GERMAN
FURNITURE EXPORTERS
2017
www.furniture-germany.com
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WWW.IMM-COLOGNE.COM
THE INTERNATIONAL INTERIORS SHOW
16.–22.01.2017
Setting the course: imm cologne generates decisive momentum for the start of a successful year. It is only here, right in the heart of Europe, that the international furniture business will encounter such a range of furniture, accessories and interior design, unique anywhere in the world – and perfectly rounded off by LivingKitchen, presenting the latest trends and innovations for the heart of the home, the kitchen. Discover the global furniture market in one place, at one time, live in Cologne!
imm cologne co-located with: Koelnmesse GmbH, Messeplatz 1, 50679 Köln, Germany Tel. +49 1806 913 131, imm@visitor.koelnmesse.de
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CONTENT
4-9
Axel Schramm, President of the German Furniture Industry Association (VDM): “German furniture industry on course for success”
10-18 Facts & figures: German furniture foreign trade 20-25
Kirk Mangels, General Manager of “Arbeitsgemeinschaft Die Moderne Küche (AMK)”: “The international kitchen market 2016”
GERMAN
FURNITURE EXPORTERS
46-47 imm cologne: Made in Germany and innovations from all over the world 48-49 Ursula Geismann, VDM: “How a trend emerges – three areas influence developments” 50-54 Deutsche Gütegemeinschaft Möbel (DGM): “Quality is our mission and goal” 56-58 Contacts to the industry federations
26-43 German furniture exporters (a survey)
Advertisements/advertorials:
30-31 A. Decker Möbelwerke GmbH, Borgentreich 34-35 Gwinner International GmbH, Pfalzgrafenweiler 38-39 Himolla Polstermöbel GmbH, Taufkirchen/Vils 44-45 InCasa Schlafraummöbel GmbH, Beverungen
2
imm cologne, Cologne (Germany)
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International Alliance of Furnishing Publications IAFP
19
MÖBELMARKT, Nuremberg (Germany)
55
CRP Consulting Ritthammmer & Partners GdbR, Nuremberg (Germany)
57
www.furniture-germany.com
59
Ritthammer Media Group, Nuremberg (Germany)
GERMAN FURNITURE EXPORTERS
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Photo: VDM
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GERMAN FURNITURE INDUSTRY ON COURSE FOR SUCCESS Axel Schramm, President of the German Furniture Industry Association
All in all, the German furniture industry is satisfied with its turnover in 2016. Once again in the past year, it experienced more success with active exports than with domestic sales. Furniture “made in Germany” is becoming more and more popular all over the world.
three quarters of 2016, construction plans for 24 percent more homes (276,297 units) were approved, and a large number of them will have to be furnished during the current year. The high level of construction activity will also stimulate the furniture sector in a positive way.
Following growth in turnover of 6.2 percent for the entire year 2015, the German furniture industry was able to significantly increase its sales during the first three quarters of 2016 in comparison to the same period a year earlier. The sales revenues of the producing companies increased by 4 percent to € 13.3 billion and were noticeably higher than the level of the previous year as well as higher than expected by the industry at the beginning of the year.
But export business also made a big contribution to sector growth because of the good economic prospects in important European sales markets. In the markets outside the EU, however, the large number of international crises, the economic downturn in some growth markets, and increasingly protectionist tendencies had a negative impact. Following growth in previous years, the share of all German furniture exports that went to non-EU countries sank to 30.6 percent. Over the long term, there is great potential for sales of German furniture in non-EU sales markets, but it can only be tapped by means of persistence and consistency, for example by taking part in international trade fairs.
Domestically, the sector profited from the good employment situation and from the rising income of consumers, which led to a strong increase in consumption. In addition, in view of the historically low interest rates, many Germans decided to buy real estate during the past year: In the first
It is good news that, according to official GERMAN FURNITURE EXPORTERS
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Photo: Koinor
statistics, most segments of the German furniture industry show more or less significant increases in turnover for the first three quarters of 2016. The increase in turnover in the largest segment in the sector – living room and other furniture – was 3.3 percent to € 5.4 billion. A clear increase of 5.2 percent to approximately € 3.6 billion was registered by the kitchen furniture producers as the second largest segment in the sector. The office furniture industry showed strong growth (+6.3%) with a turnover of about € 1.6 billion. Producers of shop furniture were 9.3 percent above the previous year’s level and had a turnover of about € 1.3 billion. On the other hand, official statistics registered a decline in turnover for the upholstered furniture segment, where sales decreased by 2.7 percent to about € 760 million from January till September 2016. Adjusted for statistical effects, the development in turnover was still also slightly positive for upholstered furniture producers. As the smallest segment in the sector, mattress producers also registered negative results with a slight decline of 2.4 percent to about € 670 million. That 6
was primarily due to double-digit growth in the previous year, which meant there was an accordingly high base level. Foreign sales proved to be an important support for turnover for our producers in 2016. The entire value of furniture exports rose by 1.2 percent to € 7.7 billion in the first three quarters of 2016. Sales to EU countries developed in an especially positive way with an increase of 2.4 percent to € 5.4 billion. Exports to France, our most important international sales market, showed a minimal decline of 0.1 percent and in Switzerland, our second most important market, there was also only slightly negative development of minus 0.3 percent. On the other hand, it was possible to increase exports to the Netherlands by 9 percent, to Italy by 5.8 percent, and to Belgium by 5.1 percent. The Brexit has had no noticeable negative effects on German furniture exports to Great Britain so far – from January till September 2016, German exports across the English channel increased by 4.7 percent. And the Spanish market was also able to overcome its weak growth; German furniture exports to Spain increased
GERMAN FURNITURE EXPORTERS
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Photo: Erpo Photo: InCasa
GERMAN FURNITURE EXPORTERS
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by 3.3 percent. Less furniture, however, was exported to China and the USA. All in all, export business is currently making a big contribution to the increase in turnover in the sector. The long years of export initiatives on the part of German furniture producers are bearing fruit and reducing dependence on the domestic furniture market. The industrial export rate – that is the share of goods sent directly to foreign countries by domestic furniture producers in comparison to the entire turnover of the sector – climbed to 32 percent in the first three quarters of 2016. Ten years ago, that share was still a relatively meager 24.6 percent – its continual increase is impressive evidence of the high regard the world market has for German furniture. In the year 2015, there were 1012 furniture producers in Germany with 20 and more employees with a total of ca. 102,000 workers. The number of companies with 50 and more employees remained stable at 500 on average in the first three quarters of 2016 in comparison to the year before, the number of employees rose slightly by 0.5 percent to ca. 84,100. “Made in Germany” is a positive distinction for products produced in Germany. It is recognized all over Europe, but also all over the world. In France, the Netherlands, and Great Britain, but also in the 8
USA, the Emirates, India, and China, German products score points with their good image. Our country of origin is automatically becoming a guarantee of respected prestige and high quality. In addition to the advantages connected with quality, production methods, the choice of materials, and sourcing, focus must also be directed to the extremely important factor of design. Design is visible first of all in the impression made by a piece of furniture, but it is more than the sum of its parts. Especially in Germany, design is connected with good and professional training. That has a long tradition. Especially in the area of home design, a core discipline of design, the founding of the Deutscher Werkbund in 1907 made it possible to take the lead in a new movement from which a large number of internationally renowned designers have since emerged. German schools of design such as the Werkbund and Bauhaus soon became role models and have been taken over by other countries right down to today. As in the past, a designer who works for German furniture producers today is professional, innovative, thinks ahead and fits in well with our modern sector and its promising future. Our design is a factor for success, has market value, and comes from the middle of Europe. The German furniture industry expects the positive sales trend to continue worldwide, so it looks forward to the challenges of the future.
