We sell globally, supporting customers all over the world with the same products, same quality, and the same trusted NaughtOne team. Our global reach doesn’t compromise on choice – fabrics, finishes, and specifications remain consistent worldwide, with only a few region‑specific exceptions.
So where we make our products matters. Lead times, carbon impact, pricing – all of them are influenced by the manufacturing location. That’s why we set out to make our products as close to our customers as possible. Some call it ‘near-shoring’ – we call it ‘localisation’.
The idea is simple, but in reality it means different things to different organisations.
What we mean by localisation
For us, localisation means both manufacturing and supply chain – not just final assembly, and not products shipped halfway across the world and finished locally.
Our manufacturing footprint spans three continents:
- UK / Europe: Elland, West Yorkshire – our factory, centre of excellence, and home of Custom Studio (our non-standards service).
- North America: Specialist partners across the US with decades of experience.
- Asia: Trusted manufacturers in China and India to serve local demand.
That mix of locations helps us to serve our customers better than if we only shipped from the UK.
Why localisation benefits customers
Localisation has real, everyday advantages for anyone buying furniture, whether they’re a small business in Singapore or a global team rolling out workplace designs across continents.
Shorter, more predictable lead times
Product delivery isn’t affected by long shipping routes, port delays, or volatile freight markets. Lead times become more stable and predictable.
Products look, feel and perform the same, everywhere
People get the same quality NaughtOne product whether they’re in Alaska or Auckland. Consistent standards and materials ensure a unified experience worldwide.
Lower carbon impact
Fewer miles travelled means less carbon released into the atmosphere. Localisation is one of the most effective tools we have in our work to reduce our scope 3 emissions.
Pricing that makes sense regionally
Local materials and manufacturing reduce exposure to fluctuating global freight costs, tariffs, and duties, creating more consistent regional pricing and protecting budgets..
Regional compliance
We can more easily meet differing regulations between countries ensuring every product is compliant in its region.
Communities benefit
Local manufacturing supports regional jobs and keeps investment circulating in the places where our products are used.
How we localise
All new product development and Custom Studio (our non-standards service) are led from our UK factory – our centre of excellence. Every product is perfected here before it’s localised for other regions, ensuring consistency in design integrity and craftsmanship worldwide.
We don’t rely on a single super factory in each region. Instead, we partner with specialist OEMs (original equipment manufacturers) who can manufacture to our exacting standards. We only approve these partners when we can’t tell the difference between what they make and what we make in our factory.
This approach matters because it protects product quality, reduces single-point-of-failure risks, preserves craft in each category, and means we can promise design and engineering continuity across regions.
And because these partners are rooted in their local supply chains, they can source materials in ways that reduce miles and increase reliability.
What ‘fully local’ means (and why it matters)
Localisation is sometimes understood as ‘assembled locally’. In practice, this can mean importing complete kits of parts from elsewhere and putting them together in region.
That’s one approach – but it’s different from a genuinely local supply chain. We aim to localise as fully as possible: materials, components, and assembly.
We also acknowledge where that isn’t yet possible. For example, a small number of components for localised products still cross regions. Where that’s the case, we promise transparency – as well as a determined effort to close those gaps.
This clarity matters: a truly local supply chain means better reliability, fewer imported components, and clarity for customers who need assurance on compliance, sustainability and regional standards.
What’s next
Across our regions, more products are being localised all the time, and our ambition is to launch all future products with localisation in place from day one. It’s a challenging goal, but we like that.
We’re also strengthening transparency around supply chain data, carbon reporting, and material sourcing.
For us, localisation is about more than manufacturing. It’s a set of choices about how to reduce harm to the planet, support communities, and give customers a better deal. It strengthens our global promise: wherever you are in the world, we promise the same quality of service and the same quality of product.
If you’d like to know more about how localisation affects a specific product or region, please get in touch. We’re always happy to help.
