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VORWERK –A strong brand for the future
Communication, colour, design and innovation are the themes for 2004. Vorwerk Teppichwerke is presenting new strategies, products and projects for the future at the Heimtextil and Domotex trade fairs in January.
Hamlin, January 2004 – Nearly every day, talk in the daily print, business and trade media revolves around a persistently difficult market situation and stagnation of the economy. The almost daily presence of bankruptcies in the commercial and industrial sectors reinforce that image. The consequence: a general sense of insecurity in the entire economic environment, in the retail trade and among consumers. "Concentration in retail business", "lull in consumption" or "buyer depression" are key phrases that crop up often. When looking at the future, the uneasy question arises for many commercial partners whether the partner with whom one is conducting business successfully today will still be there tomorrow? In light of these factors, those who want to give evidence of their trust, continuity and innovative power cannot add their voices to the "bemoaning choir". What they must do is to focus on strengthening a strong brand and take an active part in investments and developments for the future.
This is precisely what Vorwerk Teppichwerke has set as its goal. The company based in Hamlin is forging ahead into 2004 by starting the year under the motto "Communication, colour, design and innovation. The carpet factory wants to use new strategies, product innovations and pioneering projects to make a mark of its own these days, to exhibit proof in its field that Vorwerk is a strong partner for the retail trade and for consumers. Johannes Schulte, the new chairman of the executive management at Vorwerk Teppichwerke since January 2004, is convinced that these efforts will be successful. Kicking off the new sales year, Schulte stated that: "We can get something going here, and we want to get things going, because we firmly believe in the future of textile floor coverings. And we are convinced of being able to develop carpets further into a high-tech product which, alongside award-winning design and outstanding practical value, shall also prove to have completely new properties for use in the future. Just one example of this is our research co-operation with Infineon towards the development of 'intelligent carpets' ".
Best prospects for carpets
This positive assessment is also being supported by "Living and Life at Home 6", the current representative study commissioned at the end of last year by the publishing company Gruner & Jahr.
According to the study, among planned new purchases of floor coverings the prospects for textile products are very good. The study found that around 3.9 million consumers intend to redesign their homes using wall-to-wall carpets within the next one to two years. Roughly 3.5 million of those ready to refurbish have equally decided in favour of area rugs. By a wide margin carpets are thus the floor covering in highest demand, well ahead of laminates with approximately 1.5 million planned purchases.
The study stated that Vorwerk is known to 64% of the overall population, and that the brand comes into consideration for purchase with nearly every second person of those who know it. "This shows that the presale value of the Vorwerk brand is very strong, way ahead in the field of competitors. Vorwerk has set its goal on expanding that lead even further", says Johannes Schulte.
Product innovations 2004
Vorwerk is displaying the the innovative power of a market leader once again. Thomas Weber, marketing director of Vorwerk Teppichwerke, is convinced that "our programme of new products for 2004 shall be equal in every way to the developments of the previous year, and some of these product innovations are going to open up completely new market segments for us. Our highlights at the Heimtextil und Domotex trade fairs taking place in January are above all our new 'PIECES', a further development in the assortment of area rugs." The "PIECES" Collection is going to be expanded by an additional ten exciting designs as of spring of 2004. Vorwerk is banking thereby on the good experiences it had with high-quality authors' designs. To be found among the new "PIECES" are surprising designs by Peter Schmidt, the internationally renowned designer from Hamburg. The designs reflect Schmidt's enthusiasm for Japanese and East Asian culture. Styled as if for the kimono of one of the Tenno's ladies of the court, flowers and ornaments make these carpets one-of-a-kind. The design developments from the studios of "Coop Himmelblau", architectural avant-gardists from Vienna, create an atmospheric tension between the basic interpretation of constructivism and a "zeitgeist" philosophy. Works of art on the floor, aesthetic yet equally very liveable. Also represented here are pieces from the first personal collection of Vorwerk chief designer Erhard Gennrich. Round forms and soft lines define the image imparted by these creations.
Hotels – A new target group at Vorwerk
Those who value the merits of a carpet in their own four walls should not have to do without them in the future while travelling. For that very reason Vorwerk is bringing an upmarket hotel collection into the programme in 2004 for the very first time, while setting new standards here as well. The "Vorwerk Hotel Collection" is orientated primarily towards small and medium-sized hotels, guest houses and restaurants, and is being carried as a stock collection. What's more: Vorwerk is the only manufacturer of textile floor coverings for the hotel business offering the special service of immediate delivery for small and medium-size contract orders.
However, with short lead times large quantities can be produced, too. In custom, individualised order production is possible starting at 400 square metres. A service that allows architects and hotel furnishers leeway for their own ideas. As with all products from the house of Vorwerk, it goes without saying that the new hotel collection fulfils all the qualities required for sophisticated contract installation and bears the TÜV (German Technical Certification Association) seal "suitable for those suffering from allergies".
Two new Saxony capets, "DARIA" and "DARIA design", were created especially for the particular demands in the hotel/restaurant sector. They are being presented in nine design variations, each of which contains four highly expressive colour schemes.
