1975 marks a significant year for Spain. Politically, the nation breathed the new air of democracy, and commercially, one of its most significant profit-making entities, Andreu World began exporting its products. Cut to today, Andreu World remains a prolific furniture manufacturer, conquering international markets one at a time, serving as inspiration for aspiring Spanish companies.
From manufacturing bentwood parts to concocting its latest collection with industrial design genius Philippe Starck, Andreu World has seen an arduous but victorious journey. Today, the famed brand is avowed for producing genuine, conscious and unassuming designs.
From left to right: Luba Chair, Philippe Starck with the Olena Chair at NeoCon 2023; Tamara Table
“We are the only furniture manufacturers in The Spanish Green Growth Group,” reports Jesus Llinares, proud CEO of Andreu World, at Clerkenwell Design Week 2023. The Spanish Green Growth Group comprises like-minded, homegrown Spanish conglomerates that propel an economic vision compatible with the efficient use of natural resources. When we sat down with the impressive CEO to know even more, here’s the story we unearthed…
Futuristic Goal Setting: Andreu World’s Far-sighted Leaders’ resolve towards Sustainability
“Sustainability, realistically, is for us, our reason to be,” declares Jesus. “Almost 21 years ago, the late founder and I documented the company’s philosophy, and it was one of the values we listed.”
By 2009, Andreu World had become the first company in the world with a complete FSC® certified offering. The certification implies that the wood employed in their products is solely sourced from reforested forests. It also indicates that the brand is watchful and optimises material use throughout, from felling to processes at the sawmill. Foreseeably, other manufacturers began following suit on Andreu World’s pioneering move.
Lievore + Altherr — Design Partners with Andreu World since 2011. Wood has been an integral part of Andreu World’s repertoire for over a decade.
For Andreu World, however, the strategy came long before. In 2005, when one of the company’s North American customers asked for a product with the FSC® certification, the team began investigating. The search ended in an unlikely coincidence. The forest (of Oak, Ash and Birch trees) they were rearing wood from was being reforested for 150 years, making child’s play of formalities, such as proving the chain of custody and responsible harvesting, required for the approvals.
The aftermath was a grittier resolve to champion sustainability. In 2012, Andreu World also bagged the ISO 14006 Eco-design certification, marking its debut in the brand’s portfolio with the Ronda collection.
The Ronda Collection by Lievore + Altherr
Andreu World has attempted to accomplish a circular economy lately. After becoming Cradle to Cradle Certified®, next is the self-issued challenge to conquer Circular Design by 2025. “There’s no doubt all these steps bring in opportunities. However, as a company, we also realise that it’s our responsibility. Innovation is not limited to design but also extends to caring for the planet,” says Jesus.
“We, too, protect our competitive advantages, but when it comes to sustainability, we do the opposite. We are transparent about our advances. It’s critical to move forward together as an industry for sustainability; hence, it’s a must. Positive competition can have a positive impact on the planet.”
– Jesus Llinares, CEO, Andreu World
Sustainability begins on the Home Ground
Contemporary environmental consciousness is much like the concept of a democratic government. If sustainability is the ruling party, terms like ‘greenwashing’, ‘marketing gimmick’ and ‘buzzword’ are its rivals in opposition. Such a milieu calls for headstrong management and a solid ethos.
“Sustainability can only be effective if it’s authentic”, avers Jesus. The pandemic time serves as a compelling example for the steadfast CEO – when a direct consequence of human activities coming to a standstill was improved air quality and reduced noise and water pollution. The phenomenon fueled his motivation and reinstated his faith in sustainability.
“The period made me realise that as a company, we need to accelerate all our actions, and our attitude should be more proactive. We need to find alternatives for the betterment of the planet”, Jesus bares his aspirations. In the same breath, he pragmatically offers, “We also know that the market will never pay $1 extra for something designer. That’s clear.”
Andreu World provides services for repair and renovation of their products, offering sustainable alternatives to purchasing new products.
To ensure finances do not burden their ambitions, Andreu World has invested time, efforts and funds in a zero-waste policy to cut costs effectively. Furthermore, the company works exclusively with clean energy, extracting half its consumption from solar power and replacing natural gases with carbon-neutral sources. All these considerations contribute to saved operational expenses while paving the way to aid Andreu World in achieving the goal of realising Circular Design and Circular Economy by 2025.
“The consumers today are well-aware and can easily validate claims companies make with widespread, online information. Superficial measures, popularised as greenwashing, can be exposed in an instant. Therefore, the attitude towards sustainability is paramount. Especially when it is not enough to have only a single company committed to sustainability”, Jesus opines.
“We want to achieve Circular Design by 2025, but we want to go further and extend this challenge to the entire global industry.”
