Hettich Magazin

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    2013|english

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    In 2013 we are celebrating the Hettich Groups125th anniversary. A lot has happened between1888 and today: the group operates across the

    globe, we are known or our quality, innovation,customer ocus and reliability, and we developand produce urniture ttings o the highest

    standard.

    But how personal can a global player be?Anyone knowing us has the answer: at Hettich,

    as a amily-owned company, the spotlight ison the human aspect. That goes or our 6000-plus members o sta just as it does or everyconversation between you and us. Hettich,

    thats technology rom people who care. Theresno need or the quality o our products to hideaway but it does so all the same. Because

    it serves a higher purpose: urniture. And, ocourse, its manuacturer and the consumer whowants to benet rom convenient technologybut not see it. This is why our quality goes intourniture more or less unnoticed but noticeably

    stands out on the market.

    We oten have to make decisions in lie: at

    times its the new and rereshing that appeals.Then its the tried and tested that provides extrastability. Our aim has always been to combine

    both. And this makes us your partner withvaluable contrasts. Down-to-earth yet modern.Cosmopolitan but loyal to our roots. Versatilebut dependable. We cant re-invent the wheelbut we can continue improving movement in

    urniture. Making it more variable, quieter,more ergonomic. Many o our innovations havehelped to dene the unctionality and creativityo design ound in todays urniture. Every idea

    is unique so its just as well we keep comingup with new ones. Since 1888.

    Heritage meets uture

    Editorial 03

    Dr. Andreas Hettich

    Chairman o the ManagementHettich Holding GmbH & Co. oHG

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    12 16 18

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    ContentsProjects

    Key to the perfect kitchen.............................25Leading-Edge Cluster projectgets underway ....................................................26

    Living and working in 2030 .......................... 28

    Experiencing convenience rst hand,working out ideas ............................................ 31

    In brie

    Hettich takes Q in Gold ...............................33Hettich App ....................................................... 33

    Quickly inormed .............................................. 34

    Publication data

    Publication data ............................................... 35

    Editorial

    Heritage meets uture .....................................03

    Title story

    Heritage meets uture:125 years o Hettich ....................................... 06

    Products and trends

    Slide it. Love it. ................................................. 12Innovative bedroom ........................................ 16

    Winning concept .............................................. 18

    Awards

    Family-riendly employment .........................21Energy eciency leaves no margin o doubt ...22

    Awarded best supplier ....................................24

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    The roots o Hettichs amily history go back to

    a business set up by Karl Hettich in Schrambergin the Black Forest in 1888. This was when hedeveloped a manual bending machine that rev-olutionised eciency in making anchor escapa-

    ments or pendulum clocks.

    When his son August Hettich developed a16-metre long production line or piano hinges

    40 years later in 1928, he was treading newtechnical terrain, setting the course or todaysTechnology or Furniture Division. It soonbecame clear that there would be benets in

    reducing the geographical distance betweenthe production actory in Schramberg and theheart o the German urniture industry in EastWestphalia. This is why the three brothers,

    Two dates essentially define the Hettich Groups history. 1888, the year in which the

    parent company was established in the Black Forest, and 1930, the founding year of thesister company in Herford.

    Paul, August und Franz Hettich, set up thePaul Hettich GmbH sister company in Herord

    on 21 May 1930. The business started up inNovember o the same year with a workorceo seven Swabians under the direction oPaul Hettich. This marked the beginning o

    the companys history in East Westphalia. Inaddition to August Hettichs technical prowess,it was above all his brother Paul Hettich, as a

    dynamic businessman and managing partner,who was responsible or the companys successultrack record. Both brothers complemented one

    another ideally.

    Ater parting rom sister company Franz HettichKG, Alpirsbach, 1959 saw Anton Hettich take

    over at the helm in Herord in the third

    Karl Hettich designs a

    manual bending machine for

    rationalising the production

    of pendulum clock anchor

    escapements and establishes

    the parent company in the

    Black Forest.

    Heritage meets uture:125 years o Hettich

    19281888

    Milestones in company history

    06

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    INTERVIEW

    generation. Later on, he also made his brother,Dr. Erwin Hettich, part o the management.

    With partnership members Helmut, Siegriedand Bruno Hettich working at the company aswell, they all pulled together in successullytaking the group orward. In 2007 his son,

    Dr. Andreas Hettich, became the ourthgeneration to take over the reins o management.

    Hettich, the amily-owned company, has a his-

    tory that is dened by outstanding engineeringachievements and bold enterprising decisions,showing that heritage has a uture. Because youcan be sure in uture too: What says Hettich on

    it only has Hettich in it.

    ugust Hettich develops

    production line for piano

    inges and lays the

    ornerstone for todays

    Technik fr Mbel

    usiness unit.

    In 1959, after parting from sister com-

    pany Franz Hettich KG in the Black

    Forest, you took over as chairman of

    the management board at Paul Hettich

    GmbH & Co. KG in Herford. When you

    think back to those early days in the

    company: What in particular has stuck

    in your memory?

    Anton Hettich: The simplicity o or-ganisation and hierarchy. As manag-

    ing director, I would discuss thingsdirectly with the departmental man-agers and oremen. Above all, though,I was immediately taught that, as

    boss, I was to wear a collar and

    Huge demand for piano hinges.Sister company Paul Hettich is

    founded in Herford. The company

    develops well under the direction

    of managing partner Paul Hettich.

    1930 1935

    Title story 07

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    tie which Id never done in the BlackForest. I also had to moderate mylocal Swabian dialect and speak more

    like standard German so my sta

    could at all understand me. Whatimpressed me most was the veryhigh level o eciency in production.

    Have the expectations you had in

    those days been met?

    Anton Hettich: My expectations

    have been ar exceeded because backin those days the sister company, ONI,was employing 240 sta and turningover ten million deutschmarks. Some

    o our competitors were three timesas big as we were. I could never havedreamt that our small rm would turninto such a large group with 6000

    members o sta.Much o this success is attributableto urniture technology getting more

    and more sophisticated. Consumerswanted urniture to be more techni-cal, and Id say urniture nowadayshas 20 to 30 times as many ttings

    as it did 50 years ago. This, o course,kept turnover growing. Double-gure growth rates are somethingwe always used to have. Thats not

    the case any more today, but Im verycontent to see the group so well-positioned today.

