Insights Into Versteel’s Approach to Sustainable Furniture
Metropolis Magazine’s exclusive interview with Versteel’s Marketing Director Audra Hamlin sheds light on the company’s unique approach to furniture manufacturing.
View Metropolis Magazine’s Original ArticleBy Hayley Arsenault
In an industry where speed often overshadows craftsmanship, Versteel’s approach to furniture manufacturing is a refreshing anomaly, prizing quality, customization, and sustainability above all else. An exclusive interview with Audra Hamlin, Versteel’s Marketing Director, reveals the heart of the company’s operation: a blend of artistry and adaptability. The brand remains agile in meeting evolving client demands while staying rooted in its commitment to sustainable practices and social responsibility. Versteel’s dedication has cemented its reputation as a nimble, responsive player in a crowded marketplace.
Metropolis: You’ve been at Versteel for nearly 20 years! What, in your view, makes the company stand out among competitors on the market?
Audra Hamlin: Yes, nearly 20 years and that time has flown by! There are several things that make Versteel unique. With decades of experience in furniture manufacturing, we’ve always placed great value on the craftsmanship involved. Unlike many companies that merely sell furniture, we are true manufacturers. Our production facility is connected to our office, allowing us to oversee the entire process in real-time. I can walk out to the production floor and witness actual products being produced. We source raw materials and handle every step of the production in-house, from cutting and shaping steel to welding and finishing. As a result, we are truly able to accommodate customer requests for modifications and customizations, making Versteel nimble in the marketplace and better equipped to meet the needs of our customers.
Metropolis: Versteel introduced a new tagline earlier this year: Our Niche is You. In what ways does the brand take a personalized approach to design?
Audra Hamlin: “Our Niche is You” has many indications. It embodies our belief that a project is more than just a task, and a product is more than just an item. With this mantra at the forefront, we approach the designs of our products by genuinely listening to and understanding our customers’ needs and desires. We welcome input from our clients and can address their specific requirements to deliver tailor-made solutions.
Our flexible production process enables us to collaborate closely and create customized products that meet exact specifications. For instance, our Tier product is always crafted to meet unique specifications. When we first introduced The Maker Project, we intentionally avoided creating a “standard offering.” Our goal was to showcase our capabilities, encouraging customers to share their vision so that we could bring it to life. Even as The Maker Project evolved into a standard offering with a wide range of products, we continue to manufacture many custom creations within the series.
Metropolis: Put in action, this people-centric approach leads to constant innovation. Could you share how constructive feedback has shaped Troupe with its effortlessly chic aesthetic?
Audra Hamlin: Yes, Troupe was developed using feedback and evidence-based research to guide both the design process and the product offering. We worked with Qdesign on this collection, and in the early stages they had many amazing ideas on what all this collection could encompass. With so many potential directions, we saw this as a great opportunity to really lean into the feedback and decided to introduce Troupe in phases.
From there we turned our attention to the design. We previewed Troupe Gathering to potential customers and used that as a compass to tweak the offering. After its launch, we went onsite to one of the first installations. By doing this we were able to better gauge what this collection could look like. We introduced Troupe Inline and Troupe Seating. Hearing the feedback of the need for training table functions with the aesthetic of Troupe, we then designed and launched a T-base style leg for both Troupe tables and the Sky adjustable height tables. Our latest addition is Troupe Media Wall, its key feature being that it’s completely freestanding with no mounting required. This came from hearing the concerns about media centers being permanent fixtures to walls. Troupe has been a great, eye-opening experience and lays the groundwork for how we approach future projects.
Metropolis: Versteel also recently updated Socius, which suits healthcare and office environments alike. What role did research and customer feedback play in this product’s evolution?
Audra Hamlin: Socius is a prime example of how research and customer feedback drive our design process. Initially developed years ago at the request of a healthcare facility, it was crafted to meet specific needs with patient-focused features like soft curves and a one-piece frame.
We had this beautiful, cost-efficient healthcare chair with a universal design for a variety of environments, yet it wasn’t reaching its true potential. When we dove deeper into this series, we saw room for improvement and made enhancements, including a flexible back, an updated armcap design and expanded the series to include an Easy Access chair and more bariatric options. The impact of these changes was immediate.
When the demand for tandem seating arose through a customer request, we worked closely with the client to develop a custom solution, highlighting our responsive and customer-centric approach. As a result of this feedback loop, we are now adding a truly customer-driven tandem expansion to our Socius collection.
Metropolis: The brand’s people-centric approach extends beyond product development. Could you share more about Versteel’s participation in the fight against breast cancer?
Audra Hamlin: There are many wonderful causes to be supported. For Versteel, the fight against breast cancer became personal decades ago. Statistics show it’s likely most of us will be impacted at some point by breast cancer. Through the years, we have participated in various activities that support research and awareness.
One organization we proudly support is The Common Thread for the Cure. From an industry perspective, this amazing organization is a fantastic resource for anyone in the furniture industry facing the financial strains that come with battling breast cancer, from production workers to company leaders.
At a company level, Versteel contributes to The Common Thread for the Cure year-round by donating a portion of the proceeds from the sale of our Chela and Quanta Max chairs. During Breast Cancer Awareness Month in October, we fully embrace that mission by engaging our team in various activities that promote education, raise funds and strengthen our community. While becoming more aware and having fun, our employees are building connections with coworkers and contributing to funding more research. Our initiatives include a pink pancake breakfast prepared by our leadership team, an employee product auction and a variety of other games and activities. The funds we raise throughout the month go directly to The Common Thread for the Cure, helping to make a meaningful difference in the fight against breast cancer.
It’s All About the People
Metropolis: Versteel is committed to sustainability, earning several third-party certifications. What is the brand’s approach to reducing environmental impact for each product?
Audra Hamlin: Our approach really starts at the beginning. We address the life cycle concerns of each product from inception, considering the efficiency and quality of the materials as well as maximizing the lifetime use. What is the impact of production and each individual component on the economy? How can we improve longevity?
We have an advantage in that the primary component of most of our products is steel. Our steel is sourced domestically and is largely comprised of recycled material. Not only is it one of the most recycled materials in the world, it’s also extremely strong and durable. Our products are built to last a lifetime. Long-term usage reduces waste for our planet and saves costs for our clients.
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Metropolis: With such a diverse and versatile portfolio, how does Versteel ease the specification process for designers?
Audra Hamlin: At Versteel, we are continually working to improve the specification process through industry tools and excellent customer service. We utilize a variety of industry tools and most recently, we launched our own extension on CET. This is a significant step forward in our commitment to combining technology with craftsmanship, ensuring existing and new customers alike can effortlessly visualize, customize and specify Versteel products within their design layout.
We launched our extension with a range of table and seating series, including some of our best-selling products and new introductions. We’ve been adding regular updates to the extension, the most recent of which includes Socius and the recently introduced Troupe Media Wall, Sky with Troupe base and Troupe Training.
Additionally, calling back to our emphasis on a nimble, collaborative approach, we work closely with designers to understand their needs and offer personalized support throughout the selection process. By providing samples, swatches and mock-ups, we allow designers to visualize choices. This combination of flexibility, accessibility and support ultimately makes the specification process efficient and effective for designers, allowing them to focus on creating exceptional spaces.
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