Robinson, strengthening product synergy

THE BRAND

Robinson is a distribution agency specializing in exclusive products that combine design, craftsmanship, and sustainability. Founded in 2015 by Jérôme Cubizolles and Kévin Clop, its core strengths are the synergy between brands with compelling stories and a commitment to enduring detail. "In their diversity, the objects we select complement and enhance each other within a consistent graphic coherence. Sometimes people think Robinson is a brand, when in fact we represent nearly twenty. Some have been crafting a single item for generations." Robinson boasts fifteen thousand selective contacts across Europe who share their noble philosophy. It also operates in six languages to produce a newsletter that covers topics from a Taiwanese artisan to a Tokyo boutique or a Korean designer. Additionally, Robinso offers a B2B platform and consulting services. A YouTube channel narrates the inspiration, creative process, and manufacturing behind each design. Kévin moved to Tokyo last May to be closer to designers and local suppliers, aiming to foster even deeper connections.

THE ROCKY START

Jérôme Cubizolles and Kévin Clop: "In 2015, while we were working at the same international trade company, the idea struck us to import minimalist eco-friendly Korean stationery. With 2000 euros in savings, we shipped recycled paper notebooks from Seoul to Paris by boat. We did it quite hastily, without market research, because we thought they were beautiful and assumed others would too. We enlisted our friends' help, produced and sent catalogs to a selection of boutiques, and then waited for their feedback. But... no responses came." 

THE OPPORTUNITY

Jérôme Cubizolles and Kévin Clop: "Nevertheless, we decided to take part in Maison&Objet Paris. There, we spoke to everyone about our eco-friendly products, though initially without much success. Our booth neighbors gave us encouraging pats on the back: 'This reminds us of our beginnings!' It was these exhibitors who gave us the strength to continue. Since then, show after show, we have woven our network and are proud to have introduced products like Kakimori, the ink-bar stationery from Tokyo, and Toyo Steel, toolboxes produced since the 1960s in Osaka. It took three years of branding efforts for these toolboxes to become design classics at Merci, BHV, and La Trésorerie in Paris, enabling collaborations with Supreme, Edwin, or Muji."

THE MORAL OF THE STORY

“Upholding Strong Principles to Surpass Trends"

Jérôme Cubizolles and Kévin Clop: "Having a very clear long-term vision and doing everything to work towards it is crucial. Do not get swayed by seemingly attractive proposals that could subtly divert us from our main objectives. The same applies to design: it's important to stand by strong principles and products we believe in because trends change, and fashions come and go. It can take time to establish a timeless product sustainably. There are no easy opportunities; we pursued those that were most natural for us and became must-haves in a gentle upward trajectory. In summary: don't rush, build a solid foundation, and stay ambitious."

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