About Us

Our Founding Story

FRWD Furniture began under the name CUURA Space, a digital-first furniture and interior concept built around one belief: that a beautifully designed home should be accessible, personal, and purposeful.

The brand was founded in Kuala Lumpur with a lean, ambitious team that wanted to challenge the way Malaysians experience furniture. Rather than rows of showrooms and static displays, CUURA Space offered a curated, consultative approach by helping customers imagine, not just browse.

What started as an online-first operation quickly revealed something important: customers wanted to touch, feel, and walk through the spaces they were investing in. The screen could only show so much. That insight became the catalyst for everything that followed.

From CUURA Space to FRWD, The Rebrand

The evolution from CUURA Space to FRWD Furniture was not just a name change, it was a declaration of direction.

FRWD (pronounced 'forward') reflects the brand's core commitment: to keep moving in design, in thinking, and in the spaces it creates for people. The rebrand unified the brand's identity across its product range, its commercial division, and its growing physical presence.

CUURA Space and CUURA Rent have been integrated under the FRWD umbrella, with the Bangsar Experience Centre serving as the physical embodiment of what the brand has always stood for: spaces that inspire confidence the moment you walk in.

The registered legal entity remains active under SSM No. 1206721-P, providing full commercial and regulatory continuity through the transition.

Design Philosophy: Move Forward with Purpose

At FRWD, design is never decorative for its own sake. Every piece, every space, every consultation is guided by three principles:

STYLE - Every piece is selected for its ability to anchor a room with presence and elegance.

COMFORT - Furniture must be lived in. Comfort is not a compromise — it is a design requirement.

EASE - From discovery to delivery, the process should feel effortless and personal.

A beautiful home is not just seen, it is felt. This is the lens through which every FRWD product and service is designed and delivered. From statement sofas to full-scale room transformations, the goal is always the same: a space that is uniquely yours.

FRWD furniture is made to last. Crafted with an eye for detail and built for modern living, each piece reflects a commitment to quality that does not cut corners in materials, in construction, or in the care taken at every step of the customer journey.

The Bangsar Experience Centre

What began as a digital brand grew into something you can walk through.

FRWD's Experience Centre in Bangsar is where customers move from browsing to believing. It is a space to walk through styled interiors, discover statement pieces, and draw real inspiration and not from a product page, but from a fully realised room.

Address: 51, Jalan Penaga, Bangsar, 59100 Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur
Landmark: 250m from Bangsar Shopping Centre (BSC)
Operating Hours: Monday - Sunday: 10 a.m. – 7 p.m.
Appointments: WhatsApp +601133218164 to book a consultation
Email: support@frwdfurniture.com

Appointments are welcomed and encouraged for customers seeking personalised consultations. Walk-ins are also warmly received during operating hours.

FRWD Maison: Commercial & B2B Division

FRWD Maison is the commercial arm of FRWD Furniture, purpose-built for interior designers, developers, boutique hotels, cafés, co-working spaces, and any business that takes its environment seriously.

Where the FRWD consumer brand is built on personal transformation, FRWD Maison is built on professional-grade partnership. The offering covers:

For Interior Designers (IDs) - Trade pricing and rebate tiers based on purchase volume. A formal ID Partner Agreement is available for qualifying design professionals, providing exclusive commercial rates and priority service.

For Commercial Buyers - Cafés, lounges, hospitality venues, and co-working spaces. FRWD Maison provides commercial pricing sheets, space planning support, and bulk fulfilments for businesses furnishing at scale.

FRWD Maison enquiries are handled directly through our commercial team. Contact us via WhatsApp or email to begin a conversation about how we can support your project.

What Drives Us: The F.R.W.D. Values

Our core values are not a poster on the wall. They are the operating principles behind every decision, every design, and every customer interaction.

F - Forward Thinking: We design with vision and stay ahead of what's next. Trend-aware but never trend-dependent.

R - Resilience: We rise to challenges and evolve with purpose. Change does not slow us down, it sharpens us.

W - Willingness to Try: We take bold risks and turn ideas into impact. The best designs start with a question no one has asked yet.

D - Drive - We move with intent, passion, and precision. Good enough is never the standard.