PRODUCTION

And the business structure

UNIQUE 3D TUBE BENDING

Squiggle is produced with a unique bending technique, that is difficult to copy.

The machine in use can make the unique bend-in-bend.

Other tube benders are made to bend in 2 dimensions and can only be manipulated to 3 dimensions. However, it is a slow and cumbersome process.

It only takes 17 seconds to bend Squiggle.

Therefore, it is possible to make a product in high quality, with low production costs and a high retail price.

Though Squiggle is a simple product its also a specialized product.

Tubes made in Italy, lasercut and bended in central Europe and coloured by anodizing in Denmark. Plus final assembly inhouse.

This raises questions not only about delivery safety in the supply line but also about the value chain of the company in general.

SYPPLY CHAIN

horiontal

VERTICAL OR HORIZONTAL

What kind of company should we be?

One that produces and let others sell. Or one that buy from suppliers and focus on marketing and sale.

By far most design companies use the second model.

But with a good understanding of manufacturing, inhouse production offers several advantages.

Shorter time to market, higher margins, less money tied up in stock, production to order, delivery safety and more.

One role model to mirrow here is the grand old brand of French Lignet Roset.

Inhouse production and 100+ Lignet Roset stores and many partner stores around the globe.

We imagine a vision to make a danish Lignet Roset with a modern look.

Combining an old school business structure with a modern storytelling for the interior design industry.

OLD SCHOOL ROLE MODEL

Contact

info@broendesign.dk
(+45) 40 93 38 49

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