Latitude Tree Holdings
Latitude Tree Holdings (klse:RKI) is a Malaysia-headquartered, publicly listed household-furniture manufacturer operating through Rhong Khen International, producing wooden furniture from a low-cost Indonesian manufacturing base for global furniture retail customers.
- Company typePrivate
- Founded1988
- HeadquartersKapar, Malaysia
- Headcount5,001–10,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What Latitude Tree Holdings does
Latitude Tree Holdings is a publicly listed Malaysian household-furniture manufacturer headquartered in Kapar, Malaysia and trading on Bursa Malaysia under the ticker klse:RKI. The company manufactures wooden household furniture through its operating arm Rhong Khen International, with manufacturing operations in Indonesia that provide a low-cost production base relative to Malaysian peers. Founded in 1988 and employing between 5,001 and 10,000 people, Latitude Tree sells through furniture retail channels that are typical of the OEM/reterrer distribution model used by regional furniture exporters.
The business has experienced a sustained four-year contraction: revenue declined from approximately $219.6M in 2021 to $110.6M in 2024 before partially recovering to $122.5M in 2025, while net income compressed from $13.0M to $2.6M over the same period. Leadership is anchored by Deputy Chairman and Co-Founder Lin Chen Jui-Fen, indicating founder/family continuity at the governance level. The company remains operational but the financial trajectory points to ongoing capacity right-sizing rather than scale expansion.
There is no disclosed evidence of proprietary technology platforms, software products, branded consumer-retail channels, or differentiated digital/AI capabilities. The moat rests on integrated manufacturing scale and the Indonesian cost base rather than technology differentiation or customer lock-in. Pricing models, named customers, partnership structure, marketing channels, and geographic mix beyond Malaysia/Indonesia are not disclosed in the available source material, representing a meaningful transparency gap for diligence.
Latitude Tree Holdings firmographics
Firmographics- Name
- Latitude Tree Holdings
- Website
- https://lattree.com
- Company type
- Private
- Founded year
- 1988
- Headcount range
- 5,001–10,000 employees
- Short description
- Latitude Tree Holdings (klse:RKI) is a Malaysia-headquartered, publicly listed household-furniture manufacturer operating through Rhong Khen International, producing wooden furniture from a low-cost Indonesian manufacturing base for global furniture retail customers.
- Ownership category
- akta.pro rank
Where Latitude Tree Holdings is headquartered
LocationHeadquarters
- HQ city
- Kapar
- HQ country
- Malaysia
- HQ region
- Asia
Markets served
Latitude Tree Holdings business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Others
Latitude Tree Holdings product offering
Product offeringCore offering
Latitude Tree Holdings, through its subsidiary Rhong Khen International, manufactures and sells household wooden furniture. The company operates a manufacturing-based business headquartered in Kapar, Malaysia, producing furniture products for downstream buyers in B2B/wholesale channels. No additional product line or service detail is evidenced beyond the household furniture manufacturing designation.
Differentiator
Problem solved
Functional benefit
Products and services
- Household Furniture Wooden household furniture manufactured and sold by Latitude Tree Holdings (operating as Rhong Khen International), headquartered in Kapar, Malaysia. Sold through B2B channels to commercial buyers such as retailers, distributors, importers, and contract purchasers.
Companies that use Latitude Tree Holdings
Customer profileIdeal customer profiles1 record
Latitude Tree Holdings technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Latitude Tree Holdings partnerships and signals
Strategic signalRecent moves3 records
Expansion highlights2 records
Latitude Tree Holdings competitors and assessment
Company assessmentBroad incumbents
- La-Z-Boy Incorporated: La-Z-Boy is a US-listed residential furniture manufacturer with branded retail distribution; comparable as a household furniture incumbent, though its center of gravity in upholstered motion seating differs from Latitude Tree's casegoods focus.
- Ethan Allen Interiors Inc. Ethan Allen Interiors is a US-listed vertically integrated household furniture manufacturer and retailer; comparable as a wood-and-upholstery household furniture peer, though with a much stronger brand and direct-to-consumer model than Latitude Tree.
- Williams-Sonoma, Inc. Williams-Sonoma operates Pottery Barn, West Elm, and other household furniture brands that source casegoods from global manufacturers including Southeast Asia; comparable as a household furniture incumbent and as an indirect customer archetype for Latitude Tree.
- Bassett Furniture Industries: Bassett Furniture Industries is a US-listed household furniture manufacturer with product overlap in wood casegoods and upholstered seating; comparable as a peer in residential furniture but operating primarily in North America.
- Hooker Furniture Corporation: Hooker Furniture Corporation is a US-listed wood household furniture manufacturer offering comparable casegoods and seating categories, with broader product breadth and US-centric distribution versus Latitude Tree's Asian OEM base.
- Kimball International Inc. Kimball International is a US-listed furniture manufacturer spanning residential and commercial casegoods; comparable in the wood household furniture category but with greater commercial/hospitality exposure than Latitude Tree.
- RH (Restoration Hardware): RH is a US-listed home furnishings brand that designs and sources household furniture at scale; comparable as a household furniture channel and brand incumbent, though significantly more upscale and retail-driven than Latitude Tree.
Direct peers
- Samling Group: Samling Group is a Malaysia-based timber and furniture group vertically integrated from forest to finished household furniture; directly comparable to Latitude Tree as a regional wooden furniture producer with upstream timber exposure.
- Lii Hen Industries Bhd: Lii Hen Industries Bhd is a Malaysian public wooden household furniture manufacturer serving similar OEM and export channels, directly comparable to Latitude Tree in product category, geography, and customer profile.
- Signature International Bhd: Signature International Bhd is a Malaysian public kitchen and household furniture manufacturer with overlapping product lines, customer types, and Malaysian/regional manufacturing footprint.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Latitude Tree Holdings social profiles
Digital presenceLatitude Tree Holdings financial estimates
Financial estimateRevenue estimate
Valuation estimate
Latitude Tree Holdings leadership team
Management profileNumber of profiles
Profiles1 record
Latitude Tree Holdings funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Latitude Tree Holdings M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Latitude Tree Holdings
What does Latitude Tree Holdings do?
Latitude Tree Holdings, through its subsidiary Rhong Khen International, manufactures and sells household wooden furniture. The company operates a manufacturing-based business headquartered in Kapar, Malaysia, producing furniture products for downstream buyers in B2B/wholesale channels. No additional product line or service detail is evidenced beyond the household furniture manufacturing designation.
When was Latitude Tree Holdings founded?
Latitude Tree Holdings was founded in 1988. It employs 5,001 to 10,000 people.
Where is Latitude Tree Holdings based?
Latitude Tree Holdings is headquartered in Kapar, Malaysia, in the Asia region.
Who are Latitude Tree Holdings's main competitors?
Broad incumbents on record are La-Z-Boy Incorporated, Ethan Allen Interiors Inc., Williams-Sonoma, Inc., Bassett Furniture Industries, Hooker Furniture Corporation, Kimball International Inc. and RH (Restoration Hardware). Direct peers are Samling Group, Lii Hen Industries Bhd and Signature International Bhd.
Does Latitude Tree Holdings have an API?
No public API is recorded for Latitude Tree Holdings.