Brandbook 2023

Content

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Brand

04-08

Values

09-11

DEDON as an employer

12-16

Conserving our heritage

17-23

Creating shared value

24-26

Contact

27

DEDON Story

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DEDON Story

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DEDON Story

1990 The injured professional soccer player Bobby Dekeyser (Bayern Munich, among others), founds DEDON while in hospital. He is 26 years old.

1993 At a trade fair, Dekeyser meets a trust worthy producer from the Philippines and decides to invest in the development of an ‘outdoor living room.’ A few days later, he and his entire family travel to Cebu for six months. 1996 Bobby Dekeyser travels to furniture trade fairs around the globe. DEDON moves production to Thailand because his partner in the Philippines sold his company.

1994 Production starts; intense research on the synthetic fiber.

1995 The Dekeysers move to a croft in the Lüneburg Heath, which becomes the company’s new headquarters. The barn becomes the warehouse. Packing of goods is done in the garden. Number of employees: five. 1998 Stardesigner Richard Frinier, the “King of Outdoor Furniture”, from Los Angeles, starts creating collections for DEDON.

1997 Instead of rattan, the frames for the furniture are made of aluminum. There is also innovation in the production of fiber: new color developments create a breakthrough. 2000 Despite distinctly higher costs, DEDON opens its own production plant on the philippine island of cebu, the mecca of the art of weaving. Number of employees: 380. Designer Frank Ligthart (Antwerp) joins the company.

1999 DEDON Fiber can be used in evermore versatile ways: the look and material behaviour have now been optimized.

DEDON Story

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2001 Sales figures for the new DAYDREAM collection exceed all expectations.

2003 DEDON is represented in 30 countries worldwide. Customers, experts and me dia are crazy about the ORBIT, LOUNGE and BARCELONA collections. DEDON opens a showroom in Barcelona and acquires a spacious building on the out skirts of Lüneburg. Swiss-born Nicolas Thomkins enhances the design team.

2004 The plant on Cebu continues to grow. DEDON supports charitable projects on the island such as the Don-Bosco Move ment. Relocation of DEDON headquarters to Zeppelin street.

2005 DEDON is represented in 45 countries on five continents.

2009 DEDON founds an affiliate in the USA.

2011 The NESTREST hanging lounger, launched at Milan’s Salone del Mobile.

2014 Opening of the showroom in Los Angeles, relocation of the NYC showroom to the D&D building. The DK Group assume a majority stake in DEDON.

2015 Opening of the DCOTA Showroom in Florida.

2016 Opening of the showroom in Dallas and launch of the bestselling MBRACE collection.

2017 DEDON expands its portfolio of materials to include teak, ceramic, sling fabric and more.

2020 DEDON celebrates its 30 th birthday and launches the Spirit of Place campaign.

2023 DEDON presents the SPIRIT OF DESIGN exhibition in the course of Milan Design Week and brings back the DAYDREAM for its 20th anniversary in an exciting colorway.

DEDON Story

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Brand

The Brand

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The Brand

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Brand

Our Story started with a fiber developed by a family business. What followed was the revolution of the outdoor living lifestyle and the development of the most iconic pieces in the industry. As we continue our journey, passion, innovation, and artistry are always present. To discover and explore is our motivation. DEDON is a company that redefines luxury, that creates an inviting, inspiring atmosphere to relax in and recharge for whatever comes next. We inspire people who love life.

Leading the global market, we establish new standards in revolutionary design, innovative material, and the art of handcrafted perfection. This journey is fueled by our ongoing exploration of the world, keeping us inspired and driven. We work in an environment that encourages creativity, excellence, responsibility, and fun. As a socially conscious business, we pave the way, allowing the communities in which we live and work to prosper.

Additional information about the brand can be found at dedon.de

The Brand

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The Group

Diethelm Keller Holding Ltd. is a privately held organisation whose principal shareholders are the descendants of the founders.

Its primary function is to set the overall long-term strategy, to determine the balance of risk exposure and to set the long-term goals of the operating units. The founders of the Diethelm and Keller companies started their businesses in the late 1860s, trading products between Europe and Asia. Over time, descendants of the founding families expanded the trading business to take in marketing, logistics and related services, while also diversifying into industrial and travel activities. Today, the Diethelm Keller Group consists of four operating units, plus the divisions Diethelm Keller Real Estate and Shareholder Services as well as participations in DKSH Holding Ltd. and Bergos Ltd. All subsidiaries hold strong positions within their respective fields and operate with a high degree of entrepreneurial autonomy.

