Crafted quality: New initiative launched to promote the best of Kiwi-made furniture
By Design Daily Team,
Sam Haughton and David Trubridge are two big names in New Zealand furniture that lend themselves to excellence in design. But the once-robust New Zealand furniture industry has as of late struggled against cheaper imported rivals. Now it’s hoped a new initiative by FITEC, the national forest and wood industry training organisation, will change all that. The organisation has launched its ‘Master Seal’ seal of quality that promotes trained staff who produce well-made furniture.
There’s definitely gains to be made from the local industry. Enzed’s furniture industry currently employs 6,000 people with domestic manufacturing sales generating $960 million.
FITEC said the launch of Master Seal aims to counter the effect of a phenomenal growth in low cost imported furniture, mainly from Asia, over the past few years, some of which doesn't meet acceptable quality standards.
Despite New Zealand having a long tradition of producing quality furniture and nurturing young talent, chairman of the Furniture & Cabinet Making Association of New Zealand Blair McKolskey said the industry has struggled to survive in recent years.
"The industry has had its back against the wall as we battle against imported furniture combined with the effect of a world recession which has affected sales across the board," he said. "The industry body wants to demonstrate its commitment to New Zealand craftspeople who are producing quality furniture, and by introducing this seal we are educating and encouraging consumers to buy local."
To gain the seal of approval, companies must be able to prove that at leats 50 percent of staff have a recognised trade qualification or are at leats in training. Company employees are measured against NZQA standards and holders of this Seal guarantee that their employees are trained to these standards.
There are four Master Seals that companies can apply for - Master Furniture Maker, Master Cabinet Maker, Master Bedding Maker and Master FurnitureFinisher (polisher). Consumers can see them clearly marked on the furniture by swing tags or stickers when they make their purchases.
Comments
Kevin webby
Credit for taking action but i can't help feeling that this may be somewhat mis-guided. Am i correct in thinking that the vast majority of people holding these types of qualifications will be working for med-lrge manufacturers? these manufacturers control the development programmes (if they have one?) and i think this may be one of our historical failings. It's all very well to produce quality furniture but if it isn't what people want, what use is it? Will it lower the pricepoint? Will it deviate from the boring, generic designs we see in our highstreet retail showrooms? NZ furniture has been quality 'made' for a long time, the problem has been that we can't compete! For me, the solution could lie in our design/creative abilities. where we can't compete we could add perceived value and meaningful points of difference through nurturing not only the formally qualified makers but also helping productionise the work of outstanding design students and the edgy independents out there making inciteful (if not always commercially viable - that's where you guys could come in!) furniture/product design.
Sharkie Mombasa
I agree with Kevin.
We'd be far better to focus on getting the premium(price insensitive) 5% of the internatonal market than trying to cobble together a slight differentiation advantage over low-cost competitors in the middle and low ends of the market.
Presumably an emphasis on putting out edgy -and genuinely desirable- designs and well-targeted advertising would be the most effective means of achieving that.
colin campbell
Kevin's comment while valid is pointless if you cannot manufacture the products that are being designed. Quality manufacture needs to be a stakeholder in the design process. It is critical that not only is a product designed to meet a design brief. It must also be designed to be manufactured. Look at product being designed by Formway Design Studio, high end design at low cost of production due to the design production relationship.
Kevin Webby
Colin makes a valid point as well. Bring on the design briefs Col!
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