Rocket Internet takes on IKEA with Home24 in Malaysia and Singapore

Update on 6th May 2012: Home24.sg goes live quietly, begins sneak attack on Singapore’s furniture retailers

Home24.sg, the Singapore version of Rocket Internet’s global furniture store, has gone live. The Samwer Brothers have made known their intentions to expand into Singapore and Malaysia for some time, launching their Facebook, Twitter, and Pinterest pages.

They have an ongoing contest called Colour My Sofa where participants can win a S$500 cash prize.

Rocket Internet’s entry into the furniture business in Southeast Asia is certainly one to watch out for. Home24.sg is up against some very strong furniture retailers with established brand names, with IKEA and Courts being some of them.

It’s unclear how Singaporeans will take to ordering furniture online, but I suspect most of them are more comfortable heading down to showrooms and feeling the pieces for themselves.

That could change very soon.

IKEA is perhaps the most well-known furniture company in the world. They’re recognized for cutting-edge innovation too, even coming up with their own smart TV.

But if they’re not careful, they may find their market share eroded by Home24, Rocket Internet’s online furniture store that debuted in Germany and France and is set to launch in Singapore and Malaysia.

While the websites in those two countries are not up yet, they have already begun establishing their social media presence. The Home24 Malaysia Facebook Page and Pinterest profile are already posting updates about home furnishing ideas, while the Home24 Singapore Twitter and Pinterest profiles are also up and running.

Their Pinterest Boards are worth highlighting: They’ve already posted over 400 furnishing items like plates, beds, and cushions.

Right now, Rocket Internet is in the midst of hiring staff for their Southeast Asia operations, judging from this job posting for a logistics manager, as well as others.