At the end of 2021, the four operating units employed more than 2,500 people in 20 countries.

The Brand

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Operating Units and Investment Companies Diethelm Keller Household Brands comprises renowned market leaders in the design, man ufacturing and marketing of innovative house hold, kitchen, and dining products. Diethelm Keller Premium Brands is the global market leader in premium outdoor furniture. It runs its subsidiaries Dedon, Gloster and Garpa independently, nurturing the unique character of each brand.

Diethelm Keller Industrial comprises Swiss and international proprietary B2B brands. Wetrok specialises in innovative, sustainable, and professional cleaning systems and solutions. Diethelm Keller Aviation is a manufacturer of food service equipment for the airline industry. Diethelm Keller Investments is a holding com pany for strategic equity holdings in small and medium-sized companies relating to estab lished business areas.

DKSH, a 45 % participation of Diethelm Keller Holding Ltd., is the leading Market Expansion Services provider with a focus on Asia. Bergos Ltd. is an independent Swiss private bank. Diethelm Keller Holding Ltd., together with a group of mainly Swiss entrepreneurs and members of the management, own a majority stake in Bergos.

The Brand

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Lüneburg

Greensboro

Cebu

DEDON Presence

LÜNEBURG, GERMANY. HEADQUARTER FOR A VISION

CEBU, PHILIPPINES. HOME AWAY FROM HOME

GREENSBORO, USA. OUR US SUBSIDIARY

With more than 600 people working for the company and representations in over 100 countries, DEDON is the worlds leading manufacturer of exclusive outdoor furniture.

Home to our state-of-the-art fiber production facilities as well as a fitness center, soccer field and authentic Italian ristorante, DEDON’s head quarters in the historic Northern German town of Lüneburg are a showcase for our philosophy and values, from caring for the society to finding the right life/work balance

DEDON Philippines has been established in 2000 in Mandaue City on the island of Cebu, the heart of the furniture district. It covers a 15.500 sqm manufacturing center. Around 260 expert craftsmen weave DEDON furniture every day, using century-old weaving techniques perfected by DEDON over the last 23 years.

DEDON US was incorporated in 2009 and started with 5 employees. In the last years it has successfully increased the number of employ ees to more than 80. Departments: Accounting, Customer Service, HR, IT, Logistics, Marketing, Purchasing/Planning, Project Management, Sew/ Cushion Production and Warehouse.

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Values

Values

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Guiding principles

The DEDON Group is dedicated to behaving in an honest and responsible manner. Our values are rooted in the founding principles of Diethelm Keller Premium Brands, the parent company behind DEDON.

Values

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RESPECT Respecting people, cultures, and the environ ment is at the core of our business. We honor local customs, regulations, and laws, conduct ing ourselves with responsibility and respect in all of our endeavors. FAIRNESS We uphold the longstanding reputation of DEDON by embodying fairness, credibility, and stability. We nurture a just and equitable environment, fostering trust and ensuring that everyone is treated with respect. INTEGRITY We value honesty and openness and hold ourselves to the highest standards of ethics. We take accountability for our successes as well as our failures and learn from our mistakes, while offering help and support. Respecting yourself and others and expressing gratitude to others is a prerequisite for success within our organization.

LEARNING CULTURE In order to create an open environment for continuous education and development, we cultivate a learning culture that promotes active knowledge exchange and fosters professional growth among our diverse and multicultural staff. SUPPORT PEOPLE We are committed to enhancing both the social and individual well-being of our employees. We encourage our team members to engage in social initiatives and sustainability programs, with the intention to empower them to make a positive impact in their communities. We provide opportunities for personal growth and actively support endeavors to contribute to a better and more sustainable world.

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DEDON as an employer

DEDON as an employer

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Longevity of employment

At DEDON, we understand that the continued well-being and happiness of our employees is essential to the success of our company. There fore we are committed to providing inspiring and productive working conditions, ensuring that every member of our team enjoys a healthy and growth-oriented work environment. Central to our philosophy is the belief that ev ery employee deserves an optimal workplace. Equipped with modern facilities, our uplifting atmosphere nurtures creativity and fulfillment. Safety and satisfaction are paramount at DEDON. In testament to our value of the health and well being of our employees, we offer comprehen sive health insurance to ensure the best medical care and support. We also place great emphasis on preventive measures to protect the longterm health of our employees and their families.