GERMAN FURNITURE EXPORTERS
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Photo: Gwinner Wohndesign
Photo: Huelsta
GERMAN FURNITURE EXPORTERS
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FACTS & FIGURES
GERMAN FURNITURE FOREIGN TRADE
10
GERMAN FURNITURE EXPORTERS
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FACTS & FIGURES German furniture external trade 2000–2016 (in billion Euros) 14
12
10
6.8
7.0
6.6
6.9
6.7
7.3
6.8
2
7.6 7.5
6
4
12.4
10.3
10.5
2015
2016*
10.1
10.0
10.0
9.2
9.3
9.1
2011
2012
2013
9.2 8.3
8
12.2 11.3
8.1
9.5
8.1
8.0 7.4
6.5 4.8
2000
5.2
5.0
4.9
2001
2002
2003
5.3
2004
■ Value of exports in billion Euros
5.6
2005
2006
2007
2008
2009
2010
■ Value of imports in billion Euros
2014
*2016: forecast
German furniture external trade 2000–2016 (in billion Euros) Year 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Export value in billion Euros 4,84 5,17 4,98 4,93 5,27 5,57 6,47 7,47 8,03 7,44 8,12 9,23 9,29 9,11 9,50 10,25 10,37
Import value in billion Euros 6,81 7,01 6,57 6,87 6,72 6,81 7,32 7,56 8,29 8,06 9,16 10,02 10,05 10,12 11,33 12,17 12,40
Trade deficit in billion Euros 1,97 1,83 1,59 1,94 1,46 1,24 0,85 0,10 0,27 0,62 1,04 0,79 0,75 1,01 1,83 1,92 2,03
GERMAN FURNITURE EXPORTERS
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FACTS & FIGURES German furniture exports January–September 2016 Dynamic growing markets (value of exports > 30 million Euros) 700 600
56.0% 608.1
60%
50%
500 40% 400
414.7 30%
300
308.6
21.6% 258.0 9.5%
9.0% 100 0
20%
14.4%
200
5.8%
5.1%
Netherlands
Belgium
Czech Republic
■ Value of exports in million Euros
Italy
8.2%
97.7
Denmark
6.0%
10%
6.5%
44.5
42.9
39.9
38.2
33.8
Romania
Australia
Canada
Portugal
Qatar
0%
■ Annual percentage change
German furniture imports January–September 2016 Top 10 countries of origin 2,500
25%
22.1% 19.3%
2,324.6
20%
16.1% 2,000
15% 8.5%
10%
1,500
3.1%
1,415.8 –2.2%
5%
1,203.5
0%
1,000
–5.2% –5%
–7.6% –9.8% 500
–10%
568.8 355.1
0
Poland
China
Czech Republic
■ Value of exports in million Euros
12
Italy
Hungary
–15.5% 301.4 Romania
248.3
228.5
214.3
209.0
Turkey
Austria
Netherlands
France
–15% –20%
■ Annual percentage change
GERMAN FURNITURE EXPORTERS
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FACTS & FIGURES German furniture exports January–September 2016 (in million Euros)
France Switzerland Austria Netherlands United Kingdom Belgium USA Czech Republic Poland Spain Italy China Sweden Hungary Slovakia Russia Luxemburg Denmark Finland UAE Japan Norway Slovenia Turkey Romania Australia Canada India Portugal Saudi-Arabia Qatar Brazil Ireland Croatia Mexico Hong Kong
January– September 2015 971.8 871.5 755.5 557.8 532.4 394.7 356.9 269.7 304.7 253.0 243.8 218.8 163.6 140.4 151.8 122.2 98.1 89.2 76.7 69.8 54.5 55.4 54.6 51.3 36.6 39.6 37.6 40.2 35.8 39.8 21.7 29.6 33.3 21.6 29.1 24.7
January– September 2016 970.7 869.3 755.9 608.1 557.5 414.7 344.8 308.6 305.9 261.4 258.0 181.3 146.4 136.2 130.9 100.2 98.7 97.7 64.6 61.0 56.6 55.2 52.2 48.7 44.5 42.9 39.9 38.6 38.2 37.1 33.8 32.8 31.4 29.4 27.9 27.3
Change in % –0.1% –0.3% 0.1% 9.0% 4.7% 5.1% –3.4% 14.4% 0.4% 3.3% 5.8% –17.1% –10.5% –3.0% –13.7% –18.0% 0.6% 9.5% –15.8% –12.5% 3.8% –0.4% –4.2% –5.0% 21.6% 8.2% 6.0% –4.0% 6.5% –6.7% 56.0% 10.6% –5.7% 35.8% –4.1% 10.8%
Share in % 12.6% 11.3% 9.8% 7.9% 7.2% 5.4% 4.5% 4.0% 4.0% 3.4% 3.3% 2.3% 1.9% 1.8% 1.7% 1.3% 1.3% 1.3% 0.8% 0.8% 0.7% 0.7% 0.7% 0.6% 0.6% 0.6% 0.5% 0.5% 0.5% 0.5% 0.4% 0.4% 0.4% 0.4% 0.4% 0.4%
GERMAN FURNITURE EXPORTERS
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FACTS & FIGURES German furniture exports January–September 2016 (in million Euros)
South Korea Singapore Malaysia Taiwan South Africa Lithuania Bulgaria Israel Serbia Greece Argentina Ukraine Thailand Kuwait Vietnam New Zealand Egypt Chile Estonia Iceland Lebanon Malta Turkmenistan Morocco Algeria Oman Liechtenstein Latvia Indonesia Jordan Philippines Kazakhstan Colombia Iran Bahrain Cyprus 14
