Advertorial: Fackelman

Investing in thefuture

Right: A Furi magentic hexagonal knife block.

Far right:

Fackelmann UK’s head of sales Simon Rees. Family owned Fackelmann Brands, founded over 100 years ago in Bavaria, Germany, is among the world’s leading global manufacturers of kitchen tools, gadgets and bakeware, best known for iconic brands which include Fackelmann, Zenker, Furi, Stanley Rogers and Wiltshire. Progressive Housewares caught up with Simon Rees, Fackelmann Brands’ head of UK sales, to discover more about his plans for taking the UK arm of Fackelmann onwards and upwards this year.

Fackelmann Brands, founded in Bavaria in 1919 by Heinrich Fackelmann, has enjoyed an exciting period of growth, acquisition and investment over the past few years, “and we are now in an exciting stage of development in the UK for Fackelmann,” confirms head of UK sales Simon Rees, who joined the company four years ago, having worked with some of the biggest brands in the housewares industry for over 20 years. “We have excellent stock availability – a 96% fulfilment rate across the business - as well as exciting new product ranges and brands to offer UK customers,” he continues. “As always, excellent customer service is vital to building strong relationships with retailers, and this is something we will be building on as we grow the business in the UK.” Far from being affected by the pandemic over the past 15 months, Fackelmann - whose president is third generation Alexander Fackelmann - enjoyed a turnover of 450m euros last year, with growth up by 14% on 2019. “With baking one of the biggest trends during the pandemic, it really helped to push sales upwards,” highlights Simon. On a global stage, Fackelmann supplies most major retailers, while in the UK, Simon reels off leading retailer partners to include Tesco, Asda, Dunelm, TK Maxx, John Lewis and Lakeland, with private label helping to drive business. “In Europe,” he continues, “we supply 19 out of the 20 top retailers - with the exception being the

Left: Wiltshire perforated baking trays. Right: FSC Woodware is manufactured at Fackelmann’s factory in Poland.

Fackelmann is the global market leader in kitchen tools and gadgets, with a huge selection of product ranges that include everything from can openers and pizza cutters to slicers, graters and mandolins, food preparation, storage and barware at good, better and best levels. There are over 10,000 lines in total for those who are counting! Since 1930, Stanley Rogers has been renowned for quality, craftsmanship and timelines style. Today it is Australia’s most iconic cutlery brand, boasting an Australia heritage of more than 90 years.

Collections include the Soho Onyx 24 Piece Cutlery Set – an impressive statement for the most discerning entertainer.

Design and style extend into the Travel Picnic Table, while innovation is at the forefront of the SR-Matrix Non-Stick Frying pan (32cm).

SR-Matrix - revolutionary non-stick, with a protective stainless steel matrix - is 100% metal utensil safe and ideal for searing and browning, offering a hybrid performance of stainless steel and non-stick.

one retailer that doesn’t stock non-food products – and we also have global reach with key markets in Australasia and the Americas.” Trust comes from the fact that the company has four of its own factories in China (100% Fackelmann group owned), with additional sites in Germany manufacturing bakeware (Zenker and Dr. Oetker), and at Fackelmann’s head office in Hersbruck for plastic injection moulding of kitchen and gadgets, plus a site in Poland for FSC woodware. Additionally, a new factory is on schedule to be opened in India this year.

“It’s because of our strong manufacturing base and expertise in plastic, metals and wood, that we are also the ‘go to’ in the housewares category for numerous major household name brands,” Simon points out. “Plus, in kitchen tools and gadgets, we are at the forefront of injection moulding, using a new type of bio-based and plant based plastics where we are well advanced on this development. Naturally, we ensure that all of our products meet the correct, local standards for each country/region - and are exceptionally focused on dotting all the ‘i’s’ and crossing all the ‘t’s’,” he emphasises.

“Being a German company, quality is of the utmost importance to us, and we monitor our in-house manufacturing closely, along with our in-house testing. We carry out ethical and technical audits and are also investing in robotic manufacturing. Of course, design is at the forefront, where we have teams on the ground to ensure that products keep up with future trends.”

So what will be driving sales in the UK for the rest of the year? “We’ve introduced three major Australian brands to the UK - Furi, Stanley Rogers and Wiltshire,” explains Simon.

