Hailing from Cirebon, West Java, the capital of the Indonesian rattan furniture industry, Evy Dwi Hestiaty has, since 2005, been a rarity in the male dominated world of Indonesian business as she is one of the few Indonesian women to have independently set up her own rattan furniture company, designing and manufacturing quality, hand-made rattan furniture for the export market.
“Being a woman in business in Indonesia presents its own problems, particularly in rattan," says Evy. "It took a while for me to be taken seriously but perseverance has paid off.”
Starting with just one customer in South Africa, she has now supplied her Designer Collection by Avisindo range of furniture to a variety of wholesale and group retail customers. Supplying the upper end of the middle market from South Africa to Northern Europe, the USA to Japan, by placing the accent on western standards in production, reliability and individual customer service she has built up an ongoing business based on repeat orders whilst still pursuing an ever wider, more diverse market worldwide.
“Being a woman in business in Indonesia presents its own problems, particularly in rattan"
After working in the international petro-chemical industry in Jakarta, Evy was head-hunted by a then large, well-known rattan manufacturing company in Cirebon to head their marketing and sales division, and so decided to return to the city of her birth. But, as she recalls, “it was within a year of my recruitment that I realised that the company was in danger of imminent failure and then, when a long-standing customer became aware of the situation and suggested that I set up my own company to continue to service their needs, I made the decision to set up Avisindo and, with key workers that I had worked with wanting to join with me, we sent out our first container in January 2006, three months after my employer closed down.
"Those were very challenging times, but with the belief and loyalty shown by my first customer – to whom we still supply on a regular basis – we were able to slowly build the business into what it is today.”
This year's new IFEX exhibition in Jakarta was the latest in a long line of exhibitions attended by Avisindo in support of AMKRI (the Association of Indonesian Rattan and Wood Furniture Manufacturers), of which Avisindo is a member.
"The interest shown in our new range vindicated our decision to continue that support and exhibit in Jakarta rather than go to Singapore," says Evy. "I was delighted that UBM became involved with IFEX and, if the success of this first year is an indicator, then I am confident that IFEX will continue to grow in importance with international buyers when they are deciding which exhibitions to attend within the Asian furniture exhibition sector.”
"Providing a customised product development service as well as an in-house design service means that we are in a position to meet every customer's particular needs"
As one of a small group of rattan furniture manufacturers selected by the Department of Industry to be part of the Indonesian Rattan Pavilion, promoting the use of natural rattan in furniture manufacturing, Avisindo continues to look at overseas exhibitions as a valuable way of introducing its products to a wider market. “Our advantage over many of our competitors is our flexibility," says Evy, "and the ability to change rapidly to meet customers' needs. Providing a customised product development service as well as an in-house design service means that we are in a position to meet every customer's particular needs. As an example of our flexibility, virtually all of our occasional chair range can be supplied as living sets.”
All of Avisindo’s Designers Collection range of products, which can be found here, are made from natural rattan and are designed for all aspects of home living, including conservatories, as the range is suitable for both indoor and outdoor usage, as evidenced by its current customers.
However, its usage outdoors is, of course, dependent on climate, but, providing proper care is taken of the furniture – including the avoidance of prolonged direct contact with extreme weather conditions – all of the Avisindo range can be used outdoors.
Asvindo's development within the UK market is an important part of the company's ongoing agenda.
