One-stop Furniture Factory | Chain Operation | Customer Experience Centre
Founder's
Journey
Mr. Ler Lian Hock and his wife, Ms. Pua Siew Lian, jointly founded the company on November 11, year of 1999, located in Batu Pahat, Johor; with a factory area covering 5,000 square feet and employing six staff members. The company mainly produce sofas, OEM for exports, hotels, and high-end furniture brands.
Switching Business Pathway
They decided to switch its business pathway from being an OEM factory to wholesale trade in 2005. They created the brand INSTAR and acquired their first delivery truck. It mainly focused on wholesaling products to Malaysia and Singapore at the beginning, which laid a solid foundation for the future development of the company.
Factory Relocation & Expansion
They moved to a new factory with an area of 150,000 square feet in 2012. They also increase high-tech production equipment and diversify their range of furniture products. Besides that, they are also able to mass-produce sofas, bedroom sets, mattresses, and bedding. In the meantime, employ over 200 outstanding staff members.
Expanding Caler Home
They have distributed to 1,800 furniture stores across Malaysia and Singapore with 15 logistics trucks in 2017; expanded production line to 240,000 square feet; enter Indonesian and Brunei markets; annual revenue has reached 35 million.
22
Stores
100
Trained Members
Sharing
Product Knowledge
Customer Needs
Listen & Understand
Suggestions
Provide Appropriate & Professional
Opportunity
- Company’s management team boldly innovated in 2018.
- Introduced the concept of factory direct sales to be closer to the end users.
- Greatly improve the quality of the company’s furniture products and market competitiveness.
- Meet the needs of customers from all walks of life.
- Provide better and more comprehensive services.
- The first one-stop furniture factory chain direct sales experience center was established.
- CALER HOME finally officially opened in Malacca on December 5, 2018.
Achievement
After three years of continuous improvement, the company finally has 23 experience centres, 450 employees, over 50 logistics trucks, and a group annual turnover of 100 million.
Our Vision
We firmly believe that the company’s products will bring all customers warm and happy memories, and experience a continuous flow of joy in their homes.
Our Mission
We believe that every customer is unique and deserves our utmost attention and care. With this in mind, we will always go the extra mile to provide high-quality and affordable furniture that enhances the warmth and happiness of our customers’ homes.
Future plan
- Currently, we are investing in a piece of industrial land with an area of one million square feet.
- Continue to introduce more advanced automation equipment for full operation in the future.
- Strive for excellent quality products and provide high-quality sales services.
- Plan to open 40 home furnishing experience centres across Malaysia.
- Our team will always maintain an unwavering spirit of perseverance.
Frequently Asked Questions
A: Yes, we offer free shipping for all orders within Malaysia.
A: Delivery times vary depending on your location and the item(s) ordered. Most items are shipped within 1-2 business days and delivery typically takes 3-7 business days.
A: If your item arrives damaged or defective, please contact our customer service team within 48 hours of receiving your order. We will work with you to resolve the issue as quickly as possible.
A: You can contact our customer service team by email, phone, or through our website’s live chat feature. Our customer service hours are Monday through Friday, 9am to 5pm. 6012-9788518