    Whats the reason behind Hettichs

    success?

    Anton Hettich: That isnt possible to

    say in a nutshell. In general, success

    doesnt come rom just one big thing.My motto was always: Success is thesum o many small things. Some o

    these small things are bigger thanothers and its all a matter o bringingthem together. Three things werealways very important to me: rstly,

    to develop good products, secondly,to produce them eciently, andthirdly, to provide customers withgood service that keeps them satis-

    ed. Because only satised customersbring success to a company.

    Can you recall a difficult situation

    where you had to keep a really firm

    hand on the rudder?

    Anton Hettich: Oh yes, there have

    doubtlessly been many dicult situa-tions. But the hardest o all was in1962. Back then, Heinze, another

    company operating rom Herord,brought out a multiple-pivot hingethat was invisible rom the outside,

    and I immediately realised this hingewas the uture. As we were theworlds market leader with our pianohinge in those days, with two thirds

    o our turnover being done with piano

    hinges, I knew the multiple-pivot

    hinge could very quickly put theexistence o the entire company atrisk. Then, relatively quickly, I man-aged to get a patent licence rom

    Heinze. We quickly caught up in thissegment over the years and then, 17years later, were even able to take

    Heinze over when it got into troubledwaters.

    Were you keen to take decisions as an

    entrepreneur?

    Anton Hettich: Yes, taking decisionswas, I believe, one o my best qualities.I could list a whole series o productswhere we werent the no. 1. But thenwe brought out a better product and

    started to sell more than other com-

    panies because we were quick to takedecisions. Ive always said: We needto act ast on the market because the

    rst ones take the biggest slice o thecake. It didnt always work, but it veryoten did!

    Is there anything where you would

    say today Next time I would do it

    differently?

    Anton Hettich: Naturally, there are

    many things Id do in just the same

    1959

    After severing legal ties with

    the parent company based in

    the Black Forest, Anton Hettich

    takes over as chairman of

    the management board at

    Paul Hettich GmbH & Co. KG in

    Herford on 1 January 1959.

    The block connecting fitting developed

    and patented by Anton Hettich replaces

    the need to dowel furniture parts and

    creates strong growth.

    1962

    Development of the four-pivot

    hinge that supersedes the piano

    hinge.

    08

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    way but there also other things Iwould do dierently. An entrepreneuris only someone who seeks opportu-

    nity and is prepared to take risk. I

    they arent, then they are not an op-portunity seeker but an opportunitywaster. There are company leaders

    around who only administer theirbusinesses but dont risk anything -and Ive never belonged to that cate-gory. Anyone taking risks can make

    mistakes. And, o course, I have alsomade mistakes. But to say in detailnow what I would do in the same wayagain and what dierently would go

    too ar. I can only say that Ive learntmost rom the mistakes I made. Andthats why I dont have a problemwith my son making mistakes and

    learning rom them. I do, o course,hope he makes ewer mistakes thangood decisions. The good decisionsmust be so good that they can make

    up or the mistakes.

    What was always most important for

    you as head of the company?Anton Hettich: The measure o all

    things is the companys sta. With-out good sta, even the best captaincant run a company successully.I have always taken employees

    concerns very seriously and attachedgreat importance to being presentin person at every works meeting atthe main plant. This immediately told

    me what my sta wanted and, to be

    honest, we always managed to nd a

    good solution. I think I got along wellwith the sta, although I always hadto see everything done quickly.

    What was the finest moment in yourtime as entrepreneur?

    Anton Hettich: The nest moment

    was when I managed to convince myson Andreas to be part o the company.Actually, he wanted a career at theuniversity in Aachen because he had

    graduated with a rst-class honoursdegree in electrical engineering. Andwhen he then said was interestedin coming into the company ater

    all, that was the nest moment inmy time as entrepreneur. His sayingyes was the reason or my decisionto buy the shares that were still in

    possession o outside partners, whichmeans weve been a company in ullamily ownership again since 2006.The transition to the ourth generation

    in our companys history has gone sowell and that makes me very happy.You must know that Ive never done

    anything to get my children to ollowin my ootsteps. I have always said:

    I rst need to see whether they areat all suitable. I would never have

    put a son or a daughter in an topposition i I hadnt been certain he or

    she werent up to it. That would bepointless, and it would mean nding

    a competent managing director romoutside and involve continuing to runthe company with that externallyhired chie executive. And this is also

    what I did when I withdrew rom theoperating side in 1991 and moved tothe advisory board because, at thetime, my sons were still too young.

    Today, it makes me proud that I am

    able to have my son in the companyin the ourth generation and know he

    does his job very well.

    What prompted your decision to join

    the company?

    Dr. Andreas Hettich: While I was

    doing my PhD I worked with a numbero large groups and got to know someo the highly complex and lengthydecision-making procedures that

    take place there. That was the timeI realised it wasnt how I wanted towork or the rest o my lie. Whenmy ather then asked me, I ollowed

    my gut eeling and said yes, I know Ican do it. At that particular moment,though, I didnt actually realise whatI was letting mysel in or.

    What was your start like at the group?

    Dr. Andreas Hettich: I started as

    assistant to the management

    1970

    Launch of the

    Quadro runner

    with sturdy 4-ball

    principle.

    1980 1995

    The InnoTech

    double-walled drawer

    system is introduced.

    Title story 09

    Ball-bearing drawer runners

    go into production.

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    with Mr. Riechers. Following a generalintroduction and spending time work-ing at the dierent companies and di-

    visions, I then got to know a number

    o sections in detail through variousprojects. One o these projects wasrestructuring our Brazilian company.

    Then, later on, it was this experiencethat also led me to end the Brazilianventure.This is where I have always ollowed

    my common sense and relied on my

    mathematical abilities. Many an ex-perienced member o sta has beensurprised at how quickly I haveidentied inconsistencies in a com-

    plex sea o gures.

    Does your son still ask you for advice

    sometimes?

