How Thuma Innovates Through Design - An Interview With Quentin de Coster

The furniture category is not known for innovation. The internet sensation known as The Bed, a sleek bed frame made of solid, repurposed rubberwood — put the San Francisco-based furniture company, Thuma, on the map. By using a Japanese joinery technique the wood components of the frame lock into place with just tension and friction, avoiding the need for metal hardware. Imagine the exact opposite experience of putting Ikea furniture together.

The sidekick of The Bed is coined The Dresser. It’s modular design allows you to select from eight configurations, whether you want to stack them tall or split them side by side. What is quite impressive is that they arrive put together in separate boxes. Once removed, they’re stackable and designed to hold in place with a screw that you twist by hand (no tools necessary). Thuma has also designed them with soft-closing drawers which is a nice touch.

You can tell The Nightstand, like it’s counterparts, have been intentionally designed to look simple, yet sophisticated. Most night stands have a flat surface. Like a catch tray, the counter of The Nightstand has curved edges to help avoid anything like coins or your phone from slipping off. Thuma is the Apple of bedroom furniture — the design is subtle, yet incredibly functional.

I had an opportunity to learn more about Thuma and their approach to innovation through Quentin de Coster, their senior director of product and industrial design. He kindly shared valuable life and career lessons throughout his own journey.

Omaid Homayun: What is Thuma most known for?

Quentin de Coster: Thuma is most known for creating high quality, real wood bedroom furniture in a market that heavily relies on particle board and wood fillers. Thuma uses upcycled rubberwood, which creates sturdy, long-lasting furniture that will last for years to come.

The Bed has over 10K 5-star reviews and is well-loved on social media. It offers a sleek base for customers to create a bedroom around and it fits multiple different aesthetics.

Omaid Homayun: Can you tell me about the Japanese joinery and why it’s been an important design element?

Quentin de Coster: Using Japanese joinery for The Bed is an essential part of our design. This style of craftsmanship assembly ensures a smooth and sleek aesthetic that cannot be replicated. Unlike more common joinery methods that require multiple types of hardware to assemble, Japanese joinery utilizes no visible hardware.

Omaid Homayun: What was most challenging about designing The Dresser?

Quentin de Coster: One of the biggest challenges of The Dresser project was designing a system that would allow us to both stack and attach the drawers together while maintaining an easy assembly experience and a minimal product aesthetic. We came up with the idea of nesting open frame drawers on top of each other and completing the assembly with a top tray. The drawers are secured together with hand-tightened screws (just like The Bed), so customers don’t need to use any tools for assembly. Because our design required multiple pieces for assembly, we worked very closely with our manufacturing partners on quality control.

Omaid Homayun: What attracted you to Thuma?

Quentin de Coster: When I first browsed their website, I could tell it was a design driven company. I’ve always cared about working with people who understand that simplicity, timelessness, and sustainability are key to business growth. After four years of designing consumer electronics, it was both unexpected and refreshing to join a fast growing lifestyle furniture company.

Omaid Homayun: What is product and industrial design at Thuma? What do you love most about it?

Quentin de Coster: If you’d compare the brand to your favorite restaurant, I’d say the product and industrial design team is like the kitchen brigade. The team consists of industrial designers, product developers, and photographers who are all responsible for shaping the product roadmap and developing new products that are “functional luxury” vessels. As creatives, we want our customers to feel special when spending time at home and to also appreciate all the details that go into the design of our products. The thing I love the most about our team is how relentless we are when it comes to executing on this vision.

Omaid Homayun: How would you describe the team at Thuma? What stands out to you about your experience with the people there?

Quentin de Coster: Our team is eclectic from different countries. Something that stands out is how flat the structure is. I like to give a lot of responsibilities and ownership to everyone so they have an opportunity to grow.

My first hire was Lulu Tang who was born and raised in Hong-Kong and joined us right after graduating from ArtCenter College of Design. Lulu works on all product packaging and collateral.

Sarah Willemart is a Belgian designer who studied at the ENSAV La Cambre and RCA. She developed her expertise in furniture and upholstery at Maison Dada in Paris before joining Thuma.

Our product photographer, Florine Pellachin was born and raised in France and comes from the fashion industry. They’re all creatives who are curious, passionate, detail-oriented, and collaborative.

Omaid Homayun: What did your parents do for a living and how did that impact some of the choices you’ve made?

Quentin de Coster: Growing up in Belgium, my father was a banker and my mom a high school educator. Fun fact — my father wanted to become a cartoonist, but his parents didn’t encourage him to follow that career path. In his free time, he’d always draw, paint or build custom pieces for our house. His passion for bringing ideas to life really inspired me as a kid and has truly shaped the person I am today.

Omaid Homayun: What is one of the most important lessons you learned from your parents?

Quentin de Coster: Love is the most important thing in our lives. Whether it’s in their private or professional life, people need to be loved, valued, and motivated to find happiness.

Omaid Homayun: Who has had the most significant impact on your career?

Quentin de Coster: When I was living in Brussels, my Aunt Chantal significantly impacted my career. She used to work in the design industry and connected me with many people she knew when I was still studying at the ENSAV La Cambre.

Omaid Homayun: What was the inflection point in your career that made you move to the US from Belgium?

Quentin de Coster: I realized I was working hard, but I wasn’t surrounded by the right people and I wasn’t feeling creatively fulfilled. Also, the companies that inspired me like Apple, AirBnB, and Google were all based in California.

Omaid Homayun: Working for a brand that creates bedroom furniture – do you have a night time routine that helps you recover and recharge?

Quentin de Coster: I like to snack before going to bed. I know it’s not the best routine but it's how I enjoy winding down. Recently I’ve been introduced to night time meditation, which is certainly more healthy. I’ve also come to enjoy a newly curated skincare routine that is relaxing both in the mornings and before bed.

Omaid Homayun: Is there a book that has impacted you that you recommend others read?

Quentin de Coster: It's Not How Good You Are, It's How Good You Want to Be by Paul Arden.

Quentin de Coster: What are 1-2 pieces of general life or career advice that you would give someone early on in their career?

Quentin de Coster: Patience is key, slowly is the fastest way to get to where you want to be. Never let your ambition take over your humility and how you treat people around you.