January– September 2015 22.3 17.8 23.6 23.3 22.0 17.5 13.5 18.5 12.3 14.2 5.5 11.8 11.9 12.4 5.2 7.2 8.9 6.5 6.1 4.9 5.6 5.9 1.1 5.1 4.8 4.0 4.4 5.7 6.4 2.5 7.6 4.0 3.8 2.6 3.0 2.6
January– September 2016 26.6 23.1 22.8 21.8 20.7 20.4 19.5 18.7 14.8 14.7 14.4 12.3 11.5 9.6 8.8 7.8 7.1 7.0 6.8 6.5 6.4 5.2 5.0 4.9 4.9 4.7 4.6 4.6 4.5 4.0 3.9 3.4 3.4 3.1 2.9 2.5
Change in % 19.1% 29.5% –3.3% –6.4% –5.9% 16.4% 44.6% 1.1% 20.6% 3.8% 163.4% 3.8% –3.3% –22.3% 70.7% 8.9% –20.8% 8.6% 12.1% 32.6% 14.9% –11.5% 350.6% –4.4% 2.7% 17.3% 4.4% –19.0% –29.4% 57.8% –49.0% –14.5% –9.6% 20.0% –2.0% –1.0%
Share in % 0.3% 0.3% 0.3% 0.3% 0.3% 0.3% 0.3% 0.2% 0.2% 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.0% 0.0% 0.0% 0.0% 0.0%
GERMAN FURNITURE EXPORTERS
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FACTS & FIGURES German furniture exports January–September 2016 (in million Euros)
Iraq Mongolia Bosnia-Herzegovina Ghana Nigeria Peru Bahamas Tunesia Azerbaijan Belarus Macedonia Honduras Panama Georgia Pakistan Kosovo Montenegro Total
January– September 2015 1.9 1.0 1.6 1.2 1.8 2.0 0.1 1.4 3.3 2.1 1.9 0.0 1.4 0.8 0.6 1.0 1.2 7,626.1
January– September 2016 2.2 2.2 2.0 2.0 1.9 1.8 1.8 1.6 1.5 1.4 1.2 1.1 1.1 1.1 1.1 1.0 1.0 7,719.3
Change in %
Share in %
16.8% 105.7% 23.9% 69.2% 5.2% –10.3% 1076.5% 11.4% –54.8% –31.7% –34.2% 4311.5% –19.6% 29.3% 83.3% 0.8% –14.8% 1.2%
0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 100.0%
German furniture exports – growing markets (value of exports > 30 million Euros)
Netherlands Belgium Czech Republic Italy Denmark Romania Australia Canada Portugal Qatar
January– September 2015 557.8 394.7 269.7 243.8 89.2 36.6 39.6 37.6 35.8 21.7
January– September 2016 608.1 414.7 308.6 258.0 97.7 44.5 42.9 39.9 38.2 33.8
Change in % 9.0% 5.1% 14.4% 5.8% 9.5% 21.6% 8.2% 6.0% 6.5% 56.0%
Share in % 7.9% 5.4% 4.0% 3.3% 1.3% 0.6% 0.6% 0.5% 0.5% 0.4%
Source: VDM Photos: liquid_chaos/pixelio.de, URSfoto/pixelio.de, Matthias Pätzold/pixelio.de
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FACTS & FIGURES German furniture imports January–September 2016 (in million Euros)
Poland China Czech Republic Italy Hungary Romania Turkey Austria Netherlands France Slovakia Switzerland Vietnam Denmark Sweden Portugal Lithuania Slovenia Croatia Spain USA United Kingdom Bosnia Herzegovina Taiwan India Macedonia Indonesia Norway Belgium Bulgaria Ukraine Moldavia Estonia Latvia South Africa Total (all imports) 16
January– September 2015 2,141.7 1,447.9 1,036.4 630.9 344.3 246.9 208.1 247.3 226.1 247.3 208.7 192.1 150.8 143.5 127.0 144.2 108.5 104.6 97.0 85.2 91.5 89.6 59.1 50.9 59.9 43.2 55.6 53.1 54.7 43.1 53.1 28.3 23.1 24.1 29.9 9,088.6
January– September 2016 2,324.6 1,415.8 1,203.5 568.8 355.1 301.4 248.3 228.5 214.3 209.0 207.9 181.4 140.8 131.1 114.8 100.7 99.9 89.7 89.1 86.8 80.3 79.8 69.5 64.9 57.3 54.1 52.1 50.3 44.7 43.6 43.0 34.7 30.1 23.1 23.0 9,260.2
Change in %
Share in %
8.5% –2.2% 16.1% –9.8% 3.1% 22.1% 19.3% –7.6% –5.2% –15.5% –0.4% –5.6% –6.6% –8.6% –9.6% –30.2% –7.9% –14.2% –8.1% 1.9% –12.2% –10.9% 17.7% 27.5% –4.4% 25.4% –6.2% –5.2% –18.2% 1.2% –19.1% 22.5% 30.7% –4.2% –22.9% 1.9%
25.1% 15.3% 13.0% 6.1% 3.8% 3.3% 2.7% 2.5% 2.3% 2.3% 2.2% 2.0% 1.5% 1.4% 1.2% 1.1% 1.1% 1.0% 1.0% 0.9% 0.9% 0.9% 0.8% 0.7% 0.6% 0.6% 0.6% 0.5% 0.5% 0.5% 0.5% 0.4% 0.3% 0.2% 0.2% 100.0%
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International Alliance of Furnishing Publications – a Global Perspective
B 1785
www.moebelmarkt.de
01/2017
International Interior Business Magazine
imm cologne/LivingKitchen: 360 Grad Einrichten
Organ des Europäischen Möbelhandels
Customizing: Wie das Ende der Trends das Massen-Design verändert Eröffnung in Pulheim: Segmüllers „Verkaufsmaschine 4.0“ läuft an
IAFP membership is by invitation only and exclusive to one magazine per country – MÖBELMARKT is the member for Germany. With 19 countries represented, the IAFP is recognized as an authoritative organization which supports the interests of the home furnishings industry by providing an open forum for members to meet and strengthen our industry, globally.