    Anton Hettich: Im pleased hedoesnt oten come to me oradvice. We consult each other on

    rare occasions, but otherwise wekeep business operations, in otherwords the management, strictlyseparate rom the advisory board. I

    am chairman o the advisory board

    and, at the meetings we have, we

    make our suggestions, especiallyon strategy alignment. We havesome very high-prole members on

    the advisory board which meets upto our times a year, and that mustsuce. Im very glad my son canmanage on his own and, at 43 yearsold, he needs to manage on his own

    or hed be in the wrong job.I believe parents should keep out orunning a business once their sonsor daughters have taken over. That

    just gets in the way o business, andi youre no longer in it all the time,

    there are some things you simplycant judge properly any more either.

    I have always been araid that whenI got older I wouldnt notice whenIm no longer the right man to leadthe group. Thats why I got outside

    management in beore it was toolate.

    You are 43 years old, bear the

    responsibility for approximately 6000

    members of staff across the globeand have made the biggest single

    investment in the companys history

    over recent years in the ArciTech

    drawer system. How do you cope with

    this responsibility?

    Dr. Andreas Hettich: Responsibility

    in my view has nothing to do withyears o age but with what the yearshave taught you. My parents, andabove all my mother who is sadly

    no longer with us, brought us our

    children up as responsible human

    beings. We grew up a middle-classbut normal environment and wentto state schools like all the other

    children did. My parents gave me ahealthy dose o condence and alsothe reedom to do unusual things.At 17, or instance, I backpackedthrough Europe or our weeks,

    and that in an age without mobilephones.This means taking responsibilityis something quite normal or me.

    Although the dimensions are biggerat Hettich, its basically always

    about whether you are convincedby something no matter how great

    or how small. When Im convincedsomething will work, then even largenumbers dont scare me. And Im

    always the optimist too.

    Are you keen to take decisions as well?

    Dr. Andreas Hettich: Thats where Itake ater my ather. I believe a astdecision is better than no decision

    at all, and i we then come to newconclusions, Im also happy to alter adecision. That also includes admittingerrors o judgment.

    What do you think is the most

    important quality a companys leader

    should have?

    Anton Hettich: A companys leadermust, o course, come with manygood qualities. Above all, he or she

    must be a personality. And be a good

    2006

    Hettich is once

    again in full

    family ownership.

    2007

    Dr. Andreas Hettich has

    been group head in the

    fourth generation since

    2007.

    10

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    leader o people, because withoutgood leadership nothing will work.As entrepreneurs, weve always

    simply got to remember that a

    companys perormance very largelyrests on its members o sta. Andthe entrepreneur also needs to be

    an opportunity seeker and not anopportunity waster, which also meanstaking risks. This is where its alsoimportant to have the right nose or

    the market as a way o knowing whatcustomers want all o the time. And, ocourse, its also a matter o developinggood products and manuacturing

    them eciently. So, its not possibleto say in a nutshell what qualities acompanys leader should have. Onemay be better at this, the other better

    at that. But above all he or she mustbe an established personality who isrespected by sta.

    Dr. Andreas Hettich: Many roadslead to success and even more toailure. Every entrepreneur must ndtheir own way. In my opinion, the

    entrepreneurs most important jobit to nd the right sta, give themleadership as well as choose the rightdirection.

    What gives you pleasure?

    Anton Hettich: I get a lot o pleasure

    out o being able to play plenty ogol in the summer and go skiingin the winter in good health. At 83,thats not something everyone has.

    Dr. Andreas Hettich: I get a lot

    o pleasure out o taking Hettichorward as a company. This is whereI am particularly glad that my athershows his condence in me just as my

    ellow partners do. I have a lot o unwith my amily. I love to go skiing inwinter - thats a passion Ive denitelyinherited rom my ather.

    To finish off, a personal question:Whats the most important thing in

    life for you personally?

    Anton Hettich: My mother hada saying that I now say mysel: Iyou want to be happy in lie, help tomake others happy since the joy we

    give returns to our own heart. Thismeans its really important to mepersonally to bring other people joyover and again, and also help them in

    times o distress. Because there aremany areas where need is great andhelp so very important.

    Dr. Andreas Hettich: We should

    takes lie as what it is: a miracle. Iam grateul every day that my amilyand I are healthy and that we live insuch a wonderul, prosperous and

    peaceul country like Germany. Onmy travels I go to many dierentcountries and see a lot o misery, but

    also people who are happy with ar

    less material wealth. To me, its veryimportant to see my amily satisedand or us to use the possibilities wehave to make the world around us a

    better place.

    Sensys concealed

    four-pivot hinge

    with integrated

    soft-closing function.

    2009 2011 2013

    Launch of the

    ArciTech drawer

    system with

    Actro runner:

    Made for the

    future.

    The Hettich Group

    celebrates its

    125th year.

    Title story 11

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    Slide it. Love it.Sliding doors were one of Hettichs focal topics at Interzum 2013.

    Visitors were invited in a dedicated area to look at potential applications

    and functionalities from a new perspective.

    Sliding doors are becoming more and moreprevalent in urniture and the reasons areobvious: They oer a wealth o dierent

    options or creating purist-style urniture andinterior design, make excellent use o space andscore by ensuring ergonomic and unobstructedaccess. But what do consumers think o sliding

    doors? What advantages and drawbacks dothey see in comparison to other door systems?These are just two questions rom Hettichs

    comprehensive market research study. 205persons provided inormation on their decision-making behaviour in buying urniture as well as

    on their immediate perception o the practicalconvenience dierent door systems oer. Thestudy ocus was on identiying attitudes andwishes o respondents as well as on nding out

    how sliding doors are rated spontaneously andater watching a video.

    InLine XL permits handleless design as doors are opened at the outermost edge.

