What is the strategy today?
Wefocus on class instead of mass.
What does that mean?
We areout of the mass market. We prefer to rely on high-quality design dealers. Above all, on many dealers. Such selective distribution also means spreading the risk. Today we have about 500 customers. And we work with them on an equal footing. But it also took a few years, such a changeover.
Where would you place the jankurtz collections in the market?
We arecertainly interesting for those who have already tried the IKEA programme up and down. Who want to reach a new level in their interior design. They can do that with us. jankurtz is straightforward, original, sensible, consistent. Clear lines. Clear edge. Quality.
It is noticeable that you charge fairly moderate prices even for properties for which you have a quasi-monopoly. What is behind the concept?
First of all,a sales price has to be calculated seriously. There's no point in charging exorbitant prices just because you could. Besides, it keeps competition at bay. The more expensive I am, the more likely it is that someone will come up with the idea that they can offer the same (or even cheaper).
You work with external designers, but the company also develops its own models. Do you have permanent designers?
Yes. One. Me. I am our design team. But seriously, I think about it, get feedback from customers, try to optimise details, improve lines. Make little drawings with a few strokes. But I'm not a trained designer. Just an autodidact who tries to optimise the products.