Contact in Germany: Helmut „Max“ Merkel, Editor in Chief (international), MÖBELMARKT merkel@moebelmarkt.de | +49 911 9557860 | www.iafpalliance.com
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FACTS & FIGURES
Turnover of the German furniture industry 2016, product groups, quarter 1–3 (total 13.3 billion Euros) ■ Shop and contract furniture 10% ■ Living room furniture and others 41%
■ Office furniture 12%
■ Upholstery furniture 5% ■ Mattrasses 5% ■ Kitchen 27%
Turnover of the German furniture industry 2016, quarter 1–3 (in 1,000 Euros) Living room furniture and others Kitchen Mattrasses Upholstery furniture Office furniture Shop and contract furniture Total 18
Turnover in 1,000 Euros 5,398,837 3,572,658 670,831 755,256 1,573,626 1,295,879 13,267,092
Change in % 3.3% 5.2% –2.4% –2.7% 6.3% 9.3% 4.0%
GERMAN FURNITURE EXPORTERS
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B 1785
www.moebelmarkt.de
01/2017
International Interior Business Magazine
imm cologne/LivingKitchen: 360 Grad Einrichten
Organ des Europäischen Möbelhandels
Customizing: Wie das Ende der Trends das Massen-Design verändert Eröffnung in Pulheim: Segmüllers „Verkaufsmaschine 4.0“ läuft an
• Leading German specialiced subscription title (according to IVW) for furniture trade and industry • Official organ of the European Federation of Furniture Retailers (FENA) • Exclusive German member of International Alliance of Furnishing Publications (IAFP)
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THE INTERNATIONAL KITCHEN MARKET 2016 Kirk Mangels, Arbeitsgemeinschaft Die Moderne Küche e.V. (AMK)
Photo: Arbeitsgemeinschaft Die Moderne Küche e.V. (AMK)
20
Political environment – Even though it is still hardly noticeable in the kitchen sector, with the exception of Russia, we are now observing slowly changing political conditions. In previous years, we were not sure whether they would also have effects on the German kitchen sector, but it will not be possible to avoid such effects in the future. In general, extreme political trends can be seen. Following the attempted coup in Turkey, which must also be opposed from a democratic standpoint, the country is changing. From a distance, the measures are so extensive as to be disconcerting, especially when viewed from our historical perspective. However – and the question will also come up in and for Germany following the attacks – security and freedom can quickly become political opponents. There is a real danger of a new east-west conflict. Everywhere in Europe, new parties are emerging. Whether from the far left as in Greece and Portugal or from the right as in the USA, France, Italy, Austria, and – it must be said, unfortunately – also in Germany. As different as both trends basically are, there is something they are
GERMAN FURNITURE EXPORTERS
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Photos: Ballerina Küchen
both AGAINST: a free and accessible market and unhindered trade between countries. That, however, is a basic condition for continuing the international success story of the kitchen “made in Germany”. Unfortunately, we have ascertained that, in a large number of countries, such market-limiting tendencies can also be detected for kitchens. In Japan, that has traditionally been the case, and for some years now it has also been the case in Russia for well-known reasons. Recently, it is becoming difficult to export kitchens as we know them here to the USA, and even an EU country like France is creating a new trade hindrance with a label in the guise of consumer protection. And that is not the end of the story. The Brexit in Great Britain and the nervousness caused by the new US president Donald Trump are contributing to the uncertainty. But there are also Bundestag elections in Germany this year. And there is great uncertainty GERMAN FURNITURE EXPORTERS
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Photos: Mรถbelwerke A. Decker GmbH
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following the most recent terror attacks in Berlin. It seems that the rallying call “we can do it” is no longer reaching a lot of people. The problem: There is no alternative (currently) for another position in the established political spectrum. So there is also a risk in Germany that we could experience a year with a lot of political uncertainties, and that could also lead to a reticence to buy on the part of consumers. Without wanting to sound pessimistic: One of the most important factors for good economic development is stable political conditions and only little uncertainty. At the present time, there are more trouble
spots worldwide than there have been in a long time. And we haven’t even talked about the possible threat of a currency crisis, the possibility of the Italians giving up the euro at some time in the future, or similar topics here. The year 2016 – What else can be said? Year after year, the experts – including myself – predict that there will probably be less growth in the kitchen sector because of domestic and international uncertainty. Last year I wrote at the end of my summary: “German kitchens can be expected to continue to show positive
Photo: Leicht Küchen AG
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development on the sales markets in Germany, Europe, and the rest of the world. To achieve that, the companies must jointly convey the idea of the German kitchen to the rest of the world.” I thought I was being relatively optimistic then. But it must be admitted that the year 2016 surpassed our expectations. Although the almost double-digit growth rates decreased from the middle of the year on, more kitchens and higher quality kitchens were sold again in 2016. Nutrition and cooking are still megatrends in Germany. And with the increasing merging of kitchens and living areas, there are additional reasons to choose higher quality and better-looking furnishings for kitchens. So domestic development in 2016 can definitely be called positive. But even the good domestic figures were surpassed by the very good development in exports. The inner-European and worldwide developments were about the same. Outside of Europe, exports by the producers of kitchen furniture remained rather low despite some new growth. In the other product groups needed for a kitchen, the situation was generally somewhat different. This concerns producers of kitchen furniture, electric appliances, sinks, faucets, and accessories. And not to be forgotten are the many suppliers who also make an important contribution by providing everything from fittings to interior furnishings to particle board. These companies differ greatly in their distribution policies and are active internationally. 24
