The company - Kare Design OHG
The company - Kare Design OHG
The company - Kare Design OHG
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Press release on corporate development / Status: 2012<br />
55 shops: Munich furnishing entrepreneurs market their<br />
lifestyle furniture worldwide<br />
Garching-Hochbrück 2012; Everything except the ordinary – on the basis of<br />
this philosophy KARE <strong>Design</strong> GmbH has grown from a small store selling<br />
shelving to an international furniture business. Founders and owner<br />
managers Jürgen Reiter and Peter Schönhofen are in the process of<br />
turning their <strong>company</strong> into a global brand. Its uninterrupted growth is<br />
demonstrated by six stores in Munich, 55 brand stores in 37 countries,<br />
100 shop-in-shop areas in German furniture outlets and design<br />
boutiques, together with thousands of retail customers worldwide.<br />
KARE develops and markets out-of-the-ordinary furnishing design which makes a<br />
statement and has entertainment value. <strong>The</strong> <strong>company</strong>'s products can be<br />
distinguished from elitist design brands by their price. On the market KARE has a<br />
competitive advantage thanks to its speed and the communications strategy with<br />
which it launches new trends and models on the market and makes them<br />
available to 2.0 consumers. For this purpose the Munich <strong>company</strong> relies on social<br />
media channels such as Facebook, where it communicates with more than<br />
100.000 fans.<br />
Speed and economies of scale ensure competitive advantages<br />
Furniture, lighting and furnishing accessories divided into more than ten different<br />
theme worlds ranging from Vintage to Glamour attract free-spending young<br />
consumers of all ages. <strong>The</strong> product spectrum covers 4500 products, including<br />
basic items such as dining tables made of solid wood and more exotic articles<br />
such as easy chairs decorated with crystals. Every year KARE replaces about<br />
30% of its range. Reiter: "<strong>The</strong> speed with which we provide retailers with news is<br />
difficult to compete with, providing a clear advantage in the competition".<br />
Schönhofen regards KARE as an agile and flexible player among furniture<br />
designers. "Thanks to our sales strategy we can sell much larger quantities than<br />
other design brands. Low unit costs make our articles additionally attractive,"<br />
says the joint CEO, who is also in charge of marketing.<br />
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Crisis proof sales strategy<br />
<strong>The</strong> <strong>company</strong> employs a multi-channel model. With franchise shops, its own<br />
retail outlets, shop in shop areas in furniture stores and classical retail<br />
distribution the brand has a wide and solid base in an industry which is sensitive<br />
to fluctuations in consumption. In spite of an export proportion which has now<br />
grown to 70%, KARE has no intention of giving up its retail outlets in Munich.<br />
"This is where we have our finger on the pulse of the consumer", says<br />
Schönhofen.<br />
Considerable investment in trade fair marketing<br />
From Sao Paulo to Vienna the lifestyle brand stages its brand appearance with a<br />
highly emotional content. A central role in its marketing strategy is played by<br />
elaborate stands at the world's major furniture fairs. "We display our design as<br />
an entertaining show", says Reiter, who is also designer in chief. Among other<br />
trade fairs KARE exhibits its products at Salone Internazionale del Mobile in<br />
Milan, Maison & Objet Paris, Ambiente in Frankfurt, the IMM in Cologne and<br />
Furniture China in Shanghai.<br />
"Shameless since 1981"<br />
While they were still students Reiter and Schönhofen established their first shop<br />
in the Maxvorstadt district of Munich, where their wooden shelves became a<br />
bestseller. In their early years the young entrepreneurs surprised local furniture<br />
retailers with irreverent marketing. Advertising slogans such as "Schraubst Du<br />
noch oder wohnst Du schon?“ ("Are you already enjoying your furniture or are<br />
you still screwing it together") provoked the competition and generated attention<br />
within the media.<br />
An unconventional family <strong>company</strong><br />
Reiter and Schönhofen attribute the uninterrupted growth of their <strong>company</strong> over<br />
31 years to the commitment of their workforce. More than one worker in ten has<br />
been with "our <strong>company</strong>" for longer than 10 years. In personnel development the<br />
Munich entrepreneurs therefore rely very much on their training programme,<br />
with 10% of the approximately 350 employees in Munich consisting of trainees.<br />
Media contact<br />
Susanne Knacke<br />
Press and PR<br />
KARE <strong>Design</strong> GmbH<br />
Zeppelinstraße 16<br />
D-85748 Garching-Hochbrück<br />
Tel. +49 +89 320 82 153<br />
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Email: sknacke@kare.de<br />
www.kare-design.com; www.kare.muenchen.de<br />
www.facebook.com/KARE.<strong>Design</strong>; www.facebook.com/KARE.Muenchen<br />
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