Tim Luce : The King Of The Court

Being the biggest of its kind across South East Asia, COURTS has accumulated a brand, a name, buying power as well as great talent and experience. 

If you lived in the 90’s, either as a young adult starting off life in the city, or just started a family you would be familiar with the consumer electronics and furniture retailer, COURTS. COURTS is your one stop go-to store for all things homely which makes it a stand out from the rest which is why it has been doing so well for the past 27 years it has been operating here in Malaysia, from 64 stores nationwide.

A good establishment is always run by great example, laid out on strong foundations. We spoke to recently appointed COURTS Group CEO for Singapore, Indonesia and Malaysia, Mr. Tim Luce, whom used to be CEO for COURTS Malaysia. Luce is a father of two children whom enjoys the balance of business, travel and fitness, which seems like an overwhelming amount of responsibilities and leisure to juggle, but always possible for the go-getter from Australia.

SOFA, SO GOOD

Luce is not the only new face in COURTS, especially after recently being assigned as Group CEO, COURTS itself has gone through some re-branding to adapt to the ever-changing market. “Times are tough and everyone is taking the hit, but we’ve been around for 30 years and that’s long enough to go through many different cycles for us to figure out how to go by it,” says Luce.

“After the Goods and Services Tax was introduced on April 1st 2015, many cooling measures were implemented and that was expected, so it became difficult to reinvent and rebrand ourselves each time the market shifted.” shares Luce, “What we did was, instead of the brand, we recreated products that were adaptable to the market and buying trends. When lifestyles change, so do trends, and that’s when we change with them,” he continues.

The store environment was recreated as well, so now it is friendlier and has more of a modern feel. The make-over for COURTS includes a relaunching, new uniforms and even a new brand ambassador. Being a destination store means it attracts more customers because if it’s one-stop-shop concept, especially with over 8,000 products. The products are now built, and sold based on their functionality and innovation, to suit customers’ demands. As of 2015, COURTS now has 64 stores with 10 being renovated, and to maintain standards of quality, they have closed down underperforming stores as well.

RISING ABOVE THE REST

COURTS has been able to sustain itself in Malaysia, having thrived since 1986 because of the approach they took when targeting their buyers. “We have options, so for many households they are able to afford for purchasing furnitures, and not to mention our electrical appliances and electronics all in one roof. You can buy whatever you need all here in one shop, so we serve good service and convenience,” Luce says with pride.

The store also has a huge number of loyal customers due to their quality as well as the flexi-payment plans they have always been known for. Being the biggest of its kind across South East Asia, COURTS has accumulated a brand, a name, buying power as well as great talent and experience. “We invest on good relationships and quality products that allows people to afford their own lifestyle,” says Luce.

INVESTMENT TALK

We asked the CEO himself if he had any tips or trends on furnishing properties for investors. “Each person has a different style they like, so to target a larger audience, use a more minimalistic approach. Add on other elements later on, more detailed pieces to create uniqueness. Times are changing, even the television can be a centre piece,” he advises. Luce also says to treat all products as center pieces as every piece delivers a different purpose to the consumer.  

The best thing about COURTS is that they provide a plethora of options, including local products with international designs. The quality is maintained as much as the prices are, catering to a range of different buyers. From major orders to customisation, all their stores provide these services.

“Furniture is just like clothing, trends change and we have to follow suit, and we have to cater to a huge range of buyers. Our classic range won’t change, because well-it’s classic, but for other products, there’s no one size fits all range, it’s all up to the buyer. So it’s important to remember there’s no right or wrong,” shares Luce. He also adds that more people are buying for smaller spaces, which is a trend that reflects on the market in general. 

COURTING THE BUSINESS

For longevity in the business, Luce says great relationships not only need to be forged with customers, but also with suppliers and all those involved. All this alongside a good standard of quality control, proper internal policies in order to set a good benchmark to provide good services and to be ahead of their competitors.

With 64 stores across the nation, in all states, COURTS plans to open up to 70 stores and to broaden their horizons, to be a retailer across South East Asia, which is not impossible seeing the momentum they are at now. When you provide for the people, and you cater for them, it is difficult not succeed.