It all began in 1987
Every great story starts from the humblest of beginnings as so is the story of SSF. From a wholesale operation of artificial flowers in a 1,000 ft2 corner shop in Jalan Chow Kit, SSF has grown from strength to strength with the vision of a man armed only with a primary 6 education and 3 dedicated staff to his similar cause. Forward 22 years, Mr Wong Choong Loong heads the largest concept living company in Malaysia and has gone to build one of the top Malaysian Brands. His foresightedness has diversified SSF’s products from wholesale to retail, from only artificial flowers to full-fledged interior furnishing products and from a 1,000 ft2 to a current estimated 370,000 ft2 in overall premise space.

What we stand for
True to its motto — Only the best and most creative are good enough — SSF has emphasized the importance of high quality throughout its 22-year history, ensuring customers return to SSF again and again. At the same time, SSF products challenge the consumers to think differently and garner a culture of creativity and self implication of ideas and imaginations. The more SSF products you have, the more fertile your creativity becomes and the richer your sense of living heightens. SSF products bring even a sense of play into finding what’s right for your style of living.

Our Creative Teams
Interior decorations are an ever-changing world, and SSF’s creative development departments therefore work systematically with the evolution of trends, product lines and interior combinations based on research among industry, customers and future trends. Added to this is the fact that a combination of systematization, logic and unlimited creativity creates fairy tale settings and dreamy worlds as experienced in its stores. It is for this reason that SSF stores are frequently cited by many customers and industry related individuals as an inspirational and pleasurable place to visit.

Service
Retailing is as much about the experience as it is the product. In a competitive retailing environment, SSF has learnt to look beyond only tangible products and focus also in the intangible aspects of customer service. Through SSF’s investment in human capital and training, grooming, sales consultation and a customer first attitude has been instilled in every SSF frontline staff. Our Human resource vision is to develop creativity and inspire each and every individual within the organization. This assures an SSF experience that goes beyond concept and products to a consultative service.

Why we believe in our future
The home of the future will have plenty of things to play with. Consumer electronics and conventional furnishing is a tough competitor to concept living. But the SSF is in no doubt that creative concept living will continue to be relevant to those looking for individuality, distinction and romance; a world of imagination and total absorption. Fitting SSF products as pieces of a puzzle to a picture of every individual’s sense of perfect living is intuitive and delivers the spontaneous joy of creation which can be supplemented — but never replaced — by conventional furnishings.