Bentley Uses Surplus Wood for Furniture Line, Staves Off Job Cuts
Marissa Brassfield — March 5, 2009 — Art & Design
The stagnant economy is affecting everyone, but luxury supercar brand Bentley is making a concerted effort to avoid laying off its skilled woodworkers by initiating a new furniture venture. Using in-house surplus wood, these artisans are making cabinets, occasional tables and other wood furniture.
Some of the Bentley furniture traveled to the Geneva Motor Show, where it went on display at the Bentley stand. There's no word as to where it can be purchased yet.
Image Credit: Daylife
Implications - The company is clearly in a distressed position. "Some people have been in our woodworking shop for 40 to 45 years," said Stuart McCullough, Bentley's board member for sales and marketing. "This is about turning a difficult situation to our advantage."
Mission accomplished, Mr. McCullough. Mission accomplished.
Some of the Bentley furniture traveled to the Geneva Motor Show, where it went on display at the Bentley stand. There's no word as to where it can be purchased yet.
Image Credit: Daylife
Implications - The company is clearly in a distressed position. "Some people have been in our woodworking shop for 40 to 45 years," said Stuart McCullough, Bentley's board member for sales and marketing. "This is about turning a difficult situation to our advantage."
Mission accomplished, Mr. McCullough. Mission accomplished.
Trend Themes
1. Luxury Upcycling - Bentley uses surplus materials for furniture production, paving the way for other luxury brands to innovate in upcycling.
2. In-house Artisans - Bentley's skilled woodworkers create unique product lines and offer a competitive edge in producing bespoke furniture.
3. B2B Luxury Partnerships - Bentley can partner with luxury hotels and other businesses to provide bespoke furniture offerings and collaborations.
Industry Implications
1. Luxury Automotive - Luxury car brands can collaborate with their woodworkers to create unique furniture products and expand their brand offerings.
2. Luxury Furniture - Bentley can expand its furniture line to include a wider variety of products, or partner with luxury furniture companies to create bespoke offerings.
3. Sustainability - Bentley's upcycling approach reduces waste and shows how luxury brands can take a more eco-friendly approach to their business practices.
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