Home-grown furniture and homeware retailer, Weylandts, has delivered growth on average of 15 percent per annum for the last five years. While the retail sector was hardest hit by last year's recession, interestingly, the economic downturn has continued to produce good results for Weylandts, with turnover growth of 24 percent for 2008/2009. This is in stark contrast to a GDP of 0.5 percent and -0.3 percent respectively. The steady increase in turnover shows that Chris Weylandt's business is defying local retail trends and is ready to launch internationally.

From humble beginnings as a single production factory in the mid-nineties, owner and founder Weylandt has grown his business into a national retail operation and a leading lifestyle brand with high quality in-house manufacturing and upholstery factories. There are currently six stores in South Africa and two in Namibia, and Weylandt has his sights set firmly on new challenges ? the wheels are already in motion to continue expansion in 2010.

The next local venture is a new showroom at the Kramerville design centre in Johannesburg, which will launch in September. The site ? a stand-alone, renovated industrial building with beautiful architecture and plenty of natural light ? is described by Weylandt as a sanctuary in the middle of Sandton. The store will include a large, WIFI-enabled coffee shop which will serve as an ideal meeting spot for designers and decorators visiting the Kramerville centre.

Exceeded 2010 budgets

The decision to continue with selective local expansion follows the success of Weylandts Umhlanga. Launched in July last year, the Umhlanga store has already exceeded 2010 budgets by 25 percent. All other stores (Durbanville, Green Point, Fourways, Brooklyn and Knysna) are trading profitably.

The business is well supported by its website, which experiences 20 000 unique users and 400 000 page views a month, with the average user viewing 14 pages and spending seven minutes on the site per visit. Enquiries from as far afield as Canada, Scandanavia and South America are received via the website, with regular requests for full revamp projects by Weylandts. Noteable international projects completed by Weylandt and his team to date include the Oyster Bay Hotel in Tanzania and a private residence in Brazil.

A chartered accountant by training, Weylandt has successfully combined a shrewd business mind with an astute eye for good design and huge dedication to create a ground-breaking business model.

'Weylandts is built on passion'

"Weylandts is built on passion. One of our biggest successes has been not to follow trends for the sake of appealing to the masses or single-mindedly to generate maximum profits. We select pieces that we love rather than basing our choices on what we think customers will buy. The response has been amazing," he says. "Our customers are open minded, well travelled, conscious of design integrity and real issues surrounding sustainability. They are buying into the Weylandts philosophy of good living."

In addition to his hands-on sourcing methods, Weylandt is breaking the mould with his retail strategy. In his view, many local retailers lack the commitment and hands-on attitude at a leadership level. Too often discounts and mass market appeal are favoured over fresh thinking, clear market positioning and attention to detail.

He explains that he made a specific decision six years ago to take the business to the next level and began to invest heavily in marketing, staff, training and delivery services, as well as the merchandising and environment in Weylandts showrooms.

Compete in the international arena

"We believe that the atmosphere in store, from the aroma, to the music, and the service customers receive before and after their purchase are all key components in delivering a premium offering. For us, success lies in our passion for the Weylandts product, and the attention to detail. It's also what keeps our customers coming back," he says.

Weylandts stands on the pinnacle of future growth. On his plans for the business, Weylandt says, "We believe the brand is of the standard to compete in the international arena. We have already earmarked the Australian market as a good fit for the brand. The Weylandts look and its unique mix of product are perfect for the lifestyle and emerging architecture in this region".

Repeat successes abroad

Under Weylandt's leadership, the business looks set to repeat its successes abroad.

Born in Namibia and schooled at Bishops in South Africa, Weylandt qualified as a CA through UCT and developed a keen interest in business while completing his articles in the small business division at Deloitte. He then spent several years working in his family's furniture business in Windhoek, and returned to South Africa in 1996 to open a manufacturing plant in Cape Town, where he developed a new furniture range which he supplied to national retailers.

In 1999 he started the Weylandts retail operation in South Africa and today the business is a leading force in the furniture and homeware industry, renowned for the eclectic product ranges that Weylandt sources by hand from Europe, the Philippines, Vietnam, China, Malaysia, India, South America and Africa.