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Affordable flat-pack furniture brand focusses on Millennials

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Originally from Malaysia, Chris Yap moved to Australia to study in 2012 and with that came a plethora of side hustles. While studying computer science at RMIT, Chris had many jobs on the side including web developing, making sushi(!) and hosting an Airbnb but it was the eBay store that he started with his brother Jake that had the most traction. The duo began by selling electronics (mostly wireless chargers and the like), but decided to diversify into the furniture business after being motivated by their father.

โ€œMy father is a furniture manufacturer, and after going too furniture expos with him I found the whole thing very inspiring,โ€ says Chris Yap who moved on from electronics and launched the furniture business Eliving with his brother in 2017. Specialising in flat pack furniture, the business underwent a rebrand recently (itโ€™s now called Lifely) and the brothers decided recently to pursue a much more trend-driven audience.

Sorrento display cabinet, $559

โ€œLifely is a lot more trend focussed whereas Eliving was about being the cheapest in the market. And with Lifely, because we donโ€™t believe in mark-ups or middlemen, you get modern, high-quality pieces that donโ€™t require a second mortgage to afford,โ€ says Chris who explains that the brandโ€™s core audience is Millennials who are no doubt drawn to the brandโ€™s affordable, yet fun pieces.

Bradley modular sofa, from $987.05
Button tv unit, $409
Button tv unit, $409

Pivotal to the rebrand has been understanding the importance of branding and digital marketing โ€“ itโ€™s been a steep learning curve for the brothers. โ€œWhen we first launched, we had no idea what we were doing but weโ€™ve learnt about branding, digital marketing and building a database and since that itโ€™s been going really well,โ€ says Chris.

Arch bedhead, from $299
Arch bedhead, from $299

It’s going very well indeed with the business experiencing the โ€˜COVID effectโ€™ where its revenue grew by 300 per cent during the pandemic; a trajectory that has continued. โ€œFor the first three years our revenue increased greatly, and it is continuing in that direction,โ€ says Chris who sells the products through the Lifely website directly as well as through several other online marketplaces including eBay, Catch, Mydeal and Temple & Webster.

Wave mirror
Sorrento mirror, $399

And in great news for consumers, Lifely has a large stock holding in Victoriaโ€™s Laverton which means that customers donโ€™t have to battle with long lead times. It also means that Victorian customers get to enjoy same day delivery (if ordered before midday) and shipping times to Australiaโ€™s other capital cities are relatively short too. In another bonus for the consumer, shipping is free to most Australian metro areas.

Phoebe armchair, $494.95
Phoebe armchair, $494.95

Lifely also donates one per cent of profits towards Habitats for Humanity Australia to support building better lives in vulnerable communities across Australia and the Asia-Pacific region. The brand has also partnered with Vinnies to donate furniture to people affected by the bushfires and floods last summer.

“Giving back is important too. But when you consider that we started with one humble first container and one sales platform, we’re really proud of our growth.”

Lifely Deep Dream mattress
The Lifely Deep Dream mattress, from $356, was awarded the best mattress under $500 by Bed Buyer.

Shop Lifely

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Flux modular sofa
New Australian-made environmentally friendly furniture brand
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December 21, 2022

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Win a long weekend away for up to six people at th Win a long weekend away for up to six people at the divine @waukivoryestate near Gloucester NSW. Includes late 5pm checkout on the final day ๐ŸŽ‰

Redeemable in February or March 2023.

To enter, simply like this post, follow @waukivoryestate and @interiorsaddict and tag three friends you would love to take with you in the comments.

One entry per person. Entries close midnight Sydney time on Tuesday 14 February.

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New @kmartaus home has dropped! Hit up the link i New @kmartaus home has dropped!

Hit up the link in bio for more and links to buy. Enjoy!

#kmarthack #kmarthome #kmartaus #kmartstyling #kmartaustralia #interiorsblog #interiorsblogger #interiorsaddict #jenbishop #heartyourhome #bargainhomewares #bargainbuys
Take a scroll through the stunning new art on line Take a scroll through the stunning new art on linen collab from @grottilotti and @linen_house We love it! โค๏ธ

And even if you're not in the market for new linen, the bird cushions would look fab on a sofa. The pink one might be finding its way to my house...

More info on the homepage now via link in bio.

#grottilotti #artistcollaboration #australianartist #australianart #australianartists #bedlinen #linenhouse #boldbedroom #colourfulbedroom #interiorsblog #interiorsblogger #interiorsaddict #theinteriorsaddict #heartyourhome #jenbishop #bedroomrefresh #bedroomgoals๐Ÿ˜ #linenaddict  #cockatoos #australianbirdsofinstagram
I'm absolutely loving the simple yet on trend scal I'm absolutely loving the simple yet on trend scallop design and colour pop of these lampshades from new brand @soffle_lights 

Read founder Sophie Cartwright's top tips for transforming your rental home on the blog now. Via link in bio.

