The Atomi Way: Our Vision for a Curated Japanese Lifestyle in Singapore & Japan
In the retail landscape of Singapore, one brand remained as a serene testament to the quiet elegance and profound philosophy of Japanese design. atomi has carved a unique niche in the city-state's competitive furniture and lifestyle market. More than just a store, Atomi is the embodiment of a carefully considered way of life, a bridge between Japanese aesthetics and modern living comfort, meticulously curated and passionately championed by my co-founder, Mitsuko Murano, and I.
The very name "atomi" is an abbreviation of our personal identities: "a" for Andrew and "mi" for Mitsuko, united by the Japanese word "to," meaning "and". This simple nomenclature encapsulates the brand's core philosophy—a harmonious blend of Singaporean and Japanese values that has defined its identity since its inception in 2009. For over a decade, atomi has been a sanctuary for discerning customers seeking authentic, high-quality Japanese furniture, lifestyle products, and wonderful delights, all personally selected by us.
A Philosophy of Authenticity and Curation
At the heart of atomi way, is our unwavering commitment to authenticity and a refusal to compromise on its founding principles. In a market saturated with mass-produced goods and replica furniture, atomi distinguishes itself by offering an exclusive, curated selection of Japanese brands that are new to Singapore. We take pride in being an authentic brand and do not carry brands already available in Singapore through other retailers and we emphasised our commitment to charting our own brand story. This extends to a strict no-replica policy, non-poaching of brands from fellow furniture retailers and being true to our beliefs. We want to bring professionalism and authenticity in the retail inudstry as our respect for entrepreneurship, design, integrity, professionalism and craftsmanship.
The selection process for each piece of furniture is rigorous, guided by a philosophy of shared values between us and the makers. The furniture must be made in Japan, willing to give exclusivity to atomi, and designed and produced by manufacturers with aligned philosophies. This meticulous curation ensures that every item in Atomi's collection, whether from renowned manufacturers or hidden gems, tells a story and embodies our dedication to quality and timeless design.
More Than a Furniture Store: A Lifestyle Destination
We have strategically positioned atomi as more than just a retail space for furniture. It is a holistic lifestyle, furniture, and consultancy boutique. This multi-faceted approach is a direct response to the challenges of the Singaporean market. Acknowledging the limitations of focusing solely on furniture in a small and fragmented market, we broadened atomi's offerings to include Japanese arts, culture, sake, whiskey, and umeshu. This diversification not only caters to a wider customer base but also enriches the customer experience, transforming a shopping trip into a cultural immersion.
Innovation is a cornerstone of the Atomi brand. We have embraced digitalization, utilizing technologies like augmented reality to provide a unique retail experience and leveraging online commerce to reach a global audience. This forward-thinking approach allows the brand to compete effectively and efficiently, even with an extremely lean workforce, forcing us to be multi-tasking, multi-hyphenated and managing multiple roles 7 days a well.
Navigating Challenges with Resilience and a Long-Term Vision
The journey of atomi has not been without its obstacles. The brand has weathered significant challenges, including the 2011 triple disasters in Japan and the recent COVID-19 pandemic, all while remaining steadfast in its vision. The porous nature of Singapore's market, which allows for the unrestricted import of furniture and the proliferation of counterfeit goods, as a formidable hurdle we have to overcome, year after year.
In the face of these challenges, our strategic responses have been one of agility and a commitment to a sustainable business model. Instead of pursuing aggressive expansion, we have chosen to bootstrap their business, maintaining a lean structure and focusing on key brands and supportive partners who share their long-term vision. This emphasis on sustainability over short-term gains proved particularly prudent during the post-COVID-19 landscape, allowing atomi to remain resilient and strategize for the future.
Educating the Consumer: Sharing "The Atomi Way"
A significant aspect of the Atomi brand is its dedication to educating consumers about the deeper meanings behind Japanese aesthetics, such as the growing trends of Japandi and Wabi-sabi. We hosted many discussions and share insights into these philosophies. Our commitments to education have culminated in the publication of "The Atomi Way," a book that offers an insider's guide to the Japanese lifestyle, culture, and retail scene.
The book delves into the beauty of Japanese design, the consumer mindset of the Japanese, and the unique business culture of Japanese organizations, offering my personal perspective as a "son-in-law of Japan". Through this and other educational initiatives, we hope that atomi can empowers our customers to appreciate the mindfulness and intentionality behind the products we bring into their homes, fostering a deeper connection with our brand and philosophy.
The Future of Atomi: From Curated Homes to "atomi homes"
Looking ahead, we are working towards an exciting new chapter with the "atomi homes" project. Leveraging the brand's established reputation and expertise in Japanese furniture and lifestyle, we are expanding its business model to include a collection of "holiday houses" across Japan. This initiative is a natural extension of the brand's philosophy, offering a "home away from Singapore" for those seeking a temporary respite from urban life and a chance to immerse themselves in the tranquility and beauty of Japan's unspoiled landscapes.
We hope to launch the "atomi homes" project as we evolve the atomi brand while staying true to its core values. Will it be the culmination of almost two decades of experience in curating spaces that harmonize modernity with nature, offering a unique and authentic Japanese experience to the global audience. In a world of fleeting trends and fast consumption, can we stand as a beacon of thoughtful design, enduring quality, and a profound appreciation for a well-lived life? Despite our steadfast commitments to authenticity, innovation, and a deeply personal vision, we have to revamp our business model to navigate the new era.
On behalf of atomi, and our team, we want to invite you to discover how atomi is curating a touch of Japanese tranquillity and timeless design, right here in Singapore. Visit our gallery at #04-27 Mandarin Gallery, 333A Orchard Road, to experience the craftsmanship firsthand, or explore our collections online at www.atomi.shop.