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DO.11 Designs unveils flagship store in Lagos

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Equipped with the vision to transform lives by beautifying spaces, top-of-the-range interior designers, DO.11 Designs Limited, recently opened its flagship store in Victoria Island, Lagos.

The company specialises in manufacturing made-in Nigeria furniture, interior designs, space planning and turnkey remodeling projects for residential, property development, hospitality and corporate markets.

In a media chat at the opening of the showroom on Akin Adesola Street in Victoria Island, Lagos, the CEO of DO.11 Designs , Mrs Ifeyinwa Ighodalo, revealed that her detailed nature for aesthetics from childhood and eyes for beautifying spaces, motivated her chosen career in furniture- making and interior decoration.

“This flagship store is a big part of the actualisation of DO.11 Designs vision as a brand that is proudly African and creating made-in-Nigeria products. We are unparalleled in all ramifications, especially in quality, and our standard cuts across the globe,” she said.

The company, which has been in the business of manufacturing both soft and hard furnitures for over 30 years, is in a transition phase with the move from a one-storey residential building to three floors and a penthouse open plan purpose of 1,300-squaremetres plus showroom.

Ighodalo said: “This move is the start of our critical stage of the business. We have a duty to do things as they ought to be done without negotiating for less, both in quality and standard. We have designed, created and delivered over 2000 design projects, and sold over five million pieces of furniture, transforming lives by creating beauty, style and comfort in the process,” she added.

She further revealed that DO.11 Designs has a capable team of over 100 trained and committed blue and white-collar staff. “We are proud of our women who make up over 50 per cent of middle and upper management. Our current daily production is over 1,000 and over the next 18-months we have a target to quadruple that number to meet with the Nigerian and Pan-African furniture demand. We currently produce at about 70 per cent of our factory installed capacity and now that the flagship store is open, the next project is to optimise our current installed capacity as we develop and equip our 10,000+square metre factory and warehouse property here in Lagos.”

Speaking on her category of customers and the challenges of the business, Ighodalo said: “We do not have a designated class of people due to our affordability that goes alongside good quality. Our customers are people who are deserving, people who know that we offer the best. However, we have a couple challenges of human resources, power and finance – it is almost impossible to get single-digit finance,” she revealed.

Present at the media opening as special guest of honour was The Guardian Publisher, Lady Maiden Alex-Ibru, who emphasized on the importance of purchasing Made-in-Nigeria furniture as it brings about assurance of not only absolute quality control, but the confidence of prompt customer care services when the need arises.

She also noted that women make the best interior designers due to the inbuilt gene for beauty and home-making attribute that enables them strive for creative aesthetic perfection. “Women pay attention to details which enables their insight for beauty and all-round outstanding creativity. Some of the best Furniture and Interior Designers in this country are women because it is an aesthetic field, so basically, women are better designers due to this attribute,” she said.


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