1860. Somewhere between Lyon and Geneva, a craftsman began making chairs, unaware that he was laying the foundation for a brand that would make his heirs famous. Five generations later, Ligne Roset stands for elegance, know-how and timeless modernity. Meeting with one of the keepers of this heritage, Antoine Roset.
Posted at 12:00 p.m
“A chair or piece of furniture from Ligne Roset is always more than just wood and foam,” stresses the House of Roset. That’s what we see when we take a seat in a Ploum model for this interview. Your own sofa clearly lacks substance, we say to ourselves as we settle into our seats… A look at the price reminds us of the order: Ligne Roset is a top brand. Our sofa has other advantages.
Quality and modernity are part of the brand’s DNA, notes the founder’s great-great-grandson, adding that essential pillar: family.
We try to really stick to the pure definition of the word design, which is to make an everyday object more beautiful and more interesting in its function.
Antoine Roset, Marketing Manager of Ligne Roset
With 700 points of sale worldwide and 160 years after its beginnings, Ligne Roset is still run by the same clan that made it the largest publisher, manufacturer and distributor of contemporary furniture in France. And still in the Ain department, where it all began, the house manufactures its products with a know-how rooted in French artisanal heritage.
“That’s the key to quality,” says Antoine Roset. It allows us to control everything we do from A to Z and be free. In this way, we can always push creativity further. Hundreds of designers from all over the world collaborate with the brand, which allows us to have a real wealth of design and to offer a mix of styles and shapes. »
Re-imagine the seat
After the war, Ligne Roset invested in Scandinavian furniture, which was the most modern at the time. However, his true identity was not revealed until the 1960s. Jean Roset meets Michel Ducaroy, fresh out of the Beaux-Arts in Lyon and endowed with a particularly modern vision of design. The designer comes up with the idea that foam can contribute to a sofa’s structure and not just its comfort.
From this alliance arise seats with strong lines like the Asmara, which can be assembled into different seating platforms, the Marsala, a thick armchair that you never want to leave, or the Asana, all with curves. Everyone presents “a different way of sitting” in their own way. Togo, released in 1973, pushes the concept further.
Bye firecracker, hello cigar!
“When he left, Togo was greeted quite coolly,” the brand’s marketing manager recounts his grandfather’s anecdotes. We said: “Your product is not ready yet. Something’s missing!” “Especially the feet. But that’s exactly what will explain part of the success three years later.
Togo’s advertising campaign has the slogan “Bye firecracker, hello cigar!” ‘ which is aimed squarely at the ’68s. After the revolution, this generation gradually joined the ranks without wanting to do the same as their parents. Togo comes with a vision of comfort and quality far removed from traditional furniture. I like the idea.
The Roset Personality
“I imagine our customers to be urban, cosmopolitan, culture-loving people who have traveled extensively. He’s young, not necessarily old, but in the way he sees the world,” reflects Antoine Roset, admitting that this portrait is very close to his person.
The heir himself worked in New York for 11 years, first in luxury watches, then for Ligne Roset, before settling in Lyon with his family four years ago. “I’m a bit like Obelix. It’s true that I slipped into them when I was little. Foam balls were my playground.”
“Our products are not available to everyone,” he agrees, emphasizing that a Roset-signed product is a guarantee of longevity. “Togo is passed on from generation to generation. Some inherit a model that is over 40 years old. Our customers inevitably have the means to buy our products, but some also choose to save because they recognize their intrinsic qualities. »
At a time when everything is passing quickly – including fashion – the house focuses on other values. “Do we need that pink sofa we see all over Instagram? Not if we like our blue sofa, the manager replies without waiting for an answer. Let’s have personality! We buy a Ligne Roset for its contemporary signature, comfort and quality. Above all, we buy a Ligne Roset to keep.
Antoine Roset in four questions
What does your interior design look like?
It is a mixture of contemporary furnishings and Haussmann classicism. My wife and I are also small art collectors.
Your definition of style?
It has to be something elegant, of quality and in which one feels comfortable. Unfortunately, I think that elegance has disappeared in our perception of comfort…
A “guilty” pleasure in decorating?
I love lighting and have a small collection at home. Light can change everything in a room. I take great care.
What do you think is the biggest interior design faux pas?
Speed. Do you want everything, now! Decor that has meaning and personality is built over time.