    12

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    Hettichs consumer study

    The study clearly reveals that consumer wishes

    and needs are the driving orce behind thetrend towards sliding doors. Asked aboutgeneral expectations on door handling, 51 percent o those interviewed said ease o door

    opening and closing was the most importantassessment criterion rom the aspect opractical convenience. This is where the slidingdoor, with its linear opening movement, scores

    over side-mounted doors and, in particular,faps. In terms o expectations, this is ollowedby sot-closing unction (35 per cent), reliability(23 per cent) as well as smooth running action

    and durability (22 per cent each). Compareddirectly with side-mounted doors and faps,sliding doors clearly tipped the balance because

    they dont get in the way when they are open,require no space on opening and closing, andmake the ideal choice or barrier-ree homes.

    To give respondents an idea o the various ways

    sliding doors can be used in, they watched ashort video. Aterwards, they were asked to

    say which doors they would preer i they werebuying a new piece o urniture. The results

    show that ater coming ace to ace with slidingdoors in the video, these were the preerredoption or all urniture - rom wardrobe, ocecupboard and sideboard to living-room cabinet

    and kitchen wall unit. It is obviously importantto inorm people about the dierent wayssliding doors can be used in. Reason enoughor Hettich to ocus on the subject in depth at

    the Interzum 2013 trade air.

    Focal topic at Interzum 2013.

    At Interzum 2013, Hettich gave the startingsignal or new innovative solutions and, on adedicated area, invited airgoers to considersliding doors rom dierent perspectives. In

    particular, this is where it was about design,ergonomics and unctionality. Also on

    Opening systems compared

    Average value or all 205 persons interviewed

    Sliding doors

    Hinged doors

    Flaps

    entirely agreetotally disagree

    1 2 3 4 5 6

    Products and trends 13

    are not in the

    way when open.

    open / close

    without requiring any space.

    are easy to open.

    are easy to close.

    are particularly suitable

    or barrier-ree homes.

    provide the option

    o using large doors

    as design elements.

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    In the oce it demonstrates its benets atsmall workstations, in cabinets used as roomdividers and in open space. Modern, wide ronts

    never get in the way when theyre open either.This way, even small spaces can be made tolook spacious and designed with conveniencein mind. Particularly in kitchen wall units,

    sliding doors come with a urther advantage:they never move out o reach when opened andare always easy to use.

    FunctionalitySliding doors today meet all practical demands:doors weighing up to 80 kg that glide asideeasily and gently with the TopLine XL tting,

    with Silent System sot opening and closingaction, with doors that open vertically insteado horizontally, or with tting systems perectlyintegrated in carcase and ront panel, such as

    SysLinethat uses up no storage space, makingit a particularly valued option in the oce orling cabinets. Hettich oers a wide range o

    single-track sliding door ttings to create theexciting interplay o closed and open sectionsthats becoming more and more popular

    SlideLine M provides

    the capability of

    combining open and

    closed sections, offering

    new ways of making

    exciting design

    statements.

    To the web special

    show was the broad range o high-qualitysliding door ttings available or living-room,bedroom, kitchen and bathroom applications.

    Design

    As ew as possible and then only minimalreveals: designers have very precise ideas

    when it comes to creating purist urnitureand kitchens. Sliding doors permit the playuluse o uninterrupted suraces. The new fush-mounting InLine sliding door ttings satisy

    the most exacting demands on aesthetic looksand practical unctionality: a wide range odoor ormats, narrow reveals and maximumfexibility in choosing handle position, handle

    height and ront thicknesses give urnituredesigners the best o all worlds in turningtheir ideas into reality. Slim-line or chunkyronts, combined increasingly in the oce

    with graphics or acoustic unction, set thepredominant tone.

    ErgonomicsThe sliding door has long become indispensablein proessional kitchens and compact bedrooms.

    14

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    especially in the home and contract urniture

    segment.

    Hettichs many years o experience benets

    its broad line-up o sliding door ttings orevery segment. Our proximity to customerson the international stage, with specialistsin kitchen, oce and living-room urniture,

    is shown in many dierent details o thesliding door ttings we produce. For instance,it is surprisingly easy to use sliding doors incombination with standard carcases that were

    originally congured or use with hinges, andt large, heavy doors quickly and easily evenwhere space comes at a premium. Outstanding

    sot opening and closing systems and incrediblysmooth running action in urniture carcases odierent sizes and design refect the wealtho options available rom Hettich as a volumemanuacturer with all-embracing experience in

    the world o sliding doors, runners and hinges.

    SysLine S guarantees the

    use of every inch of storage

    space with soft-closing fully

    integrated in the runner

    profile and a base panel

    that doesnt need a profile.The fitting cannot be seen

    from the outside.

    By watching a short video, consumers were convinced of the benefits that come with

    a sliding door, even making it the preferred mounting option for all other furniture.

    Figures in percent for 205 persons interviewed. More than one answer possible. The survey

    was conducted before and after watching a video explaining sliding door systems.

    watching the video

    Products and trends 15

    Sliding doors asthe preerred option

    Changein percent

    71

    90

    48

    80

    31

    76

    28

    71

    22

    60

    14

    49

    + 19

    + 32

    + 45

    + 43

    + 38

    + 35

    beore

    ater

    Sliding doors as the preerred option

    Wardrobe

    Oce cupboard

    Sideboard

    Living-roomstorage unit

    Hi- / TV urniture

    Kitchen wall unit

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    Innovative bedroomBased on available products, Chinese walk-in wardrobe manufacturer

    Soufeiya Home Collection Co., LTD and Hettich have teamed up in developing the

    Think! The Future!, which picks up on current and future furniture trends.

    16

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    The close partnership between Soueiya and

    Hettich, particularly the work that is donetogether in the Think! The Future! project, hasstrengthened both brands on the dynamicChinese market with lasting eect. The concept

    was to use as many available standard productsas possible while eaturing integrated sot-closing unction in line with the demands otodays market. This is why the Sensys hinge,

    Quadrorunners, InnoTech drawers and TopLinesliding door ttings rom Hettich have beenincorporated. Operating hinges, pull-outs andsliding doors, the electromechanical Easyssystems have been used or elements that canbe controlled automatically by the user. All theurniture ronts can be actuated rom an iPad.

