The Hettich Magazine

Hettich Forum
now open
Furniture with
power to impress
easys adds emotional appeal

Beloved
workplace
Office pedestals for
customised use
Publication data

Publisher:
Hettich Marketing-
und Vertriebs GmbH & Co. KG
Postfach 1240
32269 Kirchlengern
Deutschland
Editor:
Hettich Holding GmbH & Co. oHG
Layout & production:
Hettich Management
Service GmbH
Telefon: +49 5223 77-1736
Fax: +49 5223 77-1737
E-Mail: info@de.hettich.com

All rights reserved.

2
 editorial

Using opportunities

A lthough there are many things we have been prepared for in life, the world never
ceases to surprise us. We observe terror and natural disasters. We encourage glo-
balisation. We go for unbridled growth. And now we face the system-changing ques-
tion of whether to put new reins on the financial world. The extent of the worldwide
financial crisis, in fact, is plunging into unprecedented dimensions.

Nobody hazards an answer to the question of what to expect tomorrow, in the next
few months or in the years to come. We are all in for a rough ride. All the same, let us
fight to stop this development with all our might and with the necessary optimism. No
one must stand there and hope to come out of the storm unscathed. Now is the time
to bundle our energies and stave off damage. We must use the crisis as a challenge to
seize new opportunities.

This is why our investments are seen to protect the environment with lasting effect.
This applies to our buildings just as it does to our products. And also includes our pro-
cess management and focus on occupational health and safety.

We base our success and stability on four core values. We stand for quality, innovation,
customer focus and reliability. We favour partnerships that resolve common problems
efficiently. Our goal is to make our partners successful through everything we make
and do.

This is what our customers have come to expect. And they can, today just as they will
be able to tomorrow.

Dr. Andreas Hettich

Chairman of the Management
Hettich Holding GmbH & Co. oHG

3
 Title story:
Hettich Forum
The Hettich Magazine open now
page 7

Hettich Forum
now open
Furniture with
power to impress
easys adds emotional appeal

Beloved
workplace
Office pedestals for
customised use

page 32

current news Quality and design in a competitive

market
Hettich on tour Geba kitchens with trendy
Trade shows 2009/2010 6 Touch-in handles 26

Hettich Forum now open Furniture with power to impress

All-embracing mirror image easys adds emotional appeal 28
of the Hettich brand 7
Handleless beauty
International Design Award P2O from Hettich responds
Focus on 2020 10 to fingertips 30

Working to the highest standards! Cool load carriers

Merging functions for a process- Quadro Compact:
oriented management system 14 Focus on Convenience 31

Cooperation with universities Beloved workplace

proves a success Office pedestals for customised use 32
„Hettich Experience“ 16
Worldwide network for architects,
„Quality products are still out there“ planners and designers
gb Meesenburg: ProjectBusiness, the exclusive dialogue
250 years of trade and growth 18 and development platform 34 page 28

innovation service
Source of inspiration for innovation 325 branches refitted in 14 weeks
Hettich takes trend forum German market leader OBI calls on
a step further 21 Hettich expertise 36

From vision to reality On the road for Audi

Sights set on the future 22 Voit GmbH – operating on the world
stage 37
Attractive distinction on a lean level
InnoTech drawer system excites with Staying at the show hotel
new design language 24 Hands-on „Ideenräume“ concept 38

Internet portal as Ocean-going giant offers

online knowledge database comfort in a class of its own
Lightweight construction competence Simon Möbel builds furniture for ship
resolutely broadened 25 cabins on the Celebrity Solstice 41

page 41
4
 contents

page 30

Road show airs trend know-how

Kitchen furniture industry in China 44
in brief
Logistics centre in Russia expanded
page 22
news Capacity doubled and
SAP system implemented  56

Trading up with perfect technology Hettich Academy starts up in Moscow

„mosys“ drive system at Colchón Star  45 Updated showroom in Russia 56

Focus on veteran kitchens Success for Hettich Australia 57

Hettich demonstrates the benefits of
modern hardware systems to owners
of old kitchens  46
New company base in
Montévrain permits expansion
Hettich France at new site 
The art of boatbuilding
Baltic Yachts:
Better yachts with hettinject 
page 54
Passionate about precision
Benson Industries Ltd. believes
in InnoTech and Quadro 
New showroom
for Montreal design centre
Tendances & Concept, Canada –
La cuisine réinventée 
Seoul concentrates on future design
World design capital 2010  52
AMK „Ratgeber Küche“,
a practical kitchen guide
The brand-indepedent guide
offering advice to anyone
interested in kitchens 57
47
Hettich receives double award
Office Excellence Award 2008 57
48 Going East! Praktiker expands
in the Ukraine  58
Sales office opens in Belorus 58
50
Training award for Hettich 58
Internet tips
for must-have kitchens 59
51
Hettich do Brazil:
Receives Top Mobile Award 59

A picture book story

Brand leader Sanicoc in Columbia 53

“Maria” sets trends in Russia

At the top after ten years  54

5
2009
April: September:
2010
February:
DesignEx, Melbourne, Australia WMS, Toronto, Canada ZOW, Bad Salzuflen, Germany
30 April to 2 May 2009 24 to 26 September 2009
March:
May: October: HOLZ-HANDWERK, Nuremberg, Germany
K/TO Atlanta/ USA Ambienta, Zagreb/ Croatia 24 to 27 March 2010
01 to 03 May 2009 13 to 18 October 2009
April:
EuroExpoFurniture (EEM), Moscow, SICAM, Pordenone, Italy DesignEx, Sydney, Australia
Russia 14 to 17 October 2009
12 to 16 May 2009 May
November: EuroExpoFurniture (EEM), Moscow,
Interzum, Cologne, Germany Maderalia, Valencia, Spain Russia
13 to 16 May 2009 03 to 06 November 2009

Kitchen & Bath, Shanghai, China Prowood, Ghent, Belgium

25 to 28 May 2009 10 to 14 November 2009

June: Mebel, Moscow, Russia

Schreiner, Kloten, Switzerland 23 to 27 November 2009
18 to 20 June 2009

Menuisier, Lausanne, Switzerland

25 to 27 June 2009

Trade shows 2009/2010

Hettich on tour

6
 current news

All-embracing mirror image of the Hettich brand

Hettich Forum now open

The Hettich Forum in Kirchlengern was officially opened on 17 March 2009, eleven months after laying the cornerstone.
Within the company group, the building is seen as the logical continuation of its environmental management system
that concentrates on sustainability. The Hettich Forum aims to lead the way in speeding up the market penetration of
innovative technologies and system solutions.

The Hettich Forum is distinguished by the
extensive consideration it gives to aspects
of energy and ecology. Embracing every de-
tail, this includes the use of energy, building
materials and floor space. As a building with
a neutral energy balance, the Hettich Forum
is a shining example of sustainable, future-
proof building design.
“In the Hettich Forum we plan to showcase
innovative solutions to providing furniture
with functionality and for improving the qual-
ity of life at home and in offices. At the same
time, visitors are to experience the building,
with its almost neutral energy balance, as our
commitment to the sustainability of every-
thing we make and do, as the all-embracing
message behind the Hettich brand”, says Dr.
Andreas Hettich, managing partner.
The building pursues three ambitious goals:
Inspiration, communication, innovation. Inspi-
ration provides the impetus for new innova-
tions both with and through communication
with like-minded people. The Hettich Forum
acts as an information platform and source
of inspiration for furniture manufacturers, for
architects and designers and for visitors from
the fields of product development, marketing,
production and purchasing. It also provides
a showcase for exhibits and conveys visible
proof of the hardware manufacturer‘s exper-
tise in “Technology for Furniture”.
Economising on resources throughout the
life cycle
Award from the European Commission
In Germany, buildings are responsible for
over one third of resource consumption, en-

7
ergy consumption, and CO2 emissions. For
this reason, low environmental impact and
cost-effectiveness were an important focus
in planning for the Hettich Forum. The aim
was to ensure that the building’s resource
consumption and operating costs would be
low over its whole life cycle.
Through the combination of rigorous energy-
saving measures and extensive solar energy
systems, the Hettich Forum building achieves
a net zero energy balance. On March 5, 2009,
the Hettich Forum project received a partner
certificate from the European Commission’s
Green Building Programme. To become a
GreenBuilding partner, the primary consump-
tion of new buildings must be 25 per cent
below the standard defined in the Energy
Conservation Ordinance. In actual fact, the
building falls 73 per cent below the values
permitted under the current Energy Conser-
vation Ordinance. The GreenBuilding part-
8
nership honours the exemplary planning and
construction effort and the implementation
of Green Building Programme guidelines for
energy efficiency in non-residential build-
ings.
Building insulation
The building envelope is extremely well-in-
sulated, including under the foundations and
the outer walls. The insulation layer, up to 40
cm thick, is mainly environmentally-compat-
ible cellulose material. The total amount used
is equivalent to 120,000 daily newspapers in
the form of recycled paper ground to flakes.
The window glazing meets the rigorous stan-
dards for passive houses with their very low
energy consumption.
Heating
The heating system allows individual settings
for each area to be heated, ensuring that heat
is only supplied when the spaces are in use.
The Hettich Forum is linked up to the com-
pany’s own efficient district heating system
which uses off-heat from production and a
combined heat and power system. The actual
annual energy requirement of 30 kWh/sqm is
80% below the specific requirement set out
in German energy-saving legislation (EnEv).
The resulting saving of 226.618 kWh per year
is equivalent to the annual consumption of 21
detached homes.
Ventilation
The building has a mechanical ventilation
system combined with a high-efficiency heat
recovery system. Ventilation units control the
supply of filtered fresh air, the space heating
and the recovery of heat from the extracted
air. Offices are ventilated on a constant vol-
ume basis during working hours, but confer-
ence rooms are fitted with volume flow con-
trols so that they are only ventilated when in
use. The ventilation system is under the over-
 current news

all control of the automated building man- Solar power Green roof
agement system. The capacity of the 239 m² of photovoltaic Wide areas of the roof have been constructed
panels installed on the building is over 25,000 as a green roof and planted with low-growing,
Lighting KWh per year, with peak output of 30 KWp. drought-resistant plants. The green roof keeps
All the lighting in the Hettich Forum uses en- This would be enough to operate up to 1,500 the building cooler in summer and warmer in
ergy-saving luminaires with dimmable, elec- energy-saving 20 W light bulbs simultane- winter. A cistern stores rain water run-off to
tronic ballasts. A light management system ously. A 6 m² solar collection system supplies use for toilet flushing.
and LED fittings in the showroom and bou- most of the hot water required for the heat-
levard areas minimizes the time lights are in ing system and normal hot water.
use, reducing power consumption for lighting
by 25%. The background lighting system for
these areas during working hours automati-
cally tops up the available daylight. Sensors
detect the presence of people and the ap-
propriate preprogrammed lighting scenario is
activated.
In the office zone, the lighting system was
planned to comply with DIN EN 12464, the
European guideline for lighting intensity in in-
terior workplaces. In all the offices and confer-
ence rooms, presence detectors make sure the
lights are on only when the areas are in use.

9
Focus on 2020

International Design Award 2009

For the first time in its history, the focus of the seventh International Design Award was on visions of two future lifestyle
worlds in the year 2020. The competition was looking for innovations in furni-ture, furniture functions, practical and
superior surfaces as well as coordinated systems to meet all of the function-related demands and lifestyles of people
living in these worlds.

A pril 2008 saw the starting shot for the

2009 Inter-national Design Award. Pro-
fessors and lecturers from universities and
Schael, Head of Systems and Standardisa-
tion at Het-tich and General Project Man-
ager for the Interna-tional Design Award. “It
The Silver Business Generation

colleges all over the world with furniture-
making, furniture design and furniture con-
struction faculties were called upon to mea-
sure themselves against an international
yardstick by en-tering their students’ designs
in the competition. “Compared with the last
competition, the task set for the seventh
International Design Award has be-come
considerably more complex”, explains Oliver
is for this reason too that we are delighted
to see a further rise in the number of regis-
trations and such a high level of quality in
the innovative designs that were entered.”
The num-ber of registrations rose from
1,330 in 2007 to over 1,600 for the 2009
International Design Award. This means the
competition, which is jointly staged every
two years by Hettich and REHAU, has now

10
 current news

become the post popular and largest student
design competition there is.
The brief for the 2009 International Design
Award embraces visions of two future life-
style worlds from 2020: The Silver Business
Generation and Technology Freak. Both life-
style worlds were explained using two ficti-
tious protagonists. Sören Nordström belongs
to the Silver Business Generation. 72 years
of age, the Swede is married and committed
to his job as head of urban planning with
a wealth of experience. He has kept young,
is in good physical shape and has an active
mind. As a lover of nature, Sören’s spacious,
tastefully furnished home stands by the
sea. He is convinced that technology should
make life more pleasurable and easier. Ha-
kan Turhan is 22 years old and was born in
Turkey. The financial web consultant is single
and lives in Istanbul, Boston and Shanghai.
He’s a hectic perfectionist, ambitious and
quality-conscious. Constantly on the look-
out for information, he’s technology-mad.
In his scarce free time he’s always on the
move.
The adjudicating panel
An international panel of judges comprising
designers and architects selected the five prize
winners on 11 and 12 March 2009 at Herford’s
MARTa Museum. The two-day session gave
the panel time to assess each of the design
drawings entered. Particular attention was
paid to the design aesthetics and innovative
content of the entries submitted. The panel
members were shown to be impressed by the
quality of the designs and by the way they had
been influenced by the different cultures.

Nitin Killawala, Mumbai, India Nitin Killawala, architect and interior designer, lives in India. He was President of the Institute of Indian Interior Designers (IIID)
from 2006 to 2008. He has received numerous awards for his works that are published on a regular basis in trade journals.
Fernando Jaeger, São Paulo, Brazil Fernando Jaeger from Brazil studied Industrial Design and worked in industrial production after graduating. His furniture,
made of wood from sustainably managed forests has attracted many prizes. He has showrooms in Rio de Janeiro und São Paulo.
Kaarle Holmberg, Helsinki, Finland Kaarle Holmberg teaches interior design at Lahti University‘s Institute of Design and the University of Industrial Arts in
Helsinki. He also runs his own design studio.
Catherine and Bruno Lefebvre, Paris / Grenoble, France Catherine and Bruno Lefebvre founded the C+B LEFEBVRE design agency in France in 1993. Their many
award-winning designs unite function, human experience and the poetry of life.
Pierre Lo, Hong Kong Pierre Lo is an interior designer (IFDA, ICIAD) with a profound understanding of global design trends. He has dedicated all of his working life,
which includes three years as Director of the permanent Design Centre in Hong Kong, to promoting good design.

