Founded by the Silvera family in 1990, Silvera is one of the leading contemporary furniture and lifestyle retailers in Europe. In this interview, Laure Maillé, general manager of the company’s London branch, gives Furniture News deeper insight into the history of the business and where it is today.
Where is Silvera based, and what is its main focus?
Encompassing 10 Parisian showrooms and one London flagship, Silvera boasts a collection of over 500 international designer brands, presenting the world’s most iconic and up-and-coming designers.
The Silvera team of in-house consultants works closely with architects, interior designers, developers and retail clients, offering support with product and finishes selections, project management and local and international installations.
The Silvera London showroom on King’s Road Chelsea is a stunning 500 sqm space designed by acclaimed architectural firm Jouin Manku. Dedicated to displaying innovative collections and world-renowned designers, it is a hub for designer collaborations and events.
Displaying furniture, lighting and rugs for the home and office, it also features a lifestyle concept store offering a curated selection of home and lifestyle accessories, technology, jewellery and gifts, making it the go-to destination for design hunters.
What is the philosophy of the business?
We consider ourselves the furniture partner and right-hand of our clients and we are committed to keeping them abreast of the latest collections and trends. The service we offer allows for a smooth and efficient process throughout the duration of our projects.
We consider our showrooms to be a vitrine for our collections but also an integral meeting point for our clients. We commission architects such as Patrick Jouin for the architecture and design in order to enhance the customer experience. We select pieces from all our different brands in order to create curated ensembles for our clients’ interiors.
What is Silvera’s point of difference?
Our strengths lie in our extensive collection of designer brands and numerous showrooms, which are designed to recreate the chic aesthetic of European design. Each product has its own personality and uniqueness but we also ensure that the showroom is carefully designed in order to create a harmonious display.
Our strengths also lie in our team of design-trained consultants who accompany our clients throughout their projects. We offer support on product and finishes selections, space planning and project management, seeing each project through to delivery and installation.
We develop proposals which not only respond to the design and architectural features our client’s projects but also to their lifestyle and corporate requirements. One of our key strengths is our ability to respond to residential and contract projects.
Tell us about Silvera’s product offering
Our collection comprises over 500 international brands specialising in residential and contract furniture, lighting, rugs and accessories, allowing us to propose turn-key solutions to our clients. We also have our own brand, Coedition, which allows us to produce bespoke products.
Our principal collections in London are Porro, Living Divani, Baxter, Edra, Zanotta, Cassina, Riva 1920, Moroso, Editions Milano, CC-Tapis and Walter Knoll. We have also launched collections which have never been seen before in London such as Maison Dada, the Credenza Limited Edition series by Editions Milano and the Wire Collection by Overgaard & Dyrman. These pieces are currently displayed in our King’s Road showroom.
What has been keeping Silvera busy recently?
Our Chelsea showroom is a hub for design events – talks, product launches, trade meetings and press events. We regularly host intimate soirees and breakfast presentations where we invite select designers and key manufacturers to present new collections.
During the London Design Festival, we had the pleasure of hosting Patricia Urquiola and Federico Pepe, presenting their collaborations with Editions Milano, CC-tapis, Glas Italia and Moroso.
We have also embarked on a business transformation project that aims to revise our organisation by focusing on our supply chain, purchasing, sales and finance. With a sustained growth rate, Silvera has decided to revisit the group functions, engaging new profiles from the automotive, aeronautical and audiovisual industries in managerial positions.
We have recently appointed a COO responsible for the transformation program of the group and we have hired a chief purchasing officer who is in charge of launching the new purchasing department and rethinking strategic relationships with suppliers.
How does the company address the needs of a changing market?
Last year we focused on our online presence via social media and on launching our UK e-shop and website.
What trends are you currently seeing?
The current trends are revealing a focus on opulent materials such as brass, coloured marbles and onyx, sofas with generous proportions, luxurious velvets and nubuck leathers, ensembles of smaller coffee tables of various shapes and sizes as opposed to one large table, re-editions of classics by Prouvé or Fritz Hansen in new upholstered versions and sculptural lighting installations.
What challenges are the business facing?
Silvera is in the high-end market sector – our customers’ demands increase over time and now integrate digital opportunities.
We have reviewed our long-term strategy, taking into account the importance of digitalisation in the internal functions of the company and in the customer experience in showrooms, presentations and ecommerce. For example, we have launched a new tool for piloting our operational activities and we have initiated discussions to implement product configuration and space planning software.
What does the future look like for Silvera?
Silvera has embarked on a project of internationalisation of the group with the opening of new showrooms starting with the London branch. This new showroom is therefore a proof of concept. Depending on the return of experience, Silvera does not exclude the possibility of opening new showrooms abroad. At the same time, Silvera, historically based in Paris, is also planning to open up elsewhere in France.
