Q&A with Ethnicraft's Alf Martin!

Posted by Alex Greenan on 8th Aug 2013

-Hi Alf, Thanks giving us some of your day to do this interview

Hello Alex. My pleasure.

-How long have you worked for Ethnicraft and what exactly does your role entail? I have been working for Ethnicraft since 1995 when they first started importing a single container with furniture and decorative items. In a next phase the decision was made to design a manufacture furniture themselves. This progression was taken further and further over the years. I am now in charge of all sales in the UK.

-What has been the biggest change/progression since you have been part of Ethnicraft?

Since day 1 it has been a rapid evolution and constant progress in design, manufacturing and distribution. We have moved premises three times due to lack of warehouse space and are now based in Boom, Belgium where we have a fantastic warehouse, showroom and offices. We now work with a superb stock management system called SAP. We started with ranges in Teak and then added ranges in Oak and are looking into further developments with combinations of different materials. To name the biggest change is very hard as it has been a constant change since day 1!!

-The Teak range is now all FSC certified. What exactly does that mean?

I need to correct this as not all Teak is certified yet. We are in the process of doing this and at this moment about 60% can be sold as FSC. By the end of this year all Teak items will be certified.

This means that the wood used to produce these items is sources from FSC certified forests and that the whole chain of custody is certified as well . On your invoice you will find an FSC certification number.

-Where does the wood come from?

The Teak is sourced in Indonesia from Perum Peruthani and all our Oak is European Oak.

-I know it's like picking your favourite child, but which Ethnicraft design/range is your favourite?

It depends a bit on what setting it has to go in to. Some ranges are good for in a contemporary Loft style setting and others fit better in a more traditional setting.

The possibility of being able to combine our furniture with many different styles is one of its strong characteristics. It is contemporary by its design but you still have the warmth due to the materials that have been used. This is very unique as contemporary is often quite “cold”.

-Ethnicraft is going from strength to strength, so what's next? What do you see the next 12-18 months looking like for Ethnicraft?

We are constantly working on new developments. New materials, combining materials, new structures, different colours. We are starting to introduce bathroom ranges in solid wood now. But also looking at how we can improve logistics: In Belgium, Holland and Luxemburg we are now set up to deliver direct to end consumers. The shops only need to send us through their customer details. You should pass by to visit us next time you are in Belgium and I will show you the complete set up of the company.

-Thanks once again Alf!

My pleasure.

[END]

Our range of solid oak and solid teak Ethnicraft furniture is constantly expanding, along with the brand itself! The contemporary pieces for the living room, bedroom and dining room all provide a refreshing contemporary touch to the home.