Simply sustainable – the secret to contemporary style
With the world becoming more complicated every day, it’s great to come home to simplicity. To create a natural oasis of calm and cosiness, German consumers are increasingly choosing to surround themselves with the beauty and simplicity of furniture and other household goods that are made using natural, sustainable materials.
One of the companies responding to this trend towards more conscious consumerism is furniture maker IDDO. The company has developed a range sustainably produced pieces for consumers in its native Lithuania – and now plans to launch its products into the sustainably-minded German market too.
In tune with the aim of simplicity, the only materials used in the company’s furniture are oak, concrete, steel and cork, which are hard-wearing, environmentally friendly, and most of all – renewable.
“Our natural wood furniture is treated with oil, so it can be naturally refreshed,” explains Ieva Dorelaitienė, the founder of IDDO. “Steel can always be repainted – and it’s durable, as are cork and concrete. We urge our customers not to throw items away. Instead, we show them how to properly care for their furniture so that every item will last as long as possible.”
Tradition is another key ingredient of the furniture maker’s appeal. The company brings together the time-honoured craft skills and Baltic heritage of its native country. Its products – including tables, beds, seating, shelving and other items of furniture – are created exclusively by talented young Lithuanian designers, and produced by hand using a combination of age-old craft skills and modern finishing techniques.
Germany is well known for being a highly competitive market, with some of the most demanding consumers in the world. The company hopes to attract them with the same range of high-quality, sustainable products it offers in Lithuania. These pieces attracted international attention at this year’s Maison&Objet exhibition in Paris, and the company already exports 20% of its production to countries including Estonia, France and Latvia, as well as receiving online enquiries from Italy, Germany and others.
To refine its appeal to German consumers, IDDO is already working with the distributor Mytoys Group, which represents a number of well-known brands, including OTTO. The company’s products will launch in Germany at the e-shop www.yomonda.de.
“We cherish quality and value naturalness,” says Ieva Dorelaitienė, explaining the company’s thinking. “The main goal of our business is to create quality furniture that’s made to last. It’s important to us that the things we produce live a long life. The materials we use are of high quality, and have long-lasting value. We try to use materials that are as sustainable as possible, and we’re committed to protecting nature.”
“Our philosophy is to have fewer things, but to choose things that make us happy every day and with which we have an emotional connection,” she adds. “These are the essential elements of a happier life.”
Photos by IDDO
Lithuania is a perfect place for women to join tech industries as the country is one of the fastest-growing centres of life sciences in Europe and has a vibrant ICT, financial technologies, video game, and laser sectors. The start-up community, which has already exceeded one thousand companies, attracts talents from all over the world to innovate and think about solutions that can contribute to a global change for the better in many spheres, ranging from gene editing to solving circular economy challenges.
In implementing the Strategy for the Presentation of Lithuania Abroad 2020-2030 and ensuring the country’s overall positioning as “open for co-creation”, the entrepreneurship and export development agency Enterprise Lithuania presented the Co-created in Lithuania country of origin brand and unified national export stand concept at the Lithuanian Business Forum.