Product Proposition
The current KING range does not include many ‘curved’ sofa products. The proposal is to develop a sofa range where the defining feature is the curvaceous form.
The range will include the following indoor products:
Occasional Chair
Compact Occasional Chair
2 Seater Modular
2.5 Seater Modular
3 Seater Modular
3 Seater Chaise Package
The range will include the following outdoor products:
Compact Occasional Chair
2 Seater one piece
The aspiration is to make both indoor and outdoor options available shortly after eachother. We are therefore developing indoor and outdoor versions with common internal construction and manufacturing processes. This is to maximise the cross over of components so that both collections can be introduced in quick succession.
The origin of the idea and aesthetic direction are driven by David King.
The KING differences are as follows:
Manufacture the products with higer quality materials than our competitors. i.e. a tubular steel frame instead of timber ribbed structures
Removable covers despite the complexity of the proposed form. This would not typically be available on our competitor’s products
Modular sofa components to allow customers a degree of flexibility with how the sofa components are arranged.
Range Gap
These products are filling an aesthetic, form related ‘gap’ in our range. Most of our sofa products are variations of ‘rectalinear’ forms. This product is set to offer our customers a curvaceous form factor.
Requirements for Success
Requirements |
|---|
Achieve a refined, clean, curvaceous form |
Implement manufacturing processes that are efficient and applicable to a range of curvaceous forms |
Covers must be easily removable |
Introduce a ‘new’ fabric range that responds to the ‘boucle' trend. Will be ‘heroed’ on this range. |
Range of products available not just a single sofa/chair size |
Manufacturing and construction methods applicable to indoor and outdoor products |
Key Risks & Considerations
Key Risks | Mitigation Plan (Concept Refinement Phase) |
|---|---|
Forms may be too complex to manufacture | Early in the design process we are considering the relevant manufacturing processes for achieving curved steel form structures. |
Products may be too expensive due to the complexity | In the consideration of manufacturing processes we are selecting solutions that are cost effective. Eg. limiting products that require custom tools. |
Designing an indoor and outdoor product simultaneously may delay the release schedule. | We are consolidating the construction and components as much as possible. But also noting in advance that the timeline may be extended for this reason. |
Designing an indoor and outdoor product simultaneously may compromise one or both versions | Where it makes sense to design specifically for either the indoor or outdoor version, we will design components and select materials accordingly. |
Manufacturing location GL/Thailand | Thailand would be ideal. Need to understand if the capabilities are in place. |
Design, Develop & Test
What Must be Designed?
Scale and proportion of components in each product
Outside form of each product in the range
What must be Developed?
Internal steel frames
Assembly process for the modular components
Panelling/structure assembled around the steel frame (MDF? Plastic sheets? Mesh fabric?)
Foam layering for comfort and appearance
Modular system of components that facilitate a range of products
What must be tested?
Method for assembling panels/mesh structure around steel frame. This may deviate from our standard process and will therefore require longevity testing
The introduction of a new fabric for this range will require testing. This will be completed by Sebastian and his team though.
Foam and fabric selections will require testing for use in the UK or any other new markets.
Manufacturing Scope
Manufactured In-house
Welded steel frames
Cut foam profiles
Fabric/leather covers
Procured Externally
Potentially injection moulded parts (leg caps, knock-ins)
Resourcing Estimates
Project Length | ||||||
|---|---|---|---|---|---|---|
P I r n o t j e e n c s t i t y | Less than 3 months | 3 - 6 months | 6 - 9 months | 9 - 12 months | 12 months + | |
High Designer = 1.0 FTE + | Medium | High | Very High | Very High | Very High | |
High-Med Designer = 0.75 - 1.0 FTE | Medium | High | High | Very High | Very High | |
Med Designer = 0.75 - 0.5 FTE | Low | Medium | High | High | Very High | |
Med-Low Designer = 0.5 - 0.25 FTE | Low | Low | Medium | Medium | High | |
Low Designer = 0 - 0.25 FTE | Low | Low | Low | Low | Medium | |
360 Marketing
For marketing to complete
360 Marketing plan
Sustainability
•How is this product going to hint towards the sustainable future KING strives for?