2021 is in full swing and while there are still many unknowns, Satara’s success over the past year proves that strategic thinking, an exceptional product, investment in the right infrastructure and the confidence to take risks can help navigate an unpredictable market.
Over the past twelve years, Satara has carved out an impressive niche in the Australian interiors industry. Founded by Andrew and Colleen Johnston in Melbourne with just a few home décor items and outdoor furniture pieces, Satara is now a thriving national business with showrooms in every state.
“Our focus on high-quality products, sustainability, eco- friendly materials, handcrafted construction and an unwavering emphasis on design has ensured success for both us and our clients.” – Andrew Johnston, Co-Founder, Satara
Satara’s commercial arm has also achieved notable success. Their indoor and outdoor furniture products can be seen in resorts, casinos, hotels, surf clubs, aged care facilities and mid to high-end residential projects across Australia and beyond.
We’re delighted that Satara has made the decision to exhibit at the 18th edition of Decor + Design and the Australian International Furniture Fair (AIFF) at Melbourne Exhibition Centre, 15 – 18 July 2021. Always a favourite of our trade visitors, it’s a confident move from Satara which is reflective of their thoughtful decisions over the past couple of years.
Good Positioning Helps Ride Waves of Change
Last year knocked everyone for six, and we’re still navigating unpredictable times. Thanks to some prescient investments and forward planning, Satara found themselves relatively well-placed to weather the challenges of Covid-19.
Visibility was a crucial element of their success. They had opened a new Brisbane showroom in Fortitude Valley in early 2020, plus entered a collaborative space with Smith Made in Sydney. Both remained open and trading throughout the year.
“Our biggest investment into the business last year was the opening of our new flagship showroom and warehouse facility in Moorabbin, Melbourne,” says Andrew. “Luckily, it dovetailed nicely with Victoria reopening after lockdowns early in November 2020.”
Another strategic investment was the launch of a sophisticated and interactive website in late 2019. This allowed Satara to take advantage of the boom in online trading during lockdowns.
With strong manufacturing relationships also in place, Satara were able to ensure that plenty of new designs and stock flowed into the warehouse – and then out – throughout the year.
Creating Stylish Tranquility Within Multi-Functional Spaces
2020 flipped everything on its head – including the requirements of our homes. For many, they have morphed into multi-functional spaces…swinging from the home office/school to the gym and a much-needed retreat to relax. Says Andrew:
“At Satara we are experiencing a demand for furniture to elevate the home as a sanctuary. Highly textured lounge chairs and sofas are big sellers for us.”
Unspent holiday budgets are also being redirected into creating ‘holidays at home’. The demand for super comfortable outdoor sofas, resort style sun loungers and sumptuous lounge chairs has surged. Satara’s outdoor ‘Norfolk’ sofa (pictured below) has been a huge hit.
Likewise, there’s been a demand for accessories such as side tables, planters and outdoor home décor items.
Design Consumers Look for Sustainable Credentials
There is also a growing awareness and concern for the environment, so sustainability is driving materials and designs. Quality, longevity and sustainability need to be simultaneously considered.
“Moving forward, sustainability, quality, great design and reusing/ recycling materials are all key for furniture makers and designers,” notes Andrew.
Satara’s collections featuring beautiful reclaimed teak have been proving popular.
This renewed focus on sustainability ties into the theme of the International Seminar Series at Decor + Design and AIFF in 2021, which will be ‘Designing a New World.’ For the first time, we’ll also be replacing the Trend Hub with a ‘Sustainability Hub’, which will be an interactive showcase of inspiring sustainable materials and practices which feed into the ‘circular economy.’
A Chance to Reconnect
After a virtual show last year, we’re delighted that Satara will be back exhibiting at Decor + Design and AIFF at the Melbourne Exhibition Centre in 2021. Andrew says that they’re looking forward to reconnecting with their customers in person.
“Although we have been communicating via our website, emails, social media and phone calls, we can’t wait to see everyone at the show! We’re excited to exhibit and share our new indoor and outdoor ranges. With over 200 new products added to our range in 2021, there will be something for everyone at the Satara Stand.”
Don’t miss the chance to see Satara’s latest collections at the 18th edition of Decor + Design and the Australian International Furniture Fair (AIFF), which will be LIVE at the Melbourne Exhibition Centre from 15 – 18 July 2021.
Start planning your trip – entry to the exhibition is free but will be limited to trade only. Subscribe now for an update on when visitor registration opens and to receive the latest news from the Australian interiors industry.