How MSDA Empowered Global House in Thailand

Client: Global House is a leading retail  chain for home and decoration in Thailand, with over 100 stores, more than 100,000 SKUs, and a highly professional management team. But even for a company this size, things weren't working perfectly in their office chair category.

Challenge

▪Poorly displayed products in stores

▪Under trained stuff and sales for office chairs

▪Inefficient inventory management

▪Unattractive online product presentation

Solution: MSDA introduced a high-end brand-Smith Pro-exclusively for MSDA products in the office furniture category. We helped Global House reorganize store displays and add clear product advertisements. We created comprehensive product videos for each model, covering features and assembly instructions to train the sales team. We also redesigned the online display with better-presented features and high-quality images.

Key Results: We introduced 11 more competitive models and optimized the office furniture inventory. This improved the shopping experience and gave Global House a clear, diversified advantage in high-end office supplies compared to its competitors.

Chapter 1: The Encounter – How to run a perfect store?

Before the annual management meeting at Global House headquarters, Mr. Xiong (CEO of MSDA) and Todd (MSDA's Marketing Manager) visited four Global House stores and three competitor stores in Thailand.

What they found was revealing. Office chairs were poorly displayed-some placed too high on shelves to reach, others tucked inside racks where customers couldn't sit and test them. Product descriptions were unclear and hard to read. Worse, some sample chairs were incorrectly assembled. One had its front mechanism installed backward, making the chair tilt forward dangerously. Another had the left and right armrests swapped, creating an awkward angle.

MSDA realized that compared to IKEA-the benchmark for home and decoration retail-their partner had a lot of small but important details to fix. With over 20 years of experience in office chair marketing in China, MSDA knew they could help.

Chapter 2: Diagnosis – from Details into the Real Problem

At the meeting with Global House's management, MSDA first showed photos of the problems they had spotted in the stores. Global House's team also shared the challenges they faced while running a fast-growing chain-many of which came down to getting the small things right.

As the discussion deepened, they explored competition, inventory turnover, and profit margins. Both sides realized they needed to do more to succeed. Four key approaches emerged:

▪Create a high-end brand to stand out from competitors' standard products.

▪Carefully select products with better quality and higher profit margins.

▪Support the new brand with better displays, advertising, and staff training

▪Run a marketing campaign for the new brand on the online shop, website, and social media.

Chapter 3: Co-Creation – Step by Step, Making Things Right

Based on the joint diagnosis, MSDA worked closely with Global House to make sure the ideas were carried out properly.

◘ Step 1: Choose the right products for the high-end brand

After an in-depth market review and internal product testing, we selected the UNO and Class chairs as the flagship models for the new brand—thanks to their excellent design and great comfort. At the same time, we introduced the Iko, a simple mesh chair with smooth lines and beautiful colors, perfect for home use.

◘ Step 2: Visual identity, packaging, and advertising

Starting from the existing "Smith" brand, we suggested upgrading it to "Smith Pro" for a more professional feel. Global House loved the idea, and their design team created a new logo. MSDA designed new, larger product tags to better present the features of the new models.

We also made assembly and usage videos for each model. These were used to train Global House staff, and could also be sent directly to customers to help them assemble and use their new chairs correctly.

Finally, MSDA created a complete set of new online shop images for each model—with clear feature highlights and attractive renderings.

◘ Step 3: upgrade the in-store display 

For a store, the display on slight play a lot on marketing, MSDA tried to improve that with very little investment. 

Noticing that Global House was a warehouse store, and the clients can see the cartons of the products everywhere, MSDA designed and printed colorful, well-branded carton surfaces to create a stronger visual impression.

Also, MSDA designed a sample in-store display to show Global House how they could better present the new office chair collections to customers—with very little investment.

Chapter 4: Blooming – Dual Victory in Sales and Reputation

After launching the new "Smith Pro" products, the data and customer feedback were clear and encouraging:

Significant increase in average order value – Customers were more willing to buy complete sets of office desks and chairs rather than single items.

Substantial extension of dwell time – Visitors spent more time exploring, experiencing, and interacting with the curated displays.

Today, this upgrade is being adopted within the client's network. This case has become one of MSDA's most valuable assets. It proves that in the experience economy, the deepest competitive advantage lies in empowering partners with professional insight, concrete products, and systematic capabilities—to jointly create irreplaceable value for the end customer.

This is not just a story about products. It's a story about how MSDA helps partners achieve business transformation through the integration of space, storytelling, and service. At MSDA, we believe that true manufacturers are also co-creators of value.