COMPANY PROFILE
WELCOME TO THE WORLD OF ASIADES
CONTENT p 06 welcome p 07 history
p 23 corporate culture
p 10 production anji guangzhou haining tongxiang surabaya
p 27 collections socha artisan ilblua indo its ese
p 18 showroom
p 39 concepts studio dutsh
p 19 mission p 22 our strengths
p 25 core values
p 44 shows p 45 a-team
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Welcome
WELCOME
“WHERE EAST MEETS WEST.�
Asiades is a company, which designs, develops and produces dining and lounge furniture. We produce
Netherlands, Apeldoorn, while production takes place in Asia. The back office of Asiades is located
contemporary upholstery, stainless steel and wooden furniture items. Asiades creative- and sales office with 3000 m2 showroom is originated in the east of the
in Surabaya where local account managers and IT specialists assist the company.
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History
HISTORY
“MAKING FURNITURE IS SOMETHING YOU LEARN BY SEEING AND BY DOING.”
Asiades has its origins more than two centuries ago, where the first out of five generations Hulstein began his career as furniture maker. For generations to come the profession of furniture maker is well bedded within the family. In the city of Apeldoorn, the Netherlands this authentic Dutch craftsmanship came to life. The moment Reyer Hulstein, fourth in line, takes fully control he starts focussing on selling furniture rather then actually producing it. Behind the store where the workshop is located, grandfather Hulstein spends his well-earned free hours teaching his grandson Jan Wout (1964) the ropes. Well considered, Jan Wout chooses not to take over his father’s business after he graduates. He decides to explore other possibilities and opportunities within the modern furniture industry. He ends up meeting an importer from Asia who trades in rattan and in 1986 as a hobby so to speak, in a shed next to his house,
Jan Wout starts to make his own furniture. All the experience and knowledge that his grandfather passed on to him proved to be of great value. It doesn’t take long before Jan Wout can turn his hobby into a real profession. The business flourishes in such way that the demand exceeds the supply. From that moment, Jan Wout decides to change course and to import all his furniture from Asia to be able to satisfy to the demand. That appears to be a hit, because in Asia he meets Ceng Candranegra (1957). Unmistak-ably, the two get along very well and 1998 they decide to start a joint venture in Surabaya, Indonesia. Here, Ceng becomes production manager and Jan Wout is in charge of the sales department and the product development process. In 2000 they continue business by the name ‘Asiades’ while the creative home base in the Netherlands receives the name ‘Arocca’.
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Production
PRODUCTION
“FOUR PRODUCTION FACILITIES IN CHINA AND ONE IN SURABAYA.”
Asiades has grown to four production facilities in Asia. In Zhejiang province we have three production facilities, in Haining we make the Artisan, in Tongxiang the Socha and in Anji the Dutsh & Itsese collection. Ilblua we make in the south of China near Guangzhou. Indo collection is as it says in Indonesia near Surabaya where we ever started more than 20 years ago. On the following pages you will find a description.
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Production
ANJI We started doing our Dutsh collection 5 years ago in the mountains of Anji. Fresh air is food for thought. Not a stereotype Chinese factory but a fun place to work where making furniture is almost a hobby, where people are proud to make affordable luxury, where we make our furniture and also yours...
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Production
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Production
GUANGZHOU Our stainless steel products are produced in Guangzhou, China. These products are to be found in the Ilblua Collection and are made with extreme care and precision resulting in fine, smooth furniture.
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Production
HAINING Our factory in Haining, in the east of China is specialized in upholstery and is responsible for the Artisan Collection, which consists mainly of sofas and lounge chairs. Using coil springs, relax foam and pick-up fibre we are able to create the ultimate feeling of comfort.
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Production
TONGXIANG A stone’s throw from Haining, in Tong-Xiang we find the factory that produces our chairs that make-up the entire Socha Collection. A specialized ‘A-team’ puts their experience into practice on a daily basis when it comes to producing these high-quality chairs. All our products go through a sustainable production process, which obviously results in products that are sustainable in use.
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Production
SURABAYA When mentioning our last facility, the one in Surabaya, the first thing that comes to mind is the Indo Collection. Wood, rattan and loom form the starting point of this collection, ranging from classic to modern. We only use wood with the verification stamp VLO (Verification of Legal Origin), which is a verification of production rights, chain of ownership, tax payments and adherence to production quotas. It demonstrates that logs and timber products have been legally sourced.
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Showroom
SHOWROOM
“THIS IS OUR CREATIVE TEMPLE.”
Our 3000 m2 showroom is a statement on itself; it provides a great insight into our company and it basically reflects who we really are and what we are all about. We call it our ‘creative temple’. Here we can show our collections in the right ambiance to the right customer and where we can build further on existing and new partnerships around the globe.
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MISSION
Mission
“OUR MISSION IS TO LET OUR USERS FROM ALL OVER THE WORLD ENJOY THE STYLE, COMFORT, QUALITY AND DURABILITY OF OUR FURNITURE FOR THE BEST POSSIBLE PRICE, CREATED WITH A TEAM WHO SHARE OUR PASSION AND VISION.”