    The concept covers the activity zones o laundrypreparation, hygiene and cosmetics, sport andleisure, intelligent garment storage, optimumtravel preparation and everyday wardrobe. In

    each zone the ocus is on optimizing the way itadapts to the requirements o day-to-day lie.For instance, compartmentalised doors in thehygiene and cosmetics area provide additional

    storage space, along with compartments whichpull out horizontally and vertically. Clothing

    is stored intelligently in a carousel, with thecapability o selecting outts to suit the occasion

    rom an iPad.

    A new interior ront panel design concept per-

    mits the maximum use o glass in drawer rontsand rear sections. Illumination integrated inthe rear panel adds highlights. An intelligentcontrol system or opening and closing indi-

    vidual zones and unctions inside the urnituregives the user every last convenience.

    The innovative bedroom was on display rom

    8 to 11 July 2012 at the CBD air in Guangzhou,China. The concept was presented twice anhour: models play-acted scenes showing visitors

    how a wardrobe is used on an everyday basis.As a way o demonstrating Hettich andSoueiyas ideas or the uture, the sequencestarted with getting up in the morning and

    went on to selecting the appropriate sportswearor the right travel clothes. The highly inormativepresentation soon proved to be a visitor magnetat the exhibitions. To bring the concept to wider

    audience, it then went on a road show in tenmajor Chinese cities, rom Chengdu to Beijing,and received highly positive eedback whereverit was shown rom consumers and the urniture

    trade. The basic concept o dividing into zoneshas been rmly integrated into Soueiyasstandard line-up.

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    Pronorm put a spotlight on the ArciTech drawer with all its options at the

    Kchenmeile A30 in-house show. Based on Hettichs marketing concept,each tour of the exhibition began with a demonstration of the new drawer system.

    Winning concept

    Hettich offers its customers comprehensive support in introducing theArciTech

    drawer system.From marketing and changing over production to stock-keeping and logistical concepts.

    Since its launch at Interzum 2011, ArciTech hasbeen successully introduced on the market.Hettich not only provides customers withsupport in introducing the ArciTech drawer

    system - in the orm o intensive training basedon specially developed coaching plans orexample - but also with technical assistance

    in making the change-over, with stock-keeping and logistical concepts as well as attrade shows. The start-to-nish marketingconcept is unparalleled. From the key visual

    accompanying the campaign and the eaturevisuals illustrating the product qualities othe outstanding drawer system through toits presentation at trade airs, events and in

    showrooms, the concept is a perect buildero suspense. And customers also use coreelements o Hettichs ArciTech communicationconcept or presentation purposes at in-house

    18

    exhibitions, in showrooms and at trade airs.These elements attract attention, help to getselling points across and are remembered byvisitors.

    In particular, the innovative and orward-look-ing nature o the drawer system is underscored

    by a specially devised 3-D show that doesntrequire the use o 3-D spectacles. Without anyvisible screen, the ArciTech drawer and the

    Actrorunner are seen to foat about in space.

    The show impressively visualises the qualitieso the new drawer system. There is also a lmthat primarily addresses consumers and is idealor use in the showroom to communicate the

    systems outstanding properties.

    Glass cabinet carcases bring the technology

    to lie and reveal how the Actrorunner works.

    PRONORM

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    Since August 2012 Nobilia has been fitting all its kitchens with the Profi+

    drawer. Tailored to its needs, the kitchen manufacturer used Hettichsmarketing concept at the product launch.

    panel are used unchanged or DesignSidesand

    TopSides. The ArciTech platorm concept cancater to any market trend and any customerpreerence on the basis o a single drawer side

    prole.

    For the point o sale, Hettich oers retailers avariety o marketing aids that give them op-

    timum support in terms o presentation andcommunication. A display wall impressivelydemonstrates the diversity o the plat-

    Carrying contents weighing 80 kg, the drawerproduces a real wow eect with its perect

    running action and sot-closing unction. Variousexhibits show part o the wide product range.

    Demonstrated directly on the drawer in assemblystations, it is possible to see how easy it is to

    install, remove and adjust. Involving just a ewsteps, ArciTech can also be used or upgradingor converting drawers in the showroom becausethe railing holes that already exist in the ront

    19

    The display wall

    demonstrates the

    broad ArciTech rangethats based on a

    platform concept.

    Products and trends

    NOBILIA

    Made or the uture:

    ArciTech

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    orm-based product range across a width o4000 mm. Various drawer side prole heightsand rear-panel heights, add-on elements intwo heights in dierent carcases. Eective

    communication illustrating the benets o thesystem complements this typeo product presentation:a screen animation shows

    the key selling points,with communication pan-els displaying the wideproduct range.

    Covering an area o just0.54 m, a smaller version

    brings home the key selling points and unique

    product qualities on the basis o a single carcase.Various drawer side prole heights and rear-panel heights as well as dierent colours and

    side elements demonstrate product diversity.The communication used on the rear panel andin the drawers underline the innovative productproperties.In addition to this, retailers are provided with

    a range o promotional aids or use at thePOS, such as drawer liners, posters or stand-updisplays and a lm that illustrates how easy thesystem is to install and adjust.

    ArciTech is also the highlight of products on display in OPO Oeschgers new showroom

    in Kloten. A 3-D cinema and exhibits let visitors see what the drawer system is liketo use. Professional training is available for customers and staff on over 250 square

    metres of floor space.

    A smaller version of the

    display wall brings home

    the key selling points and

    unique product qualities onthe basis of a single carcase.

    OPO OESCHGER

    20

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    Beate Friedrich, Womens Commissioner and Competition

    Organiser, Uwe Kleemann, Druck- und Spritzgusswerk Hettich

    management, Britta Trompeter, Druck- und Spritzgusswerk

    Hettich Human Resources Officer,

    Dr. Reinhard Kubat,

    Chief Administrative Officer of

    the Rural District of Waldeck-

    Frankenberg (from left to right).

    Frankenberger

    Zeitung/Theresa

    Demski

    On 25 April 2012, Hettichs die-castingand injection-moulding plant (Druck- undSpritzgusswerk Hettich) was honoured by theWork and Family Lie Waldeck-Frankenberg

    alliance as being a model company in terms oamily riendliness. Day in, day out, many o thesta put on a truly amazing perormance. Theymanage to balance work, amily and partner

    relationship. Hettich helps to reconcile the twoworlds o work and amily lie in numerousways. This is where it ollows the approach that

    a amily-riendly human resources policy paysits dividends in the long term. The aim is topromote a positive working climate as a meanso attracting and retaining well-qualiedmembers o sta.