The Technology freak

11
The prize winners
Award ceremony at interzum
The winners of the seventh International De-
sign Award were presented with their prizes in
the Hettich Architecture Lounge at interzum
2009 on 14 May 2009. The chief executives
and divisional managers from Hettich and
REHAU, the companies organizing the com-
petition, as well as the adjudicators congratu-
lated the students and their professors.
Lukas Priecko from Slovakia received 1st
prize for his “transfoarmchair” design, an
interactive three-dimensional armchair. The
chair’s wire meshing is made of an intelli-
gent alloy whose shape changes in relation
to an electronic field and can then return
to its original form. This metamorphosis is
voice-controlled. Two layers cover the mesh-
ing: Silicone oxide gel, a non-conductive
material with excellent heat insulation
properties, and electrochrome polymers that
can change their colour when applying an
electronic field.
1 2
1 transfoarmchair
12
The 2nd prize went to Elena Veselkova, Rus-
sian Federation, for her “ROOT” work. She
took the inspiration for her furniture creation
– an armchair, a couch and a floor covering
– from the root system of a tree. Through
its materiality, the surface conveys the feel-
ing of sitting on soft, cool grass. Made of
wound roots, the frame supports the weight
of the user while the upper layer adapts to
the body’s contours.
Chao Luan, China, was given 3rd prize for
his “Melted Star” idea. He designed a solar-
powered sofa enveloped in a liquid-crystal
display. The armrest acts as a control panel
for programs that can access all kinds of in-
formation: appointments, body weight, state
of health, still pictures and videos, weather
reports, light mood, entertainment and much
more.
Fourth prize was awarded to Stefan Ulrich
and Yi-Cong Lu from Germany for their “Liq-
uid Wall” design that focuses on the apart-
ment of the future. At the centre of the de-
1st prize
Lukas Priecko
Supervisor: Prof. Marian Ihring
Technical University of Zvolen 2nd Prize
Faculty of Wood Sciences and ROOT
Technology, Slovakia Elena Veselkova
Supervisor: Prof. Anton Rakov
Samara State University of
Architecture and Construction
Russian Federation
sign is a white room in which small strokes
gradually arch out of the wall to create re-
lief-like bands that creep over the wall into
the adjacent areas. When the inhabitant en-
ters the room, the wall imperceptibly begins
to adapt lighting and room atmosphere for
maximum comfort. Extending out of the op-
posite wall is a seat for the apartment dwell-
er to relax on while news flashes discreetly
run past on the wall.
Fifth prize went to Igor Lobanov, Russian
Federa-tion, for his “PICCELLS” design. In its
closed state, the long, slender body of the
furniture serves as a room divider or as a
coffee table. Open, it reveals its content: This
consists of interconnected films that inflate
while the carcase, including content, slowly
unfolds. The cells can emulate various bio-
logical and natural structures and textures.
The structures are created by interlinked cell
bundles that can be illuminated on the in-
side. The linking pattern between the indi-
vidual cells can be varied by hand.
2
 current news

4th prize
Liquid Wall
Stefan Ulrich/Yi-Cong Lu
Supervisor: Jens Franke
HAWK Hildesheim / Holzminden /
Göttingen University of Applied Sciences and Arts,
Faculty of Design,
Germany

3 5

3rd prize
3 Melted Star 5
Chao Luan
Supervisor: Prof. Yuan Tian
Beijing Forestry University, 5th Prize
China Piccells
Student: Igor Lobanov
Supervisor: Prof. Victor Bragin
Ural State Academy of Architecture
and Arts, Yekaterinburg
Russian Federation

13
Merging functions for a process-oriented management system

Working to the
highest standards!
The growing number and complexity of management systems is making ever heavier demands on businesses. Clarity and
transparency sometimes suffer when, for example, quality management and environmental protection have to operate side
by side as separate management packages. A further complication is the imminence of an international standard for occu-
pational health and safety. Companies have to appoint responsible officers for each management system, and each system
has its own handbook and documentation. There is, however, an alternative approach. It involves the mammoth task of
identifying all the processes that have to be managed in the company and integrating them into a uniform system. Hettich
is in the process of doing just that. The ultimate goal is to increase the benefits to our customers.

14

I n companies with a focus on forward
planning, integrated management sys-
tems are right at the top of the agenda.
Essential components of every manage-
ment system are unambiguous guidelines.
At the same time, customer requirements
must take priority. Often customer re-
quirements are based on an international
set of standards. Since 1987, the widely
accepted international standard for qual-
ity management is ISO 9000 ff with its
regular revisions. The version valid since
December 2008 is ISO 9001:2008.
In 1996, the International Standards Organi-
zation (ISO) published its 14001 standard for
environmental management systems. Most
recently revised in 2004, the standard sets
criteria for companies’ environmental policy,
environmental goals and environmental pro-
grammes. The EC launched its eco-manage-
ment and audit scheme (EMAS) in 1995. The
goal of the scheme is continuous reduction
in environmental impact and EMAS require-
ments, while incorporating ISO 14001:2004,
are substantially more comprehensive, more
rigorous and more targeted.
The widely used OH&S management system
BS OHSAS 18001:2007 (British Standards
Occupational Health and Safety Assessment
Management Systems) is aligned to both
these quality and environmental management
systems. OH&S management aims to reduce
work-related accidents and improve workers’
health. The BS OHSAS 18001:2007 standard is
widely accepted as the international basis for
national standards.
All three systems are based on a regime of
auditing and certification. Documented proof
of compliance tells customers that they can
rely on the system and process quality of their
supplier. The Hettich Group joins forces with
its suppliers to comply with the provisions of
ISO 9001:2008 quality management. Produc-
tion locations that are relevant in terms of
environmental impact have participated in
the rigorous EMAS scheme with regular au-
dits since 1996. The binding rules we have in
place for OH&S-relevant employee behaviour
and company organization are oriented to
currently defined standards aligned with the
BS OHSAS standard.
The logic of integrating all three systems into
one process-oriented management system
is driven partly by the content of the stan-
dards themselves. Many of the requirements
and definitions are deliberately aligned to or
build on the other standards. By contrast, the
specific requirements for the objectives of the
different standards are viewed as supplemen-
tary obligations.
Hettich implements an integrated manage-
ment system
The Hettich group is in the process of setting
up an integrated process-oriented manage-
ment system for quality, environmental pro-
tection and occupational health and safety.
The system will be implemented across all
locations, departments and functions. We
are systematically expanding our strategic
and operative business processes in order to
maintain and increase customer satisfaction,
which we recognize as indispensable to run-
ning a profitable business.
Dr. Ulrich Krohn, head of quality manage-
ment, and environmental officer Dipl.-Ing.
Martin Palmer explain the first steps to-
wards the new integrated system. “In an in-
ternational company like Hettich there are
a huge number of processes. It’s essential
to identify those processes that ensure suc-
cess and minimize risks, explained Dr. Krohn
and adds, “in order to identify the ‘top level
processes’, customers, employees, sustain-
ability and profitability must be subjected to
this process analysis.” Martin Palmer, who is
also responsible for overseeing occupational
health and safety sums up, “Our substantial
success to date can be steadily and system-
atically increased through process orientation
and process integration. We can get faster,
better and safer.”
Behind this summing up lies a vast amount of
detailed work. The entry to integrated process
management is a process map which defines
business processes that apply across func-
tions. They increase customer satisfaction and
they add value. The map categorizes them into
management, core and support processes. It
shows how Hettich interacts with its custom-
ers – from the first customer enquiry, to order
processing, quotations, delivery, invoicing and
payment, not forgetting market analysis and
innovation control. It identifies everything
that will increase customer satisfaction and
ensure compliance with due diligence as we
work to meet market requirements.
current news
We all know that Rome wasn’t built in a day
and it took time and effort to draw up this
process map. Each process is diagrammed
and described in detail. Consideration has
also been given to the need to evaluate all
our management systems systematically and
regularly in order to achieve our goal of con-
tinuous improvement.
In Kirchlengern, the structures for our pro-
cess-oriented management system are now in
place. Roll-out of an internationally-oriented,
integrated, process-oriented management
system will take place in stages. The first stage
will involve selected German organizational
units. In the second stage, the system will be
rolled out to international subsidiaries.
Both Dr. Ulrich Krohn and Martin Palmer are
aware that one of the most complex tasks will
be to standardize processes across the whole
company group. They recognize that the
real challenge is to strike the right balance
between the independence of the operating
units and their obligations to the Holding in a
way that profits all.
The task has to be tackled because, as Dr. Ul-
rich Krohn points out, it’s essential that the
Hettich brand is recognized worldwide as
standing for clear and unambiguous values.
“First we need to achieve uniformity in au-
diting and certification in all the countries
where we operate. At present, even when
we’re applying international standards, the
regional differences are still too big”, say Dr.
Krohn. And Martin Palmer gives his vision free
rein: “We want to turn passive acceptance
into active commitment. What we really want
are 6,000 highly-motivated quality, environ-
mental and occupational health and safety
officers!“
15
 current news

„Hettich Experience“:

Cooperation with universities

proves a success
The starting shot was fired in summer 2007 for a further form of cooperation between Hettich and institutions of
higher learning (as we reported in intime 2008). This centres on intermeshing theory and practice in the form of com-
pany projects. What make this so special: students work together in small groups and develop solutions of practical
relevance under the supervision of Hettich mentors and university professors. The results are
recognised as part of course work. Introductory project management training activities help
budding academics studying technical and business administration courses to adopt a struc-
tured and target-focused approach to work. In the meantime, the program has attracted
several universities as partners, and it has been possible to recruit former participants as
new members of staff.

T he programme pursues several objectives:

To begin with, it’s about finding solutions to
problems encountered in the practical world.
This is where the students’ fresh outlook is to
help find unconventional solutions. With
the programme being integrated in the
course of studies, this approach further
intensifies cooperation with univer-
sities on a sustained basis. It also
makes Hettich even better known
as an attractive employer for
graduates, as shown by
the number of good pro-
gramme participants who
actually start a career
with Hettich later on.
Of those taking part –
meanwhile numbering
around 70, with many
still studying – it has
been possible to take
on five former “Het-
tich Experience” par-
ticipants as junior
members of staff.
The company is in
contact with a number of other programme
participants through work placements, bach-
elor dissertations and master degree theses.
“It was only through this programme that I
realised Hettich was the right employer for
me”, says Sebastian Bend. Although the 24-
year old mechanical engineer from Bielefeld
University of Applied Sciences had initially
not short-listed the company, he describes
starting his career at Hettich Maschinentech-
nik GmbH & Co. KG as a logical move. “Af-
ter all, following the student project, I did a
dissertation in my future field of work. I was
then given the chance to take responsibility
for turning the theoretical results into prac-
tice – as a member of staff.”
Today, the young academic is introducing the
PPC system in SAP, a software solution for
optimising the planning, control and simula-
tion of production processes. The native East
Westphalian was among the first to take part
in the “Hettich Experience” in summer 2007.
He even worked on optimising process cycles
as part of the student team. At the time, the
specific focus was on the flow of materials

Sebastian Bend was among the first to take part

16
in the “Hettich Experience” in summer 2007
between two Hettich production plants. Se-
bastian Bend and his team prepared an inven-
tory and process-cycle analysis, documented
the results and derived a number of optional
solutions.
Jan Peter Rolf (28) was interested in a project
at Paul Hettich GmbH & Co. KG through his
main subject of Material Flow and Logistics.
His team examined the extent to which a
“trolley train system” provided the answer to
a problem in the conveying system. “Although
the solution we came up with was not imple-
mented in practice, it did lead to optimisation
in other areas of conveying”, the engineer
and qualified IT special says, summing up. Jan
Peter Rolf can also look back on a successful
practical dissertation project that today ben-
efits Hettich Logistik Service GmbH & Co. KG.
“I liked Hettich from the very start. The com-
pany has a good corporate culture, offers a
broad range of career development opportu-
nities and, as a young member of staff, you
can quickly take on responsibility. That’s why
I specifically looked for an appropriate posi-
tion at Hettich”, acknowledges Bünde-born
Rolf who lives in Bielefeld. And he found it:
Today, he works in Technical Project Planning/
Work Preparation in the Kitchen & Bath Divi-
sion. “In my work, I am the link between de-
velopment and production, for example when
we introduce new products. And that’s really
exciting.”
Both staff members say the university pro-
gramme provided an important basis to start
their careers on. “You rarely get such feed-
back. The final event with the Hettich men-
tors and the supervising professor war par-
ticularly defining”, Sebastian Bend remarks.
“Hettich Experience” was the gateway to the company for Jan Peter Rolf
“We presented our project results and had to from the Hettich Group meet up at least
defend them and our approach in a discussion once a year with representatives of the uni-
that then followed.” The focus was not only versities for a facilitated exchange of experi-
on the project’s actual substance but also on ence to improve the programme and tailor it
the form of presentation, the right type of to the requirements of both sides. Because
reasoning and on team performance. Jan Pe- “Hettich Experience” has grown into a firmly
ter Rolf adds: “And during the project phase, established programme, as Dr. Andreas Het-
we were able to gain broad insight into the tich, managing partner, points out: “An im-
company and build networks which made us portant part of our human resources strat-
feel integrated.” This opened a bridge into the egy is career development within the Group
company. and, with this, keeping good staff at Hettich.
Winning qualified and motivated young
Further rounds of the “Hettich Experience” people over for our company is the first step
are also planned in 2009. New to the format in this process.”
is the way the students will be prepared for
their project work by inviting participants to
attend a two-day introductory event with
training on project management. “The chal-
lenge lies in synchronising widely differing
lecture and exam times with the tasks set and
supervision capacities at Hettich”, points out
Jörg Hesse, Head of Corporate Human Re-
sources. This will also demand a high level of
flexibility on the part of the Hettich mentors.
It is also for this reason that the specialists
17
 Martin Meesenburg, managing partner of the
gb Meesenburg Group, and Jan Hübschmann,
Sales Manager at Hettich FurnTech

gb Meesenburg: 250 years of trade and growth

„Quality products are still out there“

gb Meesenburg oHG is one of the oldest trading companies in northern and western Germany. With its Flensburg head-
quarters not far from the Danish border, the company specializes in building and furniture hardware, ironmongery, tools,
power tools and machinery. gb Meesenburg’s main customer base is in the wood, plastics and metal processing sectors.
The group employs 650 people, around 150 of them in locations outside Germany, and generates sales of around 200
million euros. The company operates 15 sales centres in Germany, three in Russia, one in the Czech Republic and one in
Scandinavia.

I n the 1980s, the company worked hard to

transform itself from a retail business into
a specialist hardware dealer supplying indus-
In 2008, gb Meesenburg celebrated its 250-
year jubilee with a cruise for employees from
Kiel to Göteborg – among other events. The
house shows celebrating the jubilee at seven
regional locations. Martin Meesenburg, one
of the managing partners, also gave this in-
try and the trades. At the end of the 1990s, company also welcomed over 10,000 custom- terview to in time.
Meesenburg began a cooperation arrange- ers and industry partners to a series of in-
ment with the specialist construction hard-
ware retailer Gütersloher Baubedarf GmbH,
which culminated in 2006 in a merger of
the two companies to form gb Meesenburg
oHG. In 2007, the company acquired Geniatec
which continues to operate as an indepen-
dent subsidiary.

The complete gb Meesenburg product range,

over 50,000 articles, is available to custom-
ers round the clock from an online shop. The
warehouses at each subsidiary’s location –
altogether over 25,000 m² – are linked by a
sophisticated overnight logistics system. In
this way, although the warehouse system is
decentralized, the company can ensure deliv-
ery within 24 hours. For absolute service reli-
ability, the company operates its own fleet of
50 trucks and 30 service vehicles.