“Australia is extremely important to our business growth in the UK, and we have invested in ranges driven by the Fackelmann teams in Australia. However, my personal target is to make the UK the No. 2 market for Fackelmann in Europe, after Germany,” states Simon. “We have a plan - which includes moving to a larger warehouse in the UK due to sustained growth - but in the meantime, I’m delighted to say that we’re definitely getting noticed!”

Top left: Stanley Rogers’ SR Matrix. Left: Facklemann’s slotted kitchen turner from the Zero range. Below: The NEW Furi 9 piece capsule block with its stunning carbonised acacia block.

Celebrating 25 years, Füri was established in 1996 in Australia. The Füri story is one of innovation and rebelling against the status quo.

For hundreds of years knives had been made in the same way, with the company deciding to discard the old ways, instead using its mechanical engineering knowledge to apply a more scientific approach to the art of knife making.

The company’s deeper understanding of knife materials, cutting edges and handle construction led to the development of its innovative range of knives and sharpeners chosen by chefs and cooks around the world.

Right: Wiltshire 12 piece knife block set.

Protecting The Planet

With the world focused on environmental concerns, suppliers across all industries are taking action to ensure that they are manufacturing responsibly, with Fackelmann Brands putting sustainability at the top of the company’s agenda. In fact, founder Heinrich Fackelmann laid the foundation for sustainability in 1919 with the first wooden kitchen gadgets. Today, as a member of The Climate Leaders, which is supported by the UN, the company’s goal is to convert a large part of its products and packaging to sustainable materials by 2025. Currently all products are produced under fair conditions, with the company constantly working on using materials as ecologically as possible, while guaranteeing the highest product safety through standards and regular audits.

The first worldwide carbon neutral kitchenware range will be showcased at Exclusively Shows, taking place at London’s Business Design Centre from 24-25 August.

The range is made of bio materials with FSC packaging and plant based inks. Utensil function heads are heat resistant up to 250C. “I’m really excited about launching this range in the UK with its strong sustainability message and great packaging,” enthuses Simon Rees.

Right: Wiltshire stainless steel Diamond can opener.

Wiltshire, an iconic Australian kitchenware brand, is designed to help create quick, delicious meals that bring family and friends together on the days that matter most – every day. The company has been synonymous with quality, reliability and value for money for over 80 years and is one of Australia’s most recognised kitchenware brands. Wiltshire is known for being the first to design and manufacture a self-sharpening knife – the iconic and patented Wiltshire Staysharp. Today, Wiltshire extends its category leadership, innovation and expertise into a comprehensive range of kitchenware products -bakeware, baking accessories, barbecue tools, chopping boards, cookware, cutlery, knives, salt and pepper dispensers, scissors, kitchen tools and gadgets.

Below: The Ecolution recycled frying pan range will be showcased at the Exclusively Shows.

Below: Among the kitchen utensils in the Green PE Ecolution collection.

Ecolution Pans

Also launching at Exclusively Shows in August will be the new Ecolution recycled frying pan range.

Our new Ecolution recycled pans are made of 100% recycled aluminium cans (actually 55 cans for a 28cm diameter pan), and have the most environmentally-friendly coating available, as well as a handle made from a plant based plastic. Suitable for all stove types, it is dishwasher safe, with its packaging sleeve made from FSC certified paper. Products also come with a 5 year guarantee.

Ecolution

The products in the Ecolution series are made from renewable PE and FSC certified wood stand for natural materials, such as wood fibers and sugar cane, which are combined in a new material that is particularly resistant. All products can be safely used in the usual areas of application and are easy to use in the dishwasher. There is a combination of wood fibers and bioplastics in the handle of Ecolution products which consists of almost 100% renewable raw materials. The functional part is 30% bio-based.

Cocoa shell (new for Autumn 2021)

Once the shell of the cocoa bean is broken, it is considered a vegetable waste product and is normally disposed of. An alternative is processing it into organic fibers as a raw material for packaging material - in Zenker’s case, for muffin paper liners. In the manufacture of paper, some of the cellulose is replaced by the bio-fibers. The result is a distinctive, innovative and sustainable type of packaging that transforms the natural shell of the cocoa bean into a timeless and individually patterned shape for baking creations.

Right: Zenker’s muffin paper liners.

