Keramag: “Quality over quantity”
Market-aligned product innovations for the ISH 2009 / New complete bathroom series “iCon” / New design for successful “Renova Nr. 1 Plan” series / Decentral urinal flush system for tender business / Michael Hellmund: more solidarity in the financial crisis /
Frankfurt/Ratingen. At the ISH 2009, Keramag AG, one of the best known German brand manufacturers of bathroom furniture, emphasized its strength with an attractive programme of innovations. Along with Sanitec sister company, Koralle Sanitärprodukte GmbH, Keramag presented a joint stand at the trade fair.
In Frankfurt, “iCon” the new complete bathroom series was launched featuring timelessly modern design and an unusual range of combinations for new ways of individual bathroom design. A second presentation focussed on line extension for the successful series “Renova Nr. 1 Plan”. Additionally, “FlushTimeControl”, a decentral, time-controlled serial flushing system was introduced for the urinal “Centaurus” urinal for public and commercial sanitary systems. The new presentations at the trade show showcased a whole series of improvements and additions to the existing bathroom ranges. Also on show were special product solutions for the “child” series for kindergartens, nurseries and children’s clinics.
The key motto for planning and design of product innovations was: “Quality over quantity”. In the view of Michael Hellmund, CEO of Keramag AG: “For this year’s innovations, we have deliberately taken into account the preferences of our sales partners and focused on really essential product innovations that notably create additional demand.”
Michael Hellmund proved “moderately optimistic” about current business trends: “Last year, we made some important changes to gear up for the challenges of the financial crisis. In 2008, Keramag sales were higher than the previous year, and additional market shares were won in Germany. The Koralle group, with markets in Germany, Austria and Switzerland, showed stable growth and improved its strategic starting position. An indicator is definitely our clear expansion of our niche presence at specialist wholesale trade exhibitions. We have two strong brands that offer substantial growth potential.”
Prognoses for 2009 are highly susceptible to fluctuations due to unclear developments with the global financial crisis. In the second half of the year, massive adjustments are to be expected in Germany. From today’s perspective, the development on international markets will be highly diverse.
Despite current difficult conditions, the motto retains priority: causing concern is not an option. All sales levels are to concentrate more on their core competencies, react with a flexible, business approach and intensify brand processing. Then, the sanitary sector can exit this crisis in a stronger position.
Keramag AG, with headquarters in Ratingen, is a long-standing German market leader for high-quality sanitary ceramics for private bathrooms as well as public and commercial sanitary areas. Its second core business is bathtubs and shower trays. Production is at two sites at Wesel (NRW) and Haldensleben (Saxony-Anhalt).
Michael Hellmund is also head of Koralle Sanitärprodukte GmbH in Vlotho, a company founded 40 years ago, and among Germany’s leading brand manufacturers of shower enclosures. The product range also includes steam showers, shower panels, and pre-assemble showers as well as shower trays, bathtubs and whirlpools.
Keramag and Koralle are part of the Finnish Sanitec Corporation (Helsinki), Europe’s market leader for sanitary ceramics, bathtubs and showers and with 9,000 employees in 27 production locations.