The modern-looking Flensburg outlet with department for the trades and
safety advice centre for consumers

18

Mr. Meesenburg, where do you see the com-
pany’s unique selling proposition in this very
competitive market?
Martin Meesenburg: As a family-owned
and family-run company, we enjoy far more
independence than publicly listed compa-
nies. Our focus is not on shareholder value,
but on building a strong company going for-
ward and on the wellbeing of the employees.
In addition, we’ve mastered the challenge
of being both a family-owned company and
achieving a certain size, which enormously
broadens our scope to operate at an interna-
tional level. Despite the size of the group as
a whole, each of our centres is deeply rooted
in the region it serves. Each has its own
profile, shaped to the specific customer re-
quirements of the local region. At the same
time, the centres profit from being part of a
strong network with a broad product range
targeted to different customer groups.
Another aspect of our USP is the stress we
put on outstanding training for our employ-
ees. We offer places for up to 50 vocational
trainees, many of whom subsequently join
our staff. We believe in keeping employees’
skills up to date with frequent internal and
external top-up training plus practical ex-
perience in our other centres, often in other
countries. We are proud of our well-trained,
committed young staff. The final building
block in our USP is our international reach.
We are among the few suppliers who are
prepared to go where we can deliver benefits
for our customers and suppliers.
What market trends are you observing outside
Germany?
Martin Meesenburg: Outside Germany, our
presence is mainly in eastern Europe. It’s an
area where per-capita living space is ex-
tremely tight so that I foresee substantial
growth in building. There’s no reason why
people living in Moscow shouldn’t want a
similar amount of space per person as people
in Flensburg or Hamburg, namely 45 or 50
m². But at the moment, only about a tenth
of the population enjoys this sort of living
space. The future construction boom, in both
the public and private sector, will be an area
where we can profit enormously.
We also need to take account of galloping
globalization. Suppliers, products, the com-
petition and our customers are becoming
current news
more and more international. Globalization
can look threatening, because it increases
competition; the other side of the coin is that
globalization opens up enormous market po-
tential. Nowadays it’s absolutely routine for
us to send, for example, our door closers to
India, Malaysia or New Zealand.
Since when has Hettich been a partner?
What’s special about the partnership?
Martin Meesenburg: Hettich has been one
of our supply partners for many years, but
initially we only bought a few specific prod-
ucts. Now Hettich supplies the complete
range of furniture hardware that we offer.
We profit enormously from our close coop-
eration with Hettich and from Hettich’s fo-
cus on its customers, both dealers like us and
the people installing the fittings. The expe-
rienced Hettich staff, and the eye-catching
and informative catalogues and brochures,
all supply us with strong sales arguments.
Then there’s the top quality of the products
and the fast, flexible deliveries. And finally
the fact that we can trust Hettich to keep
coming up with innovative products.
How important is the whole issue of POS dis-
plays for gb Meesenburg? Do you favour a fo-
cus on specific living areas, like kitchens?
Martin Meesenburg: In our mission state-
ment, we’ve stated clearly that we intend
to maintain a regional presence. Part of this
presence is always a showroom to attract
artisans into our business. In fact, taking all
our branches together we have a total show-
room area of well over 10,000 m².
Working with Hettich, we’re in the process
of redesigning the displays at those branches
where interior fittings account for a substan-
tial share of sales – starting in Flensburg. We
plan to install show kitchens – but also bed-
room and living room displays. Our aim will
be to spotlight furniture hardware and to at-
tract the attention of interior decorators and
fitters. We hope they’ll bring their custom-
ers to our showroom and show them how
furniture hardware can deliver functionality,
comfort and design. They can use it as a sell-
ing point not only for the product but also
for their own services.
A lot of people think nothing of spending
30,000, 40,000, 50,000 and more euros on a
car, but they will often skimp on their kitch-
19
Goods in the region – for customers in the region. A network of warehouses ensures a high level of service
en or on the door hardware in their homes.
Somehow we don’t seem to be able to per-
suade our segment about the extra value
of the quality products that are certainly
available. We are committed to promoting
these quality products and we are commit-
ted to supporting the artisans and craftsmen
whose customers make up the high-end
25% of end users. These are the people who
set great store by good, high quality, well-
designed products.
You have an online shop. How do people use
it?
Martin Meesenburg: Predictably, our online
shop is used very little by the private sec-
tor. On the other hand, our Safety Centre,
where we do supply directly to end users,
makes about a third of its sales online. Trade
customers make intensive use of the whole
online shop. Around 300 of them use the on-
line ordering facility. In our experience, the
online shop is not really a sales promotion
element for trade customers, they value it
for fast, 24/7 access to us.
Is “blaugelb” (blue-yellow) one of your brands?
Where do you position this brand?
Martin Meesenburg: “blaugelb”, one of our
brands, is positioned in the top third of the
market. We use this brand for those articles
that aren’t associated with their own strong
brand. If the articles we sell do have a strong
and established brand then, in our own in-
terest, we work with that.
You acquired a 100% share in Geniatec in
2007. How have you integrated Geniatec into
the group?
20
Martin Meesenburg: We have a lot of ex-
perience in this area, because Geniatec is
not the first company we’ve taken over or
merged with. The merger process between
gb Gütersloher Baubedarf and Meesenburg
began in 1995. By the time it completed in
2006, there was no distinction between the
company taking over and the company be-
ing taken over. We have a strong corporate
culture which lays stress on mutual under-
standing and respect. These are the most im-
portant conditions for a successful merger.
This is why the name Geniatec was retained;
it’s known in the region and enjoys a good
reputation. North Germans traditionally
have little time for arrogance, but they will
admire a team with high goals, who identify
strongly with the interests of their custom-
ers. We would never destroy this capital by
forcing conformity with a single profile onto
the diversity of our company.
You are at the head of a company with a long
tradition. How do you see the future for spe-
cialized builders’ merchants like yourselves in
the construction sector?
Martin Meesenburg: The pace of change
is accelerating. We used to have five or ten
years to adapt to changes, nowadays the
process lasts at most two years. I hope build-
ers’ merchants will continue to be flexible
enough to find the right answers to future
changes, which in my view are basically due
to globalization. I am absolutely commit-
ted to the concept of specialized builders’
merchants. Clusters of manufacturers and
dealerships, which functioned very well in
the past, will continue to be unbeatable in
the future. Naturally, both sides have to put
in some effort to achieve this. I don’t see the
segment as in any way endangered; in fact,
I see the changes as an entrepreneurial op-
portunity for us to reprofile itself.
What areas are you concentrating on? How
do you see the your company being oriented
in the medium and long term?
Martin Meesenburg: Without question
globalization is in the foreground, both for
procurement and especially on the sales
side. Our big advantage as dealers is that we
can supply our markets in Europe with good
products and proven quality ‘made in Ger-
many’. In the final analysis, this comes down
to motivated employees who are enthusias-
tic about the product, the company and the
idea. We put people first – in our dealings
with customers, suppliers and our employees
– and we give people space to develop and
fulfil their ambitions.
Would you like to venture a forecast for the
rest of 2009?
I don’t think that’s possible. But my personal
opinion is that with hard work, commitment
a good product or an enterprising service
there can be no crisis. If we continue to work
and trade with clear goals in view, then we
won’t present any weak points from where
we can be dragged into any crisis.

Creating new styles, shapes and
colours from different cultures
defines the basic “Deluxe” trend
Hettich takes trend forum a step further
Source of inspiration
for innovation
The call to leave the beaten track is also reflected in the new trend forum presented by Hettich for the first time in 2008.
The result – exciting design statements furniture and kitchen manufacturers as well as interior-design specialists can
adapt with ease for their own furniture.
U sing four modules – cube, sphere, lozenge, crystal – the 2009 trend
forum highlights the four dominant basic trends, bringing them to-
gether with typical shape and material preferences as well as relevant
colour worlds.
The cube represents “New Modern”: Pierced, look-through surfaces and
a reduction to the bare essentials are the features that characterise this
trend. The lozenge embodies the “Folk” trend that stands for the re-dis-
covery of traditional values. The sphere says “Organic”. Characteristic of
this trend is the careful use of natural materials in conjunction with vis-
ible, tactile features and rounded shapes. The crystal provides the symbol
for “Deluxe”: The blend of shapes and colours from different cultures pro-
duces new and sometimes opulent styles. Elements of black and white
as well as polished chrome – combined in well-balanced doses – create
a picture of harmony.
innovation
These trends are united by the common denominator of clarity and mo-
dernity. Each trend statement is expressed in its own combination of
colours and styles that conjures a truly unmistakeable look. Closely in
touch with reality, the result is a presentation that adeptly provides a
source of inspiration for kitchen and furniture manufacturers, architects
and designers alike.
The way colour and material trends are translated into the product lan-
guage of Hettich’s drawer systems and 2009 handle collection demon-
strates how design ideas can be adapted in practice. It illustrates the
ease with which manufacturers can pick up on the latest trends from
the world of fashion, design and architecture and boldly interpret them
in their own furniture using shapes, colours, materials and patterns. This
way, standard products are transformed into trendsetters for kitchen and
furniture design of tomorrow.
The four basic trends of “New Modern”, “Deluxe”, “Organic” and “Folk”
provide the structure for the 2009 ProDecor Collection. Reflecting each
trend statement, it shows stylish, tactually and functionally appealing
models that provide new impetus for a contemporary and creative fur-
niture look.
Forms reduced to the bare essential belong to the “New Modern” trend.
Their shape results from the technical means of producing them and cre-
ates a visual fascination. Asymmetries offer exciting contrasts to sleek
kitchen and furniture frontages. Filigree forms emphasise the airy, casual
nature of the modern world of furniture. Inlays that distinction-seeking
furniture manufacturers can lacquer themselves provide further options.
Lively, organic shapes define the handles belonging to the “Organic”
trend statement. Round forms underscore the organic design language
of furniture or deliberately add contrasts to minimalist-looking furniture.
Each trend statement provides practical versatility and leaves plenty of
scope for interpreting the spirit of the times with a distinctive personal
twist.
The 2009 trend forum takes forward the key trends and consumer de-
mands constantly observed and analysed by Hettich’s innovation manag-
ers. It creates a scenario of future consumer wishes and provides inspira-
tion to experiment with practicable ideas.
21
 |
Home
|
Mission
The fu |
ture_b Comm
unity
izz co |
GESC mmun Projects
HÄFT
SIDEEN ity |
FÜR ZU |
KÜNF |
TIGES
LEBE
N, WOH
NEN UN
D ARBE
ITEN

Sights set on the future

From vision to reality www.fu

turebi
zz.net

“How will the home, work and life be like in 2020?” This question was addressed
by an interdisciplinary team made up of students as well as representatives from
F ounded in 2007, future_bizz is a network
of companies that develops business
ideas for tomorrow’s home, lifestyle and
science and industry as part of the “Connect Creativity” project. The project was working world. “The companies involved in
future_bizz projects are actively providing
initiated by the future_bizz network, an alliance of leading industrial concerns.
for the future”, says Ralf Müterthies, Head of
The result – surprising ideas of which some are already being used at the compa- Program Management in the Kitchen/Bath
Division. “The Hettich Group implemented
nies for designing actual products.
a standardised system of innovation man-
agement many years ago as a core process

22

„1 qm bathROOM“
Dennis Rohm, Hochschule Pforzheim
If the average size of a family’s home gets
smaller and money tighter, even less space
will be allotted to the bathroom than to-
day. The 1-square-metre bathROOM is the
solution for the middle class living in 2020:
Shower, mirrored cabinet, washbasin and
WC all on one square metre! The simple
block saves space, water and is extremely
flexible. All functions can be controlled us-
ing a clearly structured touch sensor.
extending right across the company. The alli-
ance and affiliation with high-ranking part-
ner companies in the future_bizz network is
particularly interesting for Hettich because
we can generate significant added value in
the network.”
future_bizz projects follow a strict 4-stage
process for developing business ideas and
business models. The process is consistent
with the process stages involved in Hettich’s
innovation management system: The focus
is on end-users with their wants and needs.
The first stage brings together knowledge
and experience in scenarios and trend fore-
casts. Market forecasts are then drawn up by
getting the future target groups to describe
their needs as well as the conditions they can
see themselves living their lives and working
in. These results are used in the third stage
„SOMNA“
Heiko Aupperle, Hochschule Pforzheim
Sleep gives the body a chance to recuper-
ate. Anyone wanting to wake up rested and
ready for the new day needs optimal sleep.
The SOMNA sleep capsule promises more
time for living. It aims at optimising sleep
and shortens the recuperation time spent
sleeping to win more time. The capsule
hangs from a curved support and appears
to float in the room. The highly contrasting
combination of materials, the shiny surface,
the dominant, fluid shapes and its presence
in the room make SOMNA a unique design
object for people who want and appreciate
individuality.
for sketching out visionary home, lifestyle
and working environments. These provide
the basis for developing actual product and
business ideas. The fourth stage finally works
out actual business models and measures for
implementing them.
The “Connect Creativity” project centred on
developing concepts for new lifestyle and
working worlds as well as actual product
ideas for five defined scenario groups: Sil-
ver Business Generation, Modern Performer,
Technology Freak, Single Commune and
Working Middle Class. The project involved
participants from the faculties of art, design,
architecture and interior design at Cologne,
Braunschweig, East Westphalia-Lippe, Pfor-
zheim, Dortmund, Coburg and Halle Univer-
sities. “What makes the project special is
the way in which it intermeshes the various
innovation
„freiTraum“
Roland Wulftange, Fachhochschule Coburg
Life in 2020 is highly complex. Leisure time
is a scare and valuable resource. It counter-
balances the pressure to perform at work
and, in particular, provides rest and regener-
ates the mind. The half-closed cocoon is a
sleep island for resting, sleeping and dream-
ing. The bed regulates temperature and ven-
tilation and even helps the occupant to fall
asleep with mood-conjuring images, trips of
a lifetime, music, fragrances and warmth.
From the rear, freiTraum is enclosed by bed’s
protective shell. Shelf cubes in different sizes
provide storage space and appear in contrast
to the cocoon’s organic shape.
university disciplines with industrial exper-
tise and support from partners in industry”,
Ralf Müterthies sums up. The project was
supported by Henkel, Bayer, Duravit, Rehau,
F. Grohe and Hettich as the companies par-
ticipating.
It took the project’s participants less than
three months to present their impressive re-
sults to the partners from industry. Whether
the SOMNA bedroom for more time to
live or immersing into another world with
AQUABUBBLE – the ideas not only fascinate,
they provide powerful impetus for develop-
ing future products.
23
 The InnoTech drawer platform permits attractive
kitchen unit interiors that stand out from the
crowd.

