Soul & Tables
In 2012, Ethnicraft Online was founded so that families in Singapore would be able to enjoy immediately available, contemporary, sustainably produced, high-quality solid wood furniture without the exorbitant price tag. The choice of an online-store-and-showroom model was a way for them to lower costs, so that savings could be passed on to their customers.
By 2018, the company had grown its presence from Singapore to Kuala Lumpur and Shanghai, and Ethnicraft Online became Soul & Tables, a larger and more inclusive brand. Soul & Tables’ stronger online presence and expanded product range (Ethnicraft, Notre Monde, Fermob, and The Grey House) allow Jonathan and Katrien to bring more of what was loved about Ethnicraft Online to a larger audience, while keeping high-quality furniture, impeccable customer service, and outstanding convenience at the heart of all they do.