Bangladesh’s furniture industry landscape has been shaped by several visionary enterprises, and among them, HATIL stands tall as the country’s leading furniture brand.

With a considerable annual growth rate, the furniture industry in Bangladesh has made an extraordinary leap in recent years.

According to the Export Promotion Bureau, the current size of the furniture industry in Bangladesh is worth Tk 25,000 crore.

However, the number is close to Tk 30,000 crore, according to estimates of Bangladeshi furniture manufacturers.

Leading the drive towards this growth is HATIL Complex Ltd, recognized as a game-changer in the country’s furniture industry.

Established nearly three decades ago, HATIL has grown from a modest door manufacturer to an industry leader with two cutting-edge factories and more than 70 outlets across the country, making its indelible presence felt in the global market.

Roots and Entrepreneurial Vision

Rooted in the entrepreneurial spirit of Selim H. Rahman, the company's founder, HATIL embarked on its journey by recognizing an untapped niche in the furniture market. Starting as a door seller, Rahman's astute observation of the industry's missing parts propelled HATIL's evolution into a comprehensive furniture solutions provider.

According to Rahman, the inception idea was seeded by an interaction with a buyer at his father's shop, igniting the notion of commercial door manufacturing. This pivotal moment sparked the establishment of HATIL Doors in 1989, laying the foundation for an enterprise that would redefine Bangladesh's furniture landscape.

HATIL traces its roots back to H.A. Timber Industries Ltd – a small timber shop on the bank of the Buriganga River – founded by the late Al-Hajj Habibur Rahman in 1963, at 2/1 Ultinganj Lane in Old Dhaka’s Farashganj area.

Over the next 25 years, the only focus of this business was selling wood.

For Selim H. Rahman, currently, the chairman and also the managing director at HATIL Complex Ltd, the whole business was “somewhat traditional” and “lacked innovation”.

“It seemed to me that this whole business could actually be thought of and structured differently,” he said.

This visionary approach marks the inception of HATIL Complex Ltd.

Ascension to Excellence: ‘From doors to now… almost everything’

After initially assisting in his father’s wood business, Selim H. Rahman identified an opportunity when a buyer approached their shop seeking wood for door-making. seizing the moment, Rahman convinced the buyer to let them construct the doors instead, paying an advance.

With the help of an employee, Ahsan Habib, Rahman began making doors in his father’s factory, noticing the absence of a reputable door manufacturer in Bangladesh.

In 1989, using funds borrowed from his father, Selim H. Rahman established HATIL Doors in Badda, quickly expanding to Kazipara, Mirpur, due to rising demand. In 1990, he rented a flour mill in Gandaria to set up a door-making factory, eventually diversifying into teak beds and dining tables.

The quality of HATIL’s products garnered positive responses, leading to the formal launch of  HATIL Furniture in 1993, propelling the company's growth from a 5,000 sq ft factory in Kuril to new heights.

HATIL's ascendancy was marked by strategic decisions and a relentless pursuit of excellence. The adoption of lacquer finish technology in 2002 revolutionized the furniture's appeal, captivating consumers and fueling exponential growth.

The company's focus on design excellence, evidenced by collaborations with international designers, solidified its position as a trendsetter in the market.

During an exclusive interview with UNB, HATIL’s Director of Marketing Moshiur Rahman shed light on the initial days of HATIL furniture.

“Initially, our strategy was to make furniture not for everyone but for those who could afford the very best. However, our strategy has changed now. We are now targeting not only the affluent but also the middle class,” he said.

For Moshiur Rahman, trade fairs have been the most pivotal part of HATIL’s marketing strategy since 1995 — the first time HATIL participated in a trade fair.

“Participating in trade fairs was a significant part of our marketing strategy because these trade fairs used to provide us with some breakthroughs. We used to experience a significant boost in sales during each fair,” he said.

These fairs have assisted HATIL in shaping its strategy, enabling it to offer the same product model at various price points, ranging from high-end to more affordable, depending on the materials used in manufacturing these products.

From Badda to across continents

HATIL’s commitment towards quality has translated into expansions across international borders, with outlets in countries like Australia, Canada, Bhutan, and Nepal, consolidating its global footprint.

The year 2013 marked the beginning of HATIL’s voyage beyond the Pacific. The company established its first foreign sales outlet in Australia and commenced exporting furniture to the Middle East.

HATIL has a presence in India, Nepal and Bhutan through the franchise system. The expansion of furniture exports abroad is ongoing. Apart from this, furniture is being exported to various countries including Australia, Canada, the USA, Saudi Arabia and the UAE by OEM method. A small amount of furniture is exported from Bangladesh of which HATIL exports a significant amount. The company has been sustaining its growth since its establishment.

After almost 35 years since its inception, HATIL now has 75 outlets across the country and 18 outlets overseas.

And the company’s “Slim is smart” continues to generate global appeal.

“At our showrooms abroad, we see that customers like our designs and are interested in them… Those who are looking for furniture like IKEA but of slightly better quality and are willing to pay a bit more prefer HATIL’s furniture over IKEA’s,” said Director of Marketing Moshiur Rahman.

Sustainability as a Guiding Principle

HATIL’s sustainability commitment remained at the heart of its success.

One of the most notable sustainable practices at HATIL revolves around the sourcing of one of its most vital raw materials: wood.

Initially focused on teak wood furniture, HATIL shifted to using imported oak wood due to the scarcity of forest land in Bangladesh around 2009. Later, the company embraced " beech wood" certified by the German-based Forest Stewardship Council (FSC), ensuring environmentally responsible wood production. This move enabled HATIL to diversify its furniture production, incorporating boards and steel alongside FSC-certified wood. Consequently, HATIL 's factory obtained FSC certification, emphasizing its commitment to sustainable practices.

Md. Rezaul Karim, the Company Secretary, shed light on HATIL's unwavering commitment to sustainability. The brand's conscientious sourcing of FSC-certified wood from overseas reflects its environmental stewardship. Efforts to minimize waste through recycling initiatives and technological innovations highlight its dedication to eco-conscious practices.

Karim articulated, "Our focus is not just on economic sustainability but also on societal and environmental sustainability. Upholding a 'zero-tolerance' policy towards child labor and prioritizing gender inclusivity underscore our commitment to societal welfare."

The country’s leading furniture brand

HATIL Doors, the company that started its journey with only 6-7 strong staff more than 30 years ago, has now become HATIL Complex Ltd which employs around 3,000 workers.

The company's commitment to quality management through continuous improvement underscored its dedication to delivering unparalleled craftsmanship to consumers.

The brand’s appeal to the customers made HATIL the country’s premiere furniture brand, holding a 10 percent share of the branded furniture market.

In the fiscal year 2021-22, HATIL achieved an impressive furniture sales figure of BDT 428 crore.

In February, the brand was awarded the 'Superbrands Bangladesh' title for the session 2023-2024 as one of the "most prestigious brands'' in the furniture industry.

According to its company profile, HATIL is continuing its business in eight different product lines: home furniture, office furniture, hotel furniture, hospital furniture, institutional furniture, kitchen cabinets, interiors, and doors for both residential and commercial settings.

HATIL's trajectory from a door seller to a global furniture brand is a testament to visionary leadership, innovation, and a relentless commitment to quality.

As it navigates through challenges, the brand's unwavering dedication to sustainability, technological integration, and customer-centric approach continue to shape the industry landscape, solidifying its position as a pioneer in Bangladesh's furniture industry.