From crafting wood furnishings on the shores of Lake Michigan in 1948, to the first Zero Waste to Landfill company in the furniture industry in 2012, Haworth’s journey has evolved into a global saga.
But Haworth is more than a furniture giant; it’s a visionary force. Picture a workplace where each space is tailored not just to function but to elevate business, ignite spirits, and sustain the planet. Their vision extends beyond mere furniture, aiming to redefine how interiors are conceived, constructed, and maintained over time. Their strategies are meticulously crafted to provide customers with the knowledge, innovation, design, and global expertise necessary for success.
From floor to ceiling, wall to wall, Haworth’s versatile product range adapts effortlessly to evolving needs. As the company has flourished over the years, it has invested in research, design, and strategic acquisitions, broadening its portfolio and network to meet the ever-shifting market dynamics.
At the core of this growth is an unwavering commitment to collaboration. Krista Molson, Sales Manager MEA, delves into the company’s ethos, highlighting, “The company is split into two business entities – commercial interiors, which focuses on the office environment and the Haworth Lifestyle Design, which has iconic design-led brands like Poltrona Frau, Cappellini and Cassina” she says.
Along with these iconic brands, many others including BuzziSpace and HushOffice, are the reason Haworth today has over 8000 employees, and 450 dealers all working together to create organic workspaces.
Pride echoes in Charlotte Gratia‘s words, Dealer Development & Communication Manager MEA. She emphasises “What makes us unique is our global expertise and the fact that design is at the heart of everything we are doing. That’s what makes Haworth one of the leaders in workspace solutions.”
Tarek Amin, Sales Manager MEA, joins in, elaborating on another aspect of collaborative spirit. “Haworth is a people company,” he proudly notes while mentioning the gender-balanced representation of team members spanning Africa, Asia, the Middle East, North America, and Europe. “Our commitment to diversity, equity, inclusion and belonging is well represented in our Middle East and Africa Operation. Being relatively a small team, managing geographically a large area, we have to work closely to be as successful as we are,” he continues with a smile.
“Haworth is a people company. Our commitment to diversity, equity, inclusion and belonging is well represented in our Middle East and Africa Operation. Being relatively a small team, managing geographically a large area, we have to work closely to be as successful as we are”
– Tarek Amin, Sales Manager MEA, Haworth
Family-owned since its inception in Holland, Michigan, in 1948, the company marked its 75th anniversary this year in 2023, with the third generation steering the ship, ensuring stability in its creative culture.
Playing a long term game, Haworth strategically designs, sources, and manufactures products within the markets it serves, tailoring solutions to diverse cultures and client preferences. This approach grants the company agility and fosters sustainable sourcing, with a global footprint and a wealth of ideas delivering cutting-edge design thinking to clients worldwide.
Traversing continents from the US to Europe and Asia, Haworth’s legacy is deeply rooted in a perpetual cycle of reinvention. The company’s global presence is not just a testament to expansion but also a commitment to constant rethinking and redevelopment, unveiling the secret behind its enduring legacy.
Sustainability and Success
“It began in 1992, when we built our first recycling plant at our headquarters in Michigan. Cut to 2012, we became the first Zero Waste to Landfill company in the industry,” reveals Krista Molson, Sales Manager MEA at Haworth.
Krista proudly announces another groundbreaking achievement – validation of the company’s sustainability goals by the Science Based Target initiative (SBTI). Aligning with nature’s cyclical processes, Haworth is dedicated to circular design, aiming to minimise waste by ensuring materials remain in circulation.
She further elaborates on how the company is driving this mission forward through education. “100% of our products are now being designed using circular principles and operational performance, which ranges from material selection, sourcing responsibly sustainable packaging and how we run our manufacturing facilities worldwide,” Krista explains.
“100% of our products are now being designed using circular principles and operational performance, which ranges from material selection, sourcing responsibly sustainable packaging and how we run our manufacturing facilities worldwide”
– Krista Molson, Sales Manager MEA, Haworth
When quizzed about their plans to meet customer requirements and needs, especially along the value chain, Charlotte sheds light on Haworth’s strategic tools, such as lens surveys, and insightful workshops in the region. Recognising the shifting trends towards activity-based and hybrid environments, she emphasises the importance of their Ideation and Workplace Strategy department—a team of experts using user-based research to craft innovative workspace concepts.
Central to their approach is the Haworth Space Model workshop. “The idea is to ask customers and even designers to think in three different categories – What are the day to day activities they are basically doing between focus work, collaborative work and social work? And after that, the idea is to find the best configuration that will fit the different scenarios,” explains Charlotte.
“The idea is to ask customers and even designers to think in three different categories – What are the day to day activities they are basically doing between focus work, collaborative work and social work? And after that, the idea is to find the best configuration that will fit the different scenarios.”