Our positive work culture is built on friendship and respect, and we are committed to encouraging collaboration and shared success. To foster this sense of community, DEDON provides a free daily lunch made from regional and seasonal products with a focus on health and nutrition. We also cultivate a sense of camaraderie and cel ebration with the option of shared sports activities such as after-work volleyball and soccer matches and joyful parties. These experiences create a vi brant and inclusive work environment where every employee feels valued and motivated.

DEDON as an employer

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At DEDON, we are proud to prioritize the well-being, satisfaction, and safety of our employees. Through our holistic approach, we aim to empower and inspire our team members, ensuring that they thrive both personally and professionally. Together, we cultivate a robust culture of employment that nurtures the potential of every individual and drives the success of our company.

DEDON as an employer

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Respect and equal opportunities

10 Languages 20 Nationalities

GENDER EQUALITY At DEDON, we are committed to providing equal opportunities and encouraging and improving representation for individuals of all genders, ensuring that everyone has the chance to develop and showcase their abilities within our company. Through this dedication, all genders thrive in our leadership positions since day one and make in fluential decisions across our global organization.

As demonstrated by a team comprising over 20 nationalities, we cherish diversity and foster an inclusive environment that celebrates people from diverse backgrounds. With innate respect for the cultures of local communities, we recognize the value of different perspectives and cultural experiences, and see the power in safeguarding and preserving cultural skills and knowledge for future creativity and innovation. We hold ourselves accountable to the highest standards of conduct and strive to build and maintain effective relationships within each and every community and institution with which we interact.

DEDON as an employer

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Training and staff development

Supporting our people in their personal and professional growth is a core value at DEDON. We are well aware that our company is powered by its talent, so we strive to improve together, and provide a wealth of educational opportunities to enhance skills and knowledge.

DEDON offers individual training, language courses and leadership seminars to empower our workforce with a diverse range of skills.

Off-site, DEDON offers financial assistance for various learning endeavors ― from further education programs to workshops and training programs ― that enable our employees to expand their expertise in their respective fields. DEDON places great value on nurturing young talent, the minds who will lead future success stories at DEDON. Through trainee and internship programs, we provide aspiring individuals with the opportunity to gain practical experi ence and develop their skills within our organization.

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Conserving our heritage

Conserving our heritage

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DEDON Fiber

Delightful to touch, durable against the elements, DEDON Fiber sparked a revolution in outdoor living that continues to this day. DEDON Fiber embod ies our unwavering commitment to innovation and excellence in outdoor furniture with its new standard of luxury and durability. The luxurious industrial textile offers unrivaled advantages: • Made with High Density Polyethylene (HDPE) • 100-percent recycable • Free from pollitants and heavy metals • Best possible weather and light stability • High UV restistance (no color change after 10 year’s exposure) • High stability (tensile strength > 230 kg/cm²) • Resistant to pool and seawater, heat and cold • Maintenance-free and easy to clean

Conserving our heritage

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Craftsmanship, skill and finese

Produced at our state-of-the-art facilities in Germany, DEDON Fiber takes numerous profiles and textures, each innovated by fiber specialists and designers working in close collaboration. Their creations are then sent to our zero-waste facilities on Cebu Island, Philippines, where master artisans weave them by hand into our award-winning collections.

Conserving our heritage

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EACH PIECE IS UNIQUE. WOVEN BY HAND.

EACH PIECE IS MANUFACTURED AT ITS BEST.

QUALITY CHECK BY DEDON.

The art of weaving is rooted in the history of Asia. It’s the inherited skill of our master weavers in the Philippines, who are among the most tal ented in the world, that truly sets DEDON apart. Their creativity is reflected in weaving patterns of incomparable intricacy, innovation, and artful ness. Indeed, every piece of DEDON furniture is the embodiment of modern technology and centuries.

We create with passion, working only with the most talented craftspeople. Whether at our manufacturing seats in the Philippines and Germany or with the suppliers around the world: We work exclusively with suppliers who share its passion for quality. When it comes to finding the best manufacturers, no journey is too long.

