Second generation Kienles reinvent Philux brand
Posted on

Twenty years ago there weren’t many choices for furniture in Manila. I remember buying Philux furniture at SM Megamall back in the day. Even though it was bulky, it suited me at that time.
In 2005, I admired their glass wardrobe at Rockwell.

Glass closet by Philux

That was 11 years ago. Now there are many other choices, such as Habitat, Crate & Barrel, West Elm and Pottery Barn entering the market, as well as Dimensione and Triboa Bay.
Not to be left behind, Philux Home opened recently at the Shangri-La Hotel shopping center at the Fort.
It is the passion project of second generation Kienles in the furniture business.

Jessica Kienle Maxwell and Stephanie Kienle Gonzalez

Sisters Stephanie Kienle-Gonzalez (R) and Jessica Kienle-Maxwell did everything—from the planning to the concept to construction. The sisters didn’t even hire an architect. Their parents Max and Zelda, who founded the original Philux, only saw the store a few days before it opened.

Hubert D'aboville, Max Kienle, Jaime Zobel de Ayala, Boris Eschmann
L-R: Hubert D’aboville, Max Kienle, Jaime Zobel de Ayala, Boris Eschmann at the opening

Nenet Schmid and Zelda Kienle
Nenet Schmid and Zelda Kienle

Stephanie, Vice President for sales, marketing and business development, was an economics major at Sarah Lawrence College in New York. She also took up Sciences Politiques at the Institut des Sciences Politiques in Paris and a short marketing course at the London School of Economics.

Andrea and Stephanie Gonzalez
Stephanie with daughter Andrea Gonzalez

Jessica, interior designer and Head Designer of Philux and Philux Home, studied at Parsons The New School for Design in New York, as well as interior architecture at Ecole Supérieure des Arts et Techniques in Paris.

Anton Barretto, Jessica Kienle Maxwell, Stephanie Kienle Gonzalez, Raul Manzano
L-R: Anton Barretto, Jessica Kienle Maxwell, Stephanie Kienle Gonzalez, Raul Manzano

The Kienle girls, though educated abroad, grew up seeing how furniture was made at the Philux Sucat manufacturing facility, thanks to their father who would bring them to work. This gave the girls a feel of how to make fine furniture.

Philux Home Vignette with the Oslo Bed and Oslo Night Tables

Philux is a homegrown brand with 35 years of manufacturing premium furniture. It employs highly skilled Filipino workers and artisans who use age-old Filipino craftsmanship and combine it with innovative techniques.
The company manufactures made-to-order pieces for homes and industries, including hotel and leisure.
Clients include Ayala Corporation, Coffee Bean and Tea Leaf, Solaire Resort and Casino, among others.
The company also offers design consultation, furniture rental and a wedding and gift registry.

Some customers have the impression that Philux furniture is dark, heavy, and unaffordable. The Kienle sisters hope to change that by going for a younger market while keeping their loyal customers.
Their latest collection, called Scandiniana, is influenced by mid-century Scandinavia with touches of Filipiniana. It features woven saguran and solihiya or woven rattan. Lines are curvy and speak of minimalism, simplicity and functionality.

Philux Home Center Vignette 2 with the Stockholm Set and Pouf Ottomans
Embla Dining Set- Lifestyle Shot

The Stockholm side tables can be grouped as nesting tables, while the Copen media storage and shelves are made of ashwood with saguran matting.
The Chevert table, designed by Max Kienle, has a glass top and is made of crisscrossed bentwood.

Copen Media Storage _ Shelves- Lifestyle Shot
Copen Media Storage and Shelves- Lifestyle Shot- Close Up

Philux Home also carries home accessories and accents sourced from some of the country’s best designers, artists, artisans and social enterprises. There are marble pieces from Romblon, abaca rugs from Bicol, baskets from Negros, fragrances from Grace Home, and bar accessories manufactured by a local supplier.
Their children’s furniture, called Little Philux, has tasteful, calming palette that combines white, sea foam, peach and rose quartz. The finishes are water-based.

Andrea Gonzalez

There’s an entire wall in the showroom dedicated to chairs in different shades and finishes.

Philux Home- Chair Story

Vignettes feature wooden dining tables, wingback chairs, consoles and sofas from Philux’s latest Scandiniana collection. These showcase proudly Filipino home accents and accessories, including throw pillow cases from Baguio and marble trays from Romblon.

“We want younger people to come here and say, ‘Oh, that’s something I can save up for and it’s going to last for years and it’s so beautiful,’” Pauline Moscoso, brand curator and marketing specialist at Philux.
While guests staying at the hotel may not buy the furniture, “they can get a candle or pillow, take it home and say it’s made in the Philippines,” said Pauline.

Philux Home- Valencia Bench, Copen Shelves, Chevert Coffee Table, Marquis Sectional

Philux Home is now open at Unit 2F7, 2nd floor, Shangri-La at The Fort
30th Street corner 5th Avenue, Bonifacio Global City, Taguig

Telephone (632) 772 1335 • (+63 917) 632 3755
Open Monday to Sunday from 10 AM to 9 PM

Leave a Reply