Which colour is your fave?!

#lampshademaker #lampshadedesign #lampshademaking #floorlamps #lampshades #scalloped #sofflelights #lightingdecor #rentaldecor #rentalhome #interiorsaddict #theinteriorsaddict #jenbishop #heartyourhome
While we featured a gloriously colourful home on M While we featured a gloriously colourful home on Monday, this one is a masterclass in serene neutrals! And how good is this bunk room?!

Take the tour on the blog now. Via link in bio.

#neutralhome #neutralhomedecor #bunkroom #bunkbed #bunkbedsforkids #builtinbunkbeds #skylights #interiorsaddict #theinteriorsaddict #jenbishop #heartyourhome #realhomes #holidayhousesofinstagram #nswsouthcoast #wollongong #wollongonghomes

@projection_build @lumiere_collective @shersonarchitecture 
๐Ÿ“ท@the.palm.co
Washable rugs, eco-friendly play mats, reversible Washable rugs, eco-friendly play mats, reversible linen, gorgeous wallpaper and the chance to win a beautiful bouclรฉ recliner chair!

Today's kids room roundup is full of loveliness if we don't say ourselves!

Via link in bio now.

#kidsroomstyling #kidswallpaper #playmats #feedingchair #nursingchair #nurseryroomdecor #washablerugs #washablerug #bouclechair #interiorsblog #interiorsblogger #interiorsaddict #theinteriorsaddict #jenbishop #heartyourhome
A glass shower screen is not the only option! In A glass shower screen is not the only option!

In this 80s villa reno, @trentinidesign took inspiration from an archway typical of the era and used it throughout the home.

The bathroom was transformed from a classic three-piece set up that included a shower, bath and vanity. Kathryn removed the bath and split the room in half and designed an arch to sit between the two zones. 

โ€œI wanted something spectacular. Rather than having a vanity with a piece of glass like you would typically see, I was really trying to push myself as a designer. It was costly but it worked out well and the feedback has been great."

Swipe for the before and follow the link in bio to see the rest of this home.

#bathroomdesignideas #bathroomtrends2023 #showerscreen #showerscreens #archways #apartmentrenovation #interiorsblogger #interiorsaccount #interiorsaddict #theinteriorsaddict #jenbishop #realreno
One half of popular parenting podcast @wedonthavet One half of popular parenting podcast @wedonthavetimeforthis, turns out former Neighbours actor @gemma_peanut is even more multi-talented than we thought! Will you check out the joyful and colourful reno of her holiday home (and airbnb) @yo_caba_caba?!

Head over to the blog via link in bio to read all about why she went bold and full of pattern in this project, which is a stark contrast to her zen and neutral Northern Beaches abode.

There's also plenty of details about where things are from etc.

"Iโ€™m not an interior designer so I just chose what I liked and followed my gut. Ultimately this home has been an opportunity to explore my alter ego โ€“ it allowed me to do things that I wouldnโ€™t normally do.โ€

๐Ÿ“ท @tanikablair_photography 

#interiorsblog #interiorsaddict #theinteriorsaddict #jenbishop #gemmapeanut #wedonthavetimeforthis #parentingpodcast #parentingpodcasts #holidayhousesofinstagram #cabaritabeach #airbnbstyle #airbnbstyling #colourandpattern #wallpapergoals #patternedtiles #featuretiles #poolgoals #sparkjoy #yocabacaba #boldinteriors #funinteriors #colourfulkitchen
Not many friends in life fall into the unofficial Not many friends in life fall into the unofficial family category and they're a special gift. So ends three weeks with @danisteve81 who left her husband and son in the UK (I'm forever grateful they lent her to me!) to come and cheer me up and help me in the most practical ways after I spent Christmas and New Year in hospital. There were tears and I miss her so much already but how amazing to have had all that time together as adults. Such a rare treat and would never have happened without having been through something so challenging. Silver linings and all that. So many other friends have also been incredibly thoughtful and kind. There aren't many times I'd say this without cringing but I am 100% blessed!

I still cannot believe we have been friends since we were 12! 12! Are you still close with your childhood besties?
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Amy Collins Walker

About Amy Collins Walker

Amy is our regular feature writer, an experienced journalist and interior stylist living in Perth, Western Australia. Find out more about her styling work at http://www.amycollinswalker.com/

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