Tannoury: UniWood Driving Innovation in Nigeria’s Wood Supply Industry

Recently, UniWood, Nigeria’s premier wood supply company, unveiled its latest offerings, solidifying its reputation as a trusted partner for carpenters, furniture manufacturers, and interior designers. In this exclusive conversation with MARY NNAH, UniWood’s Managing Director, Roland Tannoury, reflects on the company’s remarkable 14-year journey, shares the secrets behind its success, and discusses its game-changing partnership with Starwood, as well as its commitment to delivering exceptional wood products and solutions to Nigeria’s thriving furniture and construction sectors. Excerpts

What drives UniWood’s participation in Made by Design 2024?

We participate in the Made by Design exhibition annually. We attend to showcase our products and brand to new carpenters, designers, and students. This event allows us to connect with existing clients, both in-person and through phone interactions.

The exhibition provides an ideal platform to unveil our latest colours and designs. Many established companies familiar with us look forward to seeing our new decor. Following the event, we pursue follow-up engagements.

We strategically select top-tier exhibitions aligned with our clients’ preferences. Made by Design is a premier event, attracting our target audience – carpenters and companies. Our presence supports our clients, fostering mutual success; when we sell, they sell. 

What inspired the creation of UniWood, and what’s the company’s history?

UniWood is a leading wood supply company in Nigeria. We were established 14 years ago. We have two branches, one in Abuja and one in Lagos. Our clients include all carpenters and wood factories. We are well-known for our exceptional quality, competitive prices, and extensive stock.

Everybody needs us, as anyone building a house requires our services. We provide full support from A to Z regarding wood supplies. 

UniWood’s Collaboration with Starwood. What’s the Story?

Starwood, a renowned wood brand, has partnered with UniWood, a leading Nigerian wood supply company. As the sole distributor of Starwood in Nigeria, UniWood imports and distributes Starwood products nationwide.

With 14 years of industry experience, UniWood has established a tradition of introducing innovative and superior materials annually. Our pursuit of excellence led us to Starwood. Despite being relatively new to the market (approximately one year), Starwood has emerged as a global leader, offering exceptional quality at competitive prices.

In today’s market, customers prioritise price and quality. Starwood’s exceptional standards and affordability make it the ideal choice. Our partnership with Starwood reinforces UniWood’s commitment to delivering top-notch products, solidifying our position as Nigeria’s premier wood supply company.

UniWood now exclusively markets Starwood products. Previously, we represented other brands. We have always stayed ahead of the curve. Recognising Starwood’s emergence as a global leader in the market, particularly in Lebanon, Africa, and Europe, we transitioned to this premier brand. Within a year, Starwood has become the number one choice in Nigeria, and we are proud to have played a significant role in this achievement. Our partnership’s success can be attributed to two key factors: UniWood’s expertise and Starwood’s exceptional quality.

How has UniWood evolved over the years, and what significant milestones have you achieved?

Operating in Nigeria’s vast and competitive market poses significant challenges. Despite the presence of numerous companies and brands, UniWood has successfully established itself as a leading wood supply company.

Over the years, we have achieved notable success, with 14 years of uninterrupted service cementing our position in the industry. We have formed strategic partnerships with global brands like Starwood and expanded through two branches in Abuja and Lagos, enhancing nationwide accessibility. Our team of experienced professionals ensures exceptional customer service.

Our success is attributed to collaborations with industry experts, such as Mr. Edmond Raffoul, Business Development Manager for Hijaziwood and Starwood (Lebanon and Turkey). His guidance and support have been invaluable in navigating Nigeria’s complex market.

Investing heavily in human resources and infrastructure has enabled UniWood to thrive in this dynamic environment.

What were UniWood’s expectations from participating in Made by Design?

Our participation in Made by Design is driven by two primary objectives. Firstly, we aim to generate sales and increase our customer base. Secondly, we seek to raise awareness and establish a strong presence for Starwood, a relatively new brand in the Nigerian market.

Through this exhibition, we intend to create a lasting image for Starwood, showcasing its exceptional quality and value proposition. By leveraging this platform, we strive to reinforce UniWood’s position as a leading wood supply company, while cementing Starwood’s reputation as a premium brand in Nigeria.

What Sets Starwood Apart, Making it UniWood’s Brand of Choice?

Three key factors make Starwood our preferred partner: Firstly, our long-standing relationships with clients, built on trust, reliability, and unwavering support over 14 years.

Secondly, Starwood’s exceptional quality, sourced from the best worldwide, meets the high standards our clients expect.

Thirdly, our competitive pricing strategy prioritizes client satisfaction over excessive profit margins, ensuring the best value.

Additionally, our substantial local stockholding enables immediate availability, eliminating lengthy wait times for project materials.

What trends do you see shaping the furniture industry in Nigeria, and how is Woodstar adapting?

Nigeria’s furniture market is undergoing a significant transformation, aligning with global trends. Previously, local preferences diverged from European styles, but we’re now witnessing a shift.

With Starwood Design’s expertise, we’re guiding Nigerian manufacturers toward contemporary trends. They’re transitioning from traditional colors and collections to modern designs, driven by a growing demand for quality products and increased emphasis on aesthetics.

Woodstar supports this evolution by providing high-quality materials, expert design guidance, and trend insights. As the Nigerian market expands rapidly, consumers prioritize quality, design, and style. We’re proud to play a pivotal role in shaping this transformation.

How do you stay above competition in the market?

I thank God for my experience. 16 years in Nigeria, I’ve seen it all – the good, the bad, and the ugly. I came to Aba, Imo State, when it wasn’t safe, but I stayed.