New look with "FORMAT"
The weaving of qualitatively outstanding carpets is a technique in which Vorwerk Teppichwerke can fall back upon its decades of expert competence in innovative advanced development. Based on a painstakingly maintained tradition and the experience gained as a result, Vorwerk is in a position to manufacture products of highest quality. The newest generation of weaving machines ensure that designs are executed flawlessly. Even so, highly qualified specialists take the proverbial "fine-toothed comb" to every carpet once more before it is shipped. This interaction of state-of-the-art technology and uncompromising quality control make Vorwerk woven carpets unique.
This also applies to the woven "FORMAT" programme pointing the way for things to come. This flat weave captivates through an innovative look comprised of very flat, long loops. Produced as plain or multicoloured from mottled threads, interesting longitudinal or diagonal effects can be created with this carpet. The special feature of this very sturdy item: Besides its interesting look, "FORMAT" is extremely durable and extraordinarily easy to take care of.
"Gloss" – An exclusive eye-catcher
Vorwerk surprises with new ideas time and again, not only in the production of woven carpets, but in their design as well. "GLOSS" products from Hamlin are setting new standards. A high weave in a metallic, glossy look – a spectacular effect achieved using purely textile resources. Here designers and weavers have worked together in joint development to create a masterpiece. With the new quality carpets "SETHO gloss", "NANDOU design gloss" and "IDEA design gloss" Vorwerk Teppichwerke is proving once more that the attractiveness and up-to-dateness of their woven selection offered are the guiding lines for the market.
"SINA" – Youthful and fresh
Vorwerk 2004 is tipping the scale in the selection of carpets from the roll, too. With the velours carpet "SINA", the successful assortment from the roll is being expanded by adding two attractive, youthful designs in six, highly expressive colours. Vorwerk is using this product to underscore its trend competency yet again as supplier from the roll: Its youthfulness and freshness has made "SINA" a very successful selection on the market. "SINA" is offered in four and five-metre widths.
Innovation projects for 2004
Vorwerk sets trends. Hardly any other brand understands how to vary carpet as a medium so diversely. The ability to constantly develop further has assured the carpetworks in Hamlin an outstanding position on the market. One look at Vorwerk's development studios allows even more exciting product innovations to be expected for 2004. For instance, designers are currently testing a new backing for carpets that is going to have a maximum of self-laying properties in spaces of up to 50 square metres with the highest possible degree of flexibility. In addition, distinctly optimised values are also to be achieved in terms of walking comfort, warmth and sound insulation.
Yet another woven contract carpet that shall be standing up to the highest demands in the large-contract sector is to be presented soon: Vorwerk "LUMEN". In terms of large-scale contracts, thanks to special thread preparation high degrees of colour correspondence and non-fading are assured, even when light sources are permanently present. The product shall also be distinguished by distinctly lower wear-and-tear on fibres under extreme use, as well as by a very low reactiveness to soiling substances. What's more: "LUMEN" is even compatible with the use of aggressive cleaning agents, without sacrificing its outstanding look. Foreseen are four designs in 76 colour schemes.
The greatest possible health and hygienic safety is one of Vorwerk's uppermost standards. That is why nearly all Vorwerk products have been awarded the TÜV (German Technical Certification Association) seal "suitable for those suffering from allergies". In spite of this, continued optimisation remains a priority goal of Vorwerk research. A high-end product has now been successfully developed that fulfils even the highest demands: "Vorwerk care". "Noval care", the fibre newly developed for this application, is combined with an active mineral substance which is integrated into the polyamide fibre during manufacturing. This special active ingredient stops the growth of bacteria, mites and spores in the carpet. "Vorwerk care" thus once again increases the protection for people who, due to particular allergies or other living conditions, place the utmost demands on the hygienic safety of their floor covering.
Vorwerk catches "the stars from the sky" for its customers with a completely different kind of new product development. Fluorescent colours is the catchphrase that will be lighting up carpets in the future. A new product is currently being developed on the basis of the successful Vorwerk pattern “FORMA”. Using fluorescent colours Vorwerk can expand its competence in colour and design by yet another dimension.
A great deal of attention was aroused by the result of pioneering co-operative research between Vorwerk and Infineon Technologies AG. The link between carpet and computer was attained in what until now has been a one-of-its-kind fusion of two areas of knowledge. The basic idea: a carpet that communicates with its owner. What sounds like a science-fiction fantasy is in reality a logical extension of floor coverings' utility. One example: When trade-fair visitors enter a hall, light-emitting diodes on the floor could point the way to a booth. Or the fastest route to an emergency exit in a hotel. The floor covering's functionality can be designed as desired through the integration of pressure-sensitive semiconductor chips in the carpet's backing construction. Following intensive research and development work, Vorwerk and Infineon successfully managed to make their joint vision a reality. Both companies are endeavouring to be able to present the first findings from the "Intelligent Carpet" project to the public in the second half of this year.
Trade-Fair Participation 2004
Vorwerk Teppichwerke shall be demonstrating its enthusiastic commitment at international trade fairs in 2004, too. Vorwerk is presenting itself thereby as a strong brand that further strengthens the trust placed in its product and service quality, that intensifies customer bonds and offers proof of its innovative power. The individual trade fairs:
Heimtextil
14th to 17th of January 2004, Frankfurt, Hall 3.0, C 51
Domotex
17th to 20th of January 2004, Hanover, Hall 3, A26
Domotex asia/CHINAFLOOR 2004
24th - 26th of March 2004, Shanghai
Orgatec 19th to 23rd of October 2004, Cologne
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