The line between the furniture industry and non-food discounters is blurring ever further, but not without controversy. Jasper van Engelenhoven, founder of Designweb, is raising the alarm after supermarket chain Lidl launched a lounge chair that bears a striking resemblance to the iconic Togo by Ligne Roset. "What is the real price tag on this?"
© Jasper van Engelenhoven
It is a phenomenon that Van Engelenhoven has been watching with a keen eye for some time: supermarkets and discounters cashing in on high-end interior trends. In this specific case, it concerns the 'LIVARNO lounge chair', which retails for €149. By comparison, the consumer pays a starting price of €2,270 for an original Togo by Ligne Roset.
Trend versus craftsmanship
According to Van Engelenhoven, this copy exposes a fundamental problem in the current market. "Trend is business," he observes matter-of-factly. While designers and authentic brands strive for timelessness and craftsmanship, discounters focus on the consumer's fleeting need to bring a 'trend' into their home without the associated investment.
According to the design expert, the risk of this 'fast furniture' approach is that furniture loses its value as soon as the trend is over. "Do you buy a piece of furniture because it fits the trend? Then it certainly shouldn't be too expensive. When the trend is over, the furniture will probably be dumped."
The hidden costs of the landfill
The discussion, however, goes beyond mere copyright or aesthetics; it concerns sustainability and the circular economy. While an original Togo lasts for generations, can be reupholstered, and may even increase in value, the cheap copy is likely to end up in the landfill much sooner.
"With these kinds of timeless trends, we are allowing the mountain of waste to grow ever larger," warns Van Engelenhoven. He points out that the real cost of this cheap production will ultimately fall on the next generation due to the environmental pressure it causes.
Solutions for the industry
For the trade and the conscious consumer, Van Engelenhoven sees clear alternatives to the 'supermarket Togo'. His advice is clear: invest in the original. For those who do not immediately have the budget for this, he points to the growing market for second-hand designer or showroom models. "Too expensive? Then choose a good alternative, one to pass on to the next generation."
