Sellex embarked on its commercial venture in San Sebastián in 1977, importing Scandinavian products for the domestic market. Drawing from the experience gained during these formative years, the company decided to elevate its competitive edge by transitioning into manufacturing the imported products in Spain. To achieve this, Sellex successfully secured a manufacturing license agreement with the renowned Swedish brand Innovator. Concurrently, the company maintained its exclusive distribution rights for other leading Scandinavian brands in the sector.
In the mid-1980s, Sellex made a crucial decision to initiate the development of their own household products. This strategic move gradually phased out licensed manufacturing and marketing activities, which were then restricted to complementary items within their product lineup.
In the early 1990s, Sellex made a radical decision to transform their business direction. Rather than catering solely to the household furniture market, they shifted their focus towards the “Contract” market. This strategic move led them to develop products tailored specifically for this market, collaborating closely with external designers. Architect Enric Miralles conceptualized their inaugural design, the VACANTE Bench. The success of this seating solution inspired Sellex to continue developing new products with prestigious designers like Gemma Bernal and Lievore Altherr Molina.
In 2002, Sellex unveiled the AERO Bench, designed by Lievore Altherr Molina, which catapulted the company to a prominent position both nationally and internationally in the field of designer furniture for collective spaces (Contract). The success of this seating solution enabled Sellex to move to new, more modern facilities in Irún in 2003.
In 2011, the company received Spain’s National Design Award, and over the past few years, Sellex has made a steadfast commitment to sustainability.
Honest design furniture
Design has been the central focus of the company since its beginnings, creating timeless designs that transcend fleeting trends, with enduring quality, crafted from materials within the framework of the circular economy and backed by certifications. Because good design is inherently sustainable.
Another value underpinning the present and future of the company is its unwavering commitment to sustainability. This environmental consciousness, shared by the entire Sellex team, led to the company obtaining the ISO 14001:2004 environmental certification in late 2009, and ISO 14006:2011 (Ecodesign) certification in 2012.
Their dedicated commitment to sustainability is exemplified through the launch of the 100/100 Range, featuring a selection of products from their overall offerings, all crafted from 100% recycled and recyclable materials. They have also adopted 100% recycled packaging and installing photovoltaic panels in their factory. These efforts aim to ensure that 30% of their energy consumption is derived from clean sources.
This philosophy lies at the core of Sellex. It has been ingrained in their brand identity since the beginning, but in 2023, their awareness of it has deepened. Consequently, they have embraced a new term to describe their approach: “honest design furniture”. It is summed up in a name: “Beyond Design”.
Using the phrase “Sellex. Beyond Design”, they seek to bridge the gap between spaces and people by offering intelligent, creative, and functional solutions that endure both physically and over time.
Bestsellers
Sellex stands out because all of its products are designed by external designers who bring their knowledge, market experience, and expertise to the table. Their ideas seamlessly complement Sellex’s unique “style” and DNA.
Thanks to this symbiotic collaboration, the brand’s designs have triumphed in the market. Among their iconic “classics” are the AERO Bench, the SLAM Chair, and the LA LITERAL foldaway beds and bunk beds, all created by Lievore Altherr Molina. There’s also the FAST Table designed by Carlos Tíscar and the BILDU Bench conceptualized by Mario Ruiz.
From their most recent collections, notable “Bestsellers” include the MASS Chair designed by ITEM designworks, the HANDY Stool created by Stephen Philips-Arup, the NEST Chair conceptualized by Jordi Pla, and the SLAM Soft Bench.
Marketing
The company distributes its products internationally through a network of distributors, commercial agents, and manufacturing licenses. They also actively engage in specification processes and have a presence on diverse digital platforms like Archiproducts, Architonic, and pCon, each offering distinct advantages that the company finds valuable. As a result, Sellex considers it crucial to maintain a presence across all these platforms.
In 2020, they introduced an e-shop on their website, enabling them to sell a selection of their products online. The website is currently active exclusively in Spain, with significant modifications planned for 2024.
Internationalization
Sellex exports more than 75% of its revenue to over 40 countries, with its five primary export markets being France, the United States, Germany, Denmark, and the Netherlands.
Among the 150-plus projects completed in recent years outside of Spain, Sellex’s standout designs include: the Geneva Airport in Switzerland, featuring the upholstered AERO Bench; the Kas Bank offices in Amsterdam, Netherlands, furnished with the BACK Bench, SET Stool, and ZUBI Table; Tachikawa General Hospital in Japan, adorned with the BILDU Bench; the Leonardo da Vinci National Museum of Science and Technology in Milan, Italy, featuring the HANDY Stool; the Noumea Palace of Justice in New Caledonia, furnished with the aluminum AERO Bench; and the Zeist Funeral Home in the Netherlands, showcasing the BACK Bench and SLAM Chair. Additionally, the upcoming Court of Judgement building in Doha, Qatar, will feature the BACK Bench, designed by Burkhard Vogtherr.