    Family orientation is a clear commitment tosocial and civic responsibility. Together with

    sta and their line managers, individuallytailored solutions are ound that are geared toamily and work.

    Family-riendly employmentSetting store by the flexibility of staff, teams and executives, Hettichs die-casting

    and injection-moulding plant in Frankenberg offers many different ways of combining

    work and family life.

    21Awards

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    The German Federal Economics Minister,

    Dr. Philipp Rsler, and the German FederalEnvironment Minister, Peter Altmaier, presentedthe Companies or Climate Protection acco-lade to Dr. Andreas Hettich on 1 March 2013.

    This admits the Group to the German Indus-trys Climate Protection and Energy EciencyCoalition.

    It was as long ago as the early nineties that Hettichrecognised just how important the ecient use o

    energy and resources would be to the companys

    long-term success and to conserving the natural

    basis on which lie and industry depends. Setting

    up an environment department, embedding

    sustainability in corporate policy as well as being

    involved in the EUs highly eective EMAS Eco-

    Management and Audit Scheme since 1996 have

    provided a sound basis or pursuing energy and

    resource eciency targets both successully and

    protably within the company. Numerous energyprojects have reaped success under ecological

    and economic aspects.

    Energy eciency isnt a voluntary green exercise

    but an absolute must or industry and business,

    Dr. Andreas Hettich says. The award underscores

    the activities the group undertakes and conrms

    that its strategy is right. The Companies or

    Climate Protection have voluntarily pledged

    to meet measurable and ambitious targets

    o climate protection and energy eciency,

    and have already accomplished outstanding

    achievements in making ecient use o energy atproduct, service and manuacturing level. Setting

    examples in climate protection, they reduce CO2

    emissions and show that climate protection pays.

    The German Industrys Climate Protection and

    Energy Eciency Coalition is the Initiative or

    Excellence o the German government and o the

    Association o German Chambers o Commerce

    and Industry (DIHK). The project is provided with

    unding rom the German Environment Ministrys

    National Climate Protection Initiative.

    Energy eciency leaves no margino doubt

    Hettich Group gets the Companies for Climate Protection award for its many years

    of commitment in numerous energy projects.

    Sustainability Commitment Objectives

    Objectives

    Objectives

    Initiative AwardStrategy

    StrategyStrategyEnergy efciency

    AwardAward

    Climate protectionTurnaround in energy policy

    Energy projects

    Energy projectsExample

    SME initiative

    Resource efciency

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    Andreas Winter / DIHK

    23Awards

    Otto Kentzler, President of the Confederation of German Skilled Crafts, presented the Companies for Climate Protection award

    to Dr. Andreas Hettich together with the German Federal Minister for the Environment, Nature Conservation and Nuclear Safety,

    Peter Altmaier (from left to right).

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    Peter Kuppen, Office Management at Hettich, Michael Lehmkuhl, Head of Quality Assurance, Office and White Goods,

    Dimitri Grzen, Account Manager, Office, Martin Dller, Head of Group Purchasing/Logistics at Sedus Stoll,

    Gnter Dren, Head of Purchasing at Sedus Systems, Eckhard Meier, Management at Paul Hettich (from left to right).

    Awarded best supplierThe Hettich Group was able to impress in the fields of quality, logistics, service and

    co-operation in 2012 too. This achievement was honoured with the Sedus Supplier Award.

    Sedus Systems once again named Hettichbest supplier on 17 April 2012. Gnter Dren,Head o Purchasing at Sedus Systems, and

    Martin Dller, Head o Group Purchasing/Logistics at Sedus Stoll AG, presented thecerticate in person at the Hettich Forum inKirchlengern.

    Hettich supplies Geseke-based Sedus Systemwith the Systema Top 2000 organisational

    system. The ull-range supplier o oceurnishings and workplace concepts regularlyappraises its suppliers or the purpose o

    being able to oer top-quality products toits customers and specialist retailers. Turningover 159.2 million (2011) and employing some876 members o sta, the Sedus Stoll Group is

    one o Europes leading manuacturers o oceurniture.

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    As a member o Die moderne Kche e. V. (AMK)marketing and PR working group, Hettich takesadvantage o the latest AMK guide in talks

    with clients and uses the AMK Ergonometer atthe Hettich Forum and in its own showrooms.Both the guide and Ergonometer have beendeveloped to promote AMKs aim o boosting

    demand or customised tted kitchens.

    The AMK Kitchen Guide is unusual because itsnot tied to any specic manuacturer. Despite

    AMKs many members coming rom dierentsegments ranging rom kitchen manuacturers,appliance producers to accessory makers and

    component suppliers, the guide doesnt preerone particular brand or product over any other.Instead, it provides a good overall picture oall the options available or todays kitchens.

    Hettich uses the guide in talks with customersand gives it to visitors to the Hettich Forum.

    The AMK Ergonometer is available at various

    Hettich showrooms because discussion with

    Key to the perect kitchenThe latest AMK guide and AMK Ergonometer help prospective kitch-

    en buyers plan a kitchen and inform them of the options available

    with modern kitchen organiser systems.

    The AMK Ergonometer quickly

    finds the optimum work surfaceheight in different parts of the

    kitchen. Photos: AMK

    consumers requently involves as-pects such as ergonomics andconvenience in the kitchen as

    well as kitchen planning. TheErgonometer is the worldsrst measuring instrumentthat doesnt measure how

    tall a person is butthe distance betweenelbow and foor todene optimum work-

    surace height. Becausepeople o equal heightdont necessarily have arms

    and legs o the same length.Being easy to use, the Ergo-nometer is a popular and prac-tical tool or quickly ndingout which surace heights are

    ergonomically best or workingin dierent parts o the kitchen.