– Jesus Llinares, CEO, Andreu World
The Truth of Sustainability: Collaborative, not Competitive
Each company is privy to trade secrets; it concedes an edge over its competitors. It may be as simple as not disclosing how a particular design feature is manufactured or what components devise a specific mechanism. Jesus has no qualms about this. However, he feels that records and progress must be shared when it comes to sustainability.
“We, too, protect our competitive advantages”, he admits. “But when it comes to sustainability, we do the opposite. We are transparent about our advances. It’s critical to move forward together as an industry for sustainability; hence, it’s a must. Positive competition can have a positive impact on the planet.”
Clockwise, from above: Jesus Llinares with designer Patricia Urquiola at NeoCon 2023; Bolete Lounge Table; Mambo Lounge; Bolete Lounge Chair
External assistance in identifying the correct technologies or discovering improvised and more effective chemical or material compositions will imbue healthy competition amongst industry peers while also strengthening the network. Incentivising this system could encourage leadership to be even more forthcoming. Andreu World aims to lead by example in this sphere as well. The brand publishes its sources and records and encourages its suppliers to talk openly about the strategies adopted to achieve sustainable undertakings.
Being the recent addition to The Spanish Green Growth Group is a testament to Andreu World’s willingness to lend a hand and pull their associates and posterity to the occasion. “We want to help Spain, as its natives, by sharing our experiences – if not as leaders, as a reference for sustainable production and manufacturing,” Jesus affirms.
You heard it here first!
Parallely, Andreu World is pursuing admission to the B Corp network. If their nomination is approved, the entity will be the first of its kind to receive the honour – deepening consumers’ trust in not only the company’s legitimate concern for the environment but also in the credible fairness, ethic and equality in the workplace.
Calma Chair by Benjamin Hubert
Circular Design Challenge
As mentioned earlier, Andreu World self-issued ‘The Circular Design Challenge’ to transform how the brand designs, manufactures and distributes globally. A circular economy is one where resources are used efficiently and products are designed to be reusable, recyclable and durable. “We want to achieve Circular Design by 2025, but we want to go further and extend this challenge to the entire global industry”, Jesus declares.
To motivate peers, Andreu World has embodied righteous practices such as openly sharing technological advances to cast competition aside and expedite cross-company collaboration.
The determined CEO affirms, “Together we can lay the foundations for a more responsible industry that is committed to sustainability. At Andreu World, we are committed to leading this change and working closely with our partners and competitors to drive innovation and the implementation of circular solutions.”
In Out Office by Alfredo Haberli
At the same time, Andreu World remains conscious to retain its identity and continue to tread on its own unique path. “We want to maintain our autonomy because we want to retain our freedom to develop our own policies”, Jesus says. “Recently, we have been the first company in our (furniture manufacturing) industry with 100% Cradle to Cradle Certified®, which reflects our commitment towards the betterment of human health, particularly Andreu World’s end-customers.”
These practices and motives resonate deeply with Andreu World’s late founder’s envisage for the company. For him, commercial profits are a by-product of fine-tuning products every day, little by little, towards perfection. With Andreu World’s establishing a niche in the international market, there’s more than plenty of room for their lofty ambitions. “Our focus is to do things better and better and to be sensitive to the needs of the specifiers and end-communities”, adds Jesus.
Andreu World and A.I.
When the CEO of a company is an industrial engineer by education, harnessing technology wherever possible is an expected consequence. Technology is embedded into Andreu World’s DNA, from manufacturing to logistics to digital organisation. If it still needs to be apparent, Jesus sees merit in exploring A.I. assistance.
“We have the workforce and the structure to take advantage and to learn and adapt ourselves to new tools. Even in the past, we’ve taken technological advancements as an opportunity and thrived, sometimes better than our peers”, he establishes.
After a collective decision taken by senior executives seven years ago, Andreu World has actively been up-to-date with advancements in technology for both product and commercial development.
Toughest Market for Andreu World: North Asia
Why: Due to the logistics and operations and the time required to conduct a focused study to develop practical solutions.
Andreu World in the Middle East
Andreu World perceives its revolution in Europe and the Middle East as pertinent and successful. In the Middle East, specifically, Andreu World’s products have been specified in corporate and hospitality projects, and a small fraction also is chosen for home designs. With a long list of developments pending in the regions, Jesus is eager to be part of the design landscape. “The Middle Eastern and African regions are, in the short term, our future,” he concludes.
Overall, Andreu World’s commitment to sustainability and user satisfaction is admirable. Integrity, thoughtfulness, and quality are proven driving forces for the brand, which has metamorphosed into big-ticket manufacturers who balance design with sustainability.
However, what’s most commendable is their foresight, market knowledge and derived strategic planning to conquer regions of the world one at a time.
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Date added:
2 August, 2023
