As a fairly new player in the market that started in 2014, you have a rapid expansion and rise in the scene. What do you think contributes to your success factor?
MS: Finding the balance between core products and constantly reinventing ourselves through new designs is a big factor. We keep listening to our ‘loyalists’, as we call them, who look to us for their essentials but also welcome in new customers who want something different.
AJ: Whatever we do we tend to be customer-centric, even if short term might have a negative impact. We are in this for the long run and therefore we do not want to maximise revenue or profit, we want to maximise the experience.
What is the core aesthetic of the brand and how does it reflect both your personality and style?
MS: Always been drawn to minimalism, something that is clear through everything we do, no matter if it’s typography, interior or product.