Danovel : business review & customised handcrafted sofas 
Danovel
19 Tanglin Road, #02-54/55 Tanglin Shopping Centre. Tel: 6235 5020 www.danovel.com
Business established: 50 years
Niche: Customised handcrafted sofas
In the 1960s, Danovel existed in a small shop house with a makeshift sofa production workshop in its backyard. Through hard work and dedication, the company grew and today produces customised handcrafted sofas out of two factories, has a retail outlet in Singapore and exports to the United Kingdom and Middle East. Considered a pioneer in the handcrafted sofa industry, Danovel's masterpieces can be found internationally in cafes, hotels, executive lounges, embassies and in the homes of affluent business magnates.
TF: Tell us more about Danovel's hand-crafted furniture.
MW: In a society where importance is given to fast, quick, big and mass production, Danovel ensures every sofa is individually created piece by piece using traditional methods to ensure perfection. Every part of the sofa - frame work, padding and upholstery - is made to the best of our craftsman's abilities using only handwork and with close inspections to avoid any flaws. Danovel also carries a large collection of trendy, fine fabrics to complement our sofas.
TF: Most common requests clients make when customising their sofa?
MW: Requests vary according to individual needs and expectations. Customers work very closely with our interior consultants allowing them to specify what they're looking for in terms of height, depth, width, seat dimension and comfort level. For best seating comfort clients opt for the Danovel Feather Sandwich® seating construction.
MW: Sofas follow trends just like fashion. Right now, the sofa style of the 80s is making a comeback with traditional print fabrics and weaves gaining popularity.
When customising your sofa...
Be practical Choose slip covers if you intend to regularly wash you covers. However fixed covers give a neater look and there's no need to adjust the covers after a lazy afternoon on your couch.
If you have kids and pets consider a scotch guard treatment for your fabric - it repels stains and spills.
Know yourself If you like to mix things up around the home consider plain coloured fabric for the main sofa allowing you to highlight and create definition with exotic fabrics over throw cushions.
Work out suitable dimensions so everyone can be comfortable. It's advisable to get the whole family into the showroom so choosing your sofa can be an activity everyone can enjoy together.
Posted Sept 2011