Since the beginning, quality has been an ob session at DEDON, fostering a mentality not only of creating the best but continually making it better. At our manufacturing facility in the Philippines, every item must pass sixteen differ ent quality inspections, the last four of which together last an hour.

Conserving our heritage

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Products that endure

Since the beginning, we have aimed to make the highest-quality, longest-lasting outdoor furniture in the world. Once a woven DEDON product does come to the end of its life cycle, every last piece of it, from the high-density polyethylene fiber to the valuable aluminum of its frame, is fully recyclable.

Conserving our heritage

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DURABILITY DEDON products are of such high quality that they are resistant to all weather conditions and UV radiation: They last for generations. manufacturing in the Philippines. DEDON lovingly oversees every aspect of our woven products’ creation, from design to delivery, ensuring levels of quality and value that can’t be matched. 100% QUALITY We apply stringent quality controls at every step of our furniture production. Unique in the outdoor industry, we own and control both our fiber production in Germany and our furniture

EASE OF MAINTENANCE Our products are maintenance-free and easy to clean. DESIGN INNOVATION We collaborate with some of the world’s leading designers, involving them deeply in the R&D process, creating special fibers for them, devel oping new weaves and more. The result is an award-winning portfolio of innovative and iconic designs: Good design in sustainable.

Conserving our heritage

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Sharing our craftsmanship

DEDON STUDIO DEDON is committed to artisanal craft, seamlessly blending timeless tradition with pioneering technology. At the heart of our creative endeavors lies the DEDON Studio, a visionary hub where innovation, design, and craftsmanship converge. There, in addition to globally established talent, we work with rising stars―young and upcoming designers who offer a fresh perspective, some thing we strive to foster. Energized by the power of education, the DEDON Studio partners with design students, sharing knowledge and expertise through collaborative projects. Beyond our own walls, we extend our commitment to artistry and craft to the Don Bosco Training Center on Cebu Island in the Philippines. Through con tinuing support, we provide knowledge, materials, and tools to sustain and revive weaving skills ― a cherished tradition. By empowering local artisans, we ensure the legacy of their craft for generations to come.

DEDON Designers

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DEDON Designers

Hoffmann & Kahleyss Design

Edward Barber & Jay Osgerby

Lorenza Bozzoli

A PASSION FOR DESIGN Working closely with some of the world’s leading designers, from household names to emerging talents, DEDON has been raising the bar for design and innovation in outdoor furniture since the beginning.

Jean-Marie Massaud

Sebastian Herkner

Stephen Burks

Benjamin Baum DEDON Design Studio

Arik Levy

Werner Aisslinger

Philippe Starck

Daniel Pouzet

Arnd Küchel

Richard Frinier

Harry-Paul

Frank Ligthart

Fred Frety

Toan Nguyen

Henrik Pedersen

DEDON Iconics

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DEDON Iconics

KIDA by Stephen Burks

SWINGREST by Daniel Pouzet

NESTREST by Daniel Pouzet & Fred Frety

CREATING ICONICS FOR THE OUTDOORS

ORBIT by Richard Frinier

DAYDREAM by Richard Frinier

LEAF by Frank Ligthart

Spirit of Place

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Spirit of Place

Born to explore and guided by a deep love of nature, DEDON has traveled the globe for more than 30 years on the Tour du Monde in search of the best in outdoor living. Along the way, we’ve developed a special sensitivity to what we call Spirit of Place. Atmosphere, ambience, energy, essence, soul — Spirit of Place is all of this and more. As we attune ourselves to it, we feel a heightened connection to a place, a connection that grows and evolves. It is with this understanding of spirit of place that we have created the new DEDON worlds introduced on these pages. Teeming with ideas, inspirations and stories, these worlds — Spiritual Mountain, Endless Ocean, Mysterious Desert and Secret Lakeside—are a reflection both of where we come from and, just as important, where we are going.

Spirit of Place

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Spiritual Mountain

Spirit of Place

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Secret Lakeside

Spirit of Place

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Endless Ocean

Spirit of Place

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Mysterious Desert

DEDON Contract

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CREATING ATMOSPHERES AROUND THE WORLD — DEDON PLACES

Ever since our founding back in 1990, DEDON´s handcrafted outdoor furniture have helped bring to life those outdoor areas where guests create lasting moments. Join our worldwide journey through exclusive spas, top-notch bars and restaurants, to poolside lounges and cruise ship or yacht decks.

