Mark Font and Andrea Yebra of Viefe share how a family business that began with wooden buttons nearly 100 years ago evolved into one of Europe’s most respected makers of knobs, handles, and home accessories.This conversation explores Viefe’s journey from its roots in Catalonia’s woodturning tradition to becoming a global design brand with a growing U.S. presence. Mark and Andrea discuss their manufacturing approach, the art of merchandising, their U.S. showroom strategy, and how they balance tradition, innovation, and design trends while navigating tariffs and global supply chains.Origins of ViefeFounded nearly 100 years ago by Font’s great-grandfather, originally a baker who shifted into woodturningEarly products: toy accessories, then wooden and later plastic buttonsExpansion into knobs and handles in the late 2000sThe Shift from Buttons to HandlesMarket pressure from low-cost production in Asia made buttons less viableIn 2009, launched the first Viefe handle collectionBy 2017, phased out buttons entirely, focusing on knobs, handles, hooks, and accessoriesCraft, Manufacturing & Design ProcessManufacturing in Spain, Turkey, China, Vietnam, India, and EuropeWood turning origins, now largely CNC milling for precisionDesign philosophy: trend-spotting through travel, trade shows, customer inputInternal design briefs and team collaboration for new collectionsU.S. Expansion StrategyEntered U.S. market ~2019–2020 with warehouse in CanadaFirst KBIS (Kitchen & Bath Industry Show) in 2020, right before the pandemic shutdownApproach: bypass national distributors, instead build direct relationships with showrooms and repsCurrent rep coverage: California, New York, Florida, Texas, Midwest, New England, and moreNavigating the PandemicLucky timing: completed a new large facility in Spain right before COVIDWarehouse expansion allowed stockpiling and meeting surging demand during home-renovation boomGrew 70% in one year despite shutdownsMerchandising & Showroom StrategyDisplay boards: a challenge in U.S. vs. EuropeStriking a balance between finishes vs. collections on boardsSpecial attention to long handles and accessories (like doorstops, hooks, appliance handles)Showrooms customize boards; Viefe provides guidance and optionsCultural & Market AdaptationAmerican market requires bigger sizes, bolder finishes—“go big or go home”Regional taste differences: California vs. New York vs. MidwestGood design seen as universal, but scale and finish matter by marketExample: Brooklyn Collection works globally; Chassis line tailored for U.S. industrial aestheticGlobal Supply Chain & TariffsViefe manufactures worldwide but keeps wood production local in SpainAdapting to tariffs, supply chain volatility, and pricing confusionChose to delay raising prices rather than constantly shifting costs
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