How Aussie furniture company IconByDesign achieved 200% growth by going global

A Sydney-based furniture company is testing the waters internationally in a bid to bring luxury Australian house fittings to the US.

Established in 2015 by fourth-generation furniture business owner David Light and his son Adam Light, IconByDesign recognised a gap in the market for minimalist furniture infused with Australian coastal design elements, offered at an affordable price.

“We use solid wood, and only a very small sector of the competitors play with solid wood in that space,” David Light told SmartCompany.

In its early years, IconByDesign thrived in the Australian market. However, the ambitious pair had their sights set higher. In 2021, recognising the potential of online retail, they made the game-changing strategic decision to transition their business to digital.

Bold expansion into the US market

While many Australian businesses focus on solidifying their presence at home before venturing abroad, IconByDesign took a bold leap by setting its sights on the world’s largest furniture market – the USA. And it did this during Covid, a time of great uncertainty in many industries.

“You’re stuck at home, you weren’t traveling, you weren’t eating out. The government is giving you money you spent on the home,” Light said. “Our sector did well in COVID.”

Recognising the challenges of the Australian economic and retail landscape, IconByDesign made a strategic decision to invest time and resources into the US market, rather than battling it out domestically.

“We planned to launch online, followed by stores at a later date. It was a good time to launch in a strong market,” he said.

The results were nothing short of remarkable. Within just 12 months of opening their showroom in Los Angeles, IconByDesign witnessed 200% year-over-year revenue growth and nearly 150% increase in orders – a testament to the brand’s emerging appeal in the US market.

Learning in international markets

“Going into any international market, it’s a different challenge,” said Light.

Emphasising the importance of establishing a clear point of difference to stand out in competitive international landscapes, Light says IconByDesign’s success has come from how it capitalises on those unique selling points.

“You need to know what you are doing and be very well differentiated because any market you go into is going to be competitive,” he said.

Embracing the hybrid model: Online and physical

The furniture market post-Covid is operating in tough conditions, with cost of living increases pushing consumers away from furniture purchases.

“We’re feeling the pressures of inflation, the housing market has gone crazy, cost of living is simply going up and our sector is being hammered,” said Light.

Opening a physical store in the US in August 2023, helped to spike online sales from cities such as New York.

Light believes the coexistence of online and stores is crucial for the furniture industry to succeed.

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