The birth of S2F International Pte Ltd (S2F) in July 2009, marks the consolidation of strengths and visions of three successful companies in Singapore – Sitra Holdings (International) Limited, Star Furniture Pte Ltd and Falcon Incorporation Pte Ltd. Jointly owned by the three companies, S2F is set up to advance the strong product and service propositions of the companies into emerging markets in the region and further afield in Eastern Europe and beyond.

S2F offers a comprehensive range of home furniture and furnishing products, outdoor furniture and professional turnkey project management for wholesale, contract supply and fitting out contracts for residential, commercial and hotel projects.

With a combination of more than 100 years in the furniture trade, S2F brings synergies and value propositions that are rare and unique to an Asian based corporation operating in the global market.

  1. Unique end to end proposition for furniture products – from upstream timber harvest to downstream furniture retailing
  2. Deep-rooted furniture industry knowledge and strong broad based overseas business experience
  3. Established professionalism, high quality and service standards in furniture design, products and contract work
  4. Full and comprehensive product range covering indoor high end classic furniture, contemporary furniture, wood flooring;
      outdoor lifestyle furniture, timber decking and, design and build contract projects.

Business Model of S2F:

  • An equity joint venture of the 3 companies will ensure full commitment to the development and growth of the company
  • Full control over supply chain providing stability, cost efficiency and operational effectiveness
  • Permanent trade showcase in key cities in selected markets to exhibit products, prototypes and mock-ups
  • Network of wholesale customers in selected markets
  • A base of contract clients, local and international - offering of turnkey solutions is a definite competitive advantage in emerging
       markets

Company Objectives:

  1. To supply a full and comprehensive range of furniture products to fill inherent market gaps in emerging markets globally
  2. To offer turnkey solutions to contract work for commercial and high-end residential and hotel interior projects
  3. To collectively raise the awareness and recognition of quality products and services under the Singapore Brand
  4. To leverage on the combined strengths of S2F to move up the value chain in the market.