Domestic outlook – After the economic crisis in the middle of the first decade of the new century, the German kitchen industry has been the highest performing one in the world. That is meanwhile uncontested. In almost all product segments, the companies that lead the market are in Germany. Nevertheless, it is safe to assume that there will be further concentration of producers and retailers in the near future. However, we expect slight growth in the coming years as well. But since the number of households in Germany will not increase to any great extent, no larger rate of growth can be expected from that direction. In addition, 97 % of all kitchens sold are already “made in Germany”. If there are bigger market changes, they could only come about through a change in sales forms – for example if the internet becomes much stronger as a sales channel. Over the short term, that is not to be feared, but over the middle to long term it will be exciting to see how the internet-savvy next generation will buy kitchens. We already expect new and differently structured internet platforms for the year 2017. Export outlook – The German producers are excellently represented in Europe. Especially in the neighboring countries of France, the Netherlands, Belgium, Austria, Switzerland, and Luxembourg, German kitchen furniture producers are very strong. High rates of growth are achieved in Europe, especially in Great Britain, Scandinavia, and in Eastern
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Photo: Nobilia
Europe, although turnover is still relatively low in Eastern Europe. Around the world, there are different ways of cooking and different ideas about what a kitchen should be. And that also applies to the way kitchens are bought. At the same time, the standard of living and the average income in the strongly developing markets are markedly lower than in Europe, so kitchens from Germany are often (still) luxury goods and status symbols. However, markets even further away are also changing. So it will be more and more important to be active in retail. That involves big challenges for companies in building up a retail structure and learning how the foreign population wants to buy kitchens without giving up the brand essence of their own products. In about 15 years, about 60% of worldwide consumption will take place in the Far East, so there is a lot of potential there for the future. Already, the market for premium
kitchens is bigger in China, for example, than in Germany. Summary and conclusion – The German kitchen sector and the kitchen “made in Germany” are in an excellent position. Challenges are involved in building up international structures outside of Europe. In China, for example, the AMK also provides support with its own subsidiary there. Otherwise, we see risks more for external reasons, as described in the introduction. Exactly because no one can say in advance which markets will develop in what way, broad positioning is advisable for companies. The better diversified they are, the better are their chances to reduce the effects of a possible crisis. If we leave those uncertainties aside, we can expect the good development in the year 2016 to continue in 2017. So we face the future with optimism. GERMAN FURNITURE EXPORTERS
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3c Holding GmbH www.3c-holding.de
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Allmilmö Zeiler Möbelwerk GmbH & Co. KG www.allmilmoe.de
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Alno AG
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www.alno.de
Ballerina-Küchen
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H.-E.Ellersiek GmbH www.ballerina.de
bau-for-mat Küchen GmbH & Co. KG
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(baumann group) www.baumann-family-group.de
Rolf Benz AG & Co. KG www.rolf-benz.com
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Breckle GmbH, Benninger Bettsysteme
www.benninger-bettsysteme.de
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www.bretz.de
Brigitte Küchen H. Frickemeier Möbelwerk GmbH www.brigitte-kuechen.de
Brinkhaus GmbH www.brinkhaus.de
brühl & sippold GmbH www.bruehl.com
Bullfrog Marketing & Design GmbH
Bulthaup GmbH & Co. KG
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die Collection www.die-collection.de
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Geha Möbelwerke Gebr. Henrichsmeyer GmbH & Co. KG www.geha-moebel.de
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Germania Werk Krome GmbH & Co. KG
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Gruber Polstermöbel GmbH
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Gwinner Wohndesign GmbH
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Häcker Küchen GmbH & Co. KG www.haecker-kuechen.de
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Hartmann Möbelwerke GmbH www.moebel-hartmann.com
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HOME LIVING
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Company Name Möbelwerke A. Decker GmbH Contact Information Borgholz. Am Bahnhof 3 34434 Borgentreich Germany Phone +49 5645 789-0 Fax +49 5645 789-105 Web www.decker.de E-Mail moebel@decker.de Product range Solid wood furniture kitchen living room dining room
DECKER - Individual Furniture made of solid wood – made in Germany Möbelwerke A.Decker GmbH is a familyowned company and takes pride in specialising in the manufacturing of individually-designed furniture of pure solid wood. Quality and supreme craftsmanship have been the hallmarks of the furniture-making ever since the founding of the company in 1915. Superb materials, specially-trained staff committed to their work and state-of-theart manufacturing technology are the prerequisites which the quality standards demand. The results are individually created pieces of furniture, made with a good deal of tender loving care and attention to detail. Thanks to their own special processes, they can assure first-class quality at all times and a high degree of flexibility to meet all needs. DECKER manufactures high quality furniture for different target groups and segments. Everything is made of solid wood - designed in timeless styles. The product range includes furniture for living, lounge and dining areas as well as kitchen. With DECKER you can furnish the entire home with valuable, natural and environmentally friendly furniture
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himolla Polstermöbel GmbH www.himolla.com
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Höpke MöbelstoffHandels GmbH www.hoepke.de
hülsta-werke Hüls GmbH & Co. KG
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InCasa Schlafraumsysteme GmbH www.incasa-moebel.de
interlübke Lübke GmbH www.interluebke.de
JAB Josef Anstoetz KG www.jab.de
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Kettler GmbH www.de.garden-furniture. kettler.net
Kettnaker GmbH & Co. KG www.kettnaker.com
Koinor Polstermöbel GmbH & Co. KG www.koinor.com
Christine Kröncke Interior Design GmbH www.christinekroencke.net
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Leicht Küchen AG www.leicht.com
Loddenkemper GmbH & Co. KG www.loddenkemper.de
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Company Name GWINNER Wohndesign GmbH Contact Information Hauptstraße 70 72285 Pfalzgrafenweiler Germany Phone +49 7445 183-0 Fax +49 7445 183-199 Web www.gwinner.de
Design comes home. With this claim Gwinner develops and manufactures high-quality living furniture oriented to design in laquer and veneer. The company was founded in 1930 and employs today 175 employees in the location of Pfalzgrafenweiler in the northern Black Forest. Attractive products, well qualified and motivated employees as well as an efficient production allow us to offer quality at prices required by the market.