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Our strenghts
OUR STRENGHTS
“A DESIRABLE ATMOSPHERE FOR EVERY CUSTOMER.�
One of the great strengths of Asiades is its ability to offer complete concepts. Not only are we specialized in dining chairs, everything concerning dining and lounge furniture is made with exceptional care in order to create a desirable atmosphere for every customer. In addition, we also offer complete shop-in-shop concepts with accompanying POS material, display rack and packaging (depending on the type of concept).
The innovative and progressive character of Asiades reflects best in the fact that we produce new models and ideas every single day. That is how we stay ahead of the game. Our approach is always flexible and we do everything we can to think along with the customer and making things as easy as possible.
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Corporate Culture
CORPORATE CULTURE
“OPEN AND FRIENDLY WITH A NO NONSENSE MENTALITY.”
The corporate culture of Asiades is open and friendly with a no-nonsense mentality. We worked hard to get where we are today. Everyone enjoys equal treatment with lots of room for personal development and taking own initiatives.
Our approach towards clients is professional, yet relaxed. We value the right ambiance as well as the right clients who share our passion. This is why we invest considerably in long-term client relationships.
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Core Values
CORE VALUES
“WE DO OUR BEST TO CREATE THE ULTIMATE FEELING OF COMFORT.”
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Core Values
craftsmanship
durability
For generations we are making furniture the traditional way, only using the best materials. We call this pure craftsmanship. Every single, unique item is made by hand.
Not only do we want to produce lasting furniture for user purposes, we also value a sustainable manufacturing process. All materials used in this process are fair, durable and possess the right stamps to ensure that our materials have been legally sourced.
quality By imparting knowledge and experience to special trained A-teams and by setting higher requirements concerning our collections, employees, production facilities and transport every single day, we are able to guarantee quality.
service Constructive engagement and service has brought us where we are today and we will do everything necessary to keep our customers satisfied, without losing sight of our own responsibilities.
style Our goal is to become a leader in the furniture business by bringing the latest trends in dining and lounge furniture with a good eye for style and detail.
comfort Style & comfort, this ideal combination can be found in our great variety of furniture. We do our utmost to create the ultimate feeling of comfort, made with joy to enjoy.
value Our ambition is not to be the most expensive or the most exclusive producer of furniture, but we are aiming to become the best in the business. Value for money represents us best.
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Collections
COLLECTIONS
“OUR COLLECTIONS HAVE A SOUL.”
The Asiades Collections have two things in common: they possess a soul, an Asiades soul, made by people with passion. We will give you a brief introduction of each collection.
SOCHA For generations, we are making chairs the traditional way, only using the best materials. We call this pure Dutch craftsmanship. To continue to innovate in quality we have outlined our knowledge in our special ‘Asiades Socha Collection’. This collection contains a various number of side chairs, armchairs and is completed with five lounge chairs. The superb quality we offer and which you are used to becomes the new standard. Because we are highly convinced of the power of this collection, we make sure that our stock is optimized in order to supply frames and a diverse selection of fabrics and leather.
SETTING THE STANDARD
ARTISAN How important is comfort? Comfort releases tension thus, the better the chair, the more you can relax. Like no other we understand what this means. By combining this aspect with a good eye for style and details, we created an inspiring collection in which you can find the best of these both worlds. This rich collection contains sofas, lounge chairs and matching essentials. From trendy to classic, from design to baroque, all with a contemporary twist. Artisan has everything to create the ultimate feeling of comfort and is a feast for the eye.
WHERE COMFORT MEETS STYLE.
COSMOPOLITAN LIFESTYLE.
ILBLUA Elegance, glamour, functionality, and modernity is what Ilblua is all about. A particular characteristic of this collection is its stainless steel items. Refined steel transformed in various strong ranges, which breathes the cosmopolitan lifestyle. Waiting for the latest trend? Ilblua is the collection you’re looking for.
INDO Indonesia is well known for its solid wood, loom and rattan. With these basic materials we have outlined a special ‘Indo Collection’ with a pure, natural look and feeling. Handcrafted by carpenters, stonemasons and wood carvers, this is furniture that you will treasure and that you are proud of to keep for generations to come. The wood we are using comes from managed forests or plantations. Lacquer, glue and recycled packaging materials are carefully selected in the same way. With Akzo Nobel we have developed a special finishing line, because we understand the importance of the finishing touch.
INDO
LOOM, WOOD & RATTAN.
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Collections
“TRY IT, IT’S THAT EASY.”
ITS ESE Itsese lounge items are made of high quality outdoor fabric, which is easy to clean and also very comfortable for indoor purposes. We provide a 100% polyester outdoor cover with durable pvc coating and a Vintage Cotton cover for indoor use. This lightweight material makes it easy to move and remove. The special belt helps you to create your own sense of comfort. For a active sit, pull the belt a little tighter. When you prefer something more laid back, loosen the belt a bit. Itsese has everything to create a lounge area adjustable to your own style.
