At the outset there is an innovative idea… or even just simple intuition. And then after several months or several years, the innovative idea takes shape and finally finds its place in a catalogue. General management, marketing, purchases – three CERLAND managers tell you a little more about their vision of innovation. Selected extracts. 

Sophie de Verdelhan, Head of Marketing
 
« Cerland’s main asset, from the outset, was having new ideas. »
 
At Cerland, innovation starts with studying the trends - shapes and colours in fashion, furniture or automobiles…and when relevant we try to apply them to our wooden products. Interior design also helps us to decorate the outdoors. The design work is something that’s really important to me…just like the sustainable development aspect. My dream would be an innovation for sustainable and ecological wood which requires little maintenance. Someday soon maybe?! » 

Marc Pinguet, Managing Director
 
« The garden, a room in its own right! »
  

Innovation is a desire to develop new products and new markets. For Cerland, the garden is the 5th room in the house. What is available today for interior design should also be available for outdoor furnishings! When we create, think up or buy new products, it’s also to improve peoples’ way of life. Our business is linked to the environment, so Cerland innovation obviously starts with sustainable development issues (we are currently following an ISO 9001 initiative). For example, a large amount of Cerland wood is already eco-certified; we are striving to reach 100% very soon. Innovation also brings up questions of safety. And in particular for children’s’ games, these are products which require extreme precaution and stringency both for safety and environmental standards. 

Frédéric Lefranc, Purchasing director
 
« Innovation: it’s all about synergy »
 
In terms of managing innovation, we cannot wait for information to come to us. We have to constantly follow a pro-active approach, be it intellectual, prospective or imaginative so that we don't miss out on emerging trends. Being late is our worst enemy. At Cerland, we have the right support. Alongside the internal skills of our team, we have partners, suppliers and industrials who follow the markets and know how to anticipate needs. We confront all of our ideas and intuitions on a daily basis, as it is precisely these synergies which create the success of our brand.