– Charlotte Gratia, Dealer Development & Communication Manager MEA, Haworth
Deepak T D, Sales Manager MEA, underscores the collaboration with clients’ key stakeholders, leveraging Haworth’s diverse product offerings, including technological solutions like Bluescape and acoustic solutions from BuzziSpace and HushOffice to meet evolving requirements. “The blend of Haworth and Haworth collection products helps us stay on top in meeting these client’s requirements,” he explains.
The Haworth showrooms are a testimony to the physical execution of this idea. In the heart of the Haworth showrooms, each zone is purposefully crafted, offering dedicated spaces for focused work, impromptu collaborations, and social restorative breaks. Anusha Ashok, A&D Manager, passionately explains the thoughtful design approach, incorporating colour psychology.
“When you step into the showroom, terracotta with a warm and welcoming aura, creates a more tranquil experience. Now the blue, a central colour for us, works a serene ambience fostering focus and collaboration,” she adds. The blend of colours, along with biophilia, enhances the environment, creating a dynamic space that elevates concentration and enriches the work experience. “And for those who can make it to the showroom, we’ve created a virtual space that is always evolving. This means we get to regularly update and show you the latest and greatest products all the time,” Anusha concludes.
Instantly recognisable Product Range
If this is your introduction to the brand, then Krista Molson, Sales Manager MEA would suggest their most recognizable products – the Fern and Zody Chair leading the pack in the task seating category. According to her, they not only stand out but also meet all ergonomic criteria.
“If you look at the collaborative category, the Openest collection from Patricia Urquiola consists of the Feather sofa, Flume screens, Poppy chair and Chick Poufs. Our other brands provide iconic products like the Archibald Armchair from Poltrona Frau, the Tulip chair from Cappellini, and of course the LC III from Cassina,” she continues.
Anusha Ashok, A&D Manager, lauds Zody as the “Beyoncé of chairs,” highlighting its flagship status with over 3 million pieces sold worldwide.
“The Cardigan is made out of a 3D knitting process, completely eliminating fabric waste from its production. The foam itself is made from a biomass approach, eliminating about 80% of carbon emissions compared to traditional manufacturing methods.For every Cardigan created, we are preventing 91 bottles from ending up in the oceans or in the landfill.”
– Anusha Ashok, A&D Manager, Haworth
Providing further insight, Anusha notes the global surge in height-adjustable desks, leading to increased demand for versatile seating. Enter Zody II and Zody LX, designed to seamlessly complement height-adjustable desking. These innovations offer dual posture options, promoting a healthy, active lifestyle with sit, perch, and stand flexibility. Anusha describes them as pioneering, game-changing, and ergonomic, echoing a powerful message – “Move healthy and feel good.”
However, she is all praises for another product range aligned with the company’s holistic design sustainability values. “I am currently lounging in the Cardigan – the latest addition to our lounge portfolio. It’s made out of a 3D knitting process, completely eliminating fabric waste from its production. The foam itself is made from a biomass approach, eliminating about 80% of carbon emissions compared to traditional manufacturing methods. Now that’s impressive!” she reveals excitedly.
Keeping with its sustainable approach, the product requires merely six screws and no glue for assembly. With an impressive array of 78 design options, the Cardigan caters to diverse eco-conscious styles. “For every Cardigan created, we are preventing 91 bottles from ending up in the oceans or in the landfill. That’s why there’s got to be more Cardigans out there,” she laughs.
“The blend of Haworth and Haworth collection products helps us stay on top in meeting these client’s requirements.”
– Deepak T D, Sales Manager MEA, Haworth
The paradigm shift towards hybrid work has reshaped office dynamics, underscoring the importance of a well-balanced mix of spaces for various activities. Discussing the ever-evolving landscape of workspaces, Deepak T D, Sales Manager MEA, emphasises, “The key word we are hearing from most of our clients is flexibility. Be it individual work, focused work, collaborative work, or social restoration activities,” he says.
Deepak provides a vivid example of their adaptability, showcasing the delivery of projects to over 20 countries in the Middle East and Africa region this year alone. Highlighting the Shell Regional Headquarters in Dubai (made in partnership with Gensler and Shell’s Corporate Real Estate Team) as a personal favourite, he describes it as an iconic office designed to create an agile workspace with a reduced real estate footprint, preparing for the return of members post-pandemic.
“We hosted several workshops to understand the specific requirement, which resulted in designing a variety of work applications such as, the assigned dates for the traders area, touch down and collaborative areas with the product blend of Haworth and Haworth collection. The colours have been hand-picked by Gensler to make the space look more vibrant by fully utilising the natural light,” he reveals.
“We have also delivered many projects for the World Bank Group, which includes IBRD, IFC, IMF in the Middle East and Africa region from Afghanistan, Kenya, Uganda, all the way to Burkina Faso, which is a testimony of our operational excellence in the region,” he concludes.
