Blims furniture variety expanded with space-saving pieces

By Pauline Joy M. Gutierrez - October 23, 2017

AS living spaces have become significantly smaller for city dwellers, the furniture industry has learned to adapt to the growing need of the market for space-saving furniture whose functions go beyond their obvious utility.

Being at the forefront of innovation, Blims was quick to embrace this trend and embed it to the core of its design philosophy. The home and lifestyle brand is currently celebrating its 40th anniversary in the country and plans to expand their branding by offering solutions to living and storage problems to homeowners.

Sam Frederick Lim, president, Blims Lifestyle Group; Katrina Lim, merchandising officer; and Sam Gregory Lim, vice president for marketing


“We base our item selections on our customers’ needs. Obviously, the past several years have seen a boom in condo living everywhere, and we’ve seen in the statistics—in the next few years, there are still a lot more condos to be built and are already being built,” Blims Lifestyle Group Inc. Vice President Sam Gregory Lim said during a recent preview of the upgraded Blims showroom in Ortigas.

Currently, Blims is highlighting three Lifestyle Collections: Urban Living, Condo and Design Global. Urban Living features shelving products from Korea, such as drawers that also serve as dividers; while the Condo Collection consists of pieces like sofas that can turn into beds and bed frames with storage canyon drawers.  Design Global features furniture whose inspiration came from different parts of the world. “We came up with capsule collections that highlight design philosophies of certain countries,” Lim added. Under this collection, Blims carries three design schemes: French Country Chic, Scandinavian Design and Modern American—most of which carry the same space-saving features of the Urban Living and Condo collection.

The French Country Chic collection includes pieces designed and made in France that feature a tiled serigraphy on a Sonoma oak wood finish. The Modern American is a collection that exhibits a transitional twist on American interiors. This is highlighted by the La-Z-Boy Urban Attitudes sofa paired with a distressed occasional featuring a herringbone wood top and brass legs. Completing the décor triumvirate is Scandinavian Design—simple, minimal and functional. It features a sofa series by Danish designer Christian Rudolph.

Function is a critical marketing point for the brand, and Lim stressed: “Furniture you will actually sit on and use—that’s what we want to sell to you.”

In terms of design aesthetic, Blims opts for a timeless and classic feel for the pieces it sells. According to Lim, the problem with avant-garde pieces, or “trend pieces”, is the dynamic and ever-changing trends forecast. “What we carry are furniture that you will love even years from now.”

The birth of the Blims brand can be traced when the Lim ancestors from China exported furniture to Spain, Portugal and other parts of Europe from 1898 to 1920. By the 1920s to 1940s it had the three biggest furniture retail showrooms in Old Manila: New Asia, Cosmopolitan and Oriental. Unfortunately, these were destroyed during World War II.

In 1948 then 24-year-old Benito Lim set up an electrical supplies store, which was to be the foundation of Automatic Centre. Automatic Electrical Appliances was born in 1948 in a 40-square-meter store on Avenida, postwar Manila’s main shopping strip. In 1977 the store evolved into the 3,400-sq-m showroom we know today.

It then introduced Blims Fine Furniture, which became an integral part of the store and was branded as a one-stop shop for home and office furniture and furnishings. It launched the ready-to-use furniture concept which has since become the industry standard in purchasing furnishings.

“At the time, most of the people would look at magazines and have carpenters to copy a piece of furniture they liked. Blims was one of the few that gave them the option where you could come in, look at the furniture, buy and have it delivered to your home,” Lim said.

Blims was the first brand to launch a series of annual exhibits supported by extensive advertising campaigns, and to give forecast on the latest trends in designs. It was the first furniture retailer in the country to launch a complete and one-stop center for ergonomic furniture, called Office World. It was also the first that offered the zero-percent installment scheme in the furniture industry.

Throughout the years, Blims has also worked with two of the most renowned interior designers in Asia, Edith Oliveros and Belen Morey, head of the Philippine Institute of Interior Design.

To date, Blims has 15 showrooms in Metro Manila, Pampanga and Davao. Still, the company philosophy remains the same: to deliver quality pieces into the homes of their clients. “When you think of a furniture, often you just think of selling a product. But here at Blims, our products are more than just furniture. What we offer is a service that helps our customers transform their houses into their own personalized home,” Lim concluded.


*This article is copied from the article published in the newspaper by BusinessMirror and can be found online at

Tags: members news, Blims Fine Furnitiure,
Date: October 25, 2017