Tasty Licensing Partnership

Fackelmann has obtained the global licensing rights from BuzzFeed for Tasty, the world’s No. 1 global media food network, and this exciting omni-channel concept will launch in the UK this Autumn with various retail partners.

Launched in 2015, Tasty has become a viral sensation with over 20 million followers on Facebook alone in the UK, featuring food videos, recipes, DIY hacks and much more. Globally the average monthly views on Tasty Social media platforms is over 2.1 billion. (Yes, billion!).

Fackelmann currently has a portfolio of over 300 products for Tasty, targeted at the Gen Z and millennial consumer. Fresh packaging, on trend colours and innovation have already helped deliver successful launches in the US (Walmart), Australia (BIG W) and Germany(Kaufland).

Social media videos for products help increase in-store traffic and online sales,” highlights Simon Rees.

Green PE

Green PE is a natural plastic that is obtained from sugar cane and is used in kitchen utensils. During the production of the raw material, oxygen is also produced and the bagasse - the waste - can be converted into energy, to operate the sugar cane mills for example.

In its pure form, Green PE is dishwashersafe, but not heat-resistant, making it ideal for products such as butter dishes, spoons, cutting boards, egg cups or lemon squeezers.

Below: Intelligent packaging management focused on sustainability.

FSC wood-paper

From wooden spoons to cutting boards, around 140 wooden items are manufactured at Fackelmann Brands in accordance with FSC standards, with the range gradually being completed. This also applies to the packaging which will be changed accordingly. Wherever possible, Fackelmann minimises packaging and avoids unnecessary material.

Right: Among the Fackelmann product range for Tasty. Below: A Green PE juice squeezer.

Carnauba wax

Baking moulds have to be heatresistant and have an excellent coating so that baked goods can easily be removed from the mould. The coating consists partly of the wax of the carnauba palm and makes up about 5% - the current possible maximum - so as not to impair the functions of the baking pan. The wax comes from palm trees in Fairtrade-certified plantations and has excellent non-stick properties. In addition, it is vegan, and is extracted in a resourcesaving manner enabling the production of Fackelmann’s first climate-neutral baking moulds.

Above: Tasty silicone multi-function utensils. Below: Zenker carnauba wax baking moulds and baking tray. Bottom: Fackelmann’s head office in Hersbruck, Bavaria.

Fackelmann Brands: The lowdown

l 1919: Heinrich Fackelmann established a kitchen tools company in Bavaria, Germany. l 1948: Sebastian Fackelmann took over the company. l 1960: Fackelmann started the production of wooden kitchen tools at its HQ. l 1979: A new wood transformation factory was built to meet increasing demand. l 1981: A new manufacturing era started for Fackelmann with a plastic production facility for household items. l 1984: Alexander Fackelmann fully joined the company and was the CEO until handing over to Martin Strack in 2020. Alexander is now Fackelmann Brands’ President. l 1987: The company took it’s first step out of Europe for the group, with the opening of an office in Hong Kong. EQH (European Quality Housewares). l 1988: Fackelmann’s current HQ was established in a new, 11,000 + sq m industrial park in Hersbruck, Germany. l 1989: Fackelmann exported its industrial expertise to China, building a factory in Shenzhen. Today, the company owns and runs four manufacturing facilities. l 2003: Zenker became a Fackelmann brand, with Fackelmann taking over the production in Ainchach, Germany, giving the company two production sites in Germany and one in France. l 2005: Fackelmann acquired Birmingham based Probus Creative Housewares, (now Fackelmann Brands UK Limited), recognised for the company’s world famous Butterfly can opener which sold up to 10m pieces a year during the 1970’s. It remains one of the company’s best sellers in the UK. l 2008: To meet local demand for quality products, Fackelmann set up distribution offices in Hong Kong, Indonesia, Malaysia, Taiwan and Thailand. A year later, the company made it’s first move into India. l 2014: Furi, Stanley Rogers and Furi joined Fackelmann Brands as the company entered the Australian, New Zealand and Singapore markets. l 2015: Fackelmann entered the African continent with Prestige in South Africa. l 2019: Fackelmann Brands celebrated its centenary. l 2021: The company, whose HQ remains in Bavaria, currently employs 2550 staff worldwide. Other leading Fackelmann brands include FM Professional, Nirosta, and Dr. Oetker, which is under license.