Our Story
Two worlds.
One vision.
Built from nothing but trust.
We started with an idea: that German precision and the artistry of Indonesian craftsmanship could create outdoor furniture unlike anything else. No investors. No industry connections. Just the conviction that two cultures, separated by 12,000 kilometers, could build something neither could achieve alone.
Where It All Began
It started with a question: What if we did this together?
In 2005, a six-month study abroad in Indonesia became a turning point. Not because of any business plan – there wasn't one. But because of what we discovered: an extraordinary culture of craftsmanship and a way of working together that felt completely different.
No capital. No industry experience. No connections. Just a conviction that doing things the right way — even when it takes longer, even when there are no shortcuts — is what matters in the end.
Building trust across that distance took years. Learning each other's standards, understanding each other's values, becoming one team. There were no shortcuts. Every lesson learned the hard way became part of who we are.
Today, we own our factory. Our craftspeople have become family. And we're still building – piece by piece, relationship by relationship.
2005
The year it all began
Two Worlds, One Vision
They taught us their craft.
We built a company around it.
What makes BLOOM different isn't a secret material or a clever technique. It's something simpler, and it took two decades to build: we own the factory. We don't place orders. We work side by side with the people who make the furniture, every day.
That changes everything. Our Indonesian craftsmen understand exactly what we expect — not because we wrote it in a specification, but because we've shaped these standards together, year by year. They know why every detail matters. And we've learned to trust their instincts, their eye for quality, their pride in their work.
The result is furniture made with a level of care that's hard to find in mass production. Every piece carries years of shared experience and mutual respect — not as a marketing claim, but as a simple fact of how it got made.
Germany
Vision, quality standards, design leadership, global expertise
Indonesia
Our factory, our team, generations of craftsmanship, shared passion
Beyond Business
Budhi Sarasvati: Because some things matter more
When you spend years in Indonesia, you see things that stay with you. Children who can't go to school because their parents earn just enough to survive. Bright minds with no opportunity. Potential that will never be realized - simply because of where they were born.
In 2009, Sarah and her Indonesian teacher Nyoman decided to do something about it. They founded Budhi Sarasvati in the small village of Menyali in northern Bali. The project gives children what should be a basic right: six full years of primary education, including school fees, books, and uniforms.
“When there's not enough money for food, even the most basic education becomes an impossible luxury. We wanted to change that - one child at a time.”
— Sarah Hättich, Founder of Budhi Sarasvati
Education changes everything
A child who can read, write, and count has options. That's all we want to give them: options.
More Than Colleagues
When Sarah joined in 2008, everything fell into place
She brought what was missing: a different perspective, an eye for the details we might miss, a heart that would later lead to Budhi Sarasvati and other initiatives that have nothing to do with furniture, and everything to do with who we want to be. Like Harald before her, she fell in love with Indonesia the moment she arrived.
Some of our team members in Indonesia have been with us for over 15 years. We've celebrated weddings together. We've grieved together. We don't just work side by side — we are family.
— Sarah Hättich, Co-Founder400+
Team Members
15+
Years Growing Together
1
Family
What We Stand For
Values we actually live by
These aren't words on a wall. They're decisions we make every day - even when no one is watching, even when the easier path is right there.
Quality Without Compromise
Every piece is built to last decades, not years. We use the best materials because we know our furniture will be part of your life for a long time.
Every Detail Matters
Our craftsmen check every weave, every joint, every finish. Not because someone is watching, but because that's who they are. That's who we are.
Doing Business Right
Fair wages. Good working conditions. Respect for people and environment. This isn't our marketing message - it's simply how we operate.
No Waste, No Excess
We produce on demand. No overproduction sitting in warehouses. No unsold stock being destroyed. Every piece we make has already found its home.
Our Journey
Twenty years of learning and growing
The Beginning
Harald's final semester at FH Pforzheim takes him to Universitas Udayana in Denpasar, Bali. A Daimler internship in Stuttgart had already made the corporate path feel wrong; six months on the island make everything else feel right. He watches artisans weave furniture by hand — techniques passed down through generations — and an idea takes shape. In October, the first container ships from a Bali-based supplier. The furniture finds an enthusiastic audience in Germany. The quality does not match the vision.
Our First Factory
After the third container arrives with the same quality problems, the choice is clear: walk away, or build ourselves. Our first factory opens with 11 employees on 800 square meters.
All In
Sarah leaves her marketing role at Amann Group; both leave Germany for Bali. Three years of watching outside partners botch the quality had forced one decision: build their own factory in Surabaya, on Java. For three months, Harald sleeps on its floor with the first ten employees — no shower, no guaranteed paycheck. If it mattered, it had to be yours.
Two Doors
A 180 m² showroom opens in Kerobokan — BLOOM's first own retail space, born of necessity after German sales partners turned their focus elsewhere. The same year, Sarah co-founds Budhi Sarasvati with Nyoman, their Bahasa teacher who grew up unable to afford books or a school uniform. Twenty-five children begin school in his home village of Menyali.
Built by Hand
A breach of trust inside the production forces a clear consequence: Sarah and Harald move from Bali to Surabaya, learn the language, and take every process into their own hands. What looked like a setback became the foundation of today's manufactory.