DEDON Contract

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Amangiri Resort — Utah

DEDON Contract

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Naturhotel Forsthofgut — Austria

DEDON Contract

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Burj Al Arab — UAE

© Sean Conboy

DEDON Contract

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Four seasons Astir Palace Hotel — Greece

DEDON Contract

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Maafushivaru Resort — Maledives

DEDON Contract

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The Fontenay — Germany

DEDON Contract

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Gritti Palace — Italy

DEDON Contract

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Weissenhaus Private Nature Luxury Resort — Germany

DEDON Contract

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Silena — Switzerland

DEDON Glossary

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DEDON Spirit— The ‘DEDON Spirit’, character ized by a sense of mutual respect, camaraderie, and unity, is an intangible feeling that resides with in every DEDON employee as they work together towards common goals. This spirit is fueled by a genuine passion for creating outdoor experiences and forms the essence of DEDON’s organizational culture. DEDONIST — A ‘DEDONIST’ is a passionate en thusiast who aspires to be in unique and inspiring settings, surrounded by extraordinary people and landscapes, all while enjoying the comfort and style provided by DEDON products. As powerful voices for DEDON, they serve as esteemed advo cates and credible influencers for the brand. DEDON Brand Ambassador— A DEDON Brand Ambassador is a charismatic and influential indi vidual who passionately represents and promotes the DEDON brand, its products, and values–em bodying the essence of outdoor luxury living. Leveraging credibility, they strive to create mean ingful connections with potential customers while fostering brand loyalty and expanding DEDON’s presence in the market.

Spirit of Place — ‘Spirit of Place’, the unique en ergy of a setting at the heart of DEDON’s brand communication, is a feeling that is instantly rec ognized or gradually found. Since 2022, DEDON has developed four virtual DEDON worlds to share stories of perfect moments in the open air – ‘Mysterious Desert’, ‘Spiritual Mountain’, ‘Endless Ocean’, and ‘Secret Lakeside.’ More vir tual worlds will follow. DEDON Places— ‘DEDON Places’ are exclusive, inspirational locations that allow immersion into the luxury of outdoor living with DEDON furniture (such as hotels or restaurants). These carefully curated destinations demonstrate the brand’s commitment to enhancing outdoor experiences and offer a distinctive blend of design, comfort, and style in memorable settings. DEDON Fiber— Unmistakable for its beauty, re finement, and hardiness, DEDON Fiber sparked a revolution in outdoor living that continues to this day. At our state-of-the-art facilities in Lüneburg, Germany, it is produced in a rainbow of colors as well as in numerous profiles and textures inno vated by teams of fiber specialists and designers. These creations are then sent to our zero-waste

DEDON Artisans — The DEDON Artisans in Cebu are the heart and soul of our brand, as they bring to life our furniture with exceptional craftswork, complexity, and innovation through traditional master weaving techniques. Service — At DEDON, a customer-centric ap proach to customer service goes beyond tradi tional methods to embrace a holistic philosophy. This means maintaining close relationships with our customers, anticipating their needs, and per sonally supporting them throughout their journey with us to ensure not only satisfaction but suc cess with our products and brand.

facilities on Cebu Island in the Philippines, where master DEDON Artisans weave them by hand into our award-winning collections. DEDON Studio— DEDON Studio, DEDON’s in house innovation lab, taps creativity and artisanal skill to explore emerging trends and the most cur rent materials and production processes. The stu dio guides the development of new DEDON prod ucts and fibers, supports projects by independent designers, and continually engages with and ex pands DEDON’s worldwide network of creatives. Iconics — DEDON’s ‘Iconics’ are timeless design classics embodied by internationally recognized pieces such as hanging lounger NESTREST and canopied loveseat ORBIT, celebrated for their eye-catching aesthetics and enduring popularity. Heartquarter Cebu — The essence of our identity is deeply intertwined in DEDON Cebu, DEDON’s outpost in the Philippines and the ‘Heartquarter’ for our brand. Here, at the pulsating center and birthplace of DEDON’s masterful craftswork, we employ the skilled hands of DEDON Artisans to produce furniture that reflects artistry, complexity, and innovation.

Glossary

For further information, please contact us: pr@dedon.de