The leading Belgian outdoor-furniture label Tribu chose to transform itself from import agency to producer. They made this smart move because of the need for resolutely quality-driven, contemporary furniture for outdoors. They started to create a furniture that offers a kind of experience in terms of aesthetics and comfort, differing the traditional products. With the increasing disintegration in architectural thinking back then, for the projects where the boundaries between indoor and outdoor space are removed (for example a project where the terrace need to become another room), the Tribu’s paradigm for shifting new furniture typologies became a benchmark for all leisure products and al fresco seating.
Artists have manifestos. Countries constitutions. Tribù has a small bunch of papers, that they call their brand DNA. “The documents were drawn up a decade ago. They’re living things, evolving as the world and our target customer’s change,” says Tribù’s CEO Koen de Cock, which is the eldest son of the company’s owner, Lode. “I guess we’ve updated it about ten times so far.” These papers consist of the company’s core values, the Tribù’s brand touchstones as it were: “Trendsetting, yet timeless, design. Sustainable, yet durable, products. High-end materials, allowing customisation. Versatile outdoor, as well as indoor, use. And added architectural value for the total project.”
The Tribù MO is summed up by the Canax innovation, uniting, and the diverse values of comfort, aesthetics, sustainability, and durability. The sustainability is taken very seriously from the company. “We only use plantation teakwood,” comments de Cock. “In addition, a lot of our aluminum products are high-pressure casted, which means zero waste and the ability to use a very large percentage of recycled aluminum in the production.” Nevertheless, Tribù also knows the critical role that have an aesthetic obsolescence plays in sustainability. “Our furniture has a timeless design quality to it. We have customers who purchased our products 20 years ago and come in now because they need small repairs. This is ultimate sustainability.”
Concurring with this target group development is an extension in Tribù’s markets. They have 66% of its market within Europe (with France, Benelux, Italy, and Germany). However, the plans are to growth the business in the Asia and Middle East. Their recent appearance at Maison & Objet Asia in Singapore highlights the intention to direct architects, planners and other specifiers directly, particularly in growth markets. “They’re thrilled to find out that there is a new and trustworthy player in the market that can really add value to their projects,” says de Cock. “All the discussions we’ve had with architects so far have been extremely positive.”
