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| Wilkhahn orders rise more than 25 percent in the first quarter of 2010 [04-14-2010] After a steep decline in 2009, the furniture industry is still struggling with falling demand. However, quality furniture manufacturer Wilkhahn is already reporting strong growth: with orders up by more than 25 percent on the previous year. The company has achieved such exceptional success, primarily by adopting a new international market approach and by launching ON, its new office chair range, unique throughout the world.
Bad Münder, Germany. The global business and financial crisis also left its mark on Wilkhahn. At 75 percent, the international share of Wilkhahn's business is high. As a result, it noticed the impact of the crisis earlier than others, while the German market remained relatively stable. Despite falling profits, the company continued to invest consistently in the future. A seven-figure sum was channelled into modernising the table top manufacturing facilities. And by developing the ON range, a global innovation in three-dimensional dynamic seating, the cornerstone was laid for gaining a clear competitive edge in the face of fierce competition on prices. The third element in Wilkhahn's success story is the new approach to international sales.
As Global Sales Manager, Peter Röhrig's experience with projects is bearing fruit. In his early days with the company, 35 year-old Röhrig did part of his degree at Wilkhahn and then proved his worth in exports and from 1999 at the newly founded Wilkhahn company in Australia. As managing director and in conjunction with Wilkhahn head office, he also managed the setting up of the latest subsidiary in the US. Röhrig has occupied his new role since autumn 2009 and he and his family are about to move back from Singapore to his former home. "Because we set up business in the Asia-Pacific markets and the US, we have enormous experience with international project business. We have a lot of customers that we look after intensively world wide", explains Röhrig. He goes on to say that even in traditionally retailer-dominated markets, like Germany and Switzerland, globalisation is making direct contact between manufacturers and customers increasingly important.
As a result, a number of major contracts have been won over the past few weeks, from the headquarters of a major German bank in Hong Kong, to the CIMB in Malaysia, to American banks. But the German order books are also very healthy, with figures up by 37 percent. A large energy supplier's fundamental decision to order the new office chair generation ON, major orders from the energy, transport and financial services industries for conference furnishing have all played a part. Switzerland and other western European Wilkhahn markets are also buoyant.
The new office chair range ON is the reason why customers and architects are currently seeking direct contact to Wilkhahn. After five years in development, the office chair was launched internationally last autumn. ON sets a new standard for healthy dynamic seating throughout the world. Since the beginning of 2010, the company has literally been overwhelmed by the demand. ON already accounts for around 20 percent of total sales. "ON is a real, noticeable improvement in seating, as scientific studies have borne out. ON has given us a head start of three to four years, before our competitors catch up", explains Wilkhahn's president, Dr. Jochen Hahne. And Peter Röhrig adds that decisions for office chairs have to be stuck with for ten years minimum. "Then many people wonder if it isn't better to choose tomorrow's standard today. After all, ON is impressive for the quality and value it offers".
Business development over the last few months suggests that Wilkhahn will continue to buck trends. Because the chances of gaining further major orders look very good. Even if short-time working is still practised in some areas until orders have picked up considerably and allow a return to full-time working, Wilkhahn believes the crisis has been overcome. "If thanks to project business we're already going against the trend, then we're in an even better position to make use of the tailwinds when the economy as a whole recovers", explains Dr. Jochen Hahne. He also adds that Wilkhahn is not about to take its foot off the accelerator pedal and that the potentials for future growth have after all been decided today. For further information: Wilkhahn mai public relations GmbH > This press release as PDF-file (186 KB) > Download photo ON 1 (2,41 MB) > Download photo Peter Röhrig 1 (1,09 MB) > Download photo Peter Röhrig 2 (1,48 MB) > Download photo ON 2 (2,03 MB) > Download photo Dr. Jochen Hahne (2,57 MB) back |
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