In 2016, brothers Chris and Jake Yap wanted to capitalise on an e-commerce gap – quality products at a reasonable price – and so Lifely (formerly known as E-living Furniture) was born.
“We knew partnering in business was something we’d always wanted to do, but it took some time to decide what our first venture would be. We had our ‘a-ha’ moment and started with electronics, but we never anticipated how much further this business would grow,” said Chris.
Lifely started selling with Catch.com.au in 2019, introducing furniture to their repertoire and began seeing an immediate increase in sales.
“We built out our website and expanded our offering, which allowed us to broaden our opportunities with a larger customer base,” said Jake.
“Marketplaces like Catch have really helped the brand grow into what it is today.”
With a broader range of products, elevated design and a cohesive brand look and feel, E-living rebranded in July last year to Lifely – a one-stop-shop for stylish home and office furniture at competitive prices.
The product styles appeal to a younger demographic who are seeking aesthetically appealing home decor without the hefty price tag. The Sorrento and Tate collections have been particularly popular for consumers chasing the latest furniture trends.
Now in its fourth year selling across Catch.com.au, their big boom kicked off throughout the COVID-19 lockdown period. Chris and Jake reveal the leading Aussie retailer contributed 10 per cent of their overall revenue during this time, helping fuel their team expansion from just two to 50.
An area of particular interest and growth for Lifely has been the increase of sofa purchases online. Given the platform size and credibility of Catch, consumers began considering purchasing couches and home furniture online – a completely new behaviour founded through the COVID period.
“Teaming up with Catch during the height of COVID was really a catalyst for our growth. We were able to launch new products and ranges that we weren’t previously able to do, and it’s
been incredible to see how much the business has grown since those first discussions,” said Chris.
Since partnering with Catch.com.au, GM of Marketplace at Catch, Steve Traplin, says brands like Lifely are integral to the overall business.
“It’s important we offer a launchpad for brands that have similar values to ours. Lifely ensures accessibility for all, which is something our customers really resonate with and demonstrates why the brand is a trusted and reliable go-to across the site,” he said.
“Not only are we passionate about supporting Australian businesses, but promoting brands that are philanthropic at heart. Lifely has partnered with not-for-profit organisations like Habitat for Humanity and Vinnies, offering 1% of all sales to the foundation, and we’re proud to be contributing to their goals while helping start-ups succeed.”
“From our partnership with The Block, people now know Catch is a mecca for purchasing items for every room throughout the home. Through our stockists, we’re able to provide everything in one place – from smaller items like cushions and glassware, all the way through to dining tables and mattresses.”
Chris and Jake reveal that due to the business’ success on marketplace platforms like Catch.com.au, they are now looking to expand to New Zealand and the US, with no sign of slowing down anytime soon.
