B E N C O L L I N S
Interview} John Russo
Photographs} John Russo
Can you tell us about your background and what led you to become President of Brown Jordan Outdoor Furniture?
At 26 years old, I opened my first furniture showroom. I went on to own and operate 6 locations before selling them. I believe that this experience, owning and operating my own businesses, led to my leadership style. At that age, I was the owner, the manager, the salesperson, the designer, the bookkeeper and the janitor. It lead to a great understanding of what it really took to make a business a success. Without every player doing their part, it wasn’t possible.
Having started in the indoor side of the home furnishings industry it was exciting to step into leadership at Brown Jordan. I had known and respected the brand for many years, but didn’t fully realize what potential there was to still reinvigorate an 80 year-old brand. I had not really entertained moving from one company to another, but when Brown Jordan called it was very intriguing to me. How could you take an 80-year-old brand that is tremendously respected and revered, and still help it to evolve? It was a challenge that I wanted to take on and I’ve enjoyed immensely.
What are the core values and mission of Brown Jordan Outdoor Furniture under your leadership?
One thing that we will never stray away from is building quality outdoor furniture that lasts. It’s what Brown Jordan is known for, and we will continue that. But we’re also developing new products to acquire a new customer. Brown Jordan is fortunate to have a very loyal customer base, but I really don’t believe enough people outside of the Design world really know Brown Jordan and what incredible product we make for outdoor spaces. We aim to ensure that everyone knows who we are and what we offer.
How has the outdoor furniture industry evolved in recent years, and how is Brown Jordan adapting to these changes?
One of the biggest changes in the outdoor industry that we’ve seen in recent years is that so many indoor brands want to try to bring their products outdoors. We have many customers and designers that ask us the best way to bridge your indoor and outdoor spaces. For us it’s about staying true to who we are. We build reliable, enduring outdoor furniture, but we also incorporate textiles that are a little more plush and still resilient to the effects of an outdoor environment. We have materials that allow you to create a comfortable outdoor space that easily flows and blends with your indoor spaces.
A recent collaboration with Kravet has allowed Brown Jordan to offer additional luxury textiles in our assortment. Offering fabrics luxurious enough for indoors, in an outdoor setting, is the definition of bringing indoors outdoors.
Can you discuss any innovative products or technologies Brown Jordan has recently introduced?
One of the most interesting collections and the most innovative collections that we’ve introduced recently has been one called Solenne. It’s a collection that mixes extruded aluminum and teak wood. We’ve taken these materials and shaped them into forms that are unrivaled. It took us quite some time to figure out how to manufacture it. It’s a very sleek and sophisticated design that just happens to be very complex when it comes to manufacturing. It’s intriguing, it’s unexpected and we’re super excited to show it to our customers this fall.
What are the biggest challenges facing the outdoor furniture market today, and how is your company addressing them?
A challenge that we’re addressing now and that, frankly, I think we’re doing a great job of, is identifying a new customer. For a brand that’s 80 years old, we want to stay true to who we are and not alienate that super loyal customer base, but we must still innovate and introduce ourselves to a new audience. For Brown Jordan, and as well-known as we are in the industry, it excites me that we have still have the potential for new customers that may not know who we are. Developing product to attract that new customer, who is just discovering Brown Jordan, is a fun thing to be a part of.
How does Brown Jordan prioritize sustainability and environmentally-friendly practices in its manufacturing processes?
Sustainability is incredibly important to us at Brown Jordan. One of the most sustainable things that we do is continuing to build product that doesn’t end up in a landfill. There are so many customers that I meet on a weekly basis that tell me that either they’ve had our product for 20 or 30 years, or they inherited their parents’ Brown Jordan and have proudly displayed it and it looks just as great today as it did 20 years ago. Its always a proud moment
What role does design and aesthetics play in your product development process?
Design is paramount for what we’re doing. We want to develop things that are beautiful and that really embrace our heritage but also push the limits in what outdoor furniture can be. One thing that we won’t sacrifice on is quality and another is comfort. So many people in the outdoor industry are not focused on the fact that you can have sustainable, reliable, durable furniture, and it still can be comfortable. I’m proud to say that Brown Jordan does that better than anyone else. We build a product that’s fashionable, beautiful, comfortable, and that will stand the test of time.
Can you share insights on how Brown Jordan is expanding its global presence and reaching new markets?
I think it’s pretty obvious to everyone that global trade is a challenge at the moment. We continue to deliver our goods to individuals all across the world, and we work with taste makers in markets across all continents. So I think, for us, it’s really about continuing to lean into our heritage, what people know and love about us, and identify the new taste makers in every corner of the world to help others learn more about what makes Brown Jordan.
How does your team ensure quality and durability in outdoor furniture pieces?
We have a multi-point inspection process through manufacturing. At every stage of manufacturing, we have inspectors that ensure every piece of our furniture is made correctly so that we’re building upon perfection. When we do have issues on the line, we have a director of quality who will stop the manufacturing process. The team brings a large television to that cell of manufacturing so that we can clearly show what issues we need to improve upon. Training in the moment makes a big difference and ensures that every piece of product that we’re putting out is to our Brown Jordan qualities specifications.
Can you tell us the inspiration behind your new line, “Solenne”.
Solenne was inspired by the simplicity and beauty of parallel lines. We took powder coated aluminum combined with teak and created a beautiful design that allows for filtered light to shine through a product to make it even more spectacular. The curves of the frame mixed with the very clean lines of the powder coated aluminum and teak create this convergence of materials and shape that just makes for something very spectacular.
What is the dynamic between you and designer Ann Marie Vering? Is it collaborative effect or more of a wait and see then discuss the designs.
I have an incredible appreciation for Ann Vering and her design aesthetic. Separately, I think that Ann really respects Brown Jordan and who we are as a brand and what our customers know us for. Ann has an incredible way of bringing a fresh vision to the true Brown Jordan. Creating new product together allows us to innovate and push boundaries of furnishings. It’s a fun process.
To learn more about Brown Jordan follow them @brownjordan1945