A Different Way
Their first son is born in October 2012 — and the plan to return to Indonesia quietly changes. Sarah stays; Harald follows, entrusting the Indonesian team to run the factory. Too small for warehouse stock, they invent a new model: a small showroom in Germany, a website, made-to-order furniture shipped direct from the factory. Customers prove willing to wait twelve weeks. The model still runs today.
The Right Place
After a decade in Surabaya, the factory moves to Semarang — the heart of Indonesian craftsmanship, and the place BLOOM had wanted to be from the start. Three times the space, twenty thousand square metres. The loyal core from Surabaya comes along; the new Semarang hires are still almost all here today. Among them, Upit — who joined as a manager and now leads as National Director. The team she built and the trust she earned hold this place together.
Two Friends, Two Cities
Two cities, two friendships — and a year that quietly extended BLOOM's reach. In Brisbane, Grant — founder of Contemporary Classics and our New Zealand partner since 2010 — opens an Australian showroom. In Dubai, Philip, an Emirates flight captain and customer from day one, had taken his German BLOOM pieces with him when work moved him to the Gulf. Three years under the desert sun later, they looked unchanged. That was the moment he asked to become our exclusive partner for the UAE. Two harsh climates, two cultures of outdoor living — two doors opened by people who had known the furniture for years before they sold it.
Salt Air
After several smaller AIDA orders, the first full-scale cruise project arrives: AIDAmira's pool deck, beach bar, and relax room. The salt air does what no other climate had done — it finds the weak spot in the outsourced coating. BLOOM responds by building its own state-of-the-art powder coating facility in Semarang and replacing every frame that hadn't held. The lesson stays: if outdoor furniture survives cruise ships, it survives anywhere. Today every AIDA ship carries BLOOM; Disney, TUI, and Princess have followed. Four years earlier, Harald and Sarah had taken their first AIDA cruise as private guests. Now their furniture sails on every one.
Still Here
More than four hundred people in the Semarang factory. BLOOM on every continent, in countless hotels, on cruise ships that keep coming back. The company has grown — the habits haven't. No shortcuts. Loyalty to the team that built it, to the customers who chose it, and to the place where it all began. The furniture has traveled far; we haven't forgotten where we come from. Twenty years on, what remains is gratitude.
Inside Our Manufacture
17,000 m² of craft, one building in Semarang
Step through the doors of our Semarang manufacture and watch 150+ artisans weave, join, and finish every piece by hand. German design direction, Indonesian craftsmanship — under one roof.
The People Behind BLOOM
Faces you should know
An international family spanning three continents, united by a shared commitment to quality and doing things right.
Sarah Hättich
Co-Founder
The heart behind our social initiatives
Harald Bold
Founder
The one who started it all in 2005
Our Team
Germany
Gülsen Rocca
Customer Service Specialist
Petra Hofer
Customer Consultant
Pasqualino Catalano
Logistics Manager
Deborah Patscheider
Customer Service Specialist
Eva Meiser
Customer Service Specialist
Dubai
Philip Trass
Managing Director
Manuela
Project Sales Specialist
Shaju
Project Sales Specialist
Semarang Factory
Upit Susan Muriani
Managing Director Indonesia
Halimah Nursanti
Production Planning Manager
Puspita Alficah
HR & Administration Manager
Solkin Sapto Puspito
R&D Manager
Lusy Yuliana
Accounting Manager
Ratna Juwita Sari
Senior Project Sales Manager – Hospitality & Contract
Yuyud Setiawan
Head of 3D Design
Menik Dina Wati
Senior Purchasing Specialist
Marina Ganesa Utami
Senior Purchasing Specialist
Nur Ainin
Production Manager
Ardian Vicky Darmasaputra
Production Manager
Attiyatul Mujeeb Yuda
Sales & Marketing Coordinator – Asia & Europe
Maria Astri Ratnaning Tyas
Marketing Coordinator
Salsabila Annisa Putri
Graphic Designer
Widi Hartono
Photographer
Alfan Fauzy
Videographer
Hiddayah Mawardiana
3D Designer
M. Andar Muda
3D Designer
Afruli Hiyana Rendra. HS
3D Designer
Satriadi Basuki
3D Designer
Anggie Kaniasari
Accountant
Tri Wahyuni
Accountant
Anggoro Jati Wibowo
Export/Import Specialist
Renaldi Ramadan
Export/Import Specialist
Faris Arifian Putra
Purchasing Assistant
Mayzia Olivia
Purchasing Assistant
M Ali Fikri
HR Specialist
Rizkianti Puspita Sari
Production Planning Assistant
Nabhan Nabilah
Product Coordinator
Narendradayita Thirafi Sarwoko (Alin)
Product Development Specialist
Andhika Yanuar Prasetyo
Senior Drafter
Dandi Prafiadi
Drafter
Sri Winda Utami
Product Development Specialist
Imam Muhammad Jainuri
Drafter
Bali
Dhany Wijaya
Sales Director
Sebastian Hendy Dwi Putranto
Digital Marketing Manager
I Gusti Ayu Wirawati
Showroom Operations Manager
Rafika Sari
Showroom Sales Manager
Built with patience over two decades. Still being written — with every piece that leaves the workshop, and every customer who becomes a friend.