Construct Furniture Ltd, a leading brand name in the local furniture industry, is expanding abroad by opening its Libyan operation. The first phase of this project is the opening of its showroom in the high street area of the Libyan capital, Tripoli.

The new Foreign Minister, Dr Michael Frendo, inaugurated the showroom yesterday evening, during his first official visit to Libya.

This family-owned company has now begun to export its furniture products and sell directly from its first retail outlet overseas. "We have only been trading for one week and customer response is very encouraging, with orders coming in both from individuals and corporate clients," said Brigitte Agius, the company's spokeswoman.

This project represents an investment of over $1.5 million and the company's growth strategy is to open other showrooms in Libya.

Last year, Construct Furniture organised an intensive training programme in Malta, for the company's Libyan staff to specialise in operational logistics, salesmanship and technical areas incorporating product design, furniture assembly and installation.

The workforce is currently a mix of Libyan and Maltese nationals. The showroom is situated in Feslum-Al Gmahereya street - in the fashionable business and shopping area in Tripoli. The building is on three floors with 428 square metres on each ground, allowing for a display a wide product range.

A mass broadcast advertising promotion is currently under way on television and print media. A 24-page product guide was also produced with its newly designed company logo displaying a vast furniture range of modern and traditional kitchens, leather and fabric sofas, wall units and complements, together with main and spare bedrooms, office furniture, internal wooden doors combined with an exclusive selection of gifts and accessories. This marketing campaign is being culturally designed to fit the customer demand in this country.

The company's success story started in 1986 with its founder John Agius making bathroom units form his private garage in Luqa, having learned carpentry from trade school. Orders from clients for household loose furniture inspired him to move to one of the industrial huts, nearby, manufacturing kitchens. Today, the workforce numbers around 90.

This vision has positioned Construct Furniture with a winning reputation as the leader in the furniture manufacturing industry in the local market, which in turn is further strengthened with the development of its international commercial expansion.