Milan Direct Founder and Managing Director, Dean J. Ramler, said his passion for classic designer furniture – but a budget that didn’t quite match his tastes – lead him to develop an online, direct-to-the-customer furniture sales model, allowing him to pass on significant savings to his customers.
Born into a Melbourne furniture family, Dean has always been immersed in the industry. He has worked for various furniture companies from a very young age, including Logistics Coordinator for the Official Furniture Supplier of the 2006 Commonwealth Games and major projects such as McDonald’s, KFC and Melbourne Cricket Ground fitouts.
“Like a lot of people, I’ve always loved the designer furniture classics,” Dean said, “but genuine items were too expensive.”
“A couple of years ago, I wanted to buy an Eames reproduction and couldn’t afford $2000. When my business partner Ruslan Kogan and I looked into it, we found you could easily sell it for well under $1000… Selling it for $2000 is just ridiculous. And one company (Matt Blatt) had the market to themselves for ten years,” he added incredulously.
“So I looked for alternatives and discovered quality reproduction furniture provided me with a way to still have champagne tastes… on a beer budget!”
“I soon realised that many people shared my passion for design, but also did not have the cash to buy overpriced reproductions,” he added.
Dean and his business partner Ruslan Kogan went to China and visited around 100 factories. They shortlisted the ones they thought were the best, and now have a burgeoning business.
“We literally sell direct from the containers to the public. It took us all day to unload the first container, before we realised it was probably better to outsource that!” he laughed. “We started with one container and that went really well, we had a great response. We now have around 20 full containers on the water at any given time, and our bargaining power has increased. Customers love it because we cut out all the middlemen. We’ve just negotiated with a few of the factories to drop our prices, which in turn results in much better prices for our customers” he said.
In the current climate of rent spike and increased mortgage stress, Milan Direct makes designer furniture affordable for all Australians. First-home buyers, families with young kids and empty nesters can now furnish their homes on a budget… without compromising on style.
Since launching in November 2006 with only 2 references in their product catalogue, Milan Direct has grown 20% every month. It has become Australia's largest supplier of modern classic designer furniture and its product ranges now boasts over 50 references, with warehouses in Melbourne, Sydney and Auckland.
In July, Milan Direct celebrated their 10,000th highly satisfied customer – quite an achievement after 2 years of activity.
Moving forward, Dean's passion and enthusiasm for the business will ensure that Milan Direct continues to move from strength to strength. As an online business, he really does work almost 24/7, with few rests in between.
“I am rarely not online,” the savvy online entrepreneur concludes. “Always working on Milan Direct, whether I’m actually in Melbourne, Sydney, China or Europe!”
Please don’t hesitate to ask Dean questions about his passion for design, vision for the Milan Direct business or plans for the future!
Comments
Hear what our customer's have to say.
Natalie Reid says...
Hey Dean and Milan Direct,
LOVE your site and think its great that someone your age, with such a passion is allowing us designer furniture aficionados to purchase your fab pieces at prices we can afford! I had been wanting a Marshmallow Sofa for years, and you guys have made that possible! Thanx :P
Posted at 11:36 a.m. on September 23, 2008
Laura says...
Hi Dean
Love the product range, have a few pieces myself, but why is shipping and insurance so expensive when buying through ebay compared to buying direct online?
Laura
Posted at 7:30 p.m. on September 29, 2008
Dean - Milan Direct says...
Hi Laura,
Thanks for your feedback and question. The shipping charges that we have on eBay reflect the true cost of shipping, as we can set specific prices per product. So you will note that our delivery prices for Melbourne and Sydney are very low (as we have warehouses in both cities). On our website however, we cannot set specific prices per product but a percentage based on postcode. So for some deliveries, we do so at under cost, and some over, but overall averages out.
The fact of the matter is, that the majority of Milan Direct products are bulk items, and so cost a lot to deliver as our courier (Toll Ipec) charge per cubic meter.
As our sales increase, our bargaining power with our freight partners increases and so we are always working on lowering prices and pass these savings back to our customers.
If you are purchasing multiple items and require delivery in Melbourne or Sydney we can always arrange a local courier same day service which can work out much cheaper - just shoot us an email & we can arrange.
We also have plans on opening a Brisbane and Perth warehouse to enable super cheap deliveries Australia wide.
All the best. Dean - Milan Direct
Posted at 9:10 p.m. on September 29, 2008
Yvette says...
Hi Dean
Thanks for making the Barcelona range so affordable!
We love our Barcelona sofa and cannot imagine our home now without this classic, practical sofa.
Dealing with your team has been a dream and we sing MD's praises to anyone who will listen - not only is the furniture fabulous, but the after sales service from Steve, Eli and the team has been amazing.
