about 80% of
coconut fibre mattresses’ market share in
Malaysia and manages to maintain double digit
business growth every year.
HISTORY
It started from a small cottage industry about
30 years ago. Over the years as the business
grew and flourished, the operation expanded
and moved to a factory building with large
scale production utilising the state-of-the art
technology making mattress and other bedding
accessories.
In 1986, their co-founder, H’ng family, started
a home-based furniture manufacturing and
trading businesses under Chiang Wei Enterprise
and Heng Huat Industries respectively. One
year later, Heng Huat Manufacturing Sdn Bhd
was established to manufacture mattresses.
In order to strategise they patented the “Fibre
Star” mattress brand that they inherited from
the founder. Fibre Star (M) Sdn Bhd was
established in 2012 to facilitate and handle the
manufacturing, marketing, sales and logistic
operation of “Fibre Star” brand mattress and its
bedding accessories.
Located in the northern region of Malaysia Penang, Fibre Star factory is now operating on
a 3.5-acre area of land with 200 people in the
workforce. It is also a pioneer in manufacturing
and supplier of PU foam and semi-finished
products such as needle punched fibre sheets
for other sofa and fibre mattress producers in
Malaysia and overseas.
PRODUCT
Fibre Star series mattress blends 100% organic
coconut fibre and latex to provide a new
experience for natural resting and refreshing
sound sleep. Fibre Star mattresses are made
from selected high quality coconut fibre, nontoxic and pathogen free materials (free from
microbial - bacteria, fungus, virus) which has
undergone stringent checking and is confirmed
to specification quality inspection. Fibre sheet
raw materials are sterilised by high temperature
(at 100 degree Celsius) through both a steaming
process and by a dry heating process.
Coconut fibre mattresses are very suitable
for supporting good spinal posture during
sleeping as it helps to relieve back pain problem
(chiropractic care). At the same time this natural
fibre mattress is also able to encourage normal
backbone development, making it ideal for the
elderly and children in the developing age.
Fibre mattress is very good at supporting
the proper body weight distribution during sleep
in a position according to the individual body
contour. Its mattress surface hardness provides
adequate support to the weight of the body and
also eliminates any vibration interruption by a
sleeping partner due to movement interference
which could affect sweet sound sleep.
The mattress topper is made from various
different type of comfort materials such as
natural latex foam, memory foam and high
viscosity foam. Each variety has its own set of
benefits for consumers. These are three types
of mattress topper available such as Euro Top,
Pillow Top and Box Top.
RECENT DEVELOPMENTS
Fibre Star Anti-Static mattress uses ultra-fine
multifilament carbon fibre thread. The carbon
filament captures the electrons in the surrounding
materials and releases them into the air thus
freeing our body from static tension, allowing to
experience a more relaxed sound sleep.
THERMIC in Fibre Star mattress fabric
has extreme insulation and dissipation of body
temperature properties. Regardless of the
environment temperature, THERMIC is able to
regulate and distribute the sleeper’s body heat
temperature to the optimal comfort level and
ensures the ideal sleeping temperature at all
time.
THERMIC absorbs energy (heat) when the
environment or body temperature goes up,
storing this energy temporarily and release the
energy as heat when the temperature cools
down.
PROMOTION
From 2013 onwards, Fibre Star participated
in many furniture exhibitions, fairs and event
launching activity. The company attended more
than fifteen exhibition fairs per year, both within
Malaysia and overseas. Recently (26 to 28th June
2015) they attended the sixteenth PENFURNEX
2015 FAIR exhibition and Fibre Star won the first
prize award for best booth design category.
In the period of 2012 to 2013, Fibre Star put
up 30 large advertisement billboards along the
Malaysian North South highway. Results from
such advertisements were many inquiries from
new furniture dealers and also inquiries from
Hotel industry people who are interested about
their mattress product. Such promotion activity
was very effective getting new business dealings
and promote market brand awareness.
Fibre Star supply mattresses to a five star
hotel in Penang - The Light Hotel.
BRAND VALUES
Each Fibre Star mattress and its bedding
accessory, whether it is sold domestically or in an
overseas market, is sealed with their Fibre Star
brand promise of quality warranty and customer
satisfaction. The commitment is to provide their
customers a “value for money” health solution
through proper rest and sound sleep in order to
recover mental freshness and body restoration.
Fibre Star brand reputation is well known
among Malaysian furniture dealers for its
famous quality coconut fibre mattress. Fibre
Star mattress brand is preferred over other
competitors’ brands despite their offering
cheaper price range series. The brand has been
built over the time span of two decades.
www.fibrestar.com.my
THINGS YOU DIDN’T KNOW ABOUT
FIBRE STAR
• It needs about 600 pieces coconut to
make one piece King size (6’ X 7”) Fibre
Star mattress.
• One coconut has about 300 grams of
husk and it can only yield about 100
grams of processed coconut fibre to
make fibre sheet used in mattress core.
•Coconut fibre mattress is derived
from GREEN Technology and it is an
environmentally friendly product.
• Fibre Star produces more than 100,000
pieces of mattress each year.
• Fibre Star (M) Sdn Bhd is one of the
subsidiaries company of a Malaysian
public listed company called HENG
HUAT GROUP RESOURCES BHD,
which is listed on the Kuala Lumpur
Stock Exchange.
M A L AY S I A’ S S T R O N G E S T B R A N D S
|
35