Fermob : bold decisions and strong values
In 1989, the metal garden furniture manufacturer was taken over by an ambitious new managing director. Under Bernard Reybier’s demanding leadership, this traditional brand was taken in a new, visionary direction and breathed new life into a somewhat subdued market. He invested heavily in converting the company from a small-scale, artisan outfit to a fully industrial production firm – yet retained that same traditional expertise and craftsmanship. He transformed Fermob by taking some bold decisions along the way, opting to create a new type of garden furniture that was brightly colored and created by leading designers.
In the 1990s, the company saw an injection of capital into its production facilities as part of efforts to maintain the very highest standards and increase its capacity. With its brand new, one-of-a-kind painting line, the brand was ready to bring its color expertise to the world. The Fermob color chart now features 24 different tones, with new shades introduced each year to reflect the current trends.
Many of Fermob’s garden furniture collections have been developed in collaboration with both up-and-coming and established designers. Each designer works to the brand’s exacting specifications – the pieces must be robust (for outdoor use), attractive (elegant forms) and practical (user-friendly). Fermob has a keen eye for innovation, regularly registering new patents and introducing clever new features. The most recent innovation – the silencing pad – reinforces the chairs acoustic comfort. Fermob has also developed its own new twist on iconic, timeless pieces such as the folding chair found in Parisian cafés and the famous armchair that adorns the Jardin du Luxembourg and the Jardin des Tuileries in France’s capital city. The Bistro chair and the Luxembourg collection are now mainstays of the brand’s catalogue, helping to raise its profile boost its image both at home and abroad and embodying the very essence of French “art de vivre”.
In 1989, the metal garden furniture manufacturer was taken over by an ambitious new managing director. Under Bernard Reybier’s demanding leadership, this traditional brand was taken in a new, visionary direction and breathed new life into a somewhat subdued market. He invested heavily in converting the company from a small-scale, artisan outfit to a fully industrial
production firm – yet retained that same traditional expertise and craftsmanship. He transformed Fermob by taking some bold decisions along the way, opting to create a new type of garden furniture that was brightly colored and created by leading designers.
In the 2000s, Fermob deployed its branding strategy in an effort to strengthen its reputation and reinforce its unique qualities. The brand placed its key characteristics and values in the spotlight – qualities that have since taken firm root in its DNA. It is known as an accessible, caring and inspiring brand, embodying a sense of freedom and joie de vivre. Fermob’s customers view the brand as something truly unique. It has its very own tight-knit community – the “Fermob little big world” –
where fans and aficionados are invited to showcase their homes, gardens and terraces and create catalogues that reflect “real life” in all its multi-faceted glory.
The company also works closely with professionals via its Contract and Special Contracts departments. Because all of Fermob’s products are tested to collective use standards, the brand is well- placed to meet the exacting demands of the hotel and catering industry. It creates bespoke products such the players’ and umpires’ chairs for the French Open tennis championship, furniture for the head offices of blue-chip companies like L’Oréal, Nike, EDF and Google, and pieces for café terraces. But what exactly is it that makes Fermob so popular with professionals? Of course, these customers are attracted by the manufacturer’s reliability, as well as the practical and functional qualities of its products. But, more than that, there is something genuinely unique about Fermob… a touch of soul that catches the eye and makes people want to pull up a chair – a Fermob chair, to be precise!
Although first and foremost a manufacturer of metal garden furniture, Fermob has developed a growing reputation as a leading outdoor space designer over the years. This gradual shift is a direct result of a targeted strategy, designed to reflect market trends (people see the garden as the second most important “room” in the house) and driven by a determination to create pieces that are as functional and comfortable as possible. Fermob has used its outdoor expertise to great effect, adding new materials such as technical fabrics, resins, “scoobie” threads… and even safety belts!
The brand has also developed a range of non-furniture items, including the Les Pièces Rapportées collection – a range of decorative accessories for outdoor (and, of course, indoor) use – and other pieces such as planters, parasol bases and pedestal tables.
More recently, Fermob has made its first foray into the world of lighting with the release of a range of outdoor lamps under the Balad moniker. While this new collection marks a first for the brand, the pieces nevertheless carry the same trademark qualities – practical, mobile and designer. What’s more, Fermob has continued to develop new furniture collections that cover all areas of the garden, terraces and even indoor spaces, giving customers the wealth of choice they need to form their very own colorful, sociable worlds.
With more than 200 products, 30 collections and 24 colors on offer, the brand seeks to inspire its customers to create unique spaces that reflect their personalities. The end result is a truly versatile mixture of styles and settings that echo our customers’ lifestyles and preferences.
With Fermob, there’s a terrace for everyone. Creativity knows no limits!