THE STORY: FEYDOM

HER & HISTORY

This is the story of two creatives with an idea to change the furniture industry…

But it didn’t really start this way.

It began with a couple, Filimena and Zoran Radonjanin, who had just moved abroad for the first time with their 3 year old.

2004: Sydney, Australia

Moving from a city with a population of 500 thousand to a metropolis of almost 4 million was a radical change.

There, the huge population of urban citizens' lives were constantly getting faster, while their living rooms were getting increasingly smaller.

Their living room had to function as a guest room, office space, children’s playground, and even a bedroom.

"How can a living room become everything, all at once?"

One question. One solution: To design transformable furniture.

2005: Shanghai, China

The designer couple, now equipped with a “Good Idea,” began developing their concept for transformable furniture.

With the help of openness to innovation and an “everything is possible” approach of the Chinese manufacturers towards the production process, it was easy to get a head start.

The first prototypes of the transformable furniture concept were created.

In just a few weeks, the designs were accepted among Shanghai’s international expat community and it became clear that “a flexible living space design” could easily become a part of the new global culture.

2006: Skopje, North Macedonia

North Macedonia’s proximity to the big European market presented ideal conditions to kickstart the idea of Feydom into reality.

During the initial stages, the manufacturing process took the shape of an experimental small scale production line for modular, transformable, and customizable sofas.

Over time, it became clear that simply manufacturing was not enough. The project Feydom required inventing a business model that included the four main components: design, manufacturing, distribution, and marketing.

Feydom Today

The “Good Idea” from 2004 resulted in a fast-growing open platform where creative and inventive people can develop new products, join existing initiatives, and even use the developed infrastructure to start up their own.

It’s a partnership based on open allocation of resources, total corporate transparency, and individual accountability in every segment of the organization.