Diretso: Classy, but minus the frills

For Filipinos, "Diretso" stands for something that is "straight" and "direct". It signifies "focus, honesty and a single definite direction". True to the very sense of the word, DIRETSO, an outstanding furniture manufacturer, was born.

"We are straight and honest in all aspects," says Mhel Austria, the company’s president and a true blue Kapampa-ngan. "We are very focused when it comes to customer satisfaction." Working alongside Mhel is a team of Dutch nationals who have all found a home in the Philippines, particularly in Pampanga – the place famous for first-rate hand craftsmen and the country’s recognized "furniture capital".

"Our product designs and workmanship are straight, pure and natural," says Diretso’s marketing manager Jan Krenn. "They are classy but minus the frills and superfluities. Nothing is overdone –" interrupts Designer Frank Van der Walle. In other words, "Simple lang!" They chorused in a delightful Dutch-Filipino accent.

Diretso is a world-class company specializing in the design and production of medium and high-end furniture made from indigenous and imported materials, the result of which is a unique blend of quality crafts and products of top-caliber. Starting out as a trading company, its main job was limited to designing, sourcing out furniture materials and joining trade fair exhibitions. In 1996, Ad Colle and Ton Van Hierden founded Diretso and with the indisputable Filipino team, Diretso emerged, giving new dimension to furniture design and production.

Recognized as Best Product Design, Best Product Collection and Best Visual Design at the annual Philippine International Furniture Show, Diretso has been a forerunner in the development of innovative and cutting edge home and office furnishings that are credited to suit the discriminative style and taste of the global market.

The Dutch team behind Diretso remains undaunted despite threats of economic crisis and insurgency in the country. And contrary to the notion that Filipino labor is cheap that’s why investors choose the country before anything, Frank counteracts: "Definitely not! Filipino labor costs twice as much as compared with other Asian countries." But that’s not the whole package, they say: "It’s the skillfulness, genius and dedication of every Filipino worker that keeps us here." Giving glory back where it’s due, the Diretso team will donate at least two percent of this year’s earnings to Munting Paraiso – a haven for impoverished cancer stricken children at the Philippine General Hospital – this Christmas.

While its main showroom sits on a 110,000-square feet lot in San Fernando, Pampanga, Diretso now boasts of its newest display area at LRI Building in N. Garcia Street (formerly Reposo) in Makati where one can see for themselves its wide range of products. Paintings from The Drawing Room and classic metal works from Silver Lining adorn the display of classy sofas, club chairs, dining and bedroom furniture at the showroom. "Other manufacturers can copy our design but they can’t copy quality," Jan beams of Diretso’s uniqueness.

Diretso’s competitive advantage lies in the verity that local materials such as abaca, banana, wicker, malakka and metal are combined with leather, fabric and other materials from all over Europe and the world to create top-of-the-line furniture products. Each furniture is a impeccable fusion of Filipino flair and European design – a clear convergence of two powerful cultures.

"More shops!" – the Diretso group once again chorus when asked of immediate future plans. Definitely, for a team that continually endeavors to serve and satisfy the ever-demanding furniture market with no less than world-class masterpieces, theya re well on their way there. And there’s no stopping them because that’s the only way to go – straight up! As we know it in Filipino, its…DIRETSO!