InnoTech drawer system excites with new design language

W hereas a railing has so far been nec-

essary for creating closed pan-drawer
sides, the new DesignSide now permit the
use of glass, stone or other trendsetting
materials without incorporating a railing
above. The effect is astonishing because the
focus of design surpasses purely functional
aspects. The new DesignSide can be used in
the carcase for integrating on-trend mate-
rials that are important in furniture design
and create a seamlessly harmonious look.
The adapters for DesignSide are available in
grey, charcoal and white to match the de-
sign of the drawer. If the kitchen is equipped
with drawers featuring decorative profiles in
chrome or stainless-steel effect, this design
can also be continued throughout pan-draw-
er level; because the grey or white adapt-
ers can additionally be made to match with
chrome applications, the charcoal-coloured
adapters with stainless-steel applications.
Designed as a platform concept, the Inno-
Tech drawer system can be used to create
all looks using the same drawer profiles,
rear panels and unchanged Quadro runners.
Even the drawer fronts, including drill holes,
remains completely as they are. This means
Attractive distinction
on a lean level
Kitchen cabinetry that‘s as beautiful inside as it is on the outside puts a smile
on kitchen buyers‘ faces. Add to this a touch of individuality, and the job of
pleasing design purists is just about done. The InnoTech drawer platform is now
joined by a attractive option that gives interiors a mark of distinction so that
external and internal values can be intermeshed even more perfectly than ever.
The clever part: All drawer components can be used exactly as they are.
that manufacturers also wanting to use the rooms quickly and with minimal effort. The
design of drawers and pullouts as a mark of result: attractive sales points that are always
distinction within their product lines can use right on trend.
the InnoTech system as a unique, uncompli-
cated basis for generating a variety of op-
tions. Because despite customised design
features, logistics, inventory and production
remain lean on account of the unmodified
basic components. The ease of retrofitting
helps to upgrade show kitchens and bath-

24

Lightweight construction competence resolutely broadened
Internet portal as
online knowledge database
Right on time for interzum 2009, Hettich is has created
an information platform for industry, the trades and ar-
chitecture by launching the www.hettinject.com website.
The focus is on functional and connecting fittings as well
as innovative „hettinject“ technology that permits the use
of resource-saving materials.
innovation
T he points in favour of using lightweight panels speak for themselves.
They save resources, are light and give impetus for new design. Yet
despite all the benefits, it takes a while for new technologies to gain ac-
ceptance. Hettich is now treading a further logical path in communica-
tion by launching the new www.hettinject.com website.
The new lightweight construction portal explains which components to
use for intelligent furniture construction. The „lightweight approach to
business success“ is the theme when it comes to new design options
for all areas of the home and work environment. And the technology is
opened up to the technically minded among surfers when it comes to
honeycomb, facing layers and edges. Detailed information on „hettin-
ject“ technology clearly illustrates the many benefits. In the meantime,
the technology is presented as a comprehensive system that can be in-
stalled either by machine or by hand. The lightweight construction portal
also explains in detail how the technology can be used in the trades and
mass production.
The automatable „hettinject“ method provides maximum fastening
quality and process reliability in different frameless lightweight boards,
including ones with very thin top and bottom facing layers. The „hettin-
ject“ bonded dowel provides the capability of attaching standard fittings,
illustrating the future prospects the system promises. Now wider than
ever, the range of fittings caters to a wealth of possible applications.
New capabilities in design, for instance, are provided by the integrated
„hettinject-insert“ carcase connector, the „hettinject-titan“ fitting for
use in frameless wall shelves or the integration of light without visible
cables. The entire website leaves the user in no doubt that in opting for
„hettinject“ it will also be possible to mount new und future hardware
solutions in the same way.
Hettich‘s new Internet portal provides a competent source of informa-
tion that meets the growing interest in lightweight construction. The
new „Lightweight Construction – hettinject Connecting Technology“
catalogue shows that virtually all lightweight construction is possible
with the product solutions from Hettich. It presents the fittings special-
ist‘s product portfolio along with its many fields of application.
Both media make it clear that initial market launches of office, bedroom
and RTA furniture in lightweight construction mark the start of a journey
that leads to the future. And this concentrated package of information
gives all those about to embark on it a sound point of departure for
harnessing the coming trend to their own advantage.
25
 Virtually flush with the surface, the Touch-in
elements leave front looking “handle-free”

26
 innovation

Geba kitchens with trendy Touch-in handles

Quality and design

in a competitive market
The furniture manufacturers Geba
Möbelwerke GmbH in Löhne, West-
phalia, have their sights set on in-
ternational growth. Their know-how
includes expertise in implementing
complete innovative, open-room con-
cepts. These concepts result in strik-
ing solutions that demonstrate Geba’s
ability to interweave kitchen ele-
ments and accessories into attractive
environments for living. The Touch-in
handle is perfect for this approach.
quality management system has been certi-
fied to ISO 9001. Geba kitchens also bear the
“Golden M”, which is awarded by the German
Furniture Quality Association (DGM) after
thorough product testing.
To maintain its high standards, Geba subjects
each load of incoming goods to rigorous qual-
ity controls. Geba also continuously reviews
the agreed supply terms in a continuous dia-
logue with its suppliers. A finely scaled index
system provides information for both sides on
current performance and quality status.
An internal project, Safety, Organization and
Cleanliness (German acronym SOS) creates
the framework for continuous process opti-
mization and quality improvements. The proj-
ect is maintained by a highly-motivated team
of employees who aim for clear goals.
Geba designers were impressed by the Touch-
in handle. “Mounted almost flush with the
panel, it underscores the smooth elegance of
the front. The user can reach in to open the
unit from almost any angle, so that it offers
optimal ease-of-use. And its design empha-
sizes the individuality of the kitchen,” com-
mented Geba’s product management team.
Technical expertise and imagination go hand
in hand when it comes to implementing
ultra-modern design. Fitted with Touch-in
elements, kitchen front panels and furniture
still look like sleek, no-handles designs. The
Touch-in is an innovation that’s in tune with
the lucid shapes and structural elegance that
have become a Geba trademark.
The sweep of unbroken surfaces and keen at-
tention to detail produce furniture of great
harmony and elegance. With its understated,

Q uality and outstanding design is what

this small, but quality-conscious, com-
pany aims to deliver. It already counts among
the established suppliers in the international
kitchen market. Geba aims to be a full-system
supplier of complete solutions and as such,
the company offers its partners a large num-
ber of options to differentiate their products
clearly from competitor products. Exports
account for 97% of sales. Strategic markets
include Switzerland, Spain, France, Benelux
and the UK. The main growth markets are Po-
land, Russia and Greece. Outside Europe, too,
Geba has intensively cultivated contacts for
many years, resulting in furniture orders for
up-market projects.
With innovative products, a well-structured
product range and a very high level of cus-
tomization, Geba is meeting the expectations
of its customers. Through close cooperation
and the high quality of its products and ser-
vices, Geba keeps its ties with customers and
partners strong. Since 1995, the company’s
Geba regularly integrates the expertise of
its suppliers in its innovation process. One
of Geba’s goals was to produce a range with
‘architectural’ kitchen designs that blend eas-
ily into living areas, Geba is making a name for
itself in the world of kitchen manufacture.
minimalist, no-handles design combined with
excellent functionality and haptics. Hettich’s
Touch-in handle more than met Geba’s re-
quirements.
The story behind its development is an in-
teresting one. The original design came from
Pavol Torma a student at the Technical Uni-
versity Kosice/Slovakia. He entered it in the
sixth International Design Award 2007, orga-
nized by Hettich and Rehau, where it placed
first in its class, winning high praise from
the international jury panel. They said, “This
handle element shows excellent functionality,
because it can be opened in different ways.
In addition, it can take on different shapes
to harmonize with the style of the furniture.”
Hettich invested in Pavol Torma’s design and
developed it for mass production. Most re-
cently, the handle won an iF product design
award 2009.

27
 W hen Hettich first presented the idea
of electrically opening furniture ele-
ments a decade ago in its Kitchen Concept
2010, the vision bowled the industry over.
Today, just ten years on, furniture can pro-
vide power-assisted drawer opening. A sys-
tem being developed for side-mounted doors
is almost ready to go into production.

Purist in appearance, the lines of contempo-

rary furniture creations are reduced to the
essential. Wherever possible, a handleless
look is favoured that conceals all manner
of technical sophistication and ergonomic
practicality. Drawers and saucepan pullouts
open automatically in response to a nudge
at any point on the front. A survey among
end-users confirms that the system’s quiet
operation, low activation force and practi-
cally orientated opening behaviour leave no
margin of doubt. The response from consum-
ers is particularly enthusiastic when it comes
easys adds emotional appeal to moving heavily laden pull-outs or waste

Furniture with power

sorting systems.

Technical sophistication as a mark of dis-

tinction

to impress Developed for the high-end segment, easys

sets furniture apart from the broad mass on
the market. Within their product lines, fur-
Technology dominates all walks of everyday life. GPS, air-conditioning and elec- niture manufacturers can use the system to
trically adjustable outside mirrors are just part of the convenience that’s taken for create subtle design differences and practi-
cal highlights. Picking up ideas and filling
granted in the motor-car. Not only providing navigation systems, mobile phones
strategic niches, retailers are provided with
are mutating into all-rounders capable of taking photographs, managing ad- convincing selling points that can be put to
dresses as well as sending e-mail, text and MMS messages. Technology ticks the consumers entering the furniture store with
exacting demands and clearly defined ideas.
boxes if it takes the effort out of everyday chores. When it comes to furniture,
In the showroom, themes and trends can
emotional appeal and convenience are as important as design. easys, the system be staged with maximum emotional appeal
line-up for power-assisted opening, is synonymous with furnishings that give the and a generous pinch of lifestyle. All this, of

home practical convenience and a sense of luxury.

28

course, also goes for specialist interior fit-
ters who, with cleverly devised technology,
are positioned to tempt clients with options
that provide an element of surprise and cre-
ate that must-have factor.
Safe in every phase
Powered by safety extra-low voltage, the
easys system is completely safe to use. The
electric drive unit ensures evenly controlled
movement on opening drawers, pull-outs,
side-mounted and sliding doors. A mere
nudge on fronts is enough to trigger the
opening movement which reliably stops
when slight resistance is met. No electri-
cal assistance is required for closing draw-
ers and pull-outs. Time-honoured runner
technology and Silent System close drawers
and saucepan pull-outs gently and quietly.
Design, convenience, ergonomics, electrification and multimedia networking are at the focus
of “Kitchen Concept 2015”.
Side-mounted doors are also closed by hand
without electrical assistance. If there is ever
a power cut, drawers, pull-outs and side-
mounted doors can also be opened in the
normal way. Where drawers and saucepan
pull-outs are positioned across a corner, they
can be prevented from opening simultane-
ously, and thus from colliding, by fitting a
connecting cable between diagonally oppos-
ing units.
Easy installation
Drawer and runner stay exactly as they are
when used in conjunction the new system.
The electromechanical drive unit only takes
up a minimum of space between drawer and
carcase rear panel. The system requires no
alterations to any of the other drawer com-
ponents or carcase either.
innovation
The system also remains inconspicuous when
used for power-assisted side-mounted door
opening. The electromechanical unit is inte-
grated either in an attractive light panel or un-
obtrusive profile below the top panel. Straight-
forward plug connectors simplify assembly.
The electrification of furniture gives inesti-
mable added value to home environments
and furnishings that appeal to the emotions.
It also provides huge practical benefits that
are predestined for the automated age we
live in. Technically sophisticated furniture
focusing on design and operating as if con-
trolled by magic delights and inspires. It is
precisely this emotional touch that gives
furniture an unmistakable identity. In short,
it makes consumers want it.
An illuminated shelf does a great job concealing
the electromechanical unit.
29
P2O from Hettich responds to fingertips

Handleless beauty
Push to open (P2O) – a permanent favourite among design purists: because anyone with a preference for minimalist looks
wants the enjoyment of furniture fronts in their purest form. More than ever, sleek furniture fronts are regarded as the
ultimate in modern furnishing concepts. Addressing this trend, Hettich has extended the tried and proven P2O for doors
to include P2O for drawers. Hidden out of view, the technology opens furniture fronts in response to a nudge.

T ried and proven for many years on the

market, the Quadro runner can now be
equipped with the push to open system. With
this system, drawers and pull-outs open at
the mere press of a finger, almost silently and
as if by themselves. A special mechanism in
the form of an activator makes this possible.
The activators are designed for long-lasting
furniture. The properties of the Quadro run-
ner‘s proven technology
are left completely un-
affected.
nents. Hettich offers furniture manufactur-
ers a one-piece version. This produces clear
benefits: lean logistics and significantly less
furniture manufacturers. All across the globe
Quadro runners are found in furniture where
top performance matters. Today, the Quadro
assembly work. principle is seen as the worldwide technical
standard in kitchens, living-room and office
The Quadro principle benefits furniture man- furniture, in kitchen appliances and contract
ufacturers and end-users alike. Because the furnishings.
Quadro has made it possible to exploit the
extremely rugged ball-bearing principle for

P2O concentrates on
the essential: providing
a system that performs
with perfection and is
hidden from view. The
fabrication process at
the client remains un-
changed. When fitting
Quadro drawer run-
ners with P2O, there‘s
no need to depart from
standardised hole pat-
terns. What‘s more – in
just the same way as
for doors – the system
manages without the
need for any complicat-
ed additional compo-
Drawers and saucepan pull-outs open at the mere press of a finger,
almost silently and as if by themselves.

30

Quadro Compact: Focus on Convenience
Cool load carriers
Household appliances not only make life easier in the home. They are also a
statement of lifestyle trends, such as healthy cooking and living. Their operat-
ing convenience, intelligent technology, energy efficiency and excellent design
are nothing short of impressive. With the Quadro Compact runner, the luxury of
soft and self-closing drawers featured as standard in the premium-class kitchen
can also be enjoyed in home appliances.
R efrigerators and freezer cabinets have
risen to become design objects that of-
fer a wealth of additional benefits. Multiple-
zone appliances with separate chilling and
freezing zones are complemented by zero-
degree zones that provide ideal conditions
for storing sensitive foods and provisions
with optimum temperature and humidity
control. Being able to use this feature con-
veniently demands the right fitting system.
The Quadro Compact runner with Silent Sys-
tem permits the gentle, quiet and controlled
closure of salad drawers in the refrigerator
as well as freezer-cabinet compartments at
icy sub-zero temperatures. The new runner
is also suitable for warming drawers if these
too are to provide the luxury of silent clo-
sure. The system has no problem whatsoever
coping with extreme temperatures from - 25
°C to + 90 °C.
The concealed Quadro Compact runner not
only bridges different climate zones, but
also offers flexibility in catering to consumer
needs with different lengths and a choice of
mounting options.
innovation
pacity of up to 80 kg, thereby meeting the
demands of different application conditions.
Clearly organised and easy-to-use storage
drawers in refrigerators and freezers belong
to the practical details passionate ama-
teur chefs wouldn’t want their kitchens to
be without any more. Refrigerators are al-
ready on the advance that consist entirely
of drawers. Appliances of this type offer the
advantage of not having to open the whole
cabinet but just one compartment. The re-
sult – better energy efficiency. This is where
runners like the Quadro Compact add the
luxury and convenience of easy opening and
gentle closure.
Developed as a modular system in line with
the design specification, the Quadro Com-
pact is geared exactly to the specific re-
quirements of the consumer: Fully or over-
extending drawer runner, with and without
Silent System, for the freezer, refrig-
erator or warming drawer, for
side or base mounting with
upwards or downwardly fac-
ing brackets.
Quadro Compact drawer run-
ners are designed as a prod-
uct family. This currently in-
cludes the Quadro Compact
FE runner capable of carrying
loads of up to 45 kg, as well
as the Quadro Compact HD
runners with a loading ca-
The Quadro Compact
runner is a reliable
performer whether used for
carrying crispers in refrig-
erators or front pull-outs in
fridges and freezers.
31
Office pedestals for customised use

Beloved workplace
The latest “Erfolgsfaktor Büro” (Success Factor Office) study by bso, the German association for office furniture, seating
and contract furniture, shows that the individual is gaining significance as a factor in furnishing the office environment.
This finding falls in line with the results of investigations by Hettich’s innovation managers. These reveal that although
staff needs are changing, the design of new office furniture only takes account of this in part. Hettich presents ideas
that will bring a new pleasure to working in the office.

to the projections pointing to the future, it also becomes clear

that insufficient consideration is being given to the changing
needs of staff when it comes to designing office furniture.

This thorough analysis of the market has prompted Hettich to

come up with a number of new product ideas that are currently
entering the marketing phase. These take into account the central
conclusion from Hettich‘s market research that the desk pedestal
is an elementary office component that will continue to maintain
its ground. In future, however, the pedestal will be used different-
ly. The reason for this being the recognition that filing is becoming

D esign in the office is defined by a wide range of handleless

fronts and fashionable white. „Push-to-open“ solutions are
heralding the way to the convenient office. A high level of quality
is also reflected in the inner values of furniture. Softly closing
pull-outs and drawers have now become established on a broad
front.

