There is hammering, screwing, and heavy wood being carried around. The workshop of  «de Sede» exudes the artisanal charm of an XL-sized studio: Approximately 20 master craftsmen are busy on the sprawling 11,000 square meters.

The air is filled with the scent of leather, still the primary ingredient for most furniture produced by the renowned Aargau-based manufacturer.

CEO and Partner

We are meeting with Monika Walser, who has been leading the company for ten years and owns a 10 percent stake in the share capital. The wiry manager does not give the impression of being inclined towards small talk: Her responses are quick and precise, without unnecessary embellishments.

The reason for our visit is the «Bold Woman Award» from Veuve Clicquot, which celebrates its founder Barbe-Nicole Clicquot-Ponsardin (1777-1866) and outstanding contemporary businesswomen.

«Bold Woman Award» by Veuve Clicquot

Monika Walser received the award in 2019. Now, she is hosting a dinner to establish the jury for the next award ceremony in 2025. It's evident that the Swiss «Bold Woman Award» jurors and awardees have formed a relatively close-knit community.

«For me, the award was a confirmation that we are on the right path, with the necessary passion,» says Monika Walser. The namesake, the widow Clicquot, is «an intriguing woman who achieved incredible things in her time,» she adds.

Soloist performance in Milan: the new «DS-888 Collina» (Image: zVg)

Tasked as the Company's Savior

How does the Aargau manager herself handle champagne? «I enjoy it very much, but not too much...»

Monika Walser joined «de Sede» as a turnaround specialist. The Swiss furniture house once boasted a glorious past but faced a bleak present. In 2007, it was acquired by the private equity firm CAPVIS, only to be sold five years later at a substantial write-down to a private consortium of investors.

Just Months Away From Bankruptcy

Two years after that transaction, Monika Walser was brought on board, having previously proven herself as CEO of Zurich's bag manufacturer «Freitag.» She recalls, «Back then, ‹de Sede› was just months away from bankruptcy.»

Today, the company employs roughly 100 staff members, a quarter of its size in 2014. However, under her leadership, «de Sede» has enjoyed «several profitable years,» notes the CEO.

Founded in 1962 by Master Saddler Lüthy

She can rightfully consider herself the company's rescuer, founded in 1962 by master saddler Ernst Lüthy in Klingnau.

Since 1968, «de Sede» has earned a reputation as the furniture producer for various Hollywood celebrities.

Featured in All 007 Films

Monika Walser declines to name-drop clients. «But I can tell you that our furniture has appeared in every James Bond film since the 1969 movie ‘On Her Majesty's Secret Service.›»

An unassuming wall in the workshop building hosts a photo gallery of notable projects: Several lounges of the airline «Swiss» furnished with leather furniture from «de Sede,» various executive spaces of Julius Baer worldwide, and the lounge of the «Hyatt Regency» in «The Circle» at Zurich Airport.

Many Boxes Bound for China

At the loading dock, where «de Sede» furniture is shipped worldwide, numerous shipments are destined for Germany, the USA, Singapore, Hong Kong, Japan, and notably, many to China.

Unlike other Western luxury goods manufacturers, «de Sede» appears unaffected by weakening Chinese demand. «The Chinese market is thriving for us,» says Monika Walser with a smile.

Custom-Made Creations

The photo gallery also showcases several luxury yacht interiors crafted by «de Sede.» «Custom-made creations and projects with interior designers are certainly our strongest growth segment,» concludes Monika Walser. With their recently introduced outdoor fabric collections, they have become a preferred choice for entire yacht furnishing projects.

 
Growth area: Yacht furnishings for inside and outside (Image: zVg)

At «de Sede,» however, according to the CEO, even pieces from the regular collection are individually handcrafted to order — «unless you purchase an item directly from the showroom here in Klingnau.»

Decades of Leather Expertise

An essential pillar for the company is its decades-long expertise in leather craftsmanship. «de Sede» processes approximately 10,000 hides of bull leather annually. Since 1976, the company has also processed NECK leather from the neck area, which can be up to 5 millimeters thick and exceptionally durable.

As one of her first actions, Monika Walser repatriated the leather cutting process, now assisted by laser technology, from Germany back to Switzerland. «Each leather hide is unique, with its own imperfections,» she explains.

Distinctive Brand Essence

And what else explains the impressive turnaround? «We only produce items,» Monika Walser explains, «where we are unique.» The core of the brand lies in combining Swiss top quality with world-class design.

Those seeking a standard sofa or armchair are directed away from «de Sede.» «Each of our creations must have the potential to become a design icon,» she asserts. Designs are developed either in-house or in collaboration with renowned designers.

Iconic Designs

The rich gallery of iconic pieces includes, for example, the «Terrazza DS-25,» designed by Ubald Klug in 1974, now sold as the «Terrazza DS-1025,» or the lounge chair «DS-150,» created by Santiago Calatrava in 1986, renowned for its futuristic allure.

 
«DS-150» (left), «Terrazza DS-25» in textile version (right). (Images: zVg)

Their furniture is essentially an investment, explains the company's CEO. Every piece can still be restored in Klingnau today. Often, the market price of used «de Sede» furniture surpasses its original cost.

Premiere in Milan

Currently, she is particularly proud of the «DS-888 Collina,» which the company launched and exhibited as the sole model at this year's Salone del Mobile in Milan. The sofa's back is not only rotatable, as with some previous models, but also adjustable in height simultaneously. This innovation allowed «de Sede» to obtain a patent.

With its diverse options in materials for both indoor and outdoor use, colors, and sizes, it is taking the market by storm.

Pleased with UBS

A few years ago, Monika Walser gave an interview to the UBS SME magazine «Impulse.» We inquire whether she is still a corporate client of the major bank?

«Yes,» Monika Walser replies. «UBS has been very helpful to us, and we are still satisfied.»