German Business Awards 2017

16 EU BUSINESS NEWS / 2017 German Business Awards , Best Kitchen & Bath Accessory Provider 2017 & Award for Excellence in Household Product Designs 2017 WENKO is a German family-owned company which operates all over the globe. We spoke to Niklas Köllner, one of WENKO’s CEOs, as we aim to find out more about the company and its products. A diverse range of about 6,000 products complements WENKO’s portfolio in the segments bath, kitchen, laundry and living. The company conducts its own research and introduces new innovations to the market continuously, subsequently launching approximately 400 to 500 new products every year. The products are distributed via the B2B business streams stationary retail business (basically DIY stores, but also alimentary stores etc.), mail-order business and e-commerce. WENKO offers a full-service package to its partners including, among others, the full range, planning of storage racks, assistance at the POS by an own field service and sales agencies, provision of advertising material to boost retail sales, individual support required by the trade, to name a few. Outlining the firm’s overall mission, Niklas alludes to WENKO’s philosophy and the WENKO-team’s commitment to the quest for “the better idea”, leading to the company being one of the most innovative in the industry. This philosophy is a key part of the company’s success. “Here at WENKO, we aim to maintain and further the company’s success, and as such the company follows its philosophy: ‘All product developments arise with the aim to be innovative, practical and intelligent for the consumer and to make life every day a bit more pleasant and comfortable.’ By following this principal, we legally protected more than 1,000 products and innovations during the last years.” Being based in Germany, Niklas is keen to highlight that the country is highly developed when it comes to logistics and is in the heart of Europe, meaning its delivery opportunities are shorter and easier than those in other areas, something of the utmost benefit to the company. “Germany is highly developed when it comes to logistics, therefore being in the heart of Europe, delivery ways are shorter, than from other areas. At the same time, we understand ourselves not as a German company, but more as a European company with German roots. Most of our employees are speaking several languages and we do actually support that. Think global, act local is somehow what we want to stand for, being able to give the customer base what they deserve.” Offering clients a highly diverse and full product range enables the company to establish itself as one of the leaders within the household industry. It is both the innovation and internal development of products which helps WENKO to stand out within the industry. “While internally developing products we incorporate our own research data and innovations, as well as recent trends. The close contact to our partners and the lively exchange resulting from this leads to a further source of ideas and enables us to take their demands additionally into account. The development process is carried out by our own product management team and designers. Furthermore, our clients are supported by our merchandising and category management team which helps to implement our specially developed shop systems. Due to the close cooperation between our partners and us, in particular our key account managers and field stuff, a steady, beneficial interchange of ideas and information takes places which is part of our successful liaison.” Looking ahead, WENKO has just opened a new warehouse with the idea in mind of becoming even quicker and more efficient with its supplies. Niklas notes that along with innovation, logistics is also one of the core competences of the company. He signs off in his concluding comments, by g GBA17003 describing what developments he foresees within the German corporate landscape and how the firm will adapt around these. “Ultimately, with regard to the corporate landscape within Germany, Amazon and its disruptive sales models are changing the entire European landscape in many ways. Chinese factories now find a way to access the European market by managing their businesses from home. The full effect of globalisation is shown in this situation. This brings us to the point that in our business the same rules have to apply to everybody, which is not the case right now. Quality levels often vary, and are not testable by the end-consumer anymore. That´s why building and investing in our brand WENKO becomes more and more important. That the end-consumers understand and get to know that WENKO is a brand they can rely on.” WENKOs CEOs from left to right: Philip C. Köllner, H.-J. Köllner, Niklas Köllner