CAMERICH began its journey in 1997, entering a Chinese furniture market largely dominated by traditional solid wood pieces and conservative styles. From the outset, the company emphasised a modern, design-driven approach, starting with upholstered sofas under its predecessor, Triumph.
'Our founder wanted to create products with a more modern, design-driven spirit,' says Chen Zhenyu, Marketing Manager at CAMERICH . 'We started with upholstered sofas under Triumph, and that was the starting point of our journey.'
'We produce ready-made, movable furniture and work at our own pace,' he continues. 'We are not very good at chasing trends or following hype. Our philosophy is simple: do less, but do it well.' This focus on disciplined production has shaped CAMERICH's identity and allowed the company to maintain consistent quality over time.
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European market relevance
Europe remains central to CAMERICH's international growth. The company views the continent both as a market and as a benchmark for quality, where long-established brands set high expectations.
'The UK was our first step overseas, and Europe remains a key market for us,' Chen says. 'Europe has a long history of furniture making, with outstanding brands like B&B Italia and Artek. Serving European customers places higher expectations on us.'
'Meeting these expectations is essential for our international growth,' he adds. The exposure has allowed CAMERICH to refine its products and production processes to meet global standards while retaining its disciplined design ethos.
Refined furniture experience
CAMERICH aims to redefine perceptions of Chinese furniture on the international stage. 'For our international users, we aim to bring a refined modern furniture experience based on China's strong manufacturing foundation,' Chen explains. 'For a long time, Chinese factories were seen mainly as part of OEM or processing chains, while Chinese furniture brands were not widely recognised internationally.'
'Through our products, we hope more international customers can enjoy better design, better craftsmanship, and better products at a reasonable price, along with a better overall lifestyle experience,' he continues. By combining quality, usability, and accessibility, CAMERICH seeks to deliver a furniture experience that resonates across diverse markets.
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Newest collection, X-System
Iterative innovation
Looking ahead, CAMERICH emphasises careful iteration over radical change. 'We want to keep iterating our existing product lines so that products already in the market continue to improve and maintain their vitality over time,' Chen says.
'At the same time, through our collaboration on X System with designer Mario Tsai, we are exploring an original design path,' he adds. 'By combining standardisation, industrialisation, and democratised production, we hope to create products better suited to modern lifestyles. Our goal is to continue doing what we have always wanted: make furniture, and keep making it well.'
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CAMERICH's disciplined and quality-focused approach highlights how consistent design and production practices can build credibility internationally. 'Do less, but do it well,' Chen concludes, a principle that continues to guide the company and its presence in global interiors markets.
more information:
Beijing Triumph Furniture Co., Ltd.
No.1, Jiuzhou Road,
Tongzhou District, Beijing,
[email protected]
www.camerich.com
+86 010 6158 6106
China
