Revista 009 - Àlex Jiménez presents the first SURU pre-sale campaign

We’re Launching Our First Pre-Sale Campaign at SURU!

At SURU, we’ve always focused on B2B, building a network of professionals who integrate our products into projects where sustainability and great design go hand in hand. We believe architects and interior designers are ideal partners to promote our locally made furniture and lighting—modular, repairable, recyclable, and free from toxic adhesives, varnishes, and paints. Our designs are not only sustainable but also carefully crafted, comfortable, and durable, blending aesthetics with functionality, so they are perfect for hospitality design.

However, this B2B focus has made it difficult for individuals to access our products for their homes. We want to change that. We’re expanding our catalog with smaller, more affordable items for physical stores and online sales. At the same time, we’re launching pre-sale campaigns to offer exclusive conditions—including the same discounts we provide to professionals.

Starting next week, we’ll collect orders for 30 days. Once the campaign ends, production begins, and 12 weeks later, products will be ready for home delivery or pickup at our Raval office. This model lowers costs while maintaining high quality and fair processes for everyone.

We know today’s consumer culture expects immediacy—even in furniture, traditionally made to order. But brands like Asphalte in fashion and Fairphone in tech have shown that producing only what’s sold and delivering later makes sense. It reduces early-stage risks, minimizes waste, and prevents unnecessary production.

This campaign also benefits our supplier network, mostly local to Barcelona, with fair working conditions and a high percentage of women-led businesses. It’s an exciting step toward bringing SURU and our collaborators to key European markets where sustainability is essential. And, of course, we’re thrilled to see local customers placing their trust in our project.

We invite you to join this movement. By participating in our pre-sale, you’ll support sustainable, high-quality furniture at a more affordable pricing. And if you’d like to help even more, spreading the word makes a huge difference, so please share this message and leave us your email in the presale landing page.

Every voice counts in making this a reality. Thank you for being part of SURU.

Àlex Jiménez
SURU founder,