We aspire to become a world class integrated household furniture manufacturer co-existing in harmony with nature and the society it serves.
Our mission is to continually improve our products and services to meet or exceed the expectations of our customers. We emphasise employee teamwork and involvement in identifying and implementing programs to save time and lower production costs while maintaining the highest quality values. These strategies allow us to prosper as a business with high degree of integrity and to provide a reasonable return to our shareholders, the ultimate owners of our business.
Latitude Tree Holdings Berhad was incorporated in Malaysia as an investment holding company. Through its subsidiary companies, the Group specializes in the manufacturing and sale of wooden furniture and components particularly rubber-wood furniture for both the domestic and export markets. The Group has carved out a strong niche in the household furniture segment, specifically dining and bedroom sets. From its humble beginnings as a manufacturer of chairs for dining sets in 1988, the Group has grown into a complete high-and-medium-end dining and bedroom sets manufacturer. About 70% of its raw materials are rubber-wood-based with the remaining being oak, pine wood and other wood-based materials. The Group has made great advances to position itself as one of the largest rubber-wood furniture manufacturers and exporters in Malaysia and Vietnam. Approximately 99% of the Group’s products are exported overseas to the United States of America, Canada, Europe, Australia and the Middle East countries.
Manufacturing / Operating Activities
The Group’s manufacturing activities are operated from its three factories in Malaysia, three factories in Vietnam and a factory in Thailand. The total floor area of the seven manufacturing plants is approximately 5.86 million sq feet. The total current workforce is about 7,500.
The Group has developed wide range of products to cater for different customers’ requirements and expectations. The product lines include fully-knock down and semi-knock down chairs, dining tables, cabinets, bedroom sets, living room sets and other occasional items.
From the traditional piece-meal furniture, the Group has shifted strategically into the manufacture of whole set furniture since 1998 as a response to the emerging demand trends for whole set furniture. The Group has a team of in-house designers, technicians and developers who are able to develop products that meet customers’ requirements and tastes for different markets.
The factories at Kapar manufacture tables, chairs, cabinets and a variety of occasional items. The factory at Terengganu and Thailand concentrates in the upstream and mid-stream production of kiln-dried sawn timber and wide range of timber components that include chair legs, laminated boards, seat boards, table legs and table frames. The factories in Vietnam focus on the manufacture of high-end bedroom, living room, Small Office Home Office systems (SoHo) furniture seta and collections.