With a few breaks, I have worked in the furniture market for around 25 years and I have watched with great attention and even greater astonishment the continual decline of stationary retail... particularly in Germany, MACHALKE’s core market.
The stationary furniture industry mainly revolves around itself - the needs of the customer appear to play no role at all any more. Inflationary discount battles do the opposite of what they are intended for. They lead directly to reduced consumption. Why should a consumer buy something today that they can probably get cheaper tomorrow?
“The stationary furniture industry mainly revolves around itself - the needs of the customer appear to play no role at all any more.”
And even if, as a manufacturer, we passionately develop new and innovative products, this is no longer appreciated. Many buyers in stationary retail don’t even look at new products any more. People prefer to only talk to the suppliers about discounts, conditions and price reductions. And very simply, I don’t want to waste my time with that any more.
I value the ‘Hanseatic model’ of doing business with OTTO very much, the calmness, composure and durability of the trade impress me.
Add to that the fact that, from my perspective, OTTO is the most efficient and innovative company in online furniture retail. And last but not least, I trust OTTO the most to redefine the premium segment for online retail.
As the most successful online furniture retailer in Germany, OTTO is appearing again this year at the international Furniture and furnishings trade fair imm cologne (14th to 20th January). The focus is on very modern technologies like Computer Generated Imagery and a visit from Furniture and Fashion Designer Guido Maria Kretschmer. The 215 m2 large stand is directly in front of Hall 7. The public days start on Friday (18th January). If you have questions, Anne Remy is the right contact partner.
Both brands stand for the optimal combination of tradition and innovation. The wishes of the customer take priority. And the strategic goals of both brands complement one
another. OTTO is claiming the ever stronger premium segment in online retail for themselves and MACHALKE has found the ideal partner in OTTO to ensure that in the shortest period of time the loyal fans of ‘their’ brand can find them again.
In 2018 we made considerable efforts in the area of product developments. Since 2017, our product development has been based in our development centre in Wolfsburg, where technically innovative products have been developed for the automobile industry for decades. And at the same time, very experienced employees from leading German upholstery furniture manufacturers were appointed there, who run this product development today.
We have developed a total of nine new product families, which are judged by all our specialists to be ‘typically MACHALKE’.
That means that MACHALKE continues to claim the title ‘world champion of cubism’.
In phase 1 we will take care to ensure that all MACHALKE product lines go live on otto.de. In phase 2 we will plan a brand identity with OTTO, which will set new standards with regard to technical innovation. And you can be sure that the already planned phases 3 and 4 will be no less exciting.