These developments are set to go further. In addition to controlled

self-closure, there‘s also an emphasis on damping that gently clo-
ses open drawers. This is made possible by a soft-closing mecha-
nism integrated in the runner.

The office environment can be seen to provide people working

there with a feel-good factor without putting excessive strain on
the investment budget.

Although these trends are not yet reflected everywhere in the of-
fice world, recognition of the necessary changes is growing. As
the bso study shows, the focus in new and replacement office
furnishings is on ergonomics and health. In addition to this, more
and more companies are using office design and furniture as an
attraction factor in competing for potential staff. The fact that
staff are being involved in decision-making processes more ac-
tively than they used to be shows their needs are playing an in-
creasingly significant part.
In addition to new organisational elements,
A market research project conducted by Hettich‘s innovation ma- the Big Org@Tower provides screening and a
nagers and involving office users, office furniture retailers and sound barrier.
facility managers arrives at the same results. However, in addition

32
 innovation

detached from the pedestal‘s classic storage concept. The focus

is moving towards solutions that meet the individual‘s personal
requirements.

It is in this context that the furniture hardware manufacturer has

taken a closer look at the desk pedestal. Instead of acting as a
simple filing facility, the desk pedestal is predestined for adapting
its inner values to individual needs and providing a constant abi-
lity to change. A deep pencil tray capable of holding 54 per cent
more content provides direct access to storage media, docking
stations, mobile phone, writing pad and much more. The pedestal
drawer is organised by a flexible wavy divider to suit whichever OrgaTank
purpose it needs to serve. Flexibly integrating into the drawer, the
wavy divider broadens the scope for arranging its interior to meet
any organisational change.

Instead of using a cradle, the container’s lower section is orga-

nised along its vertical axis to permit the storage or personal be-
longings. Called OrgaTank, the pull-out holds items, such a break-
time thirst quencher, books, a handbag or briefcase and other
personal belongings.

These product ideas follow the trend that individuality is a top

priority when it comes to designing the work environment. It is
not without good reason that employers are giving staff more
and more opportunities to develop their full potential. Needless to
say, it‘s about improving work efficiency in the office. But there‘s
also an element of the awareness that good people look for good Flexible wavy organiser

conditions in which to work. Hettich makes a small yet important

contribution to making sure they find them.

Pencil tray with 54 per cent more capacity

33
34

ProjectBusiness, the exclusive dialogue and development platform
Worldwide network for architects,
planners and designers
Hettich operates in over 100 countries. Reason enough to create an exclusive dialogue and development platform
for architects, planners and designers. ProjectBusiness provides Hettich with the capability of bringing together major
development partners and users – and opens up new avenues for forward-pointing applications in the many different
walks of everyday life. This makes ProjectBusiness a powerful driver of innovation.
W ith a network of branch offices and
agents in over 100 countries, Hettich
has the right structures for fostering commu-
nication between developers, architects and
users, and turning its own products into inno-
vative solutions with integrated intelligence.
“ProjectBusiness” was set up with the aim of
promoting dialogue between Hettich, archi-
tects and planners. “The idea behind Project-
Business is to generate
interaction – specifically
between idea and imple-
mentation, product and
solution as well as plan-
ner and user”, says Fritz
Prommersberger, Head of
ProjectBusiness, explain-
ing the basic concept in a nutshell, and adds:
“This is the only way our partners can main-
tain, continue developing and broaden their
own particular style of design.”
Integrated intelligence
In cooperation with the industry’s creative tal-
ent, visionaries and masterminds – architects,
planners and designers – Hettich charges
existing design with additional intelligence.
Form, function and materiality are applied
to new fields where they are utilised with a
high level of efficiency. The possibilities of
doing this are virtually boundless and unob-
structed access to planning spaces, furniture
and technology permits new combinations.
“Our product solutions challenge architects
and planners to think that important step
further. This constantly produces new ap-
proaches in relation to all aspects of conve-
nience, handling and design”, says Fritz Prom-
mersberger, explaining how ProjectBusiness
works as a driver of innovation.
Trying out new ideas
Development evolves in direct dialogue. Pro-
jectBusiness works with selected architects,
planners and users to develop new and in-
novative product ideas from the tried and
proven. The result: new standards in function,
convenience and quality of life. For example,
fittings that are predominantly used in the
classic living-room furniture segment open up
completely new application possibilities in of-
fices and shops. Storage solutions that prove
their worth in the kitchen also permit unprec-
edented efficiency in space concepts for the
hotel sector. In addition to this, ProjectBusi-
ness also harnesses international expertise for
Hettich. “Access to different cultures opens
up surprising possibilities. In Asian countries,
new fields of application are being found all
the time that we in Europe may never have
thought of – and vice versa. This way, we can
additionally improve the efficiency of our own
products”, says Fritz Prommersberger.
innovation
Fostering communication
ProjectBusiness is also understood as a com-
munication hub. It is on this basis that Het-
tich provides architects, planners and design-
ers worldwide with support that focuses on
realising their particular visions and targets.
The design centres and showrooms at the ar-
chitecture hotspots of London, Sydney, Pune
and Melbourne take on the function of cen-
tral meeting point within this communication
strategy. Needless to say, competent Project-
Business contacts are available for interested
parties to speak to at local level. They provide
architects and planners with assistance in pre-
paring planning and tendering documents and
a first-class set of samples designed specifi-
cally for this target group. By setting up Pro-
jectBusiness, Hettich is laying the foundation
for taking ideas forward – right through to new
solutions with integrated intelligence.
35
German market leader OBI calls on Hettich expertise

325 branches
refitted
in 14 weeks
In just 14 weeks, the store displays for Hettich products in 325 German branches of OBI, the home improvement chain,
were completely revamped. The shelves were given a completely new look – new communication, new products and an
innovative packaging system. Hettich’s Refit and Merchandising team worked closely with OBI specialists to achieve this
brilliant transformation in the shortest possible time. Hettich partners with OBI not only in Germany, but also in many of
the company’s international stores.

O BI was founded in 1970 in Germany. Its

widespread store network is managed
centrally from the company’s headquarters
in Wermelskirchen not far from Cologne. The
sales network includes not only OBI branches,
but also stores operated by franchise partners
or run as joint ventures. With over 300 home
improvement stores, OBI is market leader in
Germany. The company employs a total of
38,000 people.
The partnership between OBI and Hettich
began over 20 years ago. In the meantime,
the range of Hettich articles sold by OBI has
grown to almost 2,000 different products. In
addition to articles from its own production,
Hettich also supplies some OBI branches with
a wider range of products, including furniture
castors and feet, wheels for outdoor use, felt
gliders and wardrobe rails.
Colour coding specially aligned with OBI’s sy-
stems guides shoppers quickly to the type of
product they’re looking for. Special packaging
variants and presentation concepts are targe-
ted at specific customer groups. Readiness to
commit to business partners results in coo-
perative solutions that fit perfectly into the
holistic OBI concept.
OBI’s expansion began in Germany and soon
resulted in impressive international reach. In just 14 weeks, the presentation of the Hettich
The OBI brand is now established in twelve range in 325 German branches was completely re-
countries as the address of choice for DIY vamped. The transformation was organized and sup-
and home improvement shoppers. In seven ported by (from left) Ludwig Aumiller (Key Account
countries – Poland, Romania, Russia, Czech Management OBI), Dagmar Großpietsch (Sales),
Republic, Ukraine, Hungary and Switzerland Lena Lehmkuhl (Category Management) and Andreas
– Hettich is one of the core suppliers of tech- Hertel (Merchandising).
nical furniture fittings.

The latest project with OBI again shows the

strong support the Hettich Group’s DIY Divi-
sion is prepared to offer its partners. In the
context of terms commonly used in the in-
ternational DIY trade – category partnership,
technology competence & innovation, mar-
keting support and merchandising service –
Hettich helps its trade partners revamp their
sales strategies.

Voit GmbH – operating on the world stage
On the road for Audi
Voit is a wood-engineering company
based in Au in the Hallertau, a re-
gion of Bavaria, Germany. Founded
as a carpentry workshop in 1919, the
company has expanded and is cur-
rently managed by the fourth gen-
eration of the founding family. One
of its core businesses is fitting out
complete facilities, for example, Audi
showrooms around the world. Voit
currently employs 53 people and has
6,000 m² production area.
P roduction is highly mechanized, with
five CNC machines, two horizontal saws
and two edge banding machines. Efficiency
and repeatability are the basis on which the
company outfits Audi dealerships around the
world. For each dealership, Voit produces 100
modules – furniture for the customer zone and
car display area, for the shop, the service and
reception area and for the lounge and cafete-
ria. The material mix includes stainless steel
surfaces, black mdf-board, grey Melamine
and laminated surfaces made of special Audi
paper. Audi’s brand strategy calls for a consis-
tent, easily recognizable, high-value look for
all its dealerships.
Two years ago, Isaria Corporate Design AG in
Oberpframmern, Upper Bavaria, won the con-
tract to design the showrooms for Audi AG.
The design agency, which specializes in indoor
and outdoor POS concepts, took Voit GmbH
on board as the practical partner. Regionally
and internationally, Isaria has worked with
well-known, global companies. The agency
designs systems for space organization, fur-
nishing , information systems, promotional
and window display elements which reinforce
their customers’ brand identity and strategies.
Voit was consulted from the start on design
and detail questions in the preparations for
the Audi bid, so that actual production would
go as smoothly as possible. For example, all
elements had to be designed and manufac-
tured to LGA (Landesgewerbeanstalt Bayern,
a testing and certification body) standards.
Production at Voit is highly automated
The working partnership Isaria/Voit won the
contract in an internet submission process.
service
All the modules in the office area of the Audi
showrooms are fitted with Hettich’s office
Stefan Voit jr. and Walter Steinberger, Hettich
furniture system Systema Top 2000. “We’ve
used the system regularly in office furniture
projects and we’ve always found it very sat-
isfactory,” says Stefan Voit, adding “The func-
tionality, ease-of-use and sophisticated looks
of the interior elements are a perfect match to
Audi’s expectations for its high-performance
office landscape.”
Voit produces all the elements in Oberpfram-
mern and ships them by truck to the Audi
dealerships where they are installed by exter-
nal fitters. When an Audi showroom was in-
stalled in China last year, two Voit employees
travelled to China to train local fitters.
The company can look forward to the future
with optimism; in the next three years all
Audi sales partners worldwide will change-
over to the new showroom design. The quality
workmanship comes from Bavaria.
37
Hands-on „Ideenräume“ concept

Staying at the show hotel

Think globally, act locally – this is how you could describe the concept idea nesses, demonstrates that a well-organised
network of tradespeople and firms are al-
from Warendorf that‘s altogether capable of displaying international format. together in a position to rub shoulders with
Markus Hinnüber is the creative mind behind this marketing idea whose name, those up front in the Champions League of
contract fitters.
“Ideenräume” (Rooms Full of Ideas), is exactly what it says.
And Markus Hinnüber has since perfected

“I deenräume”, explains Markus Hinnüber,

managing director of Ideenräume as well
as man in charge and proprietor of the Kreien-
baum firm of cabinet-makers, “is a network of
75 partners from the trades, retail business,
industry and architecture.” Initiated originally
by Jab Anstoetz and the Fachverband tischler
nrw (Trade Association of Cabinet-Makers in
North Rhine-Westphalia), Markus Hinnüber
has taken just two years to turn the idea into
reality, including an impressive show hotel. As
general contractors, ten cabinet makers from
North Rhine-Westphalia take care of coordi-
nating individual projects. Added to these are
local networks made up of further cabinet
makers and other trades from the building
and finishing segment as well as prominent
industrial concerns, such as Brillux, Dorma,
FSB, Gral, Jab Anstoetz, Kaldewei, Keuco,
Miele, Swarovski, Westag & Getalit AG and
Hettich. Ideenräume, or the one-stop shop
service behind it, is complemented by archi-
tecture firms. “Working together as a team is
better than competing with each other. Be-
cause every cabinet-maker has a different fo-
cus. Some go into the clinic segment. We also
work in this segment because today’s clinics,
with their choice of accommodations, are al-
most designed and built like hotels”, Markus
Hinnüber says.
Ideenräume is the roof under which custom-
built hotel, clinic and office furnishings are
planned and produced. Markus Hinnüber
has been pursuing the idea since he and his
Kreienbaum cabinet-making firm re-designed
all of the interior fittings at the luxurious Le
Mirador Kempinski Hotel on Lake Geneva as
general contractor. “As no one had heard of
Kreienbaum in Switzerland at the time, we
operated under the Jab Anstoetz/Kreienbaum
label. We put in our offer and were awarded
the contract.” This sizeable contract, which
at that time also benefited Warendorf busi-
this idea. His concept is: Service, service, ser-
vice and all from a one-stop shop. “Our cli-
ents want the complete hotel package, from
laying the cornerstone to the Murano glass
chandelier in reception.” And this is precisely
what Ideenräume aims to provide. The cus-
tomer has just one contact person from the
concept phase to the point of completion. “Of
course, you also need a project department
and architects. Any partner that doesn’t have
an architect of its own can take one from the
group. Or thoughts and ideas are exchanged.
It is important for the partners to communi-
cate”, Markus Hinnüber explains.
Ideenräume has its headquarters in Waren-
dorf right next to Kreienbaum. Markus Hin-
nüber purchased the building, a former Team
7 furniture store, in 2007. It is here that the
cooperation partners have created a unique
stage and showcase that addresses all the
senses. Occupying an area of 950 m², a presti-

38
 service

“Ideenräume” is presented on 950 m2 of floor

space as a fully functional first-class hotel

gious lobby, conference rooms equipped with

centrally controllable system technology, a
bar, a professional kitchen, standard hotel
rooms as well as 4 and 5-star suites make the
exhibition a fully functioning first-class hotel.
Customers enter the show hotel on a red car-
pet, stay overnight in the suites where they
can pamper themselves after attending pre-
sentations. With in-room espresso machine,
home-cinema size TV screen and whirlpool
in the bath tub, there’s nothing to stop them.
The lighting concepts in the rooms and sani-
tary areas are not only multi-functional but
also create moods to make hotel guests feel
at home in. Nothing is left undone when it
comes to firing the imagination of the inves-
tor or hotelier in terms of hotel outfit. In addi-
tion to the permanently changing and evolv-
ing show hotel, there’s a product and material
library that’s always up to date. This makes
it possible to look up materials, decorations,
furniture and appointments.

