Wedowood is a Danish-based design furniture company whose environmental commitment in production is manifested in furniture with a marked character of commitment not devoid of style and design. We talk today with Sebastian Jorgensen and Klaus Jorlet to find out more about this wonderful company.
How would you define WeDoWood as a furniture company? What do you think sets you apart from your competitors?
We are not a classic company in terms of our strategy. We want to make a difference and not just talk about it. We want to work with only sustainable raw materials and also try as much as possible to follow the principles of circular economy.
The Nordic countries have traditionally been and are the benchmark in the world of design especially as far as furniture is concerned. How do you see the Nordic market for the current design? Do you think it still has the same influence?
In terms of “pure” design Denmark is still very important and in a leading position in the world. However the design focus has changed within the last couple of years and now we see “The new nordic” design. This style is a bit far from the classic and traditional icons of Denmark. The leading companies that started this new trend are Hay and Muuto (and also WeDoWood☺).
We have witness large-scale furniture companies with no sustainable criteria on their production conquer worlds market in the past. Do you think there is a market for the small designer-manufacturer who shows their commitment and personality in their products?
Indeed there is a market however it is still a minor market compared to the large-scale companies! There is unfortunately still a massive market for “cheap” products made in China and therefore also like the clothing industry a general idea of “buy cheap – use – through out”.
Your company is based on important environmental convictions. From the choice of the certified wood you work with, the free toxic criteria in the manufacture of your products, to management of the logistics and your sustainable packaging criteria. Do you think that eco-design, sustainable manufacturing, presumably with higher production costs, should be the fundamental criterion for any type of industry?
I do not think this is possible – unfortunately but I think those who can make a difference should make a difference in respect of our next generation!
Denmark, like many of the countries around it, from northern Europe, has deep values of respect for the environment. However, in a good part of the countries of the South of the continent this does not happen. What do you think is the reason for our lack of commitment? Why do you think there is this important difference to an issue that affects us in the same way?
It is all about money! We in the EU in general use the cheapest way of producing our products and this is still Asia. But you see a change now and more and more companies in the furniture business are insourcing their production back to Europe. Why? Again I think that it has something to do with cost (logistic, time to market deliveries, etc) and not an environmental perspective. If we do not start to change our way of thinking we cannot change our way of acting! Habits!
You face the business challenge from a global market perspective. Have you also planned your growth in a sustainable way?
Yes, in all ways. We plan to stick only to sustainable raw materials. We only work with certified plantations. This is our guarantee that our bamboo is grown without any chemicals, pesticides, herbicides or fertilizers! We use the most eco way of transport in terms of pollution and Co2 waste. We also only work with flat packed products to minimise the use of packing material and decrease the shipping volume. We will do our best to reduce our carbon footprint of our products, all the way from the Bamboo plantation to the final owner of our products. That is our strategy and our responsibility too.
At Ekohunters, we value and bet, without any doubt, on companies and individuals like you who give value and state that you can do things well without paying a high price like Wedowood.
Think that with your purchase you are contributing to promote a change towards a more respectful industry and consumption with society and the environment.