Breaking borders between classic and contemporary styles, and still staying true to founding values and great attention to details, is not a simple task. Not need to say that the Spanish LATORRE has succeeded in it perfectly, creating a new brand philosophy focused on expressing comfort, innovation and emotions. Want to know how? Just click and read more!
A family-owned company based in Valencia, the firm LATORRE was set up in 1959 by Ascensión Latorre, a young interior designer, who started designing and manufacturing classical chairs with luxury and top-quality as main hallmarks. “She founded the company in Alboraia, a traditional agricultural area near Valencia. And precisely as the farmers who look after their land with love and care, who want to make their fields attractive as much as productive, since the very beginning Ascensión put a lot of emphasis on impeccable design and quality” says Guillermo Torrent, Art Director and second generation at LATORRE.
The good quality of its products and a well-designed strong marketing strategy helped to consolidate the firm in national and international markets. “Now as then, LATORRE’s products exudes exclusivity, uniqueness and meticulous craftsmanship; all of them qualities that have contributed to make the brand stronger and turn it into a key player of the luxury décor sector” points out Guillermo.
This strong identity, based on excellence in manufacturing, is what made possible the international outreach of the firm which soon began to export to neighbouring countries, such as France and Portugal, and participate in main trade fairs, such as the International Furniture Fair of Valencia, Maison & Objet in Paris and Il Salone Internazionale del Mobile in Milan.
With the second generation, who joined the firm in the ’80, the international vocation has grown even faster. “Nowadays, LATORRE is a world class luxury furniture brand and the skill and craftsmanship that go into its manufacturing is winning it clients in countries ever further afield” explains Guillermo Jr., Export Manager and third generation at LATORRE.
No doubt: a LATORRE’s sofa is a very special purchase. It is the epitome of a romantic bygone era yet it has a contemporary appeal. “We at LATORRE extract from the classics their most inner essence. But we look at them with fresh eyes and try to adapt them to the needs of the contemporary world,” affirms Guillermo Torrent.
“In a world where practicality prevails over pure aesthetics, we have strived to combine technology, comfort and the highest quality and turn them into products as elegant and glamorous as possible.”
“Ascensión still keeps the soul of the former company alive; she inspires us bringing its exquisite and exclusive taste and push us into a constant search for beauty and quality,” confirms Guillermo Torrent.
With the shift towards more contemporary interiors that started in the 90’s, the company decided in 2012 to launch a new modern brand, PAU, which conveys a more avant-garde concept made of sober, minimalist lines and luxury details.
Both management and manufacturing processes are ISO 9001 certified. This means that the company respects strict quality standards and set itself at the forefront of innovation.
Just to provide your lounge spaces with “the materials that dreams are made of” …
For more info: www.ascensionlatorre.com