The company - Kare Design OHG
The company - Kare Design OHG
The company - Kare Design OHG
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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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