10/26/2011

Joquer – Mediterranean elegance

Few Spanish companies in the furniture sector have such a strong identity as Joquer. Indeed, the firm hasn’t lost the core values it had when it was founded in 1984 in Gavà, in the province of Barcelona. Its taste for excellent manufacture, simple finishes and harmonious design can be seen in all its upholstered furniture, which is utterly contemporary in spirit and oozes Mediterranean charm.

Joquer has upgraded its technology, thereby increasing its output. It has also expanded its factory while remaining true to its identity and desire to balance discipline, creativity, quality and elegance.

To that end, one of its tactics has been to collaborate with high-profile designers. Indeed, we’ve recently reported on such collections as Deck, sofas and beds created by Mario Ruiz; Reset, a hard-wearing and comfortable sofa designed by Gabriel Teixidó; the polyhedral armchair Oru by Ramón Esteve, and Emiliana Design’s Simone collection.

Growth and specialisation

One of Joquer’s star pieces is its upholstered beds, which it’s increasingly specialising in, and which were a key design when it first went into business. Its Deck, Low and Marie beds have been among the company’s most iconic designs throughout its history.

Its most recent bed is called Tile (also designed by Esteve). This can either be freestanding ¬– placed anywhere in a room – or positioned with a headboard next to the wall. What marks this out – like all of Joquer’s pieces – is its unimposing, contemporary aesthetic.

Joquer expanded in 2003. At the time, it recognised that a company’s image is essential to manufacturers of well-designed furniture. So, in addition to expanding and upgrading its showrooms, it created a fresh corporate identity. Since then it has introduced three divisions which the company’s structure is now based on: Contract, Hogar (Home) and Basic.

The C range, part of the Contract arm, encompasses all the upholstered furniture for public spaces, an increasingly important element in the company’s catalogue. New collections and ranges are constantly being added to the H line, part of the Hogar division, while the essence of the Basic division is a catalogue of commercial designs which don’t in any way dilute the brand’s commitment to quality or its hallmarks. All too evident in the company’s latest catalogue is the huge importance of its beds – an unmistakeable bedrock of this brand’s identity and one which has brought it the greatest success.

Another distinguishing characteristic of Joquer’s products is that most of them have removable covers. This allows customers to clean the pieces as often as they like and enjoy a change of covers whenever they desire. What’s more all the products are hand-upholstered and aren’t held as stock in a warehouse. They’re in fact bespoke, made to order according to each client’s specific requirements.

Joquer is proud of enjoying a close relationship with its main suppliers, who are usually based less than 70km from its premises. This has positive repercussions, resulting in saving energy and benefiting the environment as well as in creating wealth in the immediate region.

Now almost 30 years in business, Joquer exports approximately 28 per cent of its turnover of goods. The care it takes in making unique pieces, its highly personalised service and the unmistakeable character of its products create continuity between this family business’s origins and its present state. And, for Joquer, they augur well for a very promising future.

Features: furniture

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