What started as a humanitarian initiative in Romania has grown into a thriving furniture business with a mission. Rustic Art, co-founded by Dutch entrepreneur Daan de Groot, is more than just a company—it's a social enterprise that blends craftsmanship with purpose. With a background in commerce, marketing and volunteering for an NGO, Daan first came to Romania to support marginalised children through education programs. But in the process, he saw another urgent need: sustainable employment opportunities for disadvantaged communities.
From repurposing wooden pallets in a small workshop to showcasing handcrafted furniture at Maison&Objet, Rustic Art has come a long way. We interview Daan to learn more about the company and their initiatives.
Daan de Groot at Maison&Objet.
From humanitarian effort to business venture
Daan, a Dutch entrepreneur who has lived in Romania since 2008, has a background in humanitarian work. His journey began with NGO projects focused on helping marginalised children attend school. Rustic Art, however, was born out of a need to provide employment opportunities.
'I participated in humanitarian trips for the Dutch foundation Stichting Coming Home to Romania for a few years. In 2007, my wife and I decided to settle there with the goal of setting up a day centre for street children. One month after our wedding we moved to Romania. We founded an NGO, established a daycentre, and later expanded to include education programs for underprivileged communities. And thus the organisation Coming Home Romania was started.'
It was within this centre that the idea for Rustic Art took shape. The team started by making small wooden items from reclaimed pallets. Over time, this transformed into a full business, combining craftsmanship with social responsibility. Today, the company provides opportunities for people from addiction recovery centres, offering them a stable working environment.
The business took a major leap in 2019 when Rustic Art partnered with a fellow Romanian entrepreneur repurposing pallets into garden furniture. Their combined vision helped solidify Rustic Art's foundation. The COVID-19 pandemic brought challenges but also opportunities, as financial support allowed them to cover salaries and invest in growth. Now, the company continues to operate with a strong social mission—50% of Rustic Art is still owned by their NGO.
Breaking into new markets
Rustic Art primarily operates within the European market, with products available on Etsy. The company sees high demand, especially in tourist-heavy regions where their rustic designs are particularly popular. However, growth within Romania is reaching its limits, and expansion to a larger factory is the next logical step.
'Last year, we attended imm cologne as visitors and explored the Romanian Pavilion, which was organised by a foundation promoting Romanian furniture makers. Through this initiative, we were able to exhibit at Maison&Objet.'
Showcasing at Maison&Objet
At the exhibition, Rustic Art presented a carefully curated selection of their work, featuring a blend of recycled and new wood. A highlight was a bed and table, showcasing the contrast between freshly sourced timber and reclaimed materials from old Romanian barns.
'We treat softwood to resemble oak, giving it a luxurious yet sustainable and affordable appeal. Additionally, we've noticed the growing trend of black-finished furniture and have incorporated that into our designs.'
Despite their expectations of connecting with retailers and distributors, securing large-scale partnerships has proven challenging. Still, Daan remains optimistic: 'We'll see what comes from it. What we're really looking for are partners who can distribute our products on a larger scale.'
Looking ahead: plans for 2025
Rustic Art's vision for the future is centred on expanding international sales, a move that would not only grow the company but also benefit the Romanian economy. Another key objective is to find businesses that require larger production batches, allowing for scaled-up manufacturing and increased efficiency. To support this growth, the company aims to establish a new production facility, a crucial step that depends on boosting sales.
Beyond these immediate goals, Rustic Art is also looking to broaden its portfolio beyond rustic furniture. One particularly exciting prospect under exploration is timber frame construction, a long-term ambition that aligns with the company's expertise and commitment to sustainability.
A business with a mission
While Romania's furniture market has faced challenges in recent years, Rustic Art has managed to sustain multiple production lines. But beyond business success, their mission remains clear: to create jobs, fight corruption, and set an example that ethical business practices can thrive.
'We want to show that it is possible to operate fairly—treating employees well, paying suppliers on time, and maintaining integrity in all our operations.'
For more information on the foundation, visit Stichting Coming Home.
More information:
Rustic Art
[email protected]
www.rusticart.ro
Romania