materia.lise.design : design.magazine

the Van de Velde thermometer 1/2: Wolters Interview

Design Vlaanderen held it’s annual Henry Van de Velde Awards in December. They reward those who excelled during the year. The opening ceremony was one more opportunity to interview winners about what they have been up to, and what’s coming next. First one in this serie of two interviews is Peter Samijn, General Manager of Wolters.

Wolters was granted the “best company” award for its successfull shift towards working with Belgian Designers.

materia.lise.design : Hi Peter Samijn. You represent Wolters. Your company has won the Henry van de Velde Award for best company. You made a speech where you expressed how happy you are about working with designers. Could you tell us a bit more about it ?

Peter Samijn : Until a year or two ago, we were only making very traditional urban furniture. In such situation, you can’t differentiate yourself with the product, only with services like shipping, but especially with the price. You come in price-fight, a situation where you have to ask yourself, as a Flemish business man, if you couldn’t rather open factories in the Czech Republic, Russia, China, whatnot. I felt like that wasn’t my ambition, like I wanted to stay here, to work and live here, and I needed a method to differentiate the company from others.

m.l.d. : Why not both work with designers and de-localise production ?

P. S. : First of all, it wouldn’t be necessary. And if it’s not necessary, I rather stay here with my factory, because I’m working with nice people, we’re a community of people that decently earn their living. Besides, living in Flanders is a real pleasure, while I have worked in China in the past, and wouldn’t want that right now. And secondly, you have to if you really want to deliver quality, and if you want to be able to respond to the needs of cities and villages. We can make our benches at any size and shapes. We customize our basic collections to better suite the specific needs of cities, whether they want longer, shorter, thicker, higher, etc. benches. We can only do this by working locally.

m.l.d. : That sounds very sweet of course what has happened at Volks Wagen for instance. Now tell us, how did the collaboration with designers start ? I think it’s Luc Vincent that actually came over to you in the first place, right ?

P. S. : Indeed. Actually, two things happened at the same time. We were wondering where we should be heading considering the growing pressure on prices. And in the mean time, Luc Vincent, who has a house in Nieuwpoort, was sitting on one of the benches we have there, and wondered who made such beautifully manufactured benches. He wanted to design something for that company, which happened to be us. So he came knocking on our door, showing us some of his designs.

m.l.d. : So you really were already making benches before this collection ?

P. S. : Yes, but really classical things.

m.l.d. : Have you also started selling abroad now, or only in Belgium ?

P. S. : We used to only sell in Belgium. But since we began with design, we’re also starting to go abroad. Of course, such things take some time to set up. You have to set up a dealers-network, to visit architects and cities, but we are already having a descent benefit abroad this year.

m.l.d. : That’s really double profit design brought you. So, to be clear, this is the first design collection you’re showing here ?

P. S. : It depends on what you mean with a collection. Because there are actually three series of products, by three different designers. They all have their own identity and vision.

m.l.d. : Have you been to design fairs too?

P. S. : Yes. Thanks to these collections, we also set up Wolters France, thanks to which we were invited to the Biennale du Design de Saint-Etienne. We were at Interieur, we also exhibited in the Design Vlaanderen gallery a year ago. So, yes, we’re trying hard to really join the design-scene.

m.l.d. : So, do you consider your company to be a urban furniture manufacturer or a real design editor ?

P. S. : Tough question. Is there a difference ?

m.l.d. : That’s up to you to tell us. What do you think ?

P. S. : Well I don’t think so. I have a factory where 46 people work. We enjoy working together. We deliver quality. What are we going to make there ? In the past, only classical products. Nice products, which I enjoyed making, but whose life-span is coming to an obvious end. That’s where you have to find an alternative. The fact that we, almost by sheer luck, came to work with designers, gave us a new breath.