Of all the furniture brands that have tried to come from Europe with the hope to conquer the North American market, none have arguably done a better job than Allermuir and Senator. The two brands have taken off in North America for a few simple reasons: The brands are managed here by executives who truly understand the market, and they have decided to bring production to the U.S., which keeps the products competitively priced.
It also helps that the Senator Group, the British furniture maker that owns both brands, understands it needs a strong presence here if it has any chance to succeed. So it should come as no surprise the brands have a new New York showroom, a beautiful space where customers can learn about the company's innovative products in the most important office furniture market in the world.
“Culturally, as a business, we have established who and what we are (in this space),” said Peter Allen, vice president of strategic sales and marketing. “We are furniture designers, that is first. That we are a manufacturer is just a byproduct of that. We start out by asking ourselves, 'Would we have this product in our own home?'”
The brands moved into the new showroom at 3 East 28th St., between 5th and Madison avenues in Manhattan about two months ago. The old showroom, which wasn't too far from the new space, was on the fifth floor and was circular with skylights but short on windows. The new space is flooded with light from windows on all four sides.
While the old space was mostly a showroom, the new space is also a working office for the company, complete with conference rooms and various work areas, all, of course, with Allermuir and Senator furniture.
The company's success comes in part from being in the right place at the right time. As the office shifted from more desk-based work to collaborative, lounge-based work, the Allermuir brand grew and thrived in the North American market. If you are from the United Kingdom, that might seem a bit strange. The Allermuir brand is known there as a part of Senator. In the U.K. Senator is the dominant brand. That is flipped in North America, though the company hopes its new Senator products will make that brand just as strong as Allermuir has become.
The showroom reflects the strength of the Allermuir brand. It is filled with products the company showed off at NeoCon. The Allermuir space at the Merchandise Mart was a “creative laboratory” and hosted an immersive installation by London-based designer Benjamin Hubert.
NeoCon was also the first look at Allermuir's new branding effort, which is apparent in the New York showroom. But products take center stage, featuring collaborations with the likes of PearsonLloyd, Mark Gabbertas and Wolfgang C.R. Mezger.
New Allermuir products in the new showroom include:
Axyl by Benjamin Hubert of Layer: Axyl is the result of the first collaboration with London-based designer Hubert and his studio, Layer. Axyl's European launch during the London Design Festival was met with much praise. Already a multi-award winning collection, it has recently been announced Axyl was awarded the Red Dot: Best of the Best for Product Design 2018. Comprised of a chair, available with and without arms, a barstool and a café table, Axyl has a strong geometric design language that is original yet draws on familiar references, such as the A-frame typology and a mid-century Danish wraparound shell.
Oran by Mark Gabbertas: Oran is a new modular sofa system designed by Gabbertas for Allermuir. Characterized by the combination of a soft appearance and feel with a precise and defined upholstery detail, the range includes an arm chair and a variety of sofas spanning from compact two-seater pieces to large L-shaped and Chaise units. Oran low level occasional tables complement and complete the range. Oran was born out of a desire to create a seating program suitable for both workplace and hospitality applications, but with the ease and relaxed appeal of a domestic design. Achieving this balance was key to the concept.
Turo by Allermuir Design: Turo is a new collection of simple tables for everyday use in every type of environment, whether it be home, office or hospitality. The design intention was to create a table that is simple and recognizable yet original and unique. The fluted leg detail, inspired by the bezels on vintage dive watches, gives Turo its identity.
Tarry Wood by Wolfgang C.R. Mezger: Tarry is a collection of wing back chairs and footstools designed in partnership with Mezger. A reinterpretation of a classic design, the modern lounge furniture is designed for private or collaborative areas. Tarry Wood is a new addition to the wider Tarry range. It includes a wing back chair and footstool that sit on four solid ash legs.
Allermuir and Senator follow a simple manufacturing process with products brought to the North American market: The company builds the products in its U.K. factory and brings production to its U.S. factory in Maumee, Ohio, where production is perfected. About 80 percent of what the company sells in the U.S. is made here. The U.S. factory continues to expand and add products, which is part of the company's successful model.
The Senator Group was created in 1976, when Colin Mustoe, the company's chairman, began designing and manufacturing office furniture. The company has grown into one the largest office furniture manufacturers in the world, and still remains an independent, family owned business, with Colin Mustoe's son, Robert Mustoe, leading the company.