Ideenräume focuses on privately run hotels

with a 4-star rating and higher. “Furnishing a
5-star room with us costs 7 69,000 from the
building shell stage and includes the bath-
room. Because quality ‘made in Germany” is
our benchmark. We are unable to offer prices

39
significantly below this level. Anyone who
does is likely to be from Eastern Europe and
will not infrequently cost work at the expense
of quality”, Markus Hinnüber lets on.
Every partner is called upon when it comes
to attracting new business. “Because contacts
come through the partners all the time. Some
are highly committed, some do nothing – al-
though they should have an interest in show-
ing commitment”, Markus Hinnüber explains.
We only use products from partner companies.
“But I can give no-one any guarantee they’ll
get orders. Every partner must stand behind
Ideenräume”, Markus Hinnüber says. Work-
ing together as a team, the network naturally
provides mutual benefits too. And there are
many different ways of working together: not
only within the network but also, for example,
among companies from industry.
Contracts govern the way partners work with
each other. For Markus Hinnüber, it’s not
about clauses but about providing succinct
and clearly worded contracts. Partners pay
monthly contributions and appoint the su-
A comprehensive lighting concept ensures
that guests feel at home.
40
perlative-class show hotel, including sample has been asked by the partners to become
library. Each partner is able to use the show managing director on a full-time basis.
hotel. The general contractors have a key, the
others agree a date. Needless to say, events The concept meanwhile sells itself. It is a
and conferences can be held there as well. prime example of how systematically building
Any anyone interested can, of course, also up services can open up new market oppor-
drop by on the spur of the moment because tunities. Partnership, cooperation as well as
reception is staffed from 8 a.m. to 6 p.m. the joint use of business-sourcing, marketing
and sales channels are showing to be an in-
Hettich has been supporting Ideenräume for teresting and model solution – as Ideenräume
just under a year. For Markus Hinnüber, this impressively demonstrates.
partner is a locomotive. “Hettich is interna-
tionally positioned and internationality is our
goal.” Because what began with the Mirador
in Switzerland is growing all the time. “Our
contacts even go as far as Dubai”, Markus
Hinnüber justifiably reports with pride. “A
German architect with a network of over 500
architects wishes to set up a showroom in
Dubai. A consortium in Austria is showing in-
terest in just the same way as interested par-
ties from Switzerland who would like to im-
port Ideenräume.” However, as initiatives like
this cannot be turned into reality simply in
passing, Markus Hinnüber, who invests a good
deal of time and commitment in Ideenräume,
 service

Simon Möbel builds furniture for ship cabins on the Celebrity Solstice

Ocean-going giant offers

comfort in a class of its own
The Celebrity Solstice is the largest cruise liner ever to be built in Germany. The
ship has 1,426 passenger cabins providing comfortable accommodation for 2,900
passengers. Measuring around 317 metres in length, the luxury liner built by the
Meyer shipyard in Papenburg for the American shipping company Celebrity Cruises
in Miami is about as long as three football pitches. The floating palace has a width
of 36.8 metres. With a GT (gross tonnage) of 122,000, the Celebrity Solstice is one
of the world’s largest cruise ships. Simon Möbel GmbH in Quedlinburg played a key
part in fitting out the luxury liner’s elegant interior.

Q uedlinburg-based Simon Möbel GmbH

can look back on a 165-year company
history. Heinrich Simon founded the joinery in
1840 that Dr. Ludwig as well as Matthias and
Michael Simon run today in its sixth genera-
tion. The old-established business has devel-
oped into an efficient and highly productive
company employing some 60 staff. For the
three brothers who share the management, it
Matthias Simon, Dr. Ludwig Simon, Michael
Simon (all managing directors), Jörg Feige,
sales representative, Hettich Furn Tech
is quality craftsmanship, reliability and flex- (from left to right)
ibility that are responsible for the company’s
success.

41
Using cutting-edge machinery on a produc-
tion area of around 6,000 m², the company
makes bespoke contract furnishings for the
hotel, clinic and shipbuilding segments. In re-
cent years, fitting out ships has had a positive
influence on the way the company has devel-
oped. “We have been working with the Meyer
shipyard in Papenburg on a successful basis
since 2001. As a result, around 50 per cent
of orders by 2010 will come from the cruise-
liner shipbuilding segment”, says Dr. Ludwig
Simon, drawing a balance.
The latest result of this close cooperation is
the contract to equip 1,356 cabins with fit-
ted furniture and 1,356 wet units with bath-
room furniture on the Celebrity Solstice that
was handed over to the cruise line in October
2008. Simon Möbel also fitted out many cab-
ins and wet units with high-quality furnish-
ings on the sister ship, the Equinox that was
also completed this year. The construction
team in Quedlinburg prefabricates all of the
interior fittings for the luxury liners so they
42
can then be assembled and installed on site.
“Through the Meyer shipyard, we now work
on projects for a variety of shipping compa-
nies. Our job is to turn ideas into reality with
precision and in first-class quality. Our exper-
tise is in demand, particularly when it comes
to complex details”, Michael Simon explains.
With a speed of over 24 knots (approx. 51
mph), the mighty mega liner cruises the Ca-
ribbean in winter and the Mediterranean in
the summer months. The ship’s stylish interior
shows lavish attention to detail with modern,
sleek lines far removed from the Grand-Hotel
atmosphere of a bygone age. The large and
elegantly furnished cabins offer guests the ul-
timate in comfort. This includes the practical
storage space that Simon Möbel has equipped
with the Top Line 110 sliding-door fitting as
well as various ball-bearing pull-outs from
Hettich for practical convenience. This pro-
duces a perfect combination of aesthetic
beauty and functional practicality that was
demanded for seamlessly meshing classic el-
egant cruises and modern lifestyle. Matthias
Simon: “We enjoy a long-standing partner-
ship with Hettich. It’s the know-how as well
as the quality of products and service we’ve
come to appreciate over the years.”
In addition to fitting out ships’ interiors, Si-
mon Möbel’s portfolio is complemented by
the hotel and clinic segments. The Maritim
Hotel Company and Steigenberger Hotel
Group are among the reputable interior fit-
ter’s clientele. The list of reference projects
includes seminar and conference rooms, re-
ception areas, patient’s rooms and check-in
counters for hotels and clinics.
Current highlights on the Quedlinburg inte-
rior fitter’s reference list are the Equinox and
the Celebrity Solstice that give a whole new
definition to the legend of floating palaces.
Because over 2,000 m² of real lawn inviting
passengers for a game of golf, bocce and
cricket or simply to picnic on the high seas,
the gigantic theatre hall, the fitness studio
 service

overlooking the sea and the “AquaClass” cab-

ins with their own balconies and unrestricted
access to the “Relaxation Lounge” for spa
enthusiasts convey a modern lifestyle that
clearly sets the ship apart from the ever-
growing number of cruise ships nowadays
sailing the seas. Standing out from the crowd
is also the philosophy at Simon Möbel GmbH.
This includes unique and creative ideas as
well as strong and efficient partners.

The interior furnishings onboard the

Celebrity Solstice are modern and sleek,
showing meticulous attention to detail

43
Kitchen furniture industry in China
Road show airs
trend know-how
Shanghai, Beijing, Chengdu and Guangjou were the venues for the programme Hettich China had organised for its cus-
tomers. China‘s „Who‘s who“ of the Chinese kitchen furniture industry and the trade press came together in the confer-
ence hotels from 10 to 14 November 2008 to discover everything that‘s worth knowing about the latest trends and new
fittings from Hettich. Guest speaker was designer Thorsten Rosenstengel, proprietor of the „by form“ design company in
Bielefeld.
T he themes covered by the road show were
many and varied. Current trends on the
colour, shape, surface and material front
were discussed in particular detail. The Inno-
Tech drawer system and the ProDecor handle
collection, for example, provided the basis
for discussing ways of applying them to in-
dividualise furniture. In the trend forum, the
new ProDecor handle collection met with a
particularly positive response with its con-
vincing interpretation of trends borrowed
from architecture as well as the world of
car-making, fashion and art.
The various stages in Thorsten Rosensten-
gel’s career at Poggenpohl, Wellmann and
Alno grabbed the attention of his Chinese
audience. He competently spoke about trend
issues as well as other factors that play an
important part in the purchasing decisions
of kitchen buyers, such as the quality of
kitchens.
The presentations were delivered to a highly
confident audience. The endeavours clearly
visible on the part of some kitchen manufac-
turers to build up their own brands under-
score their focus on marketing. Many Chi-
nese kitchen manufacturers also see quality
as a crucial mark of distinction in the face of
growing competition. On top of this, Chinese
44
kitchen manufacturers, who keep the time
for marketing new products extremely short,
attach tremendous importance to flexibility.
attracted particular interest from the high-
end segment now slowly becoming estab-
lished.
Several new ranges a year from a manufac-
turer are seen as nothing usual. Summing up these four events, it can be
said there is great interest in information on
Other subjects, such as compressing car- new trends, and the options of using fittings
cases, were also discussed at length. Given to apply these trends to kitchen furniture.
the huge distances that need to be covered Many of the ideas and suggestions from Het-
within the country as large as China, carcas- tich met with keen interest and led to some
es tend to be delivered dismantled, with the intensive discussion, fully enabling Hettich
final stage of manufacture being moved to to live up to its reputation as a competent
the point of assembly at the consumer with supplier and service partner to the kitchen
limited quality control. industry.
In terms of furniture technology, more and
more Chinese manufacturers of high-qual-
ity kitchens are adopting the international
standard. The single-wall MultiTech steel
drawer is seen as an interesting gateway Thorsten Rosenstengel, designer and
to Hettich quality. There is growing demand proprietor of the byform design company
in the high-end segment for double-walled
InnoTech drawers with the many different
design options they provide in the form of
decorative profiles and TopSides. And as far
as hinges are concerned, the broad range of
applications that are possible with Intermat
hinge leaves no margin of doubt. Product
information on the “sensys” hinge with in-
tegrated soft-closing system as well as the
electro-mechanical “easys” opening system
 news

„mosys“ drive system at Colchón Star

Trading up with perfect technology

The Spanish company Colchón Star has been specialising in developing, manu- pliers to hold certification and be in posses-
sion of all product certificates”, Beltrán says,
facturing and selling relaxation furniture for over 40 years. At its headquarters
adding: “We expect them to display a com-
in Vinalesa near Valencia it employs 140 members of staff. Production covers mitted involvement in developing products
and provide the necessary training for our
metal and wooden bed frames as well as slatted bed bases which, together with
staff with a view to product models.”
various mattress systems, are sold right across Spain. The “mosys” drive system
Business relations between Hettich and
from Hettich Franke brings convenience to adjusting bed surfaces.
Colchón Star are considered exemplary. Toni
Beltrán sums up: “Our products are the result

T o satisfy the growing demand for comfort

and convenience, Colchón Star has includ-
ed electrically adjustable beds in its range.
Toni Beltrán, head buyer at Colchón Star,
states the reasons for working with Hettich:
“We needed an experienced and extremely re-
liable partner for developing the range. Het-
tich met these re-
quirements so were
able to develop the
line of beds jointly.”
And Toni Beltrán points out that the “mo-
sys” drive system benefits from efficient mo-
tors, high response speeds and the ability to
of bringing together prototypes from both
companies. We thoroughly test all improve-
ments Hettich makes to the “mosys” drive
change system components quickly and eas- system before including them in our products.
ily. As a result, adding electrically adjustable We have worked hand in hand virtually every
beds to the range is also paying off in the cur- step of the way.”
rent crisis. Beltrán: “The crisis also brings op-
portunities. We make high-quality products
and provide outstanding service. We will also
be re-defining our product range to stand our
ground on the market.”

But the first step is
always the hardest.
The original system
from Hettich had
to be changed. The beds from Colchón Star
differ from solutions commonly found on the
market in terms of frame strength and opti-
mum frame adjustability. Mounted on top of
the frame there’s also an additional level that
provides greater stability. This meant that
attachment of the drive system had to be
adapted to the space between the slats and
other system components. Beltrán: “Taking
account of all these factors wasn’t easy. But
cooperation between the technical depart-
ments is meanwhile so good that the initial
problems have been resolved.”
Plans include a new design of metal beds
as well as the introduction of an electrically
adjustable bed with an aluminium frame. In
addition to manufacturing sprung mattresses,
the range of viscoelastic mattresses is being
extended by new materials. “The new prod-
ucts aim to set milestones in this difficult
time”, Toni Beltrán says.
Colchón Star is doing all it can to resist be-
coming involved in a price war. The company’s
philosophy sets other goals: “We cultivate our
brand image and believe in safety and qual-
ity”, explains Toni Beltrán.
Colchón Star has long held certification under
ISO Standard 9001. “We also require our sup-

45
 Hettich demonstrates the benefits of modern
hardware systems to owners of old kitchens

Focus on
veteran kitchens

Some nine million kitchens in Germany are over 15 years old. In terms of ergonomics and organisation, modern kitch-
ens are streets ahead. Reason enough for Hettich to apply an all-embracing concept and raise consumer awareness for
the benefits of a kitchen that’s equipped with modern fitting systems and sensibly organised to satisfy ergonomic
principles.

T he new “Intelligent Kitchens – Not Born

Yesterday” film immerses the viewer into
two different kitchen worlds. It shows two
women baking a cake. Whereas one of them
slaves away in the kitchen from the 80s, the
other enjoys the convenience of a contempo-
rary kitchen. “Taking a tongue-in-cheek ap-
proach, the film demonstrates it’s worthwhile
investing in high-quality kitchen interior fit-
tings that make ergonomic sense”, says Elke
Meyer, head of kitchen/bathroom marketing.
“Because while one is still battling with the
inadequacies of her old kitchen, the other al-
ready has the job done. She even has time to
play fairy godmother and iron out deficits of
the old kitchen.”
Launching the website for optimum kitchen
planning in February 2009, Hettich has made
a further step towards the consumer. As part
of an all-embracing approach, a place has
also been made for this topic in the Hettich
Forum. “A kitchen without modern hardware
technology gives visitors the opportunity to
find out and even test for themselves the
differences optimised kitchen fittings make.
Using a decibel meter, for example, they can
measure the noise that’s produced when a
door is shut without soft closure. It’s not un-
usual for 80 decibels to be reached, which is
equivalent to the level of noise that’s heard
just 25 metres away from a busy motorway”,
Elke Meyer reports.
Focusing on this subject, promotional mate-
rial, such as flyers, displays and newsletters,
will be available for kitchen manufacturers
and kitchen retailers to use in their commu-
nication with owners of old kitchens with the
aim of whetting their appetite for a kitchen
that offers significantly more convenience.

46
 service

Hettich France at new site

New company base in

Montévrain permits expansion

Hettich France, one of the group’s first subsidiaries set

up abroad, moved to Montévrain in the Marne-la-Vallée
region on 1 June 2009. Hettich France had been operating
from Bonneuil-sur-Marne for 34 years. Plans for a new
prestigious showroom as well as expansion of the Hettich
Academy had made the move necessary to the “Ville Nou-
velle” (new town) some 30 km to the east of Paris.

The new premises of Hettich France in Montévrain

C ompleted in 2008, the building in Mon-

tévrain has three floors each providing
600 m² of floor space. Marne-La-Vallée Uni-
versity, Disneyland Resort Paris, shopping cen-
tres as well as the administrative headquar-
ters of internationally renowned companies
are among the immediate neighbours. Hettich
France moved into its new prestigious home
on the 2nd floor on 1 June 2009. Two hundred
square metres accommodate the showroom,
including the Hettich Academy. The remainder
is occupied by offices, conference and training
rooms. All offices as well as the meeting rooms
are fitted out with lightweight furniture based
on hettinject technology. “This gives our cus-
tomers the chance to experience innovations
from Hettich in practice when they come to
see us”, explains Hettich France’s managing
director Stefan Kükenhöhner. The Magic light- The staff at Hettich France
ing system and ProDecor handle range have
been used throughout the offices.
ten minutes or so away by TGV, makes the worldwide, the Project Business section gives
The new Montévrain site belongs to the Paris new site convenient to reach for French and the showroom defining highlights. Within the
Marne-la-Vallée region’s urban development foreign business partners. The hotel capacities showroom, Hettich Academy also plays an
zone that was set up in 1972 as the “Ville available close by provide sufficient overnight important part. Its future function will be to
Nouvelle” (New Town). Montévrain is directly accommodation. make know-how accessible as a knowledge
linked to the A4 motorway and is located in the platform. Customers, business partners and
immediate vicinity of the A104. Its beneficial The new showroom was inaugurated in Sep- internal staff are to be provided with wide-
infrastructure also includes the Val d’Europe tember. The Kitchen and Bath, Residential, Of- ranging opportunities to benefit from the
railway station with its urban and fast train fice and Professional divisions are generously international group’s expertise in theoretical
links as well as direct TGV connection. Finally, represented with their innovative products. and practical training activities and presenta-
its proximity to Charles de Gaulle Airport just Serving architects, designers and planners tions.

