An exclusive offer for employees marks the beginning of a new commercial chapter.
This July, we launched Masisa’s new furniture line internally in Chile, as part of a soft launch designed to test processes and strengthen our readiness for the public release. This initiative is part of a broader innovation strategy aimed at opening new pathways for our brand by creating functional, aesthetic, and accessible solutions using the materials we already produce.
The new Co-created with You furniture line features a catalog of ready-to-assemble products designed to adapt to different styles and spaces, thanks to their customizable elements. Models include the Petrohué Shelf, Lircay Bench, Villarrica Nightstand, Chacao Island, and Atacama Sideboard, all made with MASISA melamine boards. As an exclusive benefit of this internal launch, employees can purchase the furniture in 3 interest-free installments through July 31.
“This launch is a milestone for our internal e-commerce. We created a digital experience designed specifically for our employees, allowing them to explore, customize, and purchase furniture easily and visually. It’s a meaningful step toward a new way of connecting with people through digital channels,” said Valentina Lorca, Digital Commerce Lead.
“Turning our boards into finished furniture is a way to enhance the value of what we already produce to high quality standards. This new business model opens the door to new segments and reinforces our purpose: to deliver functional and aesthetic solutions that contribute to better living,” added Jan Jahnsen, Marketing Manager.
“This soft launch is an opportunity to test a new line of business with our closest audience: our own employees. At Growth, we view this stage as a key and necessary period that allows us to fine-tune our value proposition before scaling it to the external market,” said Ricardo Altmann, Growth Hacking Manager.
“This internal furniture launch—designed and manufactured by us—expands MASISA’s role as a creator of furniture that blends quality, design, and functionality. Additionally, the new line serves as a showcase for our melamine boards and fluted accent wall panels, integrated into pieces like the Petrohué shelf, highlighting the potential of our products in real, versatile applications,” said Fernanda Méndez, Designer at MASISA.
On a technical level, the visualization development also marked a breakthrough.
“It was a challenge to convert the furniture into 3D objects and integrate them into the website in a functional, clear, and visually appealing way. This project represents a digital innovation within Masisa’s internal development efforts,” explained Gonzalo Reyes, IT Manager.
This internal launch not only provides a concrete benefit to our team, but also allows us to test features, gather insights, and validate the shopping experience before opening it up to the public. It’s the first step in a bold commercial proposal—designed from within—that enhances design, user experience, and the value of what we do.
