"Act and communicate wisely"

Square Roots co – founder and managing director Justin Wheatcroft doesn’t see a piece of furniture as an inanimate object, but a living thing with a story and a life of its own.

Using carefully considered design and craftsmanship we bring the natural world into your world.

Square Roots designs and makes indoor furniture which it distributes through a variety of retails platforms, from mono-brand Square Roots stores in South Korea to shop in shop concepts in multi-brand stores in Europe, North and South America.

Justin, a founder without SME or large company experience is in unchartered territory so building a solid management team has been crucial to achieving their broad mission. Clearly communicating the vision and supporting managers to achieve their goals is his role. Justin has a big picture in mind, so he prioritizes long term team and human resource development.

Aligning the brand and values with the Human Resource strategy has been key in allowing the company to grow with authenticity. The Total Engagement Assessment Model is used to survey employees annually to ensure that HR goals are being successfully implemented.

From a 20-person workshop to a 500-person plant, organization and leadership styles have changed. In the beginning, my partner, Edward Stoddart and I made every decision, says Justin. Today we have multiple autonomous work groups.

Staff retention and development have been crucial. Almost all production departments are lead by employees from our first two years of operation. Those who took charge have been recognized as the company’s pulse. As we’ve grown, we’ve been able to hire more senior managers and professional. These people help us set up structure, systems and opportunities to develop our skills.

Authenticity is vital to Justin’s company. He suggests that vision must come from within. A leader shouldn’t feel pressure to understand everything, but must have a clear sense of their talents and limitations. He refers to both a company’s market position and one’s own position. Don’t try to over-extend and be good at everything. Know your strengths and sick very tightly to them. Lastly always receive and process clues. Founders typically don’t have bosses. Lessons can be learned everywhere, from friends, team member, suppliers, clients, family and more.

Justin visited China to visit a new customer. He was most impressed by how wonderfully the owner handled his staff. This was clearly not a show. A corporation with this culture would surely treat all of its stakeholders well. Six years later there their closest business partner. They present and operate with clarity and integrity. Picking up the right clues and trusting intuition was key to understanding the potential.

Square Roots values nature and old school craftsmanship, says Justin. Technology does however play an important role in our operations. Computerized machinery allows us to maximize our material yields, particularly our most precious commodity – wood -.

Justin returns to an earlier theme of authenticity when reflecting upon how their products are copied within months of hitting shop floors.

Our goal is to stay faithful to our design concepts and the distinctive furniture making skills we’ve developed over the past fifteen years – often by trial and error. Staying true to our mission helps us stand out from their competition and impart the vital characteristic into our furniture – soul -.

Our first Canadian customer bought oak dining tables. We sold to one of the driest climates in the world from Vietnam, where humidity is over 75%. Many table tops split in the winter as they lost moisture and we had to refund the full price of the tables. We build expansion joints into the top to allow the wood to breathe. Winter gaps would open up and close again with summer humidity. Our client thought the tops looked too crafty and impractical to sell. In facts sales grew and we solved the splitting issue. Our furniture’s look was defined and we like our specialty.

Next year will be a challenge as consumers throughout the world spend less on furniture, but we have a good distribution platform and discerning clients recognize our distinctive designs and methods.

We’re investing in our new plant, says Justin. We’re getting better at explaining who we are and why we’re distinct. Our management team is strong and we will continue along our path of organic growth.

In 2021, we received the Best Companies to Work for in Asia award, says Justin. This reflects the emphasis Square Roots placed upon our culture.

We have established a foundation that concentrates on education (high school scholarships) and reforestation programs. Playing a positive role in our community is a core part of our vision.