CHILLING OUT
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Concepts
CONCEPTS
“A COMPLETE SHOP CONCEPTS WITH POS MATERIALS.”
As mentioned before we offer complete shop-in-shop concepts with accompanying POS material, display rack and packaging. Together with our team we can tailor a shop concept from several collections fully to your needs.
TRENDY AND TIMELESS.
STUDIO DUTSH We produce in Zhejiang provence in China furniture for decades using the best materials and with a European eye for detail and ship this directly from the factory to stylish retailers world wide. In the swatch book you can find materials which are all tested on intensive use and divided into Vintage cotton, linen, twill and Dolcina, beside fabrics we also use Pellini which are user friendly recycled leathers covered with a protective soft touch coating. Our Dutch chairs are made in powder coated black matt or industrial.
Studio Dutsh
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STUDIO DUTSH
“DUTCH DESIGN MADE WITH “
This collection is for anyone who values form and
The collection is designed by Dutch designers Rico
function in fresh and original designs that change
Souren (Design Academy Eindhoven) & Jan Wout Hul-
your experience of the daily life. ‘DUTSH’ stands for
stein. All items are designed to be comfortable and
superb design and high quality and is born out of love
functional with a the perfect look. DUTSH will give
for eye-catching designs.
you the latest trends and basic beauty’s.
4X5 STUDIO
6 DINING CHAIRS
Guardia
Fem
Sophia
Jacob
E lco
Pullman
Studio Dutsh
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8 CHOICES OF UPHOLSTERY
Twill Vintage Cotton Charcaol Charcaol
Twill Grey
Vintage Cotton Brown
Twill Taupe
Vintage Cotton Mustang Grey Charcaol
Mustang Whiskey
BRANDING
Neon
Fabric Swatchrack
Rack incl 6 Chairs
Banner
P.O.S.
Carton Box
Woven Label
SHIPMENT IN 4 WEEKS
Dust Cover
Metal Label
NO MINIMUM ORDER
AMBIANCE “To let our furniture be the star of the show, it’s important that it is presented in the right ambiance. We try to make a statement by creating the wow factor.”
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Shows
SHOWS
“WHERE WE CREATE THE OPTIMAL ASIADES EXPERIENCE.�
The majority of our customers are large retailers, wholesalers and furniture shop corporations. Generally, these customers are met during the various furniture fairs around the world or during personal visits. The current furniture fairs, in which Asiades takes part,
are in Guangzhou, Shanghai, Singapore, Cologne and Milano. Each fair with has a different theme. Normally we show our furniture on a stand with a minimum of 200 m2 to create the optimal Asiades experience.
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A-team
A-TEAM
“WE ARE WHER BECAUSE OF TH TEAMWORK.”
We are where we are because of teamwork. Some faces are there since the companies’ very first daylight. Whether it is in one of the factories, or in the creative office, or back office, everyone in the A-team plays an important role. We all believe in the strength of our products and the path we are taking.
Our sales team represents Asiades around the world to bring our stylish furniture collections and concepts to our clients. On the next page you will find out who is responsible for your region.
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A-team
RE WE ARE HE GOOD
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A-team
“OUR SALESTEAM.”
• Luke Hop
• Tim van Binsbergen
+31 6 11 37 50 54
+31 6 42 63 59 33
luke@asiades.com
tim@asiades.com
Eastern & Southern
France, USA, Canada,
Europe, Middle & South
& Asia
America
• Maarten van Dijk
• Wilfred Kinket
+31 6 81 86 47 31
+31 6 28 23 73 67
maarten@asiades.com
wilfred@asiades.com
USA, South Africa,
Germany, Switzerland
& Australia
& Austria
• Peter de Lijster
• Kevin Hulstein
+31 6 51 35 73 17
+86 138 1930 3509
peter@asiades.com
kevin@asiades.com
Holland, Greece,
China.
Belgium & Scandinavia
• Dhaval
• Keith
+91 9 70 28 26 255
+44 7 97 75 65 808
dhaval@asiades.net
keith@asiades.com
India
UK, Ireland
• Jan-Wout Hulstein
• Tristan
+31 6 54 61 36 634
+74 9 64 75 454
jw@asiades.net
tristanpyke@hotmail.com
Middle East
UK, Ireland
production asiades hk ltd. 20/f printing house 6 duddel street central hong kong f +85 237 64 07 42 info@asiades.com www.asiades.com
branch office rak po box 16111 8th floor, business centre 4 free trade zone ras al khaimah, uae info@asiades.com china factories socha: tongxiang-zhejiang artisan: haining-zhejiang
dutsh: anji-zhejiang ilblua: anji-zhejiang customer service & indonesia collection surabaya, indonesia info@asiades.com t + 62 81 839 7814
creative office & showroom arocca netherlands laan van de ram 10 7324 bv apeldoorn t + 31(0)88-8816888 f + 31(0)88-8816899 info@arocca.com www.arocca.com