Meeting clients where they are and making furniture that changes with the setting — this is how Versteel is responding to new market demands

Projects are creating new demands to meet management and worker expectations. Versteel recognizes this and is designing features into furniture to meet client requests, according to Scott Schwinghammer, president. He recently met with Eileen McMorrow to discuss changes in client expectations, the office, and best options to respond to change with contract products that are making their mark.

While all contract brands thrive on selling their standard products as they are designed and built, Versteel has developed a reputation for being responsive to creating modified products as needed. Schwinghammer routinely is asked, “Can you make it like this? Can you give us one of these?” The brand is nimble and comfortable with such requests. For example, a client liked a line of tables then wanted matching chairs, so the Versteel team designed and manufactured chairs to meet the demand.

The well-known flexibility of Versteel tables–the ability for them to move up, down, tilt, wield hidden power supplies–makes them one of the innovative products that roll out of its factory. “We have been doing electrification for a long time,” says Schwinghammer. “Whether it’s plugged-in or battery-powered, we can provide it and hide it by design,” he explains.  

“Our Niche is You,” Versteel’s slogan, is about the brand’s customer focus and ability to meet their needs. “There is strength in our quality that is connected to product longevity and durability,” says Schwinghammer.

How does ‘Our Niche is You’ connect to Versteel’s next product launch?

Schwinghammer: We will be introducing a family of products in 2025 that represents a forward-looking collection encompassing what we already offer with work, meeting and lounge tables that contribute to a multi-functional setting. The products will work together or apart. They will create shared or private work areas, storage, and space division.

One of our newest design groups decided this could work because we are all uncertain as to how we are going to work in the near future. Management may change to hybrid working or more private offices using more dividers. There’s a need for furniture that can be used in a private office or moved out to function in an open space or work area. We are adapting and positioning it differently.

Quality has been a Versteel hallmark over its 40 plus years producing contract furniture. How does Versteel convey its quality to the industry?

Schwinghammer: We did it a long time ago. Quality was instilled in our employees; it is their passion. They know when a result is not ideal, and they are constantly working to attain a better result. 

We are very proud that all Versteel manufacturing is in the United States. We spin that message, and we boast that we have control under our roof. It speaks to the people, to our clients and is all-encompassing for the production floor. 

Our sample maker is an outstanding example of one who is fully vested in quality. It’s demonstrated in the products. On the new Versteel website and social media, we highlight the people and how long they have been with the company.

This is the 41st year for the individual who runs manufacturing. We have documented his process; he’s been at it since 1984. Versteel has people who know how to run the machines and the ability to work with the manufacturers’ technicians to maximize the output.

Which specifier segment is most concerned – and vocal with the reps – about quality?

Schwinghammer: In universities, facility managers and designers make the most requests for quality. They want a product that will stand up. It is as good as they thought it would be. We support our customers by extending a lifetime warranty as we know the products are built to the highest standards. 

How does Versteel look at manufacturing quality in BIFMA/BIFMA-compliant terms?

Schwinghammer: BIFMA is an “entry point” into the market with its standards committees. They remind manufacturers to retest and recertify products every eight years. When Versteel is producing a new chair, we source third-party certification and conduct our own testing. It’s in excess of BIFMA. All the chairs Versteel makes can meet bariatric requirements, making healthcare facilities a strong market for us.

For their style and durability, Versteel tables and seating are commonly specified in high-traffic and potentially high-abuse settings found in education and healthcare. What are clients commonly concerned with regarding durability?

Schwinghammer: From a durability standpoint, most of our products function intuitively. They work and continue to work without issue. For example, a folding table mechanism we patented blew past 25,000 cycles (ANSI BIFMA requires 10,000). Facility managers know it is durable and can be used for their projects. Those folding tables are still in use, designed to never wear out. Older folding tables tend to get replaced by the tilt/nest tables.

Higher education institutions are striving to create very comfortable and “adult” surroundings on campus settings. What’s the solution?

Schwinghammer: Gathering has been conveyed to us as being as important as studying. Administrators are creating a common space for all types of academic disciplines for working on projects and collaboration. Catwalk, our modular seating system with ledges, is a way of creating seated areas to also accommodate ‘piles of students’ with perfect hang-out or collaboration spots. Perch where you want to is Catwalk’s theme and when specified, Catwalk allows the students to organically use the furniture.   

Students are learning and sharing in many ways, but testing is still a critical demand. In one city, there is a facility of 260 study carrels, exclusively used for testing. To create that we also had to modify a whole row to accommodate sensory deprivation issues.

Are users in educational institutions becoming kinder and gentler, or are the FMs making greater demands for durability?

Schwinghammer: Seating and furniture pieces that are both softer and field-replaceable, usually due to abuse, are in demand. We are frequently asked by the facility manager, and we assure them we can send a team to replace or repair pieces. 

We know that wheels and casters are always needed in learning environments. However, with some casters, the manufacturing team has specific performance issues. They didn’t always hold up, and Versteel got tired of that issue. A few years ago, we worked with a caster company to design and engineer a unique caster. We are now able to use the highest-quality caster by creating and sourcing it directly.

What are the high points for Versteel’s specification in healthcare? 

Schwinghammer: We aim to meet Healthcare Without Harm’s Healthy Interiors Furnishing and Furnishings Criteria v. 2.3, and are also BIFMA Compliant. There are customers who only buy for cleanability, durability and the ability to replace. Our role in healthcare is ancillary, as we mostly provide guest seating. We often get specified through hospitals associated with universities already using Versteel. The brand transitions to medical consulting areas, cafeterias, and training rooms. We know that durability was an issue during Covid; we saw our tables and chairs made with chrome from over 20 years ago that withstood this intense period of use 24/7.

The Versteel site indicates that the brand pursues sustainable materials, stating its goal to exceed 70% material efficiency based on the circular economy principle that targets zero waste and pollution.

Schwinghammer: We find the circular economy is client-driven. The design side may tell you I am concerned about it, but we know the end-user feels differently and wants to be involved in sustainable product specifications. Many of our tables and chairs have as high as 99% material efficiency as a result of intentional design considerations and partnering with sustainable suppliers.

We have a key supplier of chair shells that uses the Restylon process that allows for the use of primary and reground plastics, resulting in a higher-quality product while also minimizing the scrap factor. Further, this leads to reducing our carbon footprint.