In a recent article featured in VOKA’s Ondernemers magazine, Laurent De Greef, CEO of GOMMAIRE, shared the remarkable journey of our brand and its growth into a global player in the design industry. The full Dutch article can be read here, on pages 30 to 35, with special thanks to the writing of Nadia Dala and the pictures made by Wim Kempenaers. Read on to find some key takeaways from the article.
A vision beyond trends
Laurent De Greef spoke candidly about his creative vision for GOMMAIRE, explaining that our brand’s focus has never been on fleeting trends or e-commerce sales but rather on the development of handmade, high-quality products within a family-oriented business culture. His passion for creating unique furniture pieces, rooted in organic design, has allowed GOMMAIRE to thrive, moving from a relatively unknown Belgian brand to an internationally respected name in the home and outdoor furniture market.
Today, GOMMAIRE is distributed in over 40 stores in Belgium, with a market that stretches across the globe. It operates as a complete living concept with 70% outdoor products, 15% indoor furniture, and 15% decorative items. Our brand’s unique offering appeals to high-end flower shops, furniture boutiques, and outdoor lifestyle stores, creating a niche customer base that values authentic design and craftsmanship.
Organic Living and sustainability
A key aspect of the GOMMAIRE ethos is a commitment to sustainability and natural materials, which are woven into the very fabric of our company. As our headquarters in Merksem prepares for a new green zone development that will resonate with our brand, we continue to embrace "Organic Living" as our core philosophy. De Greef emphasised that our outdoor furniture, made largely by hand with minimal machine intervention, and their mouth-blown glassware, embody our brand’s dedication to authenticity and craftsmanship.
The use of organic teak wood from Indonesia is central to our outdoor collections. De Greef noted the timeless quality of this material, which is naturally resistant to the elements and ages uniquely with time. "No two pieces of GOMMAIRE furniture are alike," he said, highlighting the natural materials and handcrafted nature of all of our pieces. This sense of uniqueness and longevity is a hallmark of our brand’s furniture lines.
Craftsmanship at the heart
De Greef also underscored the role of master artisans in Indonesia, who contribute significantly to GOMMAIRE’s distinctive aesthetic. These skilled craftsmen infuse each table and bench with a piece of their soul, resulting in furniture that radiates authenticity and artistic flair. This collaboration with local artisans stands in stark contrast to the mass production often found in other parts of the world, like China.
Overcoming challenges and embracing growth
Despite the setbacks many furniture brands faced post-pandemic, GOMMAIRE continued to grow, thanks to prudent management and a focus on quality over quantity. As De Greef explained, while some companies suffered from overstock issues, GOMMAIRE maintained a leaner inventory approach, which helped the brand navigate the uncertain economic landscape of 2023 with a positive outlook.
Looking ahead, one of the biggest challenges GOMMAIRE faces is talent acquisition, a common issue across industries today. In response, the company has hired an external HR consultant to focus on recruitment, ensuring they bring in talent that aligns with the brand’s values of creativity, craftsmanship, and dedication.
A future of bold design and global expansion
While GOMMAIRE is already well-established in Europe, our CEO has ambitious plans for the future. After successful showcases at the Salone del Mobile in Milan and other trade fairs, the brand aims to expand further into the United States and the Middle East. The latter market is especially one with potential, as there is an increasing interest in large, high-quality wooden furniture pieces—perfect for GOMMAIRE’s extensive teak outdoor collections.
For GOMMAIRE, success is more than just numbers—it’s about fostering creativity, nurturing craftsmanship, and staying true to a vision that merges design innovation with traditional techniques. The company's trajectory is a testament to the power of passion, family, and authenticity in an ever-changing world.
For the full article, visit VOKA’s Ondernemers magazine issue 7 and turn to pages 30 to 35. Want to read more stories about our brand? Find all articles on our news page.
