The journey of Feruni begins with its founder, Dato’ CC Ngei, whose passion for tiles was ignited at a young age. His father, a tile layer, opened a tile dealer store in 1982, where Dato’ CC began assisting in 1990.
By 1992, he was managing a new tile trading store in Seri Kembangan, which carried various local brands. Despite the challenges posed by the Asian Financial Crisis, the business thrived by acquiring large stocks at lower prices and selling them at retail value.
“This strategic approach turned seemingly wasteful situations into profitable opportunities,” said Dato’ CC.
In 2001, Dato’ CC expanded the business by importing tiles from China, Indonesia, and Thailand. The establishment of Feruni in 2010 marked a significant milestone, focusing exclusively on their branded tiles and setting a new trajectory for the business.
“We are proud that some customers have stayed with us since the Seri Kembangan days, a testament to our dedication and quality,” Dato’ CC added.
The Inspiration Behind Feruni
Driven by time-honored values of integrity, transparency, and innovation, Dato’ CC embarked on a mission to transform Malaysia’s tile industry. Feruni was born from a desire to disrupt the commoditised nature of the market by introducing cutting-edge ideas, global tile trends, and unparalleled customer experiences.
Over the past 15 years, Feruni has redefined the industry by changing perceptions of what tiles can do, how they are bought, and how they are sold.
“Feruni’s mission goes beyond selling tiles; we offer art that fires imagination, enriches environments, and inspires people,” he explained.
Navigating Industry Challenges
The tile industry is highly commoditised, with price-sensitive customers and numerous players. Feruni’s vision was to stand out by focusing on transparency, creativity, innovation, and quality. In 2010, Feruni embarked on a journey to differentiate itself by developing a unique brand identity.
“Despite the challenges of adding value while remaining commercially viable, the journey has been fulfilling,” Dato’ CC said. “The recent brand relaunch demonstrates our commitment to disrupting the industry through art, beauty, and inspiration.”
Breaking Traditional Norms
Feruni has led Malaysia’s tile industry with many firsts over the past 15 years. In 2010, it pioneered an immersive customer experience with the flagship Feruni Retail Store, allowing customers to visualise tiles in real-life settings.
Feruni’s innovative product ranges, such as the iShapes collection, Modular Sizes collection, and Designer collection, offer unique designs and easy installation, inspiring customers to reimagine their spaces.
“These products represent a convergence of art, beauty, and the latest tile technologies,” notes Dato’ CC. “Our collaborations with designers like Lisette of Nala Designs have resulted in unique collections like Mandi Bunga, bringing local floral motifs to life.”
Innovation is at the heart of Feruni’s journey. By transforming tiles into works of art, Feruni has changed market perceptions and set new standards in the industry.
“Our brand relaunch reflects a commitment to continuous disruption, with a renewed focus on combining art, beauty, and technology,” says Dato’ CC. “Feruni’s products, known for their quality, texture, and durability, exemplify this convergence.”
Strategic partnerships have been pivotal to Feruni’s success. Collaborations with designers like Lisette Scheers of Nala Designs have resulted in unique collections like Mandi Bunga, bringing local floral motifs to life. Feruni also collaborates with Malaysia’s leading architects, interior designers, and property developers through programs like Synergistic Collaborations, offering customised packages to property buyers and reducing renovation costs and wastage.
“Partnerships are integral to our strategy,” explains Dato’ CC. “They allow us to bring unique and innovative products to market, enhancing the value we offer our customers.”
Sustainability Commitment
As Feruni takes its environmental and social responsibilities seriously, it ensures that the company obtained the ISO 14001 certification and 30% of products meeting green standards. The application of cutting-edge technologies ensures efficient use of materials without compromising quality.
“Our commitment to sustainability is unwavering,” says Dato’ CC. “We implement comprehensive 3R policies and work closely with communities to promote sustainability.”
To continue competing in the evolving industry, Feruni offer large-format tiles that are thin and durable, combining technology with aesthetic appeal. It also boasts of advanced surface treatments, such as the Griptech anti-slip technology, add functionality and safety.
“Staying ahead of trends and continuously innovating is key to meeting the evolving needs of our customers,” Dato’ CC explained. “We are committed to setting trends, always focusing on art, beauty, and inspiration combined with technological advancement.”
With a solid foundation in Malaysia, Feruni plans to expand its footprint globally. The phased approach will begin with Southeast Asia, followed by expansion across Asia and internationally.
“We aim to lead the industry through disruptive creativity, collaborations, and competence,” said Dato’ CC.
Dato’ CC Ngei advises aspiring entrepreneurs to identify the problems they can solve and the value they can bring to customers. Lifelong learning, consistent effort, perseverance, and quick recovery from setbacks are essential for success.
“Always upgrade yourself, otherwise you will become obsolete,” he emphasises. “Perseverance is key; do not expect overnight success and do not be dejected by setbacks.”
Feruni’s commitment to community development is exemplified by Yayasan Feruni’s initiatives, such as the “A Piece of Joy” campaign, which brings happiness through creative artworks on tiles.
“As Feruni’s business grows, we are committed to creating greater positive impact on the community,” says Dato’ CC.
Feruni’s future is bright, with a strategic focus on leading the industry through art, beauty, and inspiration. Cross-boundary collaborations with artists and designers will ignite fresh ideas and inspire innovative approaches.
“Our exceptional team and purpose-driven culture are key to our success,” concludes Dato’ CC. “We ensure that our employees thrive and that we deliver joy to our customers and communities.”