Our competitive edge stems from two key factors. Firstly, my extensive experience – 16 remarkable years in Nigeria, including time spent in Aba, Imo State, during challenging periods. This deep understanding of the local market has earned me a unique perspective as a Lebanese-Nigerian.

Secondly, representing a superior brand like Starwood has been instrumental. Its exceptional quality, competitive pricing, and stunning decor make marketing effortless. Our strong relationships with clients, built on trust and reliability, enable us to confidently recommend Starwood and when we do, they follow our advice without question. 

What is new and exciting at the Uniwood’s exhibition booth?

We are showcasing only the latest colors and trendiest decors from Starwood. We supply laminated wood to furniture companies – they manufacture the final products. Our wood becomes beautiful kitchens, doors, cabinets, closets, office furniture, and more. We are the go-to supplier of premium laminated wood for Nigeria’s top manufacturers.

What groundbreaking innovations can we expect from UniWood?

We are changing the game with our new colours and structures. You can see and feel the difference. 

Our latest introductions include synchronised colours; 3D design with unparalleled depth and visual appeal; leather effect: textured, realistic leather finishes on panels. These advancements redefine the aesthetic and tactile experience of laminated wood.  Our synchronised colours and 3D designs create an uncanny resemblance to real wood, while our leather effect adds an opulent touch. These innovations are redefining the wood industry.

What challenges has UniWood faced marketing its products in Nigeria?

Every company in Nigeria faces challenges. For us, it’s the exchange rate. We import in dollars, and the rate keeps changing, affecting our clients and us.

Then there’s intense competition. There are many wood suppliers. But we are thankful to be the leading company now. We have learned to navigate these challenges.

What message would you like to convey to your potential customers?

We are always here for you. We support you with prices, considering the exchange rate, so you can afford our wood, even if it means lower profits for us.

Our main support is ensuring stock availability. Nobody else invests like we do, taking risks to guarantee supply. We are expanding, opening branches in Port Harcourt and Kano soon, to save you transport costs and risks. We are committed to your success, prioritising long-term partnerships over short-term gains.

What significance does the Secretary to the Government of the Federation (SGF), Senator George Akume’s visit represented by his Chief of Staff/SA, Christopher Tarka, to your stand, hold for UniWood?  

We enjoy strong relationships with politicians and prominent Nigerians, many of whom are our valued clients. We extended invitations to several of them, and it’s an honour to have Senator George Akume represented by Christopher Tarka. As a satisfied client, he’s sharing his positive experience with our products.

Besides, his visit to UniWood’s stand holds immense significance. As a prominent politician, Akume’s presence underscores UniWood’s reputation for quality products and services. His role as SGF, further emphasises the importance of this visit, as it highlights the company’s commitment to contributing to Nigeria’s economic growth. 

Akume’s visit also symbolises his support for companies and expatriates investing in Nigeria, aligning with UniWood’s mission. As a seasoned politician with experience in national government, Akume’s endorsement reinforces UniWood’s position as a trusted partner in Nigeria’s development 

The visit’s significance extends beyond politics, representing a seal of approval from a respected figure in Nigeria’s governance. This endorsement can foster stronger relationships between UniWood and key stakeholders, further solidifying the company’s position in the market.

Notably, the SGF has consistently supported companies and expatriates investing in Nigeria. We are proud to contribute to the country’s growth without relying on government projects. Instead, we invest our own resources, creating jobs and attracting foreign investment. The SGF’s encouragement of investors aligns with our mission.

We invited him to showcase our commitment and were honored by his presence.

What drives your passion for the furniture industry?

I have spent seven years in the furniture industry, driven by my passion for design, trends, trading, and management. My diverse role allows me to collaborate with various professionals, stay current with trends, and adapt to changing styles, making every day exciting and challenging.

What advice would you give to entrepreneurs looking to start a business in the furniture industry?

To entrepreneurs considering starting a furniture business in Nigeria, I offer the following advice: Nigeria presents a vast and promising market, filled with warm and welcoming people. As a Nigerian, I can attest that passion and dedication are key to success here.

The benefits of the Nigerian market include a large and growing demand, access to straightforward factories and suppliers, and opportunities for profitable business and wealth creation.

To thrive, research and understand local tastes and preferences, build strong relationships with suppliers and customers, and stay up-to-date with global trends while adapting to local needs. Investing in quality and durability will establish a strong reputation. With persistence and adaptability, you will find Nigeria to be a rewarding and lucrative market.

Tell us about your experience in Nigeria.

I have spent 16 years in Nigeria, and my experience has been remarkable. I arrived in Aba, Abia State in 2009, and initially, it wasn’t easy. Safety was a concern. But I moved to Okigwe, Imo State for 8 years, then Calabar, and eventually Abuja, gradually transitioning from less secure areas to better ones.

I’ve come to know Nigeria well, and I can confidently say that the country’s image abroad doesn’t reflect reality. Nigerians are wonderful people; if you treat them with kindness, they will reciprocate. If you help them, they will support you. However, if you’re rude or unkind, they’ll react similarly. That’s universal.

Living here for 16 years has convinced me to become a Nigerian citizen officially this year. I wouldn’t have made this decision if I didn’t believe in this country and its people.

When I first arrived in Nigeria, I joined a construction company. I began as a transport manager and later took on the role of storekeeper. Over time, I grew professionally, thanks to the guidance and support of many Nigerians.

They taught me the ropes, helped me navigate the system, and mentored me to succeed. I’m grateful for the opportunities and experiences I’ve had here. The Nigerians I’ve met have been instrumental in my growth and success.