Normand Couture, founder and designer behind COUTURE Jardin, sees outdoor furniture as a question of balance: beauty, quality and commercial longevity. He makes clear that his work is shaped less by trends than by a belief in product integrity, international thinking and a collection that can travel across markets without losing its identity. For him, success comes from building pieces that still feel relevant years after launch.
© Dwight Klecha | InteriorDaily.com 3 Partners of COUTURE Jardin, from left to right: John Wu, Normand and Philippe Couture
Beautiful products first
'A product has to be beautiful first,' says Normand. 'Then quality has to be part of the equation, and it has to speak to a wide audience within a niche market.' That principle sits at the heart of COUTURE Jardin, which he positions as a value driven brand rather than a low cost one. The aim, he says, is not simply to compete on price, but to offer something with stronger standards and lasting appeal.
He also points to the scale of the company's production base. 'We have a million square feet,' he says. 'This is a state of the art factory with robots, the best equipment available, dust free environments where needed and above all, superb craftsmanship.' For Normand, that matters because the product must come from a place where quality is built in from the start.
© COUTURE Jardin Newest DELIGHT Collection
International without compromise
Normand's route into outdoor furniture was not planned in a straight line. He moved from indoor furniture retail into manufacturing, then, after what he describes as a missed flight and an unexpected conversation in China, he shifted into outdoor design. The first pieces he showed in Germany changed his view of the business. 'That is when I knew I was an outdoor furniture designer,' he says.
From there, the company expanded across Europe, North America and parts of Asia, but Normand is clear that the brand is not designed for one territory alone. 'I do not design for China, the US or Italy,' he says. 'My thinking is international.' He believes that this wider outlook is what allows the collection to work in so many different places. 'It all blends together. It all goes together,' he says of the range.
© COUTURE Jardin Newest SO CHIC Collection
Contract business grows
Looking ahead, Normand sees contract business as an important part of COUTURE Jardin's next phase. Cruise ships, hotels and other large scale projects are part of the company's current direction, and he wants that to continue. 'We want to do that worldwide,' he says. For him, the attraction of contract work lies in scale, continuity and the chance to serve clients who value dependable product and service.
He is also realistic about the pressures affecting the sector. Tariffs, geopolitics and uneven fair traffic all shape the market, but he does not see them as reasons to change direction. 'You keep moving, you keep working, and you keep doing good business,' he says. 'And above all, you look after your customers.' That customer focus, he adds, is what keeps the business moving.
© COUTURE Jardin Newest DARLING Collection
Customer first thinking
Normand is dismissive of trend chasing. He prefers products to prove themselves over time, and says some pieces have been selling for ten years because they were designed to endure rather than date quickly. 'I do not follow trends,' he says. 'Unless I can set them myself, I am not interested in them.'
That confidence is paired with a sense of humility about the company's stage of development. 'The company is still in its infancy,' he says. 'It can grow a lot bigger.' For Normand, that growth will come from a clear design philosophy, a strong manufacturing base and a simple habit of listening to the customer.
More information:
COUTURE Jardin
[email protected]
www.couturejardin.com
+1 (514) 387 8362
Canada