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    Leading-EdgeCluster project

    gets underwayThe first innovation projects of the

    its OWL Intelligente Technische Systeme

    OstWestfalenLippe (its OWL Leading-Edge Cluster

    Intelligent Technical Systems OstWestfalenLippe) havestarted. Hettich and Weidmller have teamed up to work

    on self-optimising production processes.

    26

    The its OWL clusteris one o 15 leading-

    edge clusters in Germany to becommended by the German Federal

    Ministry o Education and Research.Business and science are joining orces in the

    high-tech OWL region to develop and produceintelligent solutions or tomorrows markets.The leading-edge cluster wants to make a keycontribution to production research in an eort

    to secure growth and jobs in Germany as a hostto industry. 174 cluster partners are involved:127 companies rom the mechanical engineeringsegment, the electrical and electronics industry

    as well as the automotive supply sector, 17universities and academic centres o excellenceas well as 30 business-related organisations.

    Bringing engineering together with inormationtechnology, they are ocusing on making abreakthrough in innovation rom mechatronicsto intelligent technical systems. The line-up o

    new products and production methods rangesrom drive systems and automation solutionsto machines, domestic appliances and vehiclesas well as interconnected production acilities.

    Transer projects will provide the basis or smalland medium-sized businesses to exploit thesetechnologies.

    Using unds rom Berlin, the next ew years willsee work get underway on 47 research anddevelopment projects worth a total o some 100

    million. The core o these is made up o 34innovation projects that are being drivenorward by a partnership o industry and

    universities. Co-operating with elec-

    tronics company Weidmller,Hettich is working on one o

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    the innovation projectsthat is aimed at implement-ing sel-optimisation technolo-

    gies in orming processes like stamp-bending and roll-orming. Attention isconcentrating on controlled productionprocesses, automated machine setting as well

    as machine productivity. To this end, systemsthat measure fuctuations in production areintegrated into tools and machinery previously

    controlled on an all-mechanical basis. Theresults are implemented in production-readyprototypes to veriy unctionality. A systematicconcept is also being developed to applythe model to other production processes. The

    Sel-Correcting Production Processes projectis an important contribution to makingsure that production remains competitive inGermany as an industrial base.

    All in all, the leading-edge cluster is expected

    to bring major new growth to the region.Among other goals, the companies romOstwestalen-Lippe involved want to use the

    joint development strategy to create 10,000new jobs, set up ve new research institutesand 50 companies while also attracting 500scientists to the region. The principal aim is to

    become a leading orce in global competitionor intelligent technical systems that adaptto their environment and their users needs,conserve resources, operate intuitively and

    reliably as well as provide benets in thehome, in production, in commerce and onthe road.

    Projects 27

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    Within the Future_Bizz innovation network,companies get together and generate

    knowledge about uture liestyles, homes andworking environments as the basis or creatingbusiness ideas, value-adding models and eldso application. Hettich is looking in depth at

    visions o tomorrows world because theseprovide valuable inspiration or developinginnovative products in attractive markets.

    Living in 2030

    The aim o the project was to visualise homeenvironments in 2030 with a ocus on lighting,

    storing provisions and preparing ood, conservingscarce resources as well as intelligentmaterials. It was based on

    the Future Living 2030

    Living and working

    in 2030The Future_Bizz innovation network has completed the Living in 2030 and Working in 2030

    projects with remarkable results and presented them to the public.

    scenario study carried out within the network aswell as on the description o the three specic

    social groups o Modern Perormer, PatchworkFamily and Silver Business Generation using

    a target person with prole and typical dailyroutine in their everyday environment in 2030.Forty students rom the Departments o Product

    Design and Interior Design at the Bremen,Hanover and Ostwestalen-Lippe Universitieso Applied Sciences developed astonishingliving environments or these target individuals

    that they then presented to organising com-

    panies Bayer MaterialScience, Grohe, Hettich,

    Kessebhmer and Vaillant in 2012 during aconcluding event at Hanover University oApplied Sciences.

    Modular Home

    Living

    Alena Feldmann, Bremen University of the Arts

    The concept aims at a cooperative form of home living

    that replaces todays conventional architecture, being

    developed for singles and several generations living under

    one roof as well as for patchwork families. Individual modules

    can be integrated into the structure and docked onto thebasic accommodation. The architectural concept allows

    for constantly changing household situations and

    caters to personal interests in the best way

    possible.

    28

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    Eco Spa

    Franziska Stenz,

    Ostwestalen-Lippe University

    o Applied Sciences

    The Eco Spa concept visualises a bathroom environment

    for the Modern Performer target group in which sleek linear

    forms define most of the furnishings. Various functions, such as

    automatic soap dispensing into the water, styling tips in the

    mirror, screens for selecting garments or interconnection

    with the personal trainer for the days work-out arecharacteristic of the 2030 bathroom world.

    Working in 2030

    The Working in 2030 project aims to providestimulus or developing innovative business

    ideas or conguring uture workplaces or ornew workplace-related services, say. It hadthe purpose o creating theoretical images otomorrows typical workplaces in the orm o

    the jobs sta do and the roles they play. Theseimages then provided the basis or working outand visualising ways o actually turning theminto reality. Innovative organisational

    WA

    Pro. Tom Philippss Project Group,

    Darmstadt University o Applied Sciences

    WA is a device for audiovisual communication. Using

    holograms, it displays video conference participants within

    the curved frame. What makes this concept so different is theway it integrates space into the application context: WA creates

    a bridge between virtual and physical environment. It dissolves

    boundaries and incorporates the direct surroundings of

    conference participants. The facility has a large display

    area and is operated intuitively by direct voice

    control.

    Projects 29

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    and work aids,urnishing objects,

    recommendations oninterior design and acous-

    tics were taken into consid-

    eration just as much as instruments

    or communicating and working together.Students rom Ostwestalen-Lippe and Darmstadt

    Universities o Applied Sciences examined the

    subject in the orm o semester assignments and

    dissertations, presenting their results at the 2012

    Orgatec Fair in Cologne.

    Nexus

    Nadja Heck,

    Ostwestalen-Lippe University

    o Applied Sciences

    The Nexus relaxing chair with home-office function

    makes working at home both efficient and comfortable. Itsnatural and coherent form makes it possible to switch from

    the working to relaxing position in a simple 90-degree turn.

