Sofa(r), so good!

The secret to HTL International's 50-year-long run? We visited their booth at the China International Furniture Fair (CIFF) in Guangzhou to find out!

06 May 2026

Chiransha Prasad

At most furniture design fairs, standing is par for the course. But attendees at HTL International’s sprawling booth at the CIFF (China International Furniture Fair) in Guangzhou share no such qualms. “You have to sit,” I’m repeatedly implored. Sink-worthy sofas extend as far as the eye can see, positioned within multiple living room-like display zones. There’s no look-but-don’t-touch policy at play here — the sofas are microcosms of activity, abuzz with retailers, sales representatives and curious onlookers perched on their upholstered arms or sitting as far back as the seat cushions allow. Nobody half-sits awkwardly at the corner.

This is the precise sentiment that drives innovation at HTL International. As Phua Yong Tat, one of the co-founders at the helm of the Singapore-based conglomerate, affirms, “We do not want the end consumer to buy our products and then regret sitting on it.” A devout stickler for ergonomic comfort, he even “pushes the designers, the prototypers, the factory to make sure that no sofa leaves R&D without him!” reveals CEO Phua Mei Ming. Does he test each sofa himself? Mei Ming responds in the affirmative.

With multiple global brands under its belt, this eye for detail is no small feat. HTL International stands as one of the world’s largest sofa manufacturers, complete with an in-house leather tannery and end-to-end production facilities spread out across the world. Their presence at the CIFF Fair this year is twofold: to display their newest creations to their retail partners, and to celebrate half a century of existence in an oft-volatile market with a toast. What’s the secret behind sustaining a decades-long legacy? Yong Tat and Mei Ming chalk it up to a multitude of factors: skilful diversification, creating a reliable supply chain across the globe, and championing products that add value to a homeowner’s life. The last one, they both emphasise, is the most critical to achieving this milestone.

And as for portfolio diversification? Each subsidiary brand under the conglomerate caters to a different target audience, explains Manoi Nair, Country Head (Brands), India, Middle East and Africa. Fabbrica, a German lifestyle brand that champions youthful, low slung silhouettes in vibrant colour palettes, is perfect for “those who’ve just finished their studies and are at their first job,” he enthuses. Fabbrica’s display zones at the booth stay true to this sentiment: smaller, more compact pouffes you can bring out or store away without compromising on storage, bright sofas in boucle and fabric finishes that read more fashion-forward than HTL’s other contemporaries. “It’s more functional and smaller, but still very peppy,” he explains

Domicil, on the other hand, is another brand under HTL’s belt that hails from Germany — but its timeless sofas, recliners and couches signal a completely different direction. “Domicil is for the ones who’ve just started a family, someone whose aspirations are growing,” Manoj explains. Chelsea Koh, Product Head at Domicil, explains that this urge for timelessness is a mainstay during her design process. “We focus on building pieces you can place in your home with ease. Ten years later, they will still be trendy. They will still not feel outdated.” Technology, too, plays a vital part in its creations: take their German-engineered lift chairs and recliners, for example. A simple tap of a button, and the chair rises and tilts with you, allowing you to rise without straining your knees — a godsend for those with mobility issues. An exciting piece of tech they can’t wait to introduce to the world? “Domicil’s AI-powered mattress. When you lie on it, the bed analyses your body weight, your BMI, everything. Then it will come up with different analyses on what your spine needs, and recommend a mattress accordingly,” explains Chelsea. The interface is currently only available in Chinese, but we’re told to keep our eyes peeled for a global release soon.

With its Italian roots, Manoj slots Corium closest to the luxury category amongst the rest of its peers. Its sprawling, neutral-hued sofas “demand space. It’s built for bigger rooms,” he affirms. Here, craftsmanship supersedes functionality, with greater focus on stationary furniture pieces rather than creations in motion. In tier-2 Indian cities unencumbered by spatial constraints, he tells us that Corium is a definite crowd favourite.

With endless customisation and upholstery options present across each brand, HTL International steadfastly stays true to its motto, “A sofa for every home.” Fifty years later, does this tag warrant a change now? Only a minor one. “I don’t think you can find a sofa in this area that is uncomfortable,” states Mei Ming. And as someone who spent the remainder of the CIFF Fair planted on them all? I propose to change it to “A comfortable sofa for every home” with delight!