E-Mail export@gwinner.de Product range High-quality media- / living- / dining-room furniture
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Maja-Werk Manfred Jarosch GmbH & Co. KG www.maja-moebel.de
Mayer Sitzmöbel GmbH & Co. KG www.mayersitzmoebel.de
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Gebrüder Munzert GmbH & Co. KG www.munzert.de
müller möbelfabrikation GmbH & Co. KG
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www.mueller-moebel.com
www.nieburg.de”
www.niehoff-sitzmoebel.de
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nobilia-Werke J.Stickling GmbH & Co. KG www.nobilia.de
Nolte Küchen GmbH und Co. KG www.nolte-kuechen.de
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Nieburg-Küchen GmbH
Niehoff Sitzmöbel GmbH
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Oeseder MöbelIndustrie Mathias Wiemann www.wiemann-online.com
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Pelipal GmbH www.pelipal.de
Poggenpohl Möbelwerke GmbH www.poggenpohl.com
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Polipol Polstermöbel Gmbh & Co. KG www.polipol.de
Polstermöbel Oelsa GmbH www.pm-oelsa.de
Albert Ponsel GmbH & Co.KG www.ponsel.de
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Paidi Möbel GmbH www.paidi.de
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EXHIBITOR HAUSMESSE SÜD
Company Name himolla Polstermöbel GmbH Contact Information Landshuter Str. 38 84416 Taufkirchen/Vils Germany Phone +49 8084 25-0 Fax +49 8084 25-558 Web www.himolla.com E-Mail info@himolla.com Product range Recliners and TV-chairs, upholstered seating, living room scapes and modular seating elements International representations Austria, Swizerland, South Tyrol, the Netherlands, Belgium, Croatia, Hungary, Czech Republic, Romania, France, United Kingdom, Spain, Denmark, Norway, Japan, USA
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1948, the name himolla has been inseparably connected with the production of upholstered furniture. At that time the family-run workshop began its rise to become one of the leading furniture producers in Europe. Today, himolla is the last full range provider in Germany whose large assortment is adapted to individual customer wishes. “Quality made in Germany” is not just a phrase for himolla, but rather the company philosophy it lives by. The craftsmanship and know-how of the employees and the most modern production techniques and machines guarantee a high standard of quality. But himolla sets the highest priority not only on quality, but also on environmentally friendly production. Of course, individuality, functionality and creativity, in addition to the topics already mentioned above, also stand for furniture by himolla.
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puris Bad GmbH & Co. KG www.puris.de
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Rauch Möbelwerke GmbH www.rauchmoebel.de
RMW Wohnmöbel GmbH & Co. KG www.rmw-wohnmoebel.de
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Rotpunkt Rabe & Meyer Küchen GmbH & Co.KG www.rotpunktkuechen.de
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RWK & Kuhlmann Küchen GmbH www.kuhlmannkueche.de
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Sachsenküchen Hans -Joachim- Ebert GmbH www.sachsenkuechen.de
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Willi Schillig Polstermöbelwerke GmbH & CO. KG
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www.schillig.de
Schramm Werkstätten GmbH
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Schröno-Polstermöbelmanufaktur / Schröder Wohnmöbel GmbH & Co. KG
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www.schroeno.de
Schüller Möbelwerk KG www.schueller.de
Schulte Design GmbH www.schultedesign.de
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Sieger GmbH www.sieger.eu
SieMatic Möbelwerke GmbH & Co. KG www.siematic.com
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Spectral Audio Möbel GmbH www.spectral.eu
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Stendebach & Co www.betteninnovation.com
Stern GmbH & Co KG www.stern-moebel.de
Joh. Stiegelmeyer & Co. GmbH www.stiegelmeyer.com
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Störmer GmbH & Co. KG Möbelfabrik www.stoermer-kuechen.de
Stralsunder Möbelwerke GmbH
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Thonet GmbH www.thonet.de
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www.tommym.com
Carl Ultsch jr. Polstermöbelfabrik GmbH & Co.KG
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Wemafa Polstermöbel GmbH & Co. KG www.wemafa.de
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Warendorf - Die Küche GmbH
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HOME LIVING
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Company Name InCasa Schlafraumsysteme GmbH Contact Information Hellweg 19 37688 Beverungen Germany Phone +49 5645 789-103 Fax +49 5645 789-105 Web www.incasa-moebel.de E-Mail info@incasa-moebel.de Product range Bedroom systems Entrance furniture
InCasa is specialized in manufacturing bedroom systems and entrance furniture of solid wood. A mixture of creativity and craftsmanship characterize our furniture while individual solutions regarding planning, exclusivity or custom-made are important parts of our services. With a large number of comfortable and functional furniture we can guarantee high quality and safety with certificates and quality seals. All products are purely natural oiled and environmentally friendly – Made in Germany. As a member of the German Furniture Quality Association (Deutsche Gütegemeinschaft Möbel e.V.) all our products have the certificate „The Golden M “. This label stands for proofed quality, guaranteed safety and healthy living and guarantees that our products are free from all harmful substances. Our wood used is taken from tree farms which practice sustainability. This is guaranteed by the PEFC quality seal (Programme for the Endorsement of Forest Certification Schemes). Customers can be sure that they are buying InCasa furniture of a high quality and reliably good properties. The furniture is well made, durable, safe and stable as well as harmless to health in order to guarantee the customers a long lasting pleasure from their products.