47
 Photo: Guido Cantani

Baltic Yachts: Better yachts with hettinject

The art of boatbuilding

Baltic Yachts, Bosund/Finland, is among the world’s leading boat builders, building unique, customized yachts up to 60
metres long. Their successful philosophy creates boats which are as perfect for cruising as they are for racing. Since this
demands a lightweight structure, the company is now using hettinject to simplify the production process for lightweight
interior fittings.
Photo: Marco Moog

48
 news

F rom the very start, in 1973, Baltic Yachts’

philosophy has been to build sailing boats
that are lightweight yet at the same time
both rigid and extremely robust. This produc-
es a boat that is perfect for both short sailing
trips and extreme racing. The company and its
production facilities are located in the town
of Bosund on the west coast of Finland. Early
on they were involved in serial production of
sailing boats between 9 and 15 metres (30 and
50 feet). In recent years the trend has moved
more towards making larger “one-off” boats,
with each boat being uniquely constructed.
Photo: Guido Cantani
they might well come back and trade up to
a larger boat. The boats from Baltic Yachts
are also extremely fast, thanks to their light-
weight structure. Early on, the hull and deck
were made using balsa and polyester, but
these days they mostly use carbon fibre and
Kevlar, which also permit an even more rigid
structure. The boat’s interior is also designed
in such a way as to save excess weight. The
bulkhead low in the boat is constructed using
different types of lightweight spacing materi-
al. This means that the material has a foam or
cellular core that imposes particular require-
is an innovation for Baltic Yachts, they have
worked together with Hettich Scandinavia
for a long time. They have been using Het-
tich’s ONI hinges for many years, for example.
“We always look for the best supplier for each
project,” says Bengt
A philosophy of quality and the use of the
latest materials and techniques are part of
Baltic Yachts dedication to giving their cus-
tomers exactly what they want. Their luxury,
high-performance yachts are a yacht owner’s
dream.

Photo: Baltic Yachts

The focus is on the customer‘s specific requirements whatever the type of boat Ingmar Sundqvist fitting hettinject in a wardrobe door
in the cabinet-making workshop at Baltic Yachts

The company also standard moulds for semi-
customized boats between 15 und 20 metres
(50 and 66 feet). All the boats are take the
customer’s specifications into account. Up to
now, the yard has had the capacity to build
boats up to 60 metres, but construction has
just finished of a brand new production facil-
ity (opened November 2008) in the harbour
of Jakobstad (Pietarsaari) in Finland. This will
permit the building of even bigger boats, as
well as offering waterside servicing of sec-
ondhand boats.
The company occupies a unique niche in the
Nordic region – combining cruising and rac-
ing in one large yacht. It is represented by
dealerships in the Nordic region, Europe and
the USA. The strongest market areas are cur-
rently Germany and the Mediterranean coun-
tries. Customers are often private individuals
with a great passion for sailing who want to
realise their dream. Often they produce their
own sketches and then work closely with
production in selecting materials and actu-
ally developing the boat. Several years later
ments when it comes to installation. The sur-
faces are also often small, which means there
is little space for screwing and fastening.
But now Baltic Yachts has switched to using
Hettich’s hettinject installation. It makes the
production process simpler and more flexible,
but maintains the necessary high level of reli-
ability. Previously it was necessary to decide
as early as the blueprint stage on the precise
locations for all installations, for example
mountings and electrical components. Then a
special material was inserted at these points
to provide a site for securing the installations.
“The new hettinject has been a lifesaver for
us, making our work much easier and saving
time too. With hettinject, it is much easier
for us to make adjustments to the interior
during the final stages. hettinject also inge-
niously allows different lengths depending on
the location of the installation,” says Bengt
Östman, joinery foreman and the person at
Baltic Yachts responsible for wood purchas-
ing. The first boat, a 78-footer, in which het-
tinject was used for producing the interior,
has just been completed. Although hettinject

49
 news

Benson Industries Ltd. believes in InnoTech and Quadro

Passionate about precision

This sums up Benson Industries’ philosophy. With its headquarters on Vancouver Island in British Columbia/Canada,
the manufacturer of high-quality kitchens sees itself as a trendsetter on the domestic market. Ranging from modern to
classic, the company manufactures kitchens used by architects to equip their high-end residential construction projects.
In addition to Canada, we have kitchen installations in areas as diverse as the USA, Russia, China and Japan.

P recision and innovation have been the

cornerstones of the company since it was
founded in 1976. What started out as two-
man craft business has today grown into an
ultra-modern operation manufacturing cus-
tomised kitchens on a mass-production basis
with cutting-edge, computer-aided technol-
ogy. In 1981, as the first regional manufacturer
to do so, Benson Industries decided to include
European-style frameless kitchens in its prod-
uct portfolio.
“Most people in British Columbia own a Ben-
son kitchen. Other kitchen brands are less in
demand”, says Paul Benson not without pride.
Since 2000, the kitchen manufacturer has
been focusing on the segment of customised,
high-quality kitchens for exacting residential
building projects. Accompanying this devel-
opment, the kitchen furniture manufacturer
decided in favour of the InnoTech drawer
system.
“We opted for the InnoTech drawer system
with Quadro runners because this system is
unique in the options it provides for setting a
mark of distinction in the various quality seg-
ments within our product range. For instance,
the Quadro drawer runner allows us very easi-
ly, and without altering the drawer, to change
from part to full extension with Silent Sys-
tem. This saves considerable process costs in
production”, Paul Benson explains. “On top of
this, InnoTech is a high-quality drawer system
which is why it is used in our top-segment
kitchens.”
In addition to precision and quality, Benson ber goes to local greenhouses where it’s used
Industries takes ecological aspects very seri- as fuel. Benson uses an in-house system to
ously. True to the principle of “thinking glob- recycle all solvents.
ally and acting locally”, the kitchen furniture
manufacturer tries to minimise harmful im- For a company that’s so committed to pre-
pacts on the environment. Waste is recycled serving the environment, hardly any other
wherever possible. Scrap paper, cardboard supplier could have been taken on board than
and metal are all recycled locally. Waste tim- Hettich. Holding certification under EMAS,
the Environmental Management and Auditing
Scheme, the supplier and its InnoTech drawer
system fit in perfectly with Benson’s environ-
mental efforts.

The company founder is known for his pas-

sion for precision. This profile goes well with
the performance, efficiency and quality of
the fittings manufacturer. Benson Industries
is proud of having Hettich as a partner that
makes it possible to plan long-term growth
and success.

50
Tendances Concept, Canada – reinventing the kitchen

New showroom
for Montreal design area
For 30 years, the name Tendances Concept has stood for individual, high-end
kitchens and bathrooms in Quebec, Canada. The manufacturers’ signature
phrase “reinventing the kitchen” sums up their confidence in their ability Facts and figures
and commitment to deliver highest quality in design and installation. Their
Tendances Concept employs 72 people
showrooms in Saint-Jérôme and Montreal offer one example after the other of in its two factories with over 5,500 m²
how excellent design – both traditional and modern – married to high-calibre (60,000 square feet) production area. 18
kitchen designers advise customers in the
technology can create living spaces which exude a feeling of well being. Much two showrooms. 20 kitchen fitters install
of the high-quality kitchen hardware comes from Hettich. the units in the customers homes. There
are 10 employees in the administrative

T endances
Concept re-
cently opened a
new showroom in
the heart of Mon-
treal’s designer
district. Here too,
the company’s
quality philosophy is strikingly obvious – with
a team of advisors trained to listen intently
and interpret customer wishes exactly, pro-
viding exclusive product quality, reliable on-
time delivery and perfect after-sales service.
The company is not overly worried about
how the high-end kitchen market will fare
in the current financial crisis. “At the mo-
ment we aren’t too concerned. We have a
customer reference list going back 30 years
and we trust this will be defense against de-
clining sales,” they say. Something else that
encourages their optimism is the fact that,
“Over the past three years, we’ve seen de-
mand in Quebec for kitchens in traditional
design staying constant and growing inter-
est in modern kitchens.” They can quote high
praise from customers, with testimonials that
speak of expectations exceeded, professional-
ism, courtesy and outstanding service. “We’ve
learnt to listen, to understand what our cus-
tomers want and to implement their special
wishes in our own cabinetry workshop” says
the 18-strong designer team.
The company’s suppliers must comply with
its quality criteria. The management’s com-
ment on Hettich emphasises their satisfaction
“Hettich is professional. That suits us. Hettich
products are high quality and innovative. The
benefits we get from using Hettich products
come from their reliable functionality and
from its wide offering of high-quality prod-
ucts. Last, but not least, the punctual deliver-
ies fit our workflows perfectly.”
The quality of the kitchen fittings is evident
not only in the kitchens and bathrooms on
display, but also in regular cooking events.
“We enjoy welcoming our loyal customers as
our guests at these shows. Francas, our cook,
offices. Tendances Concept supplies the
mid-range and high-end project segment
with top prices of up to 300,000 Cana-
dian dollars (around A 185,000). In a
new partnership with Hettich, Tendances
Concept will be developing new and ex-
citing kitchen concepts to meet the high
expectations of its customers.
gets together with our guests to prepare their
special menus. Everybody always has a won-
derful time. Building and maintaining good
customer relations is top priority with us at
Tendances Concept.”
The company spares no effort to differentiate
itself from the competition. An inherent drive
to innovate leads to continuous improvement
in its outstanding product quality, exclusive
design and perfect service. The new show-
room in Montreal suggests that expansion is
the order of the day. The reinvented kitchen is
firmly on course for success.

51
World design capital 2010
Seoul concentrates
on future design
Registration by around 300 students to take part in the 2009 International Design Award (IDA) organised by Hettich and
Rehau motivated Hettich Korea to create an additional presence for the subject. Hettich Korea was also on show at the
graduation exhibition at the Samsung Arts & Design Institute (SADI) which showed the works of 29 students. SADI is one
of the universities participating in IDA 2009.
T he Samsung Art & Design Institute was
founded 13 years ago by the Samsung
Group of Companies as a design school for
talented students. The three-year course
covers all disciplines from the principles of
design to design practice, including spe-
cialisation in communications, fashion and
product design.
Last year’s graduation exhibition took place
on 30 October at the SADI Gallery in Non-
hyun-dong, Seoul. Guest speaker was Prof.
Dr. Peter Zec who has headed the North
Rhine-Westphalia Design Centre since 1991
and is also initiator and internationally famil-
iar promoter of the renowned red dot award.
In his presentation, he recalled to mind that
SADI students had received the “best of the
best” red dot concept design award three
years in succession, producing no fewer than
52
14 prize winners in 2008 alone. This is a
record-breaking achievement of any single
design school or even any country.
As this graduation exhibition’s vision of the
future coincides with the theme set for IDA
2009, Hettich Korea devoted much attention
to this aspect. Participation in the exhibition
A further guest speaker was Lee Soon In, Di- has opened up new perspectives for Hettich
rector of the Seoul Design Center. He empha- Korea in the context of its design-focused
sised that design is seen as a true driver of work.
growth. In this context, it is of significance
that Seoul has been nominated as the 2010
world design capital.
Following the official speeches, the 29 stu-
dents presented their graduation pieces.
The central graduation theme was “e-office
2013”. The exhibits were impressive because
the way the students see it, office work
should be more convenient in the future. The
various themes focused on furniture design
just as much as electronic equipment for the
digital office in five years’ time.
 news

Brand leader Sanicoc in Columbia

A picture book story

South America is geared towards European kitchen trends too. The best example is Columbia’s brand leader Sanicoc.
Specialisation in kitchens and an undivided partnership with Hettich provide the competitive edge. The company’s history
also proves once more that the iron will to succeed and family tradition are good recipes.

O riginally, Rafael Vargas comes from an

Andean village in the north of Colum-
bia. At the age of 20 he moved to Bogota. He
gathered his vocational experience during the
first six years at various companies. He and
his wife then took the plunge and started up
their own business. Despite little seed capi-
tal, the two of them and three members of
staff succeeded in specialising in „all things
kitchen“.
The 80’s changed life for Rafael Vargas. The com-
pany he set up was named Sanicoc, the reverse
spelling of Cocinas which is the Spanish for kitch-
ens. Specialisation, in fact, produced some im-
pressive growth. In next to no time, the company
had caught up with Columbia’s brand leaders on
the kitchen market.
The energy behind everything comes from the
family. The company founder’s eldest son, Ju-
lio Vargas, has since taken over as manager. His
brothers Fabian Leonardo and Rafael jr. also have
a share in the responsibility. Their wives and many
other members of the family belong to the team
which today numbers some 100 employees. Pro-
duction floor space has grown to 5.000 m². The
shipping department covers an area of 300 m².
Two company-owned goods vehicles are avail-
able for the logistics.
last year is also evidence of the advance from car-
penter’s workshop to industrial operation.
The activities geared towards perfection in pro-
duction are reflected in the products. In the
search for quality-assuring suppliers, Fabian
Leonardo Vargas got in contact with Hettich do
Brasil back in 2006. The resultant connection
to Hettich FurnTech now influences all areas of
kitchen production.
“Sanicoc works exclusively with Hettich prod-
ucts”, confirms managing director Julio Vargas
and adds: “The decision in favour of Hettich in
2006 was a turning point. It made our kitchens
competitive across the globe. Our business and
personal relationship with the Hettich team also
gives us the feeling of being part of Germany.”
Today, Sanicoc sees itself as the No. 1 on the
Columbian market. This leading position also be-
comes clear in the company’s local presence. In
Bogota there’s a showroom with a display area
of 1,200 m² on three levels. Cali has a showroom
covering 96 m². Further sales showrooms are
planned for Cucuta, Cartagena and Bucaraman-
ga. Hettich is involved everywhere with market-
ing support and technical selling points. “All this
is not just a tremendous help to our own staff in
sales but also convinces our customers they are
buying the best product from a technical point of
view”, Julio Vargas says.
Sanicoc is setting the standards in Columbia. In
the face of major competition, the Vargas Family
has managed to work their way to the top. For
company founder Rafael Vargas, a dream may
have come true that he probably had when he
came to Bogota at a young age. For his sons, it’s
now a matter of defending the role of being first
choice and continuing to grow. They are on the
best way.

Sanicoc attaches priority to ensuring that tech-

nology and production processes are at all times
state of the art. Certification under ISO 9001:2000

53
At the top after ten years

“Maria” sets trends in Russia

“Maria” has only been making kitchen history in Russia for ten years. With modern production facilities and administra-

tive headquarters in Saratov on the middle Volga, the kitchen manufacturer sells it products through its own marketing

channels. Thirty company-owned stores and around 290 outlets in Russia and the CIS states sold around 25,000 indi-

vidually planned kitchens last year, making it a major force in the market. As a preferential partner, Hettich supports

Maria with quality products and intensive know-how.

