Gebruder Munzert Makes Its 'Custom' Mark In High-End American Market
December 13, 2001
Marlesreuth, Germany — Gebruder Munzert GmbH & Co.'s four-year effort to produce exclusive "trendy" product for the American fabrics wholesaler and furniture fabric buyer is coming to fruition, according to Ute Singer, export manager.
About 45 percent of its business today is geared to export and it is growing faster than its domestic business, Singer said. "Domestic customers are slow to buy luxury goods today while it's not a problem overseas."
By styling for specific high end markets and taking direction from company president and co-owner Bernd Kout, Munzert has developed a business in the $20 million range overall, with almost $2 million in the U.S.A. alone — completely driven by upscale design.
However, to get something special, customers have to be in tune with strict ordering policies because capacity is limited. A minimum order is three colors of a pattern or more, 150 meters per color for initial order and reorders is one piece. In the event that color books are made and color choices cannot be made on the spot, a written statement is required from the customer with the time frame for ordering additional colorways.
"We're just the right size to offer quick delivery and special exclusive designs to our export customers," Singer said. "In addition, Munzert weaves to order in four to five weeks and keeps no stock. The minimum order is four pieces for something special and 60 meters minimum in its open line." The line sells in the middle to high price range but Singer said that nobody objects to the price because the customer is getting custom colored products, which nobody else has in the market. "Our products are recognized for good value and leading edge design with a very good balance of quality and design. We thrive on originality and innovation."
Munzert exhibits at Decosit, Heimtextil and Proposte and shows its line to export customers in its home office showroom.
Munzert will show a three-dimensional solid color effect in jacquard drapery construction at Heimtextil this year. "Our first customer in the U.S.A. was Kravet; that was 15 years ago," said Singer. The company uses four U.S. sales agents to cover each geographic region. Munzert sells to 20 American companies including Architex, Knoll, ArcCom and Momentum, all acknowledged leaders in the contract fabrics industry. It also sells to residential jobbers in the States like Duralee Fabrics or Kravet. About 60 percent of its business is in standard product and the balance is done in special orders. About 40 percent of its business is in drapery weight and the balance is in upholstery, Singer said.
"We develop books together with our customers. Each one has their own handwriting and each collection is tailored to the individual customer." The company produces jacquards and sheers, including Trevira CS® sheers, in narrow and wide widths. For example, it makes 54- and 72-inch widths for cubicle cloth and 180 inches for bedspread fabrics geared to the contract market.
"Trevira®CS is a big target for us these days. Technical fabrics for contract applications is important to us. For 2002, we will introduce panel cloth in brilliant colors through one customer in America." She wouldn't name the customer but says it's a big name in the contract business.
The company produces with 72 looms, four of which are double width. Except for four dobby machines, the balance is for jacquard.
"We don't have a dye house or finishing equipment. That adds to our flexibility because we have many suppliers who can do that for us to our standards. We buy no fabrics on the outside and we don't sell cut length to the retailer. Every fabric we sell is made by us," Singer said.
Munzert also sells direct to the furniture industry centered in the state of North Carolina. Its customers are leading contemporary furniture producers like Carter, Weiman and Lazar.
"Our trendy styling doesn't sell to the German speaking market but it does well in the States. Germany is very conservative when it comes to design and coloration." Munzert has also done well in Russia for customers with very different tastes from Germany. Several high end customers sell special Munzert products in Moscow and in the ex-Soviet Republics like Azerbaijan, Uzbekistan and in the Russian city of Kiev.
"Our customers specialize in the high end residential market in Russia. They buy fabric and import furniture, Singer said. "We also have two good customers in China in spite of the copying there."
The 128-person staff includes many third-generation employees. For example, Mr. Neubert is the third generation design chief at Munzert.
About 45 percent of its business today is geared to export and it is growing faster than its domestic business, Singer said. "Domestic customers are slow to buy luxury goods today while it's not a problem overseas."
By styling for specific high end markets and taking direction from company president and co-owner Bernd Kout, Munzert has developed a business in the $20 million range overall, with almost $2 million in the U.S.A. alone — completely driven by upscale design.
However, to get something special, customers have to be in tune with strict ordering policies because capacity is limited. A minimum order is three colors of a pattern or more, 150 meters per color for initial order and reorders is one piece. In the event that color books are made and color choices cannot be made on the spot, a written statement is required from the customer with the time frame for ordering additional colorways.
"We're just the right size to offer quick delivery and special exclusive designs to our export customers," Singer said. "In addition, Munzert weaves to order in four to five weeks and keeps no stock. The minimum order is four pieces for something special and 60 meters minimum in its open line." The line sells in the middle to high price range but Singer said that nobody objects to the price because the customer is getting custom colored products, which nobody else has in the market. "Our products are recognized for good value and leading edge design with a very good balance of quality and design. We thrive on originality and innovation."
Munzert exhibits at Decosit, Heimtextil and Proposte and shows its line to export customers in its home office showroom.
Munzert will show a three-dimensional solid color effect in jacquard drapery construction at Heimtextil this year. "Our first customer in the U.S.A. was Kravet; that was 15 years ago," said Singer. The company uses four U.S. sales agents to cover each geographic region. Munzert sells to 20 American companies including Architex, Knoll, ArcCom and Momentum, all acknowledged leaders in the contract fabrics industry. It also sells to residential jobbers in the States like Duralee Fabrics or Kravet. About 60 percent of its business is in standard product and the balance is done in special orders. About 40 percent of its business is in drapery weight and the balance is in upholstery, Singer said.
"We develop books together with our customers. Each one has their own handwriting and each collection is tailored to the individual customer." The company produces jacquards and sheers, including Trevira CS® sheers, in narrow and wide widths. For example, it makes 54- and 72-inch widths for cubicle cloth and 180 inches for bedspread fabrics geared to the contract market.
"Trevira®CS is a big target for us these days. Technical fabrics for contract applications is important to us. For 2002, we will introduce panel cloth in brilliant colors through one customer in America." She wouldn't name the customer but says it's a big name in the contract business.
The company produces with 72 looms, four of which are double width. Except for four dobby machines, the balance is for jacquard.
"We don't have a dye house or finishing equipment. That adds to our flexibility because we have many suppliers who can do that for us to our standards. We buy no fabrics on the outside and we don't sell cut length to the retailer. Every fabric we sell is made by us," Singer said.
Munzert also sells direct to the furniture industry centered in the state of North Carolina. Its customers are leading contemporary furniture producers like Carter, Weiman and Lazar.
"Our trendy styling doesn't sell to the German speaking market but it does well in the States. Germany is very conservative when it comes to design and coloration." Munzert has also done well in Russia for customers with very different tastes from Germany. Several high end customers sell special Munzert products in Moscow and in the ex-Soviet Republics like Azerbaijan, Uzbekistan and in the Russian city of Kiev.
"Our customers specialize in the high end residential market in Russia. They buy fabric and import furniture, Singer said. "We also have two good customers in China in spite of the copying there."
The 128-person staff includes many third-generation employees. For example, Mr. Neubert is the third generation design chief at Munzert.
