Asiades – Where East Meets West, a mixture of oriental and western values as manifested through design

As a design house that sells to retailers and wholesalers around the world, Asiades has penetrated the market with a factory-to-customer system. Their long-standing partnership with factories in Asia is a key reason for this system to succeed. However, every product starts at the drawing board, and in-house collections are one of the most time-consuming processes, something we learnt from the man behind the scene, Mr Jan Wout Hulstein, owner of Asiades.

It all started with brainstorm sessions to develop ideas and concepts that would fit together in a collection. Thereafter, prototypes are created and worked till it is perfect in craftsmanship, quality and look while maintaining a realistic price. “We strive to make sure that the final product is always better than expected,” Jan added.

As an advocate on the current trend of sustainability, Asiades is always looking for green and honest production. Surprisingly, China, one of the most production-heavy countries, is pushing for sustainable production in all factories.

After 16 years with IFFS, Asiades has regarded the show as the leading platform in Asia for quality and fashionable suppliers and buyers from Southeast Asia.  IFFS’s move to Marina Bay Sands has a positively hugeeffect for Asiades.

“For visitors it’s not all about the quantity of exhibitors but more about the quality,” Jan said. Asiades has always had a great experience at IFFS since the launch of their leather chair collection 17 years ago, their collection was a big hit. At that time, such quality and material can only be found in Europe, so they were very well-received in Asia. Since then, they have never had a bad show and are always looking forward to exhibiting at IFFS.

With regards to IFFS 2019’s theme, UrbanAsia – the Future of Urban Living, Jan spoke about how more and more people are living in cities. That is why Asiades keeps organisation in mind when they design collections fit for Urban Living, along with other seemingly minute details, such as size and colour. “Will it fit in an elevator?” “Will it look nice and spacious in an apartment with such colour?” These are some of the key questions Asiades keeps in mind when they develop collections.

When asked about their showcase in 2019, an Asiades representative said,” A big part of our collection is Casual Urban Living. But that is all we can say for now. Please stay tuned for more information.”

Hence, look out for more information about Asiades’ latest collection on, and check out their booth at C301 on Level 1 at Sands Expo and Convention Centre, Marina Bay Sands when you visit from 9-12 March next year.