    Seating and functions adapt to the users individual needs

    and intuitive voice and touch control make working

    convenient and effective.

    Sky Hangar

    Pro. Tom Philipps project group,

    Darmstadt University o Applied SciencesSky Hangar provides a way of creating new work

    areas and work situations. Its a flexible office container

    system that is put together to suit the needs of a specific

    work situation. The container structures are brought in by air

    to the place of use and docked on as required in the urban

    environment. Once it has served its purpose, the office

    container system is removed again, re-configured and

    flown to the next location where it is needed.

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    Trend airs are showing that many unctions

    in modern ttings technology are also makingtheir way into domestic appliances more andmore: sot-closing drawers as well as hingeswith integrated sot-closing unction or

    instance. Not only adding convenience anda eel o luxury but also making ergonomicsense, nobody today would want to be without

    movement cycles o this kind any more. As aninnovative partner to the white goods industrywith all-embracing expertise in technology

    Experiencing convenience rst hand,working out ideas

    In innovation workshops new kitchen modules extend an invitation to find out what

    new functions are like in practice and to discuss new ideas on the basis of the model.

    or urniture, Hettich develops solutions or

    more convenience, unctionality and design inelectrical appliances as well.

    Kitchen modules have been developed or

    workshops to provide consumers and interestedparties with a discussion platorm. They consisto kitchen urniture and electrical appliances

    that can be used or examining the generaltrends in the kitchen rst and then discussingthe solutions or electrical appliances.

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    Integrated in the modules are products thathave already been developed, such as the

    QuadroCompact runner system or ridges and

    reezers, the K08 hinge with integrated sot-closing unction as well as new approaches.

    These kitchen modules are set up and takendown in next to no time and have beencreated or use on location at the appliancemanuacturer. Because what better way to

    demonstrate rerigerator doors that openand close quietly and gently than on a real-lie module?, says Peter Kuppen, ManagingDirector o the White Goods Division at

    Hettich, summarising the benets. Yet its notjust about demonstrating existing productsolutions but also about getting together to

    discuss trends and challenges and work onideas. At trade airs, ronts are increasingly

    being shown in heavy materials like stone.The kitchen segment is taking this trend intoaccount with the huge loading capacity o the

    ArciTech drawer. This weight also has an impacton the demands made on white goods. Becauseto provide consistency o design, tomorrowsintegrated rerigerators and reezers will also

    have ronts in these materials. This means ourproducts will be conronted with heavier loadsand we will need to design them accordingly.A urther aspect is handleless design in many

    modern kitchens where push to open systemsare used. This also goes or opening rerigeratordoors and drawers.

    Numerous workshops have already been held

    in Germany and the USA. More are planned inAsia, Poland and Turkey.

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    +++

    ++

    The Hettich app provides comprehensiveinormation or every user group: catalogues,magazines, instructions and videos can be

    viewed on-line and stored in the bookshel.Cabinet-makers and interior tters can orderproducts out o the catalogues directly romtheir retailer through the amiliar Hettich

    online catalogue.

    Hettich App

    Launching its app, Hettich gives cabinet-

    makers, interior ftters, the fttings retail

    trade, urniture designers, employees in the

    urniture industry as well as DIYers a user

    interace or tablet PCs and smart phones.

    This makes useul unctions and inormation

    available everywhere.

    Especially practical: In the media centre,the fip-page catalogue unction providesconvenient access to Hettichs catalogues. Thismakes nding the right product quick and easy.

    Help to do this is provided by the subject indexand keyword search unctionin the catalogues. Particularlyimportant pages can be saved,

    printed out or sent to prospectivecustomers. The automatic updateunction brings new cataloguesright up to date.

    The Hettich app is available withGerman and English user interaces or iPhone

    3GS, 4, 4S, 5 and or iPad 1, 2, 3.

    The start page of

    the new Hettich app

    shows the variousfunctions in well-

    structured form.

    The user will find a

    summary of the latest

    catalogues in the

    media centre.

    The user is guided

    through the

    catalogues easily

    and intuitively.

    BSH Bosch und Siemens Hausgerte GmbHawards the supplier accolade to suppliers thatexcel in quality management. The award is

    agreed with all European plants in the cookersproduct segment. This success is down to aquality awareness thats shared by all memberso sta within the Hettich Group.

    Hettich takes Q in Gold

    The White Goods Division has received the

    European Q in Gold quality seal in the

    Cooking section or oven runners.

    The productions team is

    delighted with the award.

    In brief 33

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    +++

    34

    Quick Response (QR) codes make it possibleto provide and quickly update large amounts

    o inormation in a limited amount o space.These codes are getting more and more popular,or example on packagings, in ads, cataloguesor promotional fyers. Hettich rst started

    using QR codes at the 2012 InternationalHardware Fair in Cologne on product packs,consumer takeaway fyers as well as in product

    inormation on shelves in DIY stores. It soonbecame clear that most air visitors wereamiliar with this orm o marketing. Scanningthe QR code with a smart phone or tablet PCtakes them to websites providing assembly

    instructions, technical inormation or videos.

    Using QR codes to communicate inormation

    not only gives clear added value to DIY storecustomers but also to the DIY store itsel:

    Quickly inormed

    Hettich gets specifcally targeted product inormation to consumers smart phones in a

    broad-based QR-code campaign.

    consumers get the product inormation theyneed directly at the shel, and even bringthe inormation medium with them. As an

    electronic medium, QR codes also come withthe benet o making the inormation theyprovide quick to update.

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    Publication data

    Publisher

    Hettich Marketing- und Vertriebs GmbH & Co. KG

    Postach 1240

    32269 Kirchlengern

    Germany

    Editorial Oce

    Hettich Management Service GmbH

    Dr. Nina Stackelbeck

    Vahrenkampstrae 12-16

    32278 Kirchlengern

    Germany

    Layout and design

    Geyer Gestaltung, Werbung und

    Kommunikation GmbH, Bieleeld

    All rights reserved rom the magazine copyright.

    To Hettich on

    Publication data 35

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    914868400