Founded in 1994, homewares manufacturer Sabichi started out selling bathroom products to high street retailers. Today, it supplies retailers and consumers with products for every room of the home. Victoria Noakes spoke to brand and sourcing director Sachin Bagga to delve deeper into the business ...
Family-owned business Sabichi was established by Sachin’s father Sam, and designs, produces, imports and exports own-branded homewares to a number of retail and wholesale partners. In addition, the company creates private label products and ranges for its multinational retail partners. The Sabichi brand has a fresh and contemporary handwriting, offering clean and modern core basics, along with vibrant and cheerful colours.
“We now work with over 30 of the high street’s favourite brands and retailers, and have developed a product portfolio of over 1000 SKUs, which is ever-growing. We supply products to the home departments of UK retailers, as well as supplying our Sabichi-branded products to countries as far away as Dubai and South Africa,” says Sachin.
Sabichi’s product offering is wide, with something for all areas of the home – from kitchen utensils to sofas. Within its furniture category, the business offers a variety of cabinet pieces in a range of materials, and the top end of its product range includes a ‘Made in the UK’ upholstery collection.
“Our aim is to create and sell well-designed, stylish, quality products at affordable prices. We stand out from the crowd by being one of the very few brands that makes products for every room of the home, and there’s something for everyone in terms of price and style. Our long term goal is to have Sabichi-branded products in all UK homes!,” Sachin explains.
“We work hard to build lasting relationships to create long-term value for our retail partners and customers. Due to our broad appeal, our customers come from a number of backgrounds and age groups – from price-conscious renters to first-time buyers – and the emphasis is on family and home living in all different shapes and forms.”
Sachin claims that the flat hierarchy of the business enables Sabichi to make fast decisions, so that it can react quickly to popular trends and new product ideas. In addition, this allows the company to make changes to designs based on specific requirements, such as space-saving features and modified products for the more value-conscious customer. This is particularly important, as Sachin cites an increase in consumer demand for ‘micro living’ and flexible living options, especially in terms of furniture.
In May, Sabichi embarked on a partnership with bed specialist Dreams in order to offer its customers further inspiration for their homes. The Dreams at Home store in Watford was the first store to unveil this new concept.
“We are thrilled to be working with Dreams on their first homeware concept format. As one of the leading retailers in the UK, Dreams offers Sabichi the perfect opportunity to showcase our complete range while giving a wider choice of home products to the Dreams customer under one roof,” says Sachin.
Looking ahead, Sabichi’s aim is to increase the business’ footprint and continue to reach more customers. With the past year having been a busy one for the company, having exhibited at Exclusively Housewares and Home & Gift for the first time, plus embarking on a major partnership, Sabichi hopes to continue this momentum into the future.
This article was featured in the August issue of Furniture News magazine.
