Who we are

Madetostay is a Swiss furniture and lighting brand founded in 2017 by internationally renowned designers Peter Wirz and Carsten Jörgensen in partnership with managing director Jürgen Henkel. The idea behind the company is simple: to make things that people will want to keep for life.

Every table, every lamp is designed and made with care – care for proportions, care for nature, care for materials, care for craft, care for people. It is made with the keen awareness that it will once accompany its owner through life and will become a part of his identity.

Madetostay is not just a brand that makes furniture and lighting it is a way of thinking about design. The madetostay design journal will give voice to this way of thinking, which asks the simple but difficult question: will this design stand the test of time?


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Peter Wirz is the owner and CEO of the design and branding company Vetica Group with offices in Luzern ( Switzerland ), Taipei ( Taiwan ), Hamburg and Hong Kong. Peter Wirz has a deep insight in brand strategy and product design and has been working with renowned brands around the world.

As Jürgen Henkel, Peter Wirz has been involved in the design development of Serene House International product portfolio.


Carsten Jörgensen was from 1974-2001 the chief designer of the Danish house ware company Bodum and worked for many years together with Henkel and Wirz. Since Carsten Jörgensen retired from Bodum in 2001 he has been working as a freelance design and brand consultant for renowned brands and has in the past years assisted numerous start up brands in various business areas in Asia and Europe.

In between others the Hermés owned luxury brand Shang Xia based in Shanghai. Serene House Room Fragrance Company in Taiwan and the smith&hsu Tea House in Taiwan.


Jürgen Henkel has a long experience in sales and commercial brand building from renowned international brands and is the owner of Carl Henkel GmbH. The company located in Horw, Switzerland is focussing on European online and offline retail customers. Above that, the company owns the online shop chicsimpleliving.com.

Jürgen Henkel has helped start-ups or more mature brands in the living and furniture world via “operational consulting” to create sales and a better position in European markets. Such as Sowden, Serene House, Design House Stockholm, Normann Copenhagen, Piure and others