Restaurant and Cafe Segment Becomes New Target for Furniture Industry
REPUBLIKA.CO.ID, JAKARTA – Competition in the furniture industry is driving producers to develop new strategies to sustain business growth. Beyond relying on design, industry players are beginning to target the commercial segment by offering more durable materials to meet the needs of restaurants, cafés and other business premises.
One such strategy has been adopted by PT Starlead Technology Indonesia. The company is targeting the commercial furniture market through the use of sintered stone in its home furniture and resto-cafe furniture product lines.
Silvia He, Chief Marketing Officer of PT Starlead Technology Indonesia, said the commercial segment was chosen because it requires furniture with greater durability than the household market. According to her, this need opens up growth opportunities amid increasingly fierce competition in the furniture industry.
“Our investment in sintered stone is not just about the product, but a long-term strategy. We deliberately entered the commercial segment such as restaurants and cafés because the demands on material durability there are far higher than in ordinary households,” Silvia said on Tuesday (28/7/2026).
Sintered stone is characterised by its resistance to heat, scratches, impacts and moisture. The material is produced through a mineral compaction process at high temperatures, resulting in a solid surface resembling natural stone.
In addition to developing products, Starlead plans to expand its retail network this year by opening outlets in several areas across Jabodetabek, including Cikarang, Bekasi, East Jakarta, South Jakarta, West Jakarta and Tangerang.
The expansion is also supported by sales through e-commerce platforms as part of an omnichannel strategy to broaden market reach in both the residential and commercial segments.
Industry players believe demand for furniture from restaurants, cafés and other commercial spaces continues to rise as business activity grows. This has encouraged producers to compete not only on price and design, but also to develop materials with longer lifespans and lower maintenance costs.