For years, Jaslyn Chan wondered why quality furniture and furnishings come with big price tags, when other consumer products had improved in both quality and affordability. This question drove her to co-found homegrown homeware and furniture retailer IUIGA that aims to disrupt this industry here.

Pronounced as “eye-you-gah”, the brand’s name means “I love quality”, and the company aims to offer products that are not just of high quality, but also affordable. “The quality and value of our products are determined for the masses. We want to serve the masses,” says Chan, who holds the chief growth officer title at IUIGA.

IUIGA, which started in 2017 as just an online platform, has maintained an attractive price point for its products while retaining their quality through its unique original design manufacturer (ODM) business model. Essentially, all of IUIGA’s products are manufactured by the factories that produce the same items for other large brands, such as luggage brand Samsonite.

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