Belgian Leader in Outdoor Furniture Settles in Greater Shanghai
On October 9th, the groundbreaking ceremony for the Belgian Jati & Kebon’s Outdoor Leisure Products Operation Center project took place in Nanjing’s Gaochun development zone. Frank Van Eynde, Commercial Consul for the Flanders Region at the Consulate General of Belgium in Shanghai and Jonathan Xu, Commercial Director of the Benelux Chamber of Commerce in China were both invited to this groundbreaking ceremony.
Nanjing’s Gaochun District was well represented by Wang Chaoyong, Deputy Director of the Municipal Bureau of Commerce, Fan Jianxiang, Deputy Director of the Municipal Investment Promotion Bureau, along with district leaders Li Bei, Hu Xueyi, Yang Yong, Hong Wei, and Kong Lingjie, who jointly initiated the ceremony and laid the foundation stone for the project. Li Bei, Deputy Secretary of the District Party Committee and Acting District Mayor, expressed sincere congratulations on the successful launch of the project in her speech.
« This year marks the 10th anniversary of the comprehensive friendly cooperative partnership between China and Belgium. This project will play a significant strategic role in supporting and driving the district’s manufacturing sector, filling the gap in high-end outdoor furniture production in Gaochun. Our district will wholeheartedly provide high-quality and efficient services during the construction and operation phases of the project, striving to help the enterprise achieve new results in extending its industrial chain and technological innovation. We look forward to them taking root and thriving in Gaochun, expanding cooperation with our district across broader and deeper levels, and achieving mutual growth and prosperity. »
Johan Verbeke, Founder of Jati & Kebon, explained that the decision to choose Gaochun was due to the convenience brought by its proximity to the Yangtze River and its advantageous location near the Shanghai port, which offers significant logistical benefits. Additionally, the project has received strong support from the local government, Flanders Investment and Trade and the Benelux Chamber of Commerce in China, making both their lives and operations smooth and feasible. He expressed his gratitude to the Gaochun government for the tremendous support and assistance throughout the process. This is a new project where the Jati & Kebon will produce high-end outdoor furniture. The group will invest in manpower and equipment and will require skilled technical workers.
Frank Van Eynde, Commercial Consul for the Flanders Region at the Consulate General of Belgium in Shanghai, also marked the groundbreaking ceremony by sharing insights about the region of Flanders in Belgium. Flanders is one of the world’s leading export regions, ranking 15th among global exporters in 2023. Its strategic location and robust support from the Flemish government make it an ideal business hub for successful companies such as Jati & Kebon. Flanders Investment & Trade (FIT) is the official agency that supports Flemish companies in expanding their business abroad by providing market insights, networking opportunities, and strategic advice. Additionally, FIT works to attract foreign investments to Flanders by highlighting the region’s strengths, such as its strategic location, skilled workforce, and innovation-driven economy. Through these efforts, FIT aims to strengthen Flanders’ position as a competitive business hub on the global stage.
Jati & Kebon, based in Nazareth, Belgium, has been focusing on outdoor furniture for over 30 years, pioneering an integrated industry chain operation model that includes "branding, design, production, sales, and service." With strong technical reserves, a wide range of products, and well-established sales channels, the company is not only a key player in Belgium’s high-end furniture ecosystem but has also gradually become a leader in the global outdoor furniture industry.
The total investment for the Belgian J&K Outdoor Leisure Products Operation Center project is approximately 45 million USD, with a registered capital of 15 million USD. The project covers 30 acres, with a construction area of about 30,000 square meters. Upon completion in August 2025, it will serve as their Asian headquarters, with an expected annual output value of up to 400 million RMB.
Author: Kim Steen
Editor: Jonathan Xu