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Imm cologne
MADE IN GERMANY AND INNOVATIONS FROM ALL OVER THE WORLD The beginning of the 2017 furniture year is heralded by the most important event in its calendar: imm cologne presents the trends that will be shaping the furniture and interiors sector – and the products that are good for business. At the imm cologne, you’ll find a unique variety of interior design ideas for every room, every style and every requirement – from the basics all the way to designer items and luxury furnishings. Cologne is in the middle of one of the world’s most important sales market, Germany, and centrally located in Europe. Only here will you, as an exhibitor, find all the relevant target groups in one place – as well as the perfect opportunity to present your ideas and innovations to the whole world all at once! As a visitor you will find a unique survey on furniture made in Germany as well as on the latest innovations from all over the world. In 2017, imm cologne will again be held in parallel with LivingKitchen – the leading communications and business platform for the kitchen industry. In this format, imm cologne provides exciting inspiration for the entire home. It’s only here that anyone interested in the subject can get the complete overview. LivingKitchen brings to life fascinating kitchen environments, staged in integrated settings – from kitchen furniture and fitted appliances to sinks, taps and fittings, worktops, lighting and accessories. The attractive
supporting programme combines information and entertainment. In 2018, as in all even years, imm cologne will be held in conjunction with Living Interiors, the event for innovative rooms and bathrooms. LivingInteriors offers a comprehensive and innovatively staged picture of the entire interior design world. National and international exhibitors from the various key segments present their latest trends and products, which sets incentives for trade visitors and end consumers. imm cologne is the world’s leading platform for new ideas, for innovations and trends and for young, creative, new design. This is where business momentum for the entire industry is generated and trending topics for the coming months take shape. Innovation and trends will be presented not just at the exhibitors’ stands but also showcased at a series of exciting and inspiring events. One of the most spectacular is sure to be “Das Haus – Interiors on Stage”, in which life in the house of the future is imagined, designed and realised by a renowned international designer. But the trade fair is not restricted to the trade fair grounds! Across the whole metropolis of Cologne, in shops, galleries and exciting, pop-up and offthe-beaten-track locations, special events and spectacular formats will provide plenty to talk about. For one week, the entire city will become the furnishing capital of Europe! GERMAN FURNITURE EXPORTERS
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TRENDS
HOW A FURNITURE TREND EMERGES – THREE AREAS INFLUENCE DEVELOPMENTS
Natural materials are very popular at the moment. And furniture made of real wood is experiencing a boom. How does it happen that certain materials come into fashion? And what makes so many people buy chic wooden furniture? The German Furniture Industry Association has explored the question and provides concrete answers.
Ursula Geismann, trend and design expert of the German Furniture Industry Association (VDM). Photo: Archive
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Basically, there are three areas that determine a new furniture trend. The first of the three influential factors is global trends, the second is the economic situation in the respective country, and the third is the individual culture. To varying extents, all of them influence the development that determines what exactly becomes fashionable at the moment. And all three affect the trend in different ways. The global megatrends are trends that span the entire world. Those megatrends
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TRENDS
HOW A FURNITURE TREND DEVELOPS: are the same for all people. They include demands from target groups and changing desires concerning the basic characteristics of materials and products. There is currently a lot of support for the topics of nature and saving resources, for example. The second area involves the economic status of a country. Some countries are experiencing an economic upswing at the present time, and their inhabitants thus feel a need to catch up as far as consumption and consumer goods are concerned. Therefore, people in China, Vietnam, or India also have more money to spend on furniture. In this area of influence, the focus is mostly on the need for furniture and its function and less on specific manifestations in design. The latter is determined by the third area, namely the culture and the cultural tradition. They are crucial for the stylistic idiom, color, and the entire design. A wide, soft, white sofa that US Americans love, for instance, is unthinkable in Japan. And it would be unthinkable to have a small floor cushion at a flat dining table or a futon to sleep on in Germany. The cultural area also includes the subject of individuality. If you look only at the culture, it becomes clear that some cultures favor the collective and others the individual and his wishes. And that has an influence on whether the “pimp my home” idea, which emphasizes the taste of the individual in the home, plays a role or not. The effects of the culture on furnishing are immense. The entire home layout, the kinds of spaces for privacy, the relaxation areas all depend on the culture.
Global megatrends Basic Characteristics
Furniture Trend
Economy Need and Function
Culture Stylistic Idiom
VDM/Wohninformation • 2013
The three areas vary in importance. The overlapping areas can be affected more by global trends, the economy, or the culture. Megatrends apply to everyone. The subjects of saving resources, demographic development, and urbanization are all tied to them. There are trends that are clearly dependent on the economic strength of a country, such as luxurious sofas with precious stones or low-priced shelves made of wood-based material for smaller budgets. And there are trends that have to do with culture, such as red, blue, or beige colors or bamboo for chair legs. That complex mélange produces the conglomerate out of which the new trend and its specific design finally emerge. Natural materials are en vogue all around the world. Poor countries use them in simple furniture, wealthy countries in premium furniture. The look is different in Shanghai than it is in Berlin. GERMAN FURNITURE EXPORTERS
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DEUTSCHE GÜTEGEMEINSCHAFT MÖBEL E.V.
QUALITY IS OUR MISSION AND GOAL
Jochen Winning, managing director Deutsche Gütegemeinschaft Möbel (DGM) Photo: Archive
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The Deutsche Gütegemeinschaft Möbel e.V. (DGM), the German furniture quality assurance association, is based in Fürth, Germany. It deals principally with the topic of furniture quality, as the quality of a piece of furniture strongly impacts on quality of life in the home. The reliability of a quality standard depends on various factors. • The ‘quality’ must be extensively and clearly defined, and this definition must also include environmental and health aspects. • Any standard must be kept up-to-date at all times in order to be able to take in to account the latest scientific findings and practical experiences. • Adherence to the quality criteria must be permanently monitored by a neutral body. Within the scope of this overall goal of quality assurance, the Deutsche Gütegemeinschaft Möbel e.V. (DGM)’s policy has been clearly defined by the RAL, the DGM’s umbrella organisation: ‘A quality assurance association is a federation of companies that have made quality assurance with regards to their products and services their aim, voluntarily subscribing to the resultant requirements and obligations.’ In practical terms, this means: furniture manufacturers voluntarily subject their furniture to the current DGM quality assurance and certification regulations (under RAL GZ 430). The tests are carried out by neutral, independent institutes. Once the furniture has passed all tests
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DEUTSCHE GÜTEGEMEINSCHAFT MÖBEL E.V.
