Since its founding in 1995, Goodwood has operated as a full-scale factory in Jepara, not a small workshop. It began as Cabinet Makers with Distinction, established by a founder with deep experience in boats and marine teak. His expertise in teak craftsmanship brought him to Jepara, Indonesia’s woodcraft capital, where the company began specializing in fine furniture.
What started as a family business has now passed into its second generation of leadership, evolving from cabinetry into a global supplier of outdoor luxury teak furniture. Over the last 30 years, Goodwood has grown into one of the most trusted high-end facilities in Indonesia, combining heritage with modern systems to meet international demand.
1. Quality and Design Drive Longevity
Goodwood was founded on two core values: quality and design. In the early years, exports were focused on volume, but the company soon realized that long-term success required creating furniture that could stand the test of time. Today, all collections are designed in-house, supported by extensive R&D to ensure durability, timeless style, and a clear design edge .
2. Jepara’s Artisan Legacy Is Still Central
Choosing Jepara was no accident. Known as Indonesia’s woodcraft capital, the city combines a heritage of skilled artisans with access to high-quality teak supply chains. This unique ecosystem has allowed Goodwood to scale while maintaining craftsmanship that global buyers still recognize as a benchmark for teak manufacturing .
3. Scaling Requires Systems, Not Just People
From its first exports in the 1990s to serving over 20+ countries today, Goodwood learned that traditional skills must be reinforced with modern production systems. The company employs more than 250 people in a modern Jepara facility, supported by an ERP system that streamlines orders and production flow. This balance of lean manufacturing and human skill has been crucial for scaling exports while maintaining consistency .
4. Certifications Are Market Gateways
In the early years, certifications were optional. Today, they are essential. SVLK legality certification ensures access to regulated markets, while FSC® and OEKO-TEX® build trust with hospitality and retail buyers focused on sustainability. For European importers post-EUDR, these certifications are not just add-ons but entry requirements. Lesson learned: certifications equal credibility .
5. Quality Control Must Be Proactive
A critical lesson from scaling international exports: QC cannot be reactive. Goodwood implemented a Western-managed QC system, with oversight at every stage from raw materials to final packaging. This has reduced client risk, shortened complaint cycles, and reinforced long-term partnerships with hotels, resorts, and sourcing agents .
6. Long-Term Partnerships Are the Real Metric
From Ritz-Carlton UAE to Nikki Beach Monaco, Goodwood has supplied major hospitality groups worldwide. But the real story is not the project wins—it’s the repeat business. Most of Goodwood’s revenue today comes from long-term partnerships built on consistency, not one-off sales. Lesson learned: trust compounds over decades .
7. Western Management Improves Reliability
Introducing Western-style operational management was transformative. It brought better communication with international clients, improved transparency, and greater reliability in production flow. For buyers, this means fewer surprises and more confidence in project delivery .
Conclusion: The Path Forward
Thirty years of manufacturing in Indonesia have shown that success is not about being the cheapest—it’s about quality, credibility, and relationships. Goodwood’s future vision is to remain one of the world’s leading outdoor teak brands, creating furniture with a design edge while staying rooted in Jepara’s artisan legacy.
Frequently Asked Questions
Q1. How many employees does Goodwood have?
Over 250 employees in a modern Jepara-based facility.
Q2. What certifications does Goodwood hold?
SVLK (mandatory for Indonesian exports), FSC®, and OEKO-TEX® for fabrics.
Q3. Who are Goodwood’s clients?
Hotels, resorts, sourcing agents, retailers, and designers across 20+ countries, including Ritz-Carlton, Park Hyatt, and Nikki Beach.
Q4. What is Goodwood’s MOQ?
Typically a full 40-foot container for first-time buyers.
Q5. How does Goodwood balance tradition and modernity?
By combining Jepara’s artisan woodcraft with ERP-driven lean manufacturing and Western QC standards.
Goodwood’s three-decade journey proves that Indonesian manufacturing excellence comes from blending heritage with innovation. Rooted in Jepara’s woodcraft traditions yet strengthened by modern systems and certifications, the company continues to serve as a model for consistency in export markets. This legacy reinforces why Jepara furniture manufacturers are recognized globally for their craftsmanship, and how partnerships built on Indonesian furniture sourcing provide long-term value for buyers seeking both reliability and sustainable supply.