ASITRADE is a Spanish wholesale company specialised in the import of furniture, antiques, and decorative items from different Asian countries. The company was founded in 1999 after several trips to China made by its founders. During these trips, they realised the potential and beauty of Asian furniture and decor items and decided to bring these unique pieces to the European market.
InteriorDaily spoke with Managing Director Olivier Halluin about their strategy, future plans, and the challenges they face.
What inspired ASITRADE to specialise in antique and handcrafted furniture from Asia, and how do you see this offering resonating with the European market?
'Since its founding in 1999, ASITRADE has been dedicated to bringing pieces carefully selected for their quality, charm and history. The company offers a wide range of products, including both antique and newly designed furniture, all of which have been restored and finished by artisans using premium reclaimed and recycled wood.
Despite cultural differences, Asian and European furniture share some similarities. Both have used wood as their main material and have developed advanced carpentry and joinery techniques. However, while European antique furniture often seeks to impress with its opulence and ornate details, Asian antique furniture tends to emphasise simplicity and harmony with nature.
One of the most outstanding characteristics of the furniture imported by ASITRADE is its timelessness. These pieces of furniture never go out of style, as they combine traditional craftsmanship with designs that remain relevant over time. Thanks to its quality and style, ASITRADE's furniture remains a popular choice for those looking for unique and durable pieces.'
With sustainability becoming increasingly important, how do your practices of using reclaimed and recycled wood align with the growing demand for eco-friendly furniture?
'The wood used and distinct items come from abandoned villages and houses due to the exodus of young people to larger cities in search of better opportunities. This process not only breathes new life into the materials, but also preserves history and traditional craftsmanship.
We also collect and restore antique furniture. We use techniques such as pickling and varnishing to restore them to their original splendour. We refurbished a variety of furniture, including chairs, tables, chests of drawers and cabinets using eco-friendly materials in the process.'
Chinese antique furniture holds deep cultural and historical significance. How do you educate potential customers in Europe about the rich history and craftsmanship behind your pieces?
'Chinese furniture, as we know it in our times, has its origin in the Ming dynasty (1350-1650). Most of the designs that have remained to this day are from this time. The antique furniture that is currently imported is furniture that is less than 150 years old and therefore it is furniture belonging to the Quing dynasty (1650-1911), although as previously said its design dates back a long time.
The design of these pieces, although it is centenary, is still current and is the basis of many contemporary designs. There is century-old furniture with a design that is still current due to its sobriety and clean lines and others that are richly decorated with drawings that tell different stories, from idyllic family scenes or romances to terrible battles.'
How do you plan to expand your operations across Europe and what challenges do you foresee ?
1. Expand the product portfolio: Offer a wider variety of decoration products to appeal to diverse types of retailers and meet various market needs.
2. Strengthen supplier relationships: Establish and maintain strong supplier relationships to ensure consistent, quality supply.
3. Optimise coordination and distribution: Improve coordination processes to ensure fast and efficient deliveries, which is crucial to maintaining customer satisfaction.
4. Expand online presence: Develop a robust e-commerce platform to reach a wider audience and make shopping easier for retailers.
5. Participate in trade shows and exhibitions: Attend industry events to increase brand visibility and establish new business connections.
6. Offer loyalty programs: Implement loyalty programs for wholesalers who buy regularly, thus incentivizing repeat business.
7. Explore international markets: Research and enter new international markets where there is demand for decoration products.
Any plans for the future?
'Asitrade aims to strengthen its position in the European market through key growth initiatives. It plans to expand its dealer network and online commerce platform to increase reach and improve the customer experience. The company will set up a shipping plant for faster deliveries and form strategic alliances with European manufacturers to diversify its product range. In addition, Asitrade is launching an online decoration service and a professional advice platform, reinforcing its commitment to innovation, customer service and operational excellence.'
More information:
ASITRADE - Olivier Halluin
[email protected]
www.asitrade.es
Spain