F ollowing continuous growth, “Maria” has

become one of the best known furniture
manufacturers in Russia. The factory opened
in 1999 in Saratov is one of the most modern
in Russia, with wood processing machinery
from leading Italian and German suppliers. The
furniture is manufactured to the very highest
standards using state-of-the-art technolo-
gies, with the list of supply partners on the
company website including leading European
companies. Maria also highlights its environ-
mental impact information as a decision aid
for consumers. Among the furniture compo-
nents featured on the website are Hettich’s
InnoTech drawers and Intermat hinges.

Maria showroom in Saratov

54

Evgeny Mihailenko, Manager of the Kitchen &
Bath Division at Hettich Russia
Efim Kats, General Director of the “Maria”
furniture factory emphasizes: “The harmony
of design and functionality is what character-
izes high-calibre kitchens. This is one reason
why we prefer Hettich products, because with
them we can create true masterpieces. We
thank the Hettich team and we are certain
that the unique kitchens we’ve developed to-
gether will give our customers many years of
enjoyment.”
Maria’s great success, with annual sales
growth of between 50 and 60%, comes via
a widely distributed, centrally controlled
network of kitchen studios. The company is
now represented by a total of 290 dealers in
140 towns and cities; 30 of them carry the
“Maria” name. Wherever they are, the broad
network of kitchen studios sells individually
planned kitchens that meet European stan-
dards. They also offer electrical home appli-
ances and tables and chairs.
Maria sees direct contact with prospective
kitchen buyers as the key to success. The cus-
tomer calls the tune because the customer
pays. In the company’s experience, custom-
ers set store by quality and comfort. They also
value expert advice to help them make a good
decision.
With this in mind, “Maria” takes advantage
of every opportunity to top up the expertise
of its kitchen planners and sales staff. They
have found that an excellent way to achieve
this goal is to call on the specialist know-how
of the company’s suppliers. Last year, joint
campaign staged a series of regular seminars,
news
Main entrance to the showroom in Saratov Efim Kats, General Director of the „Maria“
furniture factory.
the first phase of which was for training staff
from the network of kitchen studios in Mos-
cow.
Over 80 kitchen planners from 19 “Maria”
showrooms took part. The stated goal was
to boost earnings per kitchen through sales
of extra accessories from the Hettich range.
Course participants learnt how to promote
the attractiveness of interior organizers for
drawers and damping for Intermat hinges.
To monitor the effect of the training once
the planners were back on the job, attractive
prizes were offered to the sales reps who sold
the most Hettich products. To increase com- pand the project beyond Moscow to include
petitiveness, sales staff were rated monthly kitchen studios in other regions of Russia.”
with the winner receiving a Samsung LCD TV
set and those coming second and third taking The campaign had a measurable influence on
home an electronic home theatre and a video the sales of high-quality, practical accessories
camera respectively. and the outstanding technology that makes
modern kitchens what they are. As the man-
The competition for sales staff was accom- agement at “Maria” maintain: “Our goal is to
panied by a special incentive for customers, change the world in a small but nonetheless
most of whom jumped at this offer. The sales important area – the kitchen.”
figures showed clearly that the measure had
brought results. Sales of accessories escalated
compared with the same period the previous
year. An extra bonus was the increased mo-
tivation of the sales teams who tackled the
challenge with great élan and strong interest
in the products.
Evgeny Mihailenko, Kitchen & Bath Divisional
Manager at Hettich Russia, commented:
“When we sum up the positive experience
from the joint activities, it only makes sense
for us to continue in this direction and ex-
55
 Logistics centre in Russia expanded
Capacity doubled and SAP system implemented
„B y modernizing our warehouse, we can
improve our service to customers. At
the same time, we are creating a springboard
for future growth,” points out Dmitry Kotel-
nikov, logistics manager at Hettich in Russia.
We look at the background to this recent in-
vestment.
In 2005, Hettich in Russia felt well-prepared
to face the future. Its new warehouse in
Zheleznodorozhny, around 20 km east of
Moscow, seemed to provide ample space for
future growth. But by 2007, strong annual
56
growth rates had made it necessary to expand
the warehouse and optimize the logistics sys-
tems. The second building has now doubled
warehouse capacity.
The building was planned to accommodate
Hettich’s logistics flow. At the same time, the The project was completed at the end of Oc-
SAP-Hettich Europe system was implemented. tober 2008 and now the logistics centre in
Dr. Bernd Lowitzer, Logistics Project Manager Russia is ready for the future.
at Hettich Holding, and Ruslan Arslangareev,
IT manager at Hettich in Russia, pushed the
project through in record time.
Hettich Academy
starts up in Moscow
Updated showroom in Russia
T he company showroom at Hettich Russia
has also been completely revamped. The
Kitchen Concept 2010 shows a vision for the
Most of the visitors to the showroom are
small and medium-sized furniture manufac-
turers, cabinetmakers and kitchen fitters. The
future, products displaying iF product design displays of machinery – the Blue Max auto-
and red dot awards are evidence of innova- matic drilling and pressing machines, assem-
tive design and development, the InnoTech bly aids, drilling and punching templates – are
system offers great potential for product of special interest to this customer group.
differentiation and the ProDecor collection
offers a wide choice of furniture handles. Last year also saw the start-up of Hettich
The hettinject displays focus on connection Academy in Russia. Its brief is to transfer Het-
options for lightweight boards and a display tich know-how to local furniture manufac-
of assembly aids demonstrates how produc- turers, artisans and sales partners. Academy
tion efficiency can be improved. trainers make use of the new showroom dis-
plays in their training courses.
The showroom, which was first fitted out four
years ago, has recently been updated. The
increasing interest of the Russian furniture
industry in Hettich’s furniture hardware dic-
tated the focus of the exhibits. The Intelligent
Kitchens display is a response to the fast-
growing demand for fitted kitchens in Rus-
sia. Many other displays open a window for
visitors on trendsetting furniture fittings – for
example, for sliding doors.

Saturday in Design 2009
Taking place annually and alternating bet-
ween Sydney and Melbourne, „Saturday
in Design“ is the event for the Australian
design scene. In 2009 it was Sydney‘s turn
to showcase the best-known national and
international brands. Furniture and kitchen
furniture manufacturers, the furniture supp-
ly industry as well as manufacturers of home
accessories opened their showrooms to ar-
chitects, designers, contract fitters, students
and private design freaks.
Hettich Australia also took advantage of
this unique opportunity on 1 August 2009
to attract the undivided interest of the ar-
chitecture and design scene. The echo was
overwhelming in the „Design on Flinders”
precinct where the furniture fittings spe-
cialist and Laminex, the manufacturer of
decorative surfaces, were on display in the
Hettich receives double award
Office Excellence Award 2008
For the sixth time, Stuttgart-based business
consultants Macils Management-Centrum
GmbH, has awarded prizes to companies who
in 2008 were able to achieve an above-average
improvement in their office efficiency as part
of a benchmark project comparing companies
across Germany. Following 2007, the Hettich
Group once more took first place in 2008, also
becoming the first company in the project to re-
ceive the special „International Roll Out“ award.
The awards were presented in February 2009 at
the Office Excellence Con¬gress in Kassel. The
cornerstone of Office Excellence is internal com-
pany communication to which the newly imple-
showroom of famous kitchen and furniture
manufacturer Gelosa on Flinders Street.
Some 1,400 visitors were able to convince
themselves of the practical function and
design of Hettich‘s products. In addition to
the top brands, a major prize package va-
lued at $ 15,000 also attracted visitors. The
lucky winner was Laura Gerrie from Wisclen
Architects in Mosman. She was thrilled with
the high-quality home furnishing accessori-
es which also included the Cosario storage
system from Hettich.
mented Hettich Wiki communication platform
is a key contributor. Any member of staff can
take part in compiling the encyclopaedia, which
is not restricted in content, by offering his or her
knowledge. Norbert Günther, general manager
of the Hettich Office Excellence project: „Het-
tich Wiki gives 5,800 staff members worldwide
the opportunity to take an active part in shaping
the way communication is changing“.
At present, 1,400 members of staff from the
group are directly involved in the project. The
methods and tools have been synchronised in-
ternationally during the course of the project
so that in addition to the German operations at
Kirchlengern/Bünde, Exter, Spenge, Berlin and
Balingen, the subsidiaries in China, USA, Canada,
Spain, the Czech Republic and Russia are cur-
rently taking part in the initiative as well. The
special „International Roll Out“ Award recognis-
es the focused and resolute manner with which
installation of the Office Excellence project has
been taken forward.
The „Office Excellence – More Productivity in the
Office“ benchmarking & transfer project is an
in brief
AMK „Ratgeber Küche“,
a practical kitchen guide
The brand-indepedent guide offering
advice to anyone interested in kitchens
Answers to questions on all aspects of the
kitchen are provided on the 68 pages of the
new and extensively revised “Ratgeber Küche”
kitchen guide published by the Mannheim-
based working group for modern kitchens,
Arbeitsgemeinschaft Die Moderne Küche e.
V. (AMK). Professional tips and ideas on plan-
ning and equipping modern fitted kitchens
offer helpful advice to anyone buying and
modernising a kitchen.
Lavishly illustrated, the new guide provides
information on the latest kitchen trends
and new products on the market. Innovative
technology behind cabinet frontages, such as
modern soft-closing systems as well as doors
and drawers that open automatically are cov-
ered in just the same way as the subject of
optimising storage space in base and corner
units as well as larder and wall units. The
guide is also recommended to kitchen mod-
ernisers as an important source of informa-
tion providing professional advice irrespective
of personal budget and taste. The brochure is
available from kitchen retailers or for a cover
charge of 7 5 plus postage from www.amk.
de direct.
Arbeitsgemeinschaft Die Moderne Küche e.V.
is the trade association of the German kitchen
industry. It has been representing the interests
of its member companies for over 50 years. Its
functions include promoting the planned fit-
ted kitchen as well as supporting and foster-
ing member companies from the kitchen seg-
ment on a cross-sectoral, brand-independent
support basis.
outstanding joint project that embraces over
30 prominent companies. The project brief is
to improve office efficiency on six modular
levels. This involves restructuring and opti-
mising processes and operating procedures so
as to slash throughput times und drastically
reduce the work involved in administrative
activities.
57
 Going East! Praktiker expands in the Ukraine
Some 420 DIY stores in nine countries current-
ly belong to the Praktiker Group. Among these,
three are in the Ukraine. Hettich DIY has been
supplying them with technical and decora-
tive furniture fittings as well as shelf brackets
and casters since 2007. Alongside the Ukraine,
the Praktiker Group also operates in Bulgaria,
Germany, Greece, Luxembourg, Poland, Ro-
mania, Turkey and Hungary. A further twelve
Praktiker DIY stores will be opening up by 2011
in the Ukraine alone. Because despite sluggish
growth in Ukrainian mid-size business, the
overall economic situation appears to be im-
proving all the time – not least a consequence
Foto folgt
of the pace with which the country is striding
towards the EU. Hand in hand with the Prak-
tiker Group, Hettich DIY will utilise this oppor-
tunity and continue to become established in
Europe‘s south-east as a leading sup-plier to
the retail trade.

Sales office opens Training award for Hettich

in Belorus
Hettich Marketing- und Vertriebs GmbH
& Co. KG’s newly founded Belorusssian
sales office was officially opened in Sep-
tember 2008. Over 30 customers and
business partners came to Minsk for the
opening ceremony. Presentations on the
Hettich Group as well as guided tours
through the showroom immersed nu-
merous guests in the Hettich world.
In autumn 2008, the team headed by Li
Chong in China earned the B&Q Training
Award for the best supplier training. B&Q
– one of the world’s biggest home impro-
vement and DIY chains and a customer of
Hettich’s DIY Division for many years –
makes this award annually to the suppliers
who have provided the best training in the
current year.

The growing demand for high-quality Team manager Li Chong trained the heads
fittings and strong growth in the local and department heads of the B&Q stores in
furniture industry were pivotal in the the four Chinese cities and districts Shang-
decision to operate in Belorus from a hai, Beijing, Guangzhou and Chongqing.
dedicated office. This commitment now
makes it possible to provide customers Li Chong with a Hettich demo model
with intensive support that’s truly in
touch with the market. The sales office
in Minsk has a showroom with exhibits
demonstrating all hardware applications
and hinge technology right through to
sophisticated systems for all areas of the
living room and kitchen.

The Belorussian sales office current-

ly employs a staff of three. Maksim
Maskevich heads the sales office, Tati-
ana Bondarenko is responsible for mar-
keting, sales and logistics, and Vladimir
Davidovski provides technical support in
addition to his activities in sales.

From left to right: Vladimir Davidovski,

Sergej Schneider,Tatiana Bondarenko,
Waldemar Janzen, Maksim Maskevitch
58
 in brief

Internet tips for must-have kitchens

The kitchen is moving more and more into
the focus of designing and structuring liv-
ing spaces. It is the place for cooking, talk-
ing, celebrating. But it takes knowledge to
make it a cooking workshop, gathering place
and party venue all rolled into one. The new
www.hettich.com/kitchenbuyer website
provides information on the latest trends,
gives advice on planning and shows cleverly
thought-through solutions that create func-
tionality and added value. Kitchen aficiona-
dos can also find out what can be done to
upgrade an existing kitchen and how to save
energy.
Professional in design and clearly structured,
the website quickly gives users a good idea
of the different aspects covered. Information
is conveyed in easy-to-understand language
with appealing photos, making it enjoyable
for the inquisitive consumer to navigate
through the Hettich world of kitchen.
The website graphically displays the key
principles of kitchen planning that Hettich
illustrates in its Intelligent Kitchens concept.
Knowledge about the concept’s five function
zones is helpful for planning or modernising.
Online tips clearly show just how important
optimised workflows and short distances are
in helping to make a pleasure of working
in the kitchen. A check-list summarises all
the most important advice. It can be down-
loaded and used as a guide for talks with the
kitchen planner.
Film clips provide insight into the kitchen
world of tomorrow. Forward-pointing design
ideas and technical refinement reflect cur-
rent trends. This is where the kitchen can
be discovered as an open and exciting space
that wants to be lived in.
In an age of exploding energy costs, visi-
tors to the website can also find out how
easy it is to save energy in the kitchen every
day. Grandma’s housekeeping tips as well as
cooking ideas from Dr. Oetker’s “No. 1 – Any-
one Can Cook” cookery book complement
the wealth of information provided online
from Hettich’s kitchen world.

The kitchen user discovers the many facets

to kitchen technology with each click of the
mouse. It soon becomes clear that Hettich
focuses attention on the practical value of
advanced hardware solutions. It’s all about
convenience, optimizing storage space, er-
gonomics and efficient workflows. Retrofit
solutions are also shown for one or the other
problem zone in existing kitchens.

Hettich do Brasil: galardonado con el premio Top Mobile

Cada año, la revista especializada Revista Mobile

convoca el premio Top Mobile. Con motivo de la
feria Abimóvel en São Paulo, se premiaron el 19
de agosto de 2009 los ganadores en un total de 39
categorías. En la categoría ”Tiradores de mueble“,
Hettich obtuvo el primer premio. En la categoría
Herrajes, Hettich ocupó el tercer lugar. Con el rep-
resentativo lugar del acto, el Teatro Elis Regina en
São Paulo, los organizadores supieron impresionar
tanto a los premiados como a los visitantes.

Ricardo Schartner, marketing manager HBR y Sra. Maristela

Cusin Longhi, president of Movergs (Association of furnirure
industrys from state Rio Grande do Sul)
59
Technik für Möbel

www.hettich.com