regarding stability, material quality, durability, safety and health compatibility, and the manufacturer can prove that this quality level will be maintained during further production, the DGM awards the RAL Quality Mark for furniture. This ‘Golden M’, firmly affixed to a piece of furniture in the form of a tag or an adhesive label, tells the buyer of a piece of furniture: this is quality that has been tested, quality you can rely on. This Quality Mark will become even more important in future, in line with consumers becoming much more demanding with regards to quality. The quality assurance and certification regulations are constantly being reviewed to ensure that the quality standard corresponds to the latest scientific findings. This is the Deutsche Gütegemeinschaft Möbel e.V.’s quality assurance committee’s responsibility. The committee, in turn, exchanges information with various working groups consisting of specialists for particular types of furniture, and experts in certain fields (for example, environment and health). The furniture manufacturers that are members of the Deutsche Gütegemeinschaft Möbel e.V. not only have to ensure that the quality of their furniture adheres to the constantly updated regulations; they also agree to subject their furniture to ad-hoc testing. However, what use is such a quality assurance system to consumers, if they are aware of the quality aspect, but do not really know much about the details? That is why the Deutsche Gütegemeinschaft
Möbel e.V. introduced furniture product data. The DGM would like to provide furniture buyers with much more information, though. So far this has been done through, for example, the publication of a book. This book was compiled by the DGM in 2009, in co-operation with the Stiftung Warentest, an independent German consumer organisation. The other way to ensure that we meet our objective is the certification and monitoring of furniture quality, represented by the ‘Golden M’. It is Germany’s only officially recognised quality assurance mark for furniture, and the most reliable proof of tested and approved furniture quality and safety in the whole of Europe. GERMAN FURNITURE EXPORTERS
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THE GOLDEN “M” Whether BSE, Nitrofen or foot-and-mouth disease - recent scandals such as these have lent emphasis to the call for product labelling and consumer protection. However, at best, the labelling of a product serves as a pacifier. Reliable safety can only be guaranteed if requirements are not unrealistic, and meet people’s needs. The DGM’s comprehensive quality concept, with its quality assurance and certification regulations and comprehensive testing procedures, take these aspects into account. What about the Quality Mark as such, though, how is that protected? To guard against misappropriation of the ‘Golden M’, the Deutsche Gütegemeinschaft has incorporated a few simple but effective safety measures. Fundamentally, the following always applies: • The quality assurance and certification of furniture is deposited and monitored at the administrative office of the Deutsche Gütegemeinschaft Möbel. Verification of the quality assurance “Golden M” is documented in the so called certification license. • Traders are permitted to advertise the fact that they supply furniture which has been awarded the Quality Mark. However, both advertising materials and showroom display may feature the Quality Mark only in connection with the products that have actually been awarded the mark. 52
HEALTHY LIVING - COMMITMENT OF DGM The concept of quality encompasses more than mere product durability. The ‘human quality factor’ plays a very important role, too, as far as the DGM and its members are concerned. This includes the health compatibility of a piece of furniture and the raw materials used in its production, as well as the environmental soundness of the entire production process. Furniture must undergo a whole series of tests before being awarded the RAL Quality Mark. During the course of these tests, experts from independent testing institutes not only examine the furniture’s stability, solidity, workmanship and safety, but also its pollutant content. The list of substances the furniture is being tested for is long: formaldehyde, solvent residue / volatile compounds like alkanes, esters, arenes, terpenes, ketones and so on are all on it, as well as biocides, lindane, pyrethroids, azoic dyes, CFCs, heavy metals or flame retardant substances. In the case of some substances, the Deutsche Gütegemeinschaft Möbel e.V. applies even more stringent standards regarding the maximum amount permitted than the German Federal Ministry of Health. Formaldehyde, for example, must not exceed 0.05 ppm (parts per million); at 0.1 ppm, the legally permitted maximum is almost double that. During a review of the quality assurance and certifi-
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DEUTSCHE GÜTEGEMEINSCHAFT MÖBEL E.V.
DGM Climate Pact: Against climate change! In response to rapidly progressing climate change and in reaction to the 21st UN Climate Conference in Paris, the Deutsche Gütegemeinschaft Möbel (DGM – German Quality Assurance Association) has created a “Climate Pact” for the furniture industry. “The massive effects of climate change on human beings and nature are unstoppable, but we must still all fulfill the responsibilities we have for our children, the generations to come, and the environment,” urges DGM Managing Director Jochen Winning. He encourages furniture producers to take part in the climate pact to make an important contribution to the UN’s 1.5° goal. The foundation of the climate pact is the level of CO2 produced by a company. Furniture
who are particularly sensitive. Apart from being tested for pollutant content, the odour emission level of furniture that smells unusually strong or emits non-typical smells is also tested, as an unpleasant odour can also have an adverse effect on consumer well-being. To be awarded the RAL Quality Mark, however, a piece of furniture must not just have low pathogenic pollution levels; rather, the whole of the production chain must be environmentally friendly and health risk free. For example, any timber and timber-derived materials used in furniture making must not have been treated with biocidal timber preservatives.
manufacturers who join the pact calculate their “carbon footprint” annually on the basis of established standards.
cation regulations, the working group ‘Environment - Healthy Living’ decided to reduce the permitted amount of this substance, and some other substances, to below the legal level. The guiding principle for this extreme stringency: to eliminate any health risks to consumers who buy quality assured furniture, even to those
When timber-derived materials that are wholly or partially made from scrap and/ or salvaged wood are used, they must carry a certificate guaranteeing that only unpolluted wood has been recycled. Furniture manufacturers must make sure that they do not use any materials or processes that pose environmental or health risks. The amount of resources used for the production, including the energy needed, must be ecologically sound, as GERMAN FURNITURE EXPORTERS
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must the design and construction, the packaging, transport and use, waste disposal or recycling and, of course, the actual furniture production process. Because we must be able to reassure furniture buyers: a piece of furniture that has been awarded the ‘Golden M’ is a tested and approved product that can be used in home furnishing with a clear conscience.
DGM: First emission label for furniture worldwide The DGM has created the first emission label for furniture worldwide to make the search for healthy furniture easier for consumers. “The label is for seating furniture, cabinets, tables, office furniture, bed slats, and mattresses. Certification of the classification is provided for the fulfillment of certain criteria based on appropriate testing for harmful substances by neutral testing institutes according to the RALGZ 430 or Blue Angel standards,” explains DGM Managing Director Jochen Winning. Furniture manufacturers who fulfill the required criteria can apply for the label. All furniture that is awarded the label must pass additional tests annually in the first three years and then every two years after that in order to be allowed to keep the label. “The background is that we need something with which the German furniture industry can clearly differentiate itself,” emphasizes Winning. “The basic idea for the creation of the label was for it to be understandable, transparent for the consumer, and for it to raise awareness about emissions of harmful substances from furniture. We want to provide orientation for consumers and show that the topic of ‘healthy furnishing’ plays a big role for quality manufacturers,” says Winning.
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