In an exclusive interview, we sat down with Sofie Grøndal, Head of Marketing at Cane-line, to discuss the challenges and opportunities facing the outdoor furniture industry. From the impact of an unusually slow start to the summer season in Europe to the growing demand for sustainable and comfortable outdoor living solutions, Sofie shares valuable insights into how Cane-line is navigating these trends. We also delve into the company's exciting plans for the upcoming Maison&Objet fair, where they will unveil their much-anticipated 2025 collection.
Sofie Grøndal.
We have had a slow start to the summer this year. How were the market conditions for outdoor brands?
'Yes, we did experience a slow start to the season in Europe due to unfavourable weather conditions. Fortunately, the weather began to improve in July, and we are hopeful that the good weather will continue into autumn. After an unusually wet spring, we have all been eagerly waiting for the arrival of summer. It is difficult to predict the full impact just yet, as we are still optimistic that favourable weather will extend into the autumn season.
On a positive note, other markets, such as the US, have seen a strong season, which continues to develop positively. So, while Europe has faced challenges, there is plenty of encouraging news from other regions.'
What are some of the major challenges for the furniture industry at the moment?
'Innovation continues to be crucial in our ever-changing environment. One of the major challenges for our industry is the ongoing shortage of raw materials. This issue is driving the industry to be more innovative and explore alternative solutions, such as the use of recycled materials.
Additionally, the interest and demand for environmentally friendly furniture are increasing. As a result, we are focusing on enhancing the longevity of our products, which is a key consideration in our design and manufacturing processes. For example, our Choice chair is made from up to 98% recycled polypropylene.'
The Moments Lounge.
What were some of the trends for outdoor furniture this summer?
'There has been an increased focus on comfort – outdoor furniture is now expected to match the comfort of indoor furniture. This reflects a trend we have observed for years, where consumers are seamlessly transitioning from indoor to outdoor living spaces.
Earthy colours have also been emerging in outdoor designs, with tones that naturally harmonise with the surrounding environment. Additionally, curvy and organic shapes, which reflect the forms of nature, are becoming popular as another way to blend design with the outdoors.'
How are those trends visible in your collections?
'Comfort is a key focus in our design process. We aim to provide the same level of comfort in our outdoor furniture as in our indoor pieces, facilitating a seamless transition between indoor and outdoor spaces.
In terms of colour, we add colours such as sand, umber brown and desert red to our colour scheme. Teak remains in high demand due to its warm, inviting tone.'
Cane-line will be at Maison&Objet this September. What are your expectations for the fair?
'We are excited. Maison&Objet is the place to be, attracting a large number of international visitors from around the world. It has developed to be a valuable platform for us to showcase our collections to a global audience which also includes attendees from non-European markets.
This year's fair is particularly important for us, as we will be unveiling our 2025 news collection for the very first time. This major launch will feature exciting new offerings for both outdoor and indoor with new exciting designs, materials and colour scheme.
You will be able to explore new lounge, dining pieces and accessories designed for outdoor spaces. Additionally, we are introducing new colours to our palette, which is inspired by nature.'
The Bloom sofa.
What are Cane-line's plans for the future?
'We are heading into a busy autumn as we begin introducing our 2025 collection to both new and existing partners. We are also working on our 2025 catalogue, which will be revealed in December 2024.
In addition, we are preparing for the launch of our indoor novelty, Bloom, which will be in stores and online in November 2024. Bloom is a sofa and an extension of our indoor lounge collection, featuring comfy upholstered sofas designed with Scandinavian design principles in mind.
The Bloom Collection by Cane-line Design is a masterful reimagination of contemporary indoor luxury. The allure of Bloom lies in its graceful simplicity, yet every element is intricately considered to offer both visual appeal and ultimate comfort. Bloom is more than just furniture; it's an invitation to experience luxury and comfort like never before. It's a statement piece that adds a touch of Italian elegance, transforming your living space into a sanctuary of style and relaxation.'
The Sticks Lounge.
Visit Cane-line at Maison&Objet in Paris at Hall 6, Stand I80 - J79.
More information:
Cane-line
Rynkebyvej 245
5350 Rynkeby, Denmark
+45 6615 4560
[email protected]
www.cane-line.com