Olivier and Antoine embody the fifth
Roset generation. The sons of Michel
and Pierre Roset (CEO and President,
respectively) continue to expand the
Group internationally, particularly in Japan
and China. With over 700 points of sale
in 70 countries, Ligne Roset remains
committed to its retail locations, but
today the new generation is accelerating
the digital shift. With the creation of
four distribution platforms in the United
States, the brand has increased its visibility
with online orders, a new tool for its
development.
What is the industrial strength of Ligne
Roset today?
Olivier Roset: It is based on the
mastery of three complementary crafts:
the manufacturing of seating, the
manufacturing of other types of furniture
and the production of decorative objects:
carpets, lighting, etc. When you buy
a Ligne Roset sofa at one of our 700
retail locations worldwide, an order is
–9 –
launched in our workshops in France
and seven weeks later, the product
comes out of one of our five industrial
sites (155,000 m2). The strength of the
Group is also based on its work with
variations: for many pieces of furniture
we offer a choice of 20 lacquer colors
and each chair is custom manufactured
in one of our 10,000 textile or leather
options. The production of our seating
category is organized by areas of
expertise: each brings together the
specialization of about forty versatile
employees who work according to the
Japanese method Kaizen. This style of
management allows autonomous teams
to continuously improve manufacturing
processes. As for the designers, their
projects are developed in our three
design offices alongside Michel Roset
and 15 employees. The engineering
department adapts the product
design to the industrial tool in about
six months. Each year, a hundred new
products are made. The collections
never stop!
How did Ligne Roset establish itself in
Japan?
Olivier Roset : In 1981, a Japanese
bedding manufacturer approached us
at the Paris Furniture Fair to diversify
their offerings. Ligne Roset was clearly
an ideal partner because we shared
the same industrial language and our
two companies work with high-end
foam, our common language. So my
grandfather, Jean Roset, and my uncle
Pierre signed a licensing agreement with
this manufacturer, authorizing them to
produce a selection of our collection in
their factories: this is how Ligne Roset
Japan was born.
Doesn't this market have a reputation for
being difficult?
Olivier Roset : Like the German
clientele that we won over in the 1970s,
the Japanese clientele appreciate high
quality, but it is just as demanding in
terms of price, speed of delivery and
after-sales service: to succeed beyond
the Rhine is to win over the Japanese
market. For 40 years, Ligne Roset
Japan has been a very loyal partner
and we are faithful to it. Each quarter, a
member of the Roset family visits their
factories in Hiroshima to adapt our
products to Japanese standards. Since
their apartments are smaller, they need
very compact design objects that are
consistent with their way of life.
What product did you start off with?
Olivier Roset : Ligne Roset Japan first
manufactured Togo, our iconic all-foam
sofa that is also a bestseller in Japan. Their
offerings have expanded over the years.
With Michel Roset, we redefined our
development plan by encouraging our
partner to manufacture more products
and to position itself with exclusive
distribution. In ten years, turnover has
increased sharply. Originally distributed
in multi-brand stores, Ligne Roset Japan
showed confidence in us by investing
in exclusive stores, which was not its
tradition. After establishing two stores in
Tokyo, Ligne Roset Japan just opened
a third in the Ginza district, historically
focused on luxury items.
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