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Stitched for success

Quality, