A Decade in the Making: How Natuzz Ohme Builds Furniture That Outlasts Trends

Trends come and go with every season, but we believe good furniture should stand the test of time.

A certain color can go viral, a unique shape can take over social media, and a “must-have” feature can suddenly appear in every furniture advertisement. Then, a few months later, the trend fades, gets replaced, and is eventually forgotten. This is a reality the furniture industry has learned to live with.

At Natuzz Ohme, we believe furniture should put function first. It should be comfortable, well made, and designed to last for many years.

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So why "Decades Forward"?

The name itself carries two ideas.

First, we have been doing this for more than a decade. There was no flashy launch or viral moment, but through years of steady work, we have reached our current position.

Second, it is the idea of moving “forward.” It is not about showing off our history or saying, “Look how long we have been here.” It is a promise to keep improving and thinking about what comes next.

We imagine that furniture moves with you, rather than working against you or being left behind. These are pieces that should still fit your space and serve their purpose 10 years from now, and for many years after that.

When furniture only lasts for a short time, we see it as a failure. We call that a gimmick. The furniture we make, and the furniture we believe in, should be designed to age well from the very beginning.

A quick throwback

Our theme for Furniture China 2026, “Decades Forward,” is more than just a tagline. It reflects our story, our journey, and how far we have come.

Our founder, Mr. Jeffrey Tan, did not start a furniture brand on a whim. He began his career as a Quality Controller in Indonesia and Malaysia, learning the furniture industry from the ground up. Then, in 1992, he decided to take the next step and build something of his own. Years later, in 2016, Natuzz Ohme was born.

Mr. Jeffrey Tan, founder of Natuzz Ohme

What ten years actually teaches Us

We believe that the lasting value of furniture is built over time, not overnight. It comes from every step of the process, from choosing the right materials to building each piece with care. That same belief is behind our theme for Furniture China this year: “Decades Forward.”

As we grow, we also learn. Mistakes become lessons, and those lessons help us improve. They are part of what pushed us to grow beyond where we started. What began with one Quality Controller has grown into a team of 10, with different divisions across Indonesia. A small selection of sustainable materials has grown into a material bank of more than 50 options, ready to be mixed and matched. And what started as a single market has grown into an export network serving customers around the world.

After more than a decade of shipping furniture across different markets and working on countless projects, we have learned a lot about what can go wrong. A product can fail because of its design, materials, joints, construction, or even a finish that does not hold up over time.

These experiences have taught us to pay closer attention to the details. We became more careful with material sourcing, stricter with construction, and less willing to accept something that is simply “good enough.” While perfection is something we continue to work toward, it remains the standard that pushes us to improve every material, every detail, and every piece we build.

What's never changed

Every piece we make starts with how the material is chosen—how it ages, how it feels, and the character it develops over time, not simply how good it looks in a photograph on day one.

• Teak is chosen for pieces that are made to live outdoors. It is strong, durable, and develops its own character over the years, whether placed on a patio, terrace, or garden porch.
• Mindi and Munggur are valued for their dependable structure and their workability, allowing our craftsmen to shape and build with them by hand.
• Rattan and bamboo are lightweight and renewable materials. Their natural texture works especially well for woven furniture, giving each piece a relaxed and timeless feel.
• Petrified wood is a rare material that has survived for thousands of years. Each piece brings its own natural character into a space, while also offering impressive strength and durability.

Our Sustainable Materials for our furniture.

None of these materials are chosen only because they look good. We choose them for how they perform, how they age, and how they can remain relevant through changing lifestyles, seasons, and generations.

Trends fade. Trust compounds.

That is the difference between furniture made for a trend and furniture made to last for decades. Some products are designed to be replaced. We prefer to create pieces that are made to stay useful, dependable, and relevant for our customers and partners, project after project, year after year.

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Jodi Martin

Content Manager at Natuzz Ohme, driving the digital narrative across web and social platforms. Handles everything from content strategy and editorial planning to writing, editing, and publishing, ensuring brand voice stays authentic while content remains relevant, engaging, and scroll-stopping for the community.

face Editorial, and Content Manager