CenturyLaminates collaborates with Manish Malhotra

The collaboration brings together one of the biggest brands in furniture surface solutions with a highly acclaimed fashion designer of national and international repute. So what’s cooking? Read SURFACES REPORTER (SR) to know more.

Century Laminates, one of the largest brands in the furniture surface solutions category, by CenturyPly, announced collaboration with one of the most celebrated fashion designers of India, Manish Malhotra, and launched a stunning range of laminates which truly in letter and spirit ushers in “Fashion for your Furniture"

With the elevating living standards of theIndians and the augmenting expenditure of consumers on the home décor products, the decorative laminate industry of India has shot up to a startling US$ 1.7 billion in 2022 and as per experts is expected to touch S$ 2.4 billion by 2028. Besides, India’s current position at exporting laminates has also overshadowed the Chinese counterparts with having transported in more than 100 nations worldwide.

Tapping on the current growth scenario in the laminate market, CenturyLaminates has formally come up with its industry-first range of designer laminates for thoughtful customers in collaboration with the celebrated star. The brand this time has targeted a niche market with the product that ranges between INR5000 to INR 5500. Investing mainly on the software, CenturyLaminates has given Manish Malhotra’s intellectual property a room to recondition the laminate designs and create this exclusive segment for the loyal luxury buyers.

Designer Laminate is a segment which has not been explored yet and hence CenturyPly thought of capturing the 1^stmovers’ advantage in the segment with this collaboration. CenturyPly looks at the designer laminates to have the potential to become a trend setter and influence future conceptualisation on the designs.

Speaking on the occasion, Keshav Bhajanka, Executive Director, Century Plyboards (India) Limited. said, “I am so proud and delighted that CenturyLaminates has tied up with Mr. Manish Malhotra, a designer par excellence, to bring this range of laminates to our customers. Over the last few years, we have been witnessing a sea change in customer behaviour & lifestyle. They are looking at brands to amplify their style quotient and enhance their personality. They are aligned with global trends and exposed to international styling. In order to cater to such consumers, we wanted to innovate and change the way laminates have looked for ages. Instead of making incremental changes, we chose to unveil designs that will radically redefine the decorative space. We thought of ‘revolution’ not ‘evolution’ and who better than Mr Manish Malhotra to turn the ‘revolution’ we had envisioned into reality. He has effortlessly extended his expertise and his customer insight - from dresses to brand labels to accessories to, eventually, furniture. When it comes to designing what goes inside the wardrobe, Mr Manish Malhotra is the undisputed master. We put up a new challenge for him by asking him to design what goes outside a wardrobe as opposed to one who is globally known for i.e., dresses which goes inside the wardrobe. Not only did he graciously accept the challenge but also reinvented himself to come up with designs that are completely out of this world. CenturyLaminates by Manish Malhotra introduces a designer of this stature into the laminates category for the very first time. This trend beating genre of designer laminates - uber cool, super classy and a pride to own - is aptly described as Fashion for your Furniture. Discerning customers, interior designers and architects will now be like painters & sculptors - mixing & matching these laminates, making their imagination run wild as they create their own masterpieces.”

Speaking of which, Manish Malhotra said, “I find immense inspiration in lifestyle, home decor, and spaces. This collaboration brings me great joy, as both companies are seeking to explore new avenues with a strong commitment to quality. Our aim in creating the designs was to evoke a sense of identity and belonging, which led us to delve into our design archives for inspiration. Our goal was to encompass a broad spectrum of designs, ranging from formal to embroidered and even playful ones.It was crucial for us to be meticulous in delivering the designs, as the task at hand differed from designing garments. Unlike garments that are worn and removed after a few hours, laminates become a permanent part of furniture, constantly in view. Therefore, the designs needed to possess enduring appeal, capable of captivating attention over extended periods of time.We are incredibly excited about partnering with CenturyLaminates, and we express our gratitude to the organization for providing us with the opportunity to showcase our work on a new canvas. We eagerly anticipate the release of these designs into the market, as we believe they will leave a lasting impression."