The French specialist in outdoor furniture is now turning indoors. With its new “Maison Fermob” positioning, Fermob aims to become a complete lifestyle brand, without abandoning its metallic roots or its signature use of color. We traveled to Mâcon, near Lyon, to discover this new showroom.
From Outdoor to Indoor
“The outdoors as the fifth room of the house—that’s something I coined in an article in Le Monde,” recalls Bernard Reybier, chairman of Fermob. Thirty-five years after acquiring a struggling SME weakened by plastic competition, he is opening a new chapter: embracing the indoor use of Fermob products.
Many clients were already using Bistro chairs in their kitchens. Now, Fermob is taking the step with a collection specifically designed for interiors: sofas, armchairs, lighting.
“We are known as outdoor experts. But our designers are fully capable of creating products for every room in the home,” Reybier emphasizes.
Diversification Through Icons
Fermob’s story has been built around iconic products: the Bistro chair (1889), the Luxembourg collection (1930s), and more recently the Balad lamp. Each has marked a milestone and spawned numerous imitations.
“It’s the price of success,” admits the chairman.
The arrival of sofas confirms the will to diversify while preserving the brand’s DNA—soft curves, metal, and color—now applied to new settings.
This season, they have even developed a new shade, Latte Beige. According to the group’s Brand Project Manager and paint expert Aude Florimond, it bridges indoor and outdoor effortlessly:
“Today, within the palette of 25 colors, we have around 12 to 15 shades that work just as well indoors as outdoors. Latte Beige, for the brand, is seen as a business-forward color precisely because it is meant to blur the boundaries between indoor and outdoor, allowing us to move seamlessly between both worlds.”
“Maison Fermob” as Showcase
To embody this shift, the brand has opened an experimental space in Mâcon: Maison Fermob.
“It’s a flexible place, able to transform into a hotel or a contract showroom,” explains Reybier.
The goal: demonstrate to both professionals and private clients that the brand has all the assets to furnish the entire home. The contract market (hospitality, restaurants, public spaces) already accounts for a third of revenue. Maison Fermob is set to accelerate this momentum.
Color as DNA and Differentiator
With 25 shades in its catalog, Fermob has, over the past two decades, established color as a defining feature of outdoor furniture, in a world once dominated by dark green.
“When we launched fuchsia and lemon yellow, everyone thought we were crazy,” recalls Reybier.
Today, the company intends to bring this chromatic expertise indoors. But it keeps the same ambition: to shake up a market it deems too conservative.
International Expansion: Caution in the U.S.
The United States—where California has long embraced Fermob products—remains a priority market. A local production line was considered before prohibitive steel tariffs (up to 50%) were imposed.
“The current economic climate makes direct investment too risky,” acknowledges Baptiste Reybier, managing director and Bernard’s son.
The strategy now relies on industrial partners, including subcontracting in Georgia, where a painting line is available. The goal: be ready to operate by year’s end, provided market conditions improve.
A Lifestyle Brand Rooted in Industry
From regional SME to global design player, Fermob has built its success on a balance of industrial expertise (French production, in-house tooling, metallurgical know-how) and creativity. The “Maison Fermob” project takes this logic further. Its aims to transform an outdoor furniture brand into a complete lifestyle universe, blending design, ergonomics, color, and well-being. It’s a bold gamble, yet one aligned with the company’s philosophy:
“A business only exists through growth and expansion,” concludes Bernard Reybier.
