With more than 550,000 chairs now sold in Germany, ASKT, www.asktfurniture.net has rapidly developed into a fixture in the European dining chair market. In this interview, ASKT's Sunbin Qi explains how the company develops innovative materials, makes sustainable choices and flexibly responds to customer needs. From toddler-proof fabrics to personalised designs within ten days, ASKT demonstrates how progressive design and practical use can perfectly combine. All with a vision of growth while maintaining quality and customer focus.
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What do 550,000 chairs sold in Germany say about the past year?
'That comfort, style and durability are no longer buzzwords, but buying arguments. ASKT has become an established name in the European dining chair market by making no compromises: they make chairs that can withstand red wine, toddler acrobatics and pasta bolognese, all while respecting the environment.'
Why did you choose to develop your own material (fabric) instead of using something existing?
Sunbin Qi: 'Have you ever spilled red wine on a supposedly "removable" chair, only to discover that you now have a burgundy stain on it? So have we. That's why we said, 'Never mind those standard fabrics, we make our own.' We developed a fabric that is waterproof, stain-resistant, breathable ánd toddler-proof. Whether it's a chaotic brunch with kids or a busy restaurant, this fabric stays neat.
Think Iron Man, but in cashmere. We combine performance with comfort by using ultra-soft microfibers and a breathable weave that allows air to circulate. No more sticky chairs in summer or "why does this chair feel sweaty?" moments. Thanks to a nanocoating, stains literally stay on the surface. One wipe and it's like nothing ever happened. Our R&D motto? "If it survives bolognese sauce, it survives everything.'
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How do you guys deal with sustainability?
'Here's a number to think about: more than 30 billion plastic bottles are thrown away every year in Europe. We give some of them a second life, in people's homes at the dinner table. Some of our fabrics are made from recycled PET, and all materials are OEKO-TEX® certified. That means safe enough for babies and curious pets. No weird chemicals, no toxic fumes. Sustainability is no longer a luxury these days, but a requirement.'
And in terms of design: how do you ensure that a model works in multiple markets?
'We test furniture in a laboratory.... and then imagine doing it in your neighbour's living room. That's how we approach it. Our design process takes place in recreated German flats, where every armrest, every curve and every seat height is tested in a realistic environment. We do not design for catalogues, but for people on real chairs. It's a mix of aesthetics and anthropology. What feels natural in Antwerp may be uncomfortable in Munich. That's why we keep repeating this process until the goal is reached, with the customer as a silent observer, because they are really watching.'
And if a customer wants something unique?
'That too is possible! A different shape, colour or curve? We can make a personalised prototype within ten days. Retailers love this flexibility because it allows them to stand out without having to wait six months for a container from Asia.'
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What is unique about the frame and construction of your chairs?
'Our frames are made of reinforced steel, robot-precisely welded and tested. Impact, pressure, lateral load. Think of it as technology that gives you peace of mind. These chairs are not afraid of large families, busy restaurants or that one uncle who always leans back during dinner.'
ASKT is growing fast. How do you ensure that customers remain protected during this growth phase? Sunbin Qi: 'We don't believe in creative free-riding. If a design reaches a certain order limit, we reserve it exclusively for that customer. No copy-paste for competitors. We also carefully manage our regions. If a new request overlaps with an existing partner's territory, we forward it on. This approach builds trust and long-term relationships. We are not aiming for short-term profits, but for a close-knit community of brands that grow together.'
Finally, what is your goal for the coming years?
'Grow, but with intention! We want to further strengthen our position in the DACH and Benelux regions, without compromising what we stand for: quality that stays, design that appeals, and responsibility that counts. For us, a chair is more than a seat. It is a statement. It says: "We care about who you are, what you care about and how you live."'
ASKT will present its latest collections during Furniture China 2025, from 10 to 13 September at the Shanghai New International Expo Centre (SNIEC).
Hall W1, Stand C37.
More information:
ASKT - Sunbin Qi
[email protected]
www.asktfurniture.net
