In the year 2007According to a study carried out by the Wood Technology Center, Lucena had 425 companies dedicated to furniture manufacturing, which earned it recognition as the “furniture city”. In 2023, according to local administration data, this figure has been reduced to 123. After its golden age, and more than half a century after its emergence, the sector is seeking to reconvert by adapting its production to new times. In addition to the economic crisis and the real estate bubble, the change in citizens’ lifestyle habits or the rise in the cost of raw materials have led to a change.
We speak with José Antonio Guardeñopresident of the Lucena Furniture and Related Association (Amalu) and general director of Muebles Grupo SEYS, a company dedicated to the sector since the eighties.
—What is the reality of the wood and furniture sector currently in Lucena?
—We have maintained the current reality for several years thanks to the reconversion of Lucentine companies. The hard blow to the sector, like many others, was the economic crisis at the beginning of the century. Subsequently, with the rise in raw material costs three years ago, we experienced another big setback, just after the pandemic ended. Many companies have not been able to assimilate it and, unfortunately, in Lucena it has been experienced mainly by small companies. Today we continue to work. We have had to reconvert our products because the change in the needs and habits of today’s society is evident and furniture, which was previously a material of second or third necessity, is no longer so.
—Has the appearance of “low cost” furniture sales chains also led to this reconversion?
-Certainly. If someone sells a dining room, I’m not selling it anymore. All brands are in competition. The market is free and we must compete with them. But I definitely think the change in consumer lifestyle has had a bigger impact. A few decades ago, our production was mainly intended for the manufacture of furniture for the home (living rooms and bedrooms). Today, it is moving towards the bathroom and kitchen sectors. And before, citizens stored various dishes and sets of tablecloths or sheets in the living room and bedroom for example, and there was practically no furniture in the bathroom. Even digitalization has affected us to the extent that shelves are no longer necessary to store books or binders. Trends and tastes have changed. Now, citizens want more functional housing because they change their place of residence more frequently.
“Trends and tastes have changed. Now, citizens want a more functional home. »
—As part of the changing consumer lifestyle, a focus on the hospitality and restaurant sectors has been one of the chosen paths.
— Of course, the two sectors shake hands. People are living outside their homes more and that means hotels and restaurants are opting for quality furniture. In Lucena there are companies that previously focused on home furniture and now work practically exclusively for these two sectors.
—And where does the Lucentine furniture travel? Outside or within our borders?
—Lucena furniture is not easy to export because it is very Spanish. It is a contemporary piece of furniture, adapted to its time but with its reservations. We can cite the USA, France or England but, apart from those intended for the bathroom sector, abroad is not our biggest source of turnover. Often the solution is not exporting, as it requires a lot of time and resources. We did it but the benefit didn’t outweigh the investment, it’s not worth it. Lucena furniture has progressed, but within the framework of a classic product line. We focus on furniture in which natural wood is the protagonist. Tastes in other countries are different and in my opinion some Lucena companies are not ready to make this very competitive type of furniture.
— Of course, tastes are different in Spain, Germany, Chicago or Chile.
-That’s to say. We have participated in foreign fairs in which practically all the exhibitors presented identical furniture and, in Lucena, we exhibited our characteristic piece of furniture that practically the public did not look at, being the only one different. Tastes do not coincide. Furniture stores sell sofas and mattresses, not furniture. Basically the sale of home furniture is focused on Spanish territory, I don’t think more than 30% is sold abroad. I insist, the kitchen and bathroom furniture sector is completely different.
—It could be said that Lucentino furniture practically concentrates its production on the national territory.
— Don’t hesitate. Another thing is that there are factories that carry out operations abroad adapting their production to the tastes of these consumers. Other countries that have been a source of export of our furniture have been Russia and Ukraine, but after the outbreak of war this channel was completely closed.
“It’s not that young people don’t buy from us, it’s that they don’t buy from almost anyone”
—And what is the profile of the current consumer of Lucena’s characteristic furniture?
In 2004 or 2005, which was the golden age of the sector in our city, we sold more than double our current turnover in half of Spain. We used to sell furniture to couples aged 23 or 24 who were furnishing their first home before getting married and now our customers, for the most part, are over 40 years old. It’s not that young people don’t buy from us, it’s that they don’t buy from almost anyone and, if they do, they provide cheaper, albeit lesser, furniture. quality.
—In this sense, it is true that decades ago families lived in houses they owned and today they do so in rented apartments. This obviously also has an impact since landlords tend to opt for lower quality products to quickly replace them in the event of damage from tenants.
—We make quality furniture and that costs money. It is also true that if someone opts for a lower quality piece of furniture, even if the initial investment is less, it will deteriorate much sooner. Our furniture can last thirty years, which is unthinkable in a low-cost table. Homeowners choose to make a smaller investment, although in the long run I think they end up paying the price.
—And when it comes to design, is everything moving faster, like our society?
-Also. Before, we published our catalogs every five years and modified 50% of our models. Now we both do it.
—With the cost involved in designers, materials, dyes, etc.
— Of course, production must be carried out within a year’s perspective, no more. And if you don’t renew yourself, you will be left behind.
—And as for the institutional commitment of the sector, is it present?
—In Lucena, local and provincial governments have been present for decades.
—Lucena, however, continues to be a leader in furniture production.
The furniture niche in Spain is Valencia as a province, although as a locality the main city is Lucena. We must not forget that the Housing Fair is the most important that has ever existed. It experienced a period of decline, in which Madrid or Zaragoza positioned themselves, but now Valencia has taken over the reins. No one has his strength and it is the only international fair that exists. This is the Spanish furniture fair.
