Chuchai Factory establish by Mr.Surachai Permthongchuchai. To begin with production to order and then Mr.Surachai has vision about office chair, in the past it must be import from foreign countries whereas mostly office chair of administration use wood chair that produce in Thailand. Mr.Surachai produce office chair in 1966 that is very first office chair producer in Thailand.
The First factory is wooden-frame building located at Wutthakad Rd. Talat Phlu, Bangkok. For productivity and distribution to furniture shop in Woeng Nakhon Kasem and Maen Sri to produce same format as import from foreign coutries. In 1974, the factory was burn by fire Mr.Surachai moved factory to 48 Phetkasaem, to continue produce office chair and increase format office chair. In 1982, combination of office chair format to catalog by print under brand Asahi.
Being engrossed in producing high quality office chair, the product was recieved a good feedback from the customers in 1986. The production base was moved to Phetkasaem to get ready for the business expansion and register as the Chuchai Furniture limited partnership in 1987, and then become S.Chuchai Furnishing limited company in 1991 since then.
From Mr.Surachai, the founder, to the second generation, the company still shows its performance in producing high quality office chair and satisfied the customers' needs. And to expand to the other target market, the company rapidly launch new products to the market under the original brand Asahi and also under new brands like Forte and Zitwell which are the the brands that produce various office furniture.