The only problem is working out which piece to buy next!
Posted at 11:05 a.m. on October 13, 2008
Milan Direct - Dean says...
Hi Yvette,
Thanks for your feedback! Glad that you are loving your Barcelona Sofa and were happy with the service provided. Keep an eye out on our website, as we add products to our range every month!
All the best, Dean - Milan Direct
Posted at 1:13 p.m. on October 15, 2008
Rany Obaidi says...
Hi Dean, Any relation to Gary Ramler? Rany
Posted at 7:24 p.m. on October 17, 2008
Milan Direct - Dean says...
Hi Rany, Yes Gary is a relative. Which is where my furniture background comes from. Regards. Dean - Milan Direct
Posted at 8:19 a.m. on October 20, 2008
Tina says...
Which country is the reproduction furniture you represent manufactured in?
Posted at 9:21 p.m. on October 24, 2008
Fiona says...
Tina, If you read the blog posts instead of just posting blindly, you will see the answer to your question.
"Dean and his business partner Ruslan Kogan went to China and visited around 100 factories. They shortlisted the ones they thought were the best, and now have a burgeoning business."
Posted at 9:46 a.m. on October 25, 2008
Tina says...
Thank you for this clarification, so then I ask why did Dean and Ruslan call the company Milan Direct instead of China Direct?
This is somewhat misrepresentative.
Posted at 6:31 p.m. on October 27, 2008
Milan Direct - Dean says...
Hi Tina,
We explain the origin of the name 'Milan Direct' in our Profile page (http://www.milandirect.com.au/profile/). As "products imported under the Milan Direct brand are inspired from the collections found in the Furniture Capital of the World – Milan, Italy and manufactured from only the best materials sourced globally."
Kind Regards, Dean - Milan Direct
Posted at 8:28 a.m. on October 28, 2008
Andrea Rayne, NZ says...
Hi Dean. I see your products on Trademe in New Zealand. Love the designs. Last year I bought from another Auckland based company a Barcelona reproduction for $799NZ, wish I saw you guys first ! Do you gys have a New Zealand warehouse or showroom to visit to make a purchase? thnx. Andrea :>
Posted at 6:35 p.m. on November 1, 2008
Milan Direct - Dean says...
Hi Andrea,
Thanks for your post. We launched Milan Direct in NZ earlier this year, with the opening of our Auckland warehouse and for the past 6 months have been selling on TradeMe as you have seen. To date we have introduced a selection of our most popular products, and look to add to the range considerably in 2009. To view all Milan Direct NZ listings, please see this link: http://www.trademe.co.nz/Members/Listings.aspx?member=2507613
As an online business, running a low cost business model we do not have a showroom set up in Auckland and have no intentions on doing so. We do this to keep costs to a minimum, to ensure we have Australia and New Zealand's absolute best prices.
Fast NZ wide delivery is available and all MD products come with a 7 day money back guarantee and a standard 1 year warranty.
Any further questions welcome to send us an email direct.
Kind Regards - Dean J. Ramler Director - Milan Direct
Posted at 3:07 p.m. on November 3, 2008
tony says...
Dean a triple-decker question. 1. is your office in Malvern a showroom too? ie are there samples there - I'm thinking of the Eames chair to see difference between the Itralian and non-Italian leather? 2. Also you mention another retailer of modern reproductions - is your quality and theirs about the same on the Barcelona, Easmes and Arco lamps? 3. And finally I see you're out of Arco lamps in Melbourne for now - when do you think you'll have more?
Posted at 6:32 p.m. on November 14, 2008
Dean - Milan Direct says...
Hi Tony,
Thanks for your post. To answer your questions:
Hope that answers all your q's. If you need any further info, welcome to email direct (sales@milandirect.com.au) or pop by the office.
Kind Regards - Dean J. Ramler Director - Milan Direct
Posted at 3:16 p.m. on November 15, 2008
Ignacio Concha says...
Dear Dean, I am really disappointed about your customer service. I placed an order for 2 office chair (order NºUN8YE) last December. Despite your offer of delivery without delay, 3 weeks later we are still waiting for those 2 pieces of furniture. I hope you can look into it. Best Regards, Ignacio Concha – Consul General of Chile in Melbourne cgmelbourne1@chile.com.au
Posted at 2:02 p.m. on January 6, 2009
Milan Direct - Dean says...
Hi Ignacio,
When you placed your order in December we had the items in stock however you asked us to hold off on delivery until you confirmed a day and time. We received this confirmation from you today only, and as discussed via email your chairs are being delivered as promised tomorrow. If something was not clear in our email reply today, welcome to call us in the office to discuss (03 9571 2522).
Kind Regards, Dean - Milan Direct
Posted at 2:49 p.m. on January 6, 2009
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