Gandia Blasco Group partners with Innerspace to represent its brands in the Australian market: A conversation with Jon Miles

Innerspace, much like Grupo Gandia Blasco, is a family-owned company. Approximately, both boast around 8 decades of experience, with both being led by the 3rd generation today. Beyond our shared longstanding history, the common commitment to design culture and innovation, while staying true to our roots, has forged an exciting synergy. Through our partnership, we introduce our three brands to Australia, where Innerspace is one of the oldest and most trusted furniture distributors. We already have a presence with GANDIABLASCO, GAN and Diabla in our showrooms in Perth and Sydney, and we’re scheduled to join Innerspace in Melbourne from early 2024.

Interior of the Innerspace Showroom Perth exhibition in Australia.
Design furniture of our brands GANDIABLASCO, GAN and Diabla

Established in the 1940’s by brothers Bill and Bob Hawkins as W,H and R Hawkins Furniture Manufacturers, Innerspace Commercial Interiors initially specialized in antique reproduction furniture. Over the years, it evolved to maintain a personal, homely character while embracing new styles and designs. In 1966, the name changed to Modern Furnishings, adapting to contemporary trends.

Russell, son of Bob, joined also in 1966, and in 1980, Craig took over, renaming the business Modern Office Interiors to cater to the growing office furniture market. In 1991, ‘Innerspace’ emerged as a new name, coinciding with the opening of Innerspace in Singapore, marking its expansion into international markets. Today, Innerspace is still a family owned and run business by Russell’s son-in-law Jon Miles.

And we are fortunate enough to have Jon sharing his insights in this interview today:

Jon Miles, Managing Director at Innerspace Commercial Interiors

1. You define your company as mature and full of history but with a modern outlook. How do you balance preserving the legacy of Innerspace while also fostering innovation and adaptation to the evolving context?

This is not an easy thing to do! We have spent many years defining our culture and values. We believe in integrity, honesty and finally innovation. The first two – integrity and honesty – were formed many years before the current team worked for the company, including myself.

First business as W,H and R Hawkins Furniture Manufacturers

The original founders, alongside the many dedicated people that have worked in the business for nearly 80 years have passed these beliefs down the line to the next generation. Having the values of integrity and honesty ingrained in the company really means we will do what we say. Therefore we have attracted like-minded people over the decades that imbue these values.

Innovation is the other value and perhaps is more prominent in recent years. Every company needs to innovate to survive and thrive, so this is not unique. However, since I took over the running of the company in 2009, I have tried to really push the company forward into new markets, new ideas, and new products. Sometimes we can push too fast, too soon and it takes the market a few years to catch up. For this to happen we need to remain curious and keep our eyes and ears open to new ideas and possibilities.

Showroom Innerspace Perth. GANDIABLASCO outdoor furniture and GAN rugs
ONDE dining armchair, SOLANAS round D140 dining table and NATURAL ARTY rug | ONDE collection and COBBLE rug

2. Initially based in Perth, where the brand finds its main showroom and warehouse, Innerspace has recently expanded to Sydney and Melbourne. What strategic considerations influenced the choice of these locations, and how do you see this expansion shaping the company’s identity?

Whilst we had done very well in recent years growing our brand in Perth, we felt that we could offer more to the Australian market. Sydney and Melbourne have the two largest populations and therefore were a natural fit for us to expand.

This year, we have relocated to a new showroom in the Eastern suburb of Paddington in Sydney. Paddington is a beautiful suburb with significant influence in the design industry. Additionally, a recently opened showroom in Cremorne, Melbourne, close to Church Street, positions Innerspace among renowned design brands.

Innerspace Showroom Sydney

The Sydney showroom, inaugurated in October 2023, marks a significant step forward for Innerspace. While our presence in Sydney has been established for 5 or so years, this move signifies a substantial expansion effort. Alongside unveiling a new showroom in Melbourne, it underscores our commitment to firmly establishing ourselves within the design community across Australia, deepening our roots and strengthening our connections.

Innerspace Showroom Sydney
CANEVAS GEO rug by Charlotte Lancelot, GAN brand

Both Paddington and Cremorne are recognised design precincts with proximity to the CBD’s which matches how we have operated in Perth for many years. The other key strategic choice was being able to offer consistency with our brands in all territories, therefore having the Gandia Blasco group believing in our journey and shared values made the decision an easy one.

Innerspace Showroom Sydney. GAN rugs
NDEBELE rug by Sandra Figuerola | PLY rug by Mut Design

You provide furniture products suitable for Commercial, Residential, Educational, Hospitality, and Healthcare spaces. With this diverse range of brands and products, how does Innerspace curate its collection to ensure a harmonious blend of styles and functionalities?

It’s not easy! Some brands and products are only suited to specific market sectors so it’s easier to curate these. It’s no secret that many residential brands are now being specified into commercial projects as a result of raised expectations from clients and end users.

Innerspace Showroom Perth. Diabla outdoor furniture

We think that there will always be a sizable part of the market that wants a ‘flight to quality’ – in other words better design, better quality. So, behind every decision we make regarding product selections, finishes, colors, etc. is the underlying belief that good design always shines through.
Function and form should of course co-exist.

From a purely selfish point of view, I always curate by asking myself “would I have this in my home?”.”.
Finally should be a degree of emotion and gut feel involved – “does this product move me!?”.

Innerspace Showroom Perth. Diabla outdoor furniture
MARETA lounge chair by Héctor Serrano | EASY dining armchair by Rocio Gambín

4. Collaborating with international brands like GAN, Gandiablasco, and Diabla involves bridging cultural gaps. Can you share insights into how these collaborations unfold and the challenges and rewards they bring?

Our strong Australian foundations are in no way preventing some serious international presence, with Innerspace set to bring some global names onto the local scene such as Gandia Blasco Group brands.

Innerspace Showroom Perth. GANDIABLASCO outdoor furniture
SOLANAS round D140 dining table detail by Daniel Germani | TIMELESS relax chair by José A. Gandía-Blasco and Borja García

Australia is still a young and therefore vibrant and inquisitive country. This is reflected in the melting pot of good design we see now. Therefore great, original design from Australian (and now Indigenous) local creators sits easily alongside iconic and inspiring European design from Spain, Italy, Denmark, Scandinavia etc.

5. Innerspace is committed to achieving environmental excellence. How does the company approach sustainability, and how do these principles influence the selection of brands and products offered?

As a provider of products, it is our policy to promote and support manufacturers that embrace environmentally sustainable initiatives and beliefs. This is inherent in our product offerings and is not a “add on” to our range.

We choose to partner with suppliers which have achieved the international ISO 14001 Environmental Management System accreditation, ISO9001 Quality Management and Forest Stewardship Council (FSC) Certification.

We also try to push against the fads and focus on long life, well-built products that can be used for many years. We also partner with an organization that helps find a second life for products that clients ask us to remove and dispose of.

Innerspace Showroom Perth. GAN products
Alfombra DIAMOND rug detail by Charlotte Lancelot | REVERSIBLE pouf by Charlotte Lancelot

6. What significance do you attribute to the preservation of the environment, encompassing both natural landscapes and public outdoor spaces, as well as the terraces of residences and hotels? In this context, do you believe that environmental awareness motivates individuals to prioritize the maintenance of their personal outdoor spaces, terraces, inner courtyards, and subsequently, place a greater value on these areas?

We saw during the pandemic just how much we value outdoor spaces and access to the natural environment, especially when these areas are restricted or taken away from us. Something special happens when we are outside, often it is hard to explain but there is a sense of freedom and lightness when spending time outside.

Innerspace Showroom Perth. Diabla and GANDIABLASCO outdoor furniture
VALENTINA lounge chairs by Alejandra Gandía-Blasco | BUIT club chair by Mayice Studio

On a global scale, preservation of these areas is probably the most important challenge for society over the next 50 years – we need to ensure that we leave the world in better shape for future generations. Often this starts at a local level, preserving the local habitat and green spaces. We are now a lot more aware of the mental and physical health benefits from spending time outside.

I see this as a great opportunity – especially the emphasis on ensuring easy access and transition from inside to outside spaces.

Innerspace Showroom Perth
GARDEN LAYERS cushion detail by Patricia Urquiola

7. The furniture industry has seen significant changes over the years. How does Innerspace navigate the balance between timeless design and contemporary innovation?

I’d like to borrow quote from Dieter Rams – “design is made for people”.

This should always imbue our decision making and override the attraction to the ‘fast fashion’ approach that has seeped into the furniture industry in recent years. If we can experience honesty, quality, and thoughtfulness in the design then I think we are on the right track.

Innerspace Showroom Perth.
REVERSIBLE poufs | ONDE lounge chair | ONSEN webbing detail | Clack! deckchair and DUNA rug

8. Could you elaborate on the company’s strategy for enhancing its footprint in the residential sector, and how collaborations such as the partnership with Gandia Blasco Group contribute to achieving that goal?

At the core of our strategic initiatives to fortify our presence in the residential sector is our recent move to Sydney, reflecting a comprehensive and multifaceted expansion endeavor. Our aim is to replicate the success we’ve achieved in other regions by introducing a residential offering alongside our well-established commercial range.

Innerspace Showroom Perth

At the time of writing, we are in the design stages of renovations for our new Melbourne space. Residential customers will be at the forefront of this design.