According to Einstein, “the measure of intelligence is the ability to change” – a maxim that certainly holds true for businesses operating in such volatile markets as the furniture industry. Belgian outdoor furniture brand Tribù has consistently demonstrated its capacity to adapt to changing circumstances, reinventing itself several times to ensure it stays ahead of the competition. Tribù’s origins can be traced back to 1967, when businessman Henri De Cock founded a company for importing garden furniture. Following Henri’s death in 1987, his son Lode took control and shifted the focus of the business onto producing furniture that combined discreet luxury with architectural design. Working with industrial designer Wim Segers, Lode De Cock helped to pioneer the trend for outdoor furniture that functions as an extension of a home’s interior. The furniture Tribù produced in the early 1990s was a departure from the heavy wood and cheap plastic options available at that time. The Natal colle… continue
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