Move-in at the forefront of Build to Rent

Build to Rent (BTR) is a booming residential sector, and for all the noise, the industry has barely started.  In FY22 when the first BTR buildings were being delivered, the sector represented less than 10% of Australia’s preeminent FF&E (Furniture, Fittings & Equipment) provider, Move-in’s, portfolio.  

Now, it represents two thirds of Move-in’s current project workflow with an accelerating pipeline. This is representative of the current zeitgeist, and an insatiable appetite for well-designed and considered BTR.

Move-in is Australia’s leading FF&E studio, specialising in creatively inspired and commercially driven Turn-Key fit out solutions for the Multi-Residential, BTR, Student Accommodation and Hotel sectors.  A globally recognised name within the design industry, Move-in’s founder Zahava Elenberg says, “There was no one doing design-based and commercially driven FF&E (Furniture, Fittings & Equipment) when Move-in started 21 years ago.  It is a strange and often misunderstood profession that sits between design and logistics.  It is often an afterthought but is integral to the successful outcome of any interior environment.”

In the dynamic realm of real estate and property development, the work of FF&E studios like Move-in have long been undervalued for their role in completing and personifying the spaces we work, live, and play in. But a change is happening.

Looking to the BTR sector in the UK and USA markets, there has been a shift in the number of fully furnished apartments being offered within BTR projects in line with the. Initially, BTR projects focused on furnishing the common areas only, with tenants furnishing apartments themselves.  However, developers are now offering furnished apartments for up to 90% of a project, with 20% - 50% being the current average in Australia. Not fully furnished in the traditional sense, with everything including the kitchen sink, BTR furnished apartments tend to include the essential and larger items only, with residents brining their own smaller and more personal things.  

Edward Quinn from Franklin St comments, “When BTR launched in Australia, there was a marginal allocation of furnished units. We have seen this steadily increase as the product matures. When I was working in the UK market, we were looking at anywhere between 15-30% of units to be furnished, dependent on location.”

Gone are the days of cynical gestures towards amenity and design. People are much more design literate, and the landscape is getting more competitive with BTR projects becoming more sophisticated.  From concierge services, pet spas, wellness centres and a hive of communal spaces – BTR is all the rage and increasingly desirable.

Quinn adds, “There is a clear shift in the younger generations towards a more subscription led lifestyle and the thought of having to buy second-hand or Ikea furniture for an apartment they may only live in for a few years, isn't always appealing.  The ease and optionality to rent a furnished unit, allows them to turn up with just their suitcase and no fuss.”

According to Franklin St, an Australian advisory body for the BTR market, there are currently 31 projects under construction, comprising an astounding 11,582 apartments.  They estimate the market will nearly double in operating scale by the end of the year. It becomes increasingly clear that an attention to design and point of difference makes all the difference when it comes to property success. The better the FF&E, the better the project.

The Super-Graphic Collection is a brave new range of commercial textiles designed in collaboration with fashion icon, Lisa Gorman, to be manufactured by Warwick Fabrics exclusively for Move-in.  Inspired by the distinctive colours and designs of the 1980s the Super Graphic Collection is being launched to coincide with Melbourne Design Week and will be available through Move-in from June 2024 for commercial projects.

Lisa Gorman is best known for her vibrant and collaborative designs for one of Australia’s most recognisable fashion labels, Gorman, which she founded in 1999 before departing in 2021. She has since taken on a new role as Creative Director to rebrand stationery icon kikki.K. During her 22 years as creative director, her eponymous fashion label has grown into one of Australia's most distinctive and recognisable fashion brands.

The Collection comprises three distinct stories: Game On, Space Invaders and Different Strokes, each featuring three patterns that play with scale and nostalgic childhood references to the pop culture of the era.  The three stories are available in classic black and white Monochrome, as well as the Double Trouble colour palette: Sunnyboy, Banana Split, After Dinner Mint, Double Denim and Hubba Bubba

Move-in’s new collection epitomises the intersections between design and functionality vital to successful FF&E. All textiles are printed onto commercially graded fabrics from Warwick’s collection — suitable for a range of uses including upholstery, window furnishings and accessories. The collection can also be applied to other materials, such as laminates, vinyls, carpet tiles and rugs.  Move-in can also tailor colour palettes to suit project requirements – think Big M or the soft hues of Australian native flora.

Redefining the language of communal spaces, Move-in’s work at Home Richmond has been considered the new benchmark for BTR. The considered social amenity and care taken around the resident experiences has been integral to the project’s success, and the FF&E has played a large part in that.  Having a point of difference and an inclusive well-designed project, can mean quicker occupancy and therefore revenue, and a better ROI in a shorter timeframe for the BTR operator.

Move-in understand the balancing act between commercial viability and design. The service includes everything from design to delivery. They take a holistic approach with each project, offering full design services, manufacturing, and procurement as well as a unique approach to place making with their outfitting and styling services.

Having championed the landscape for over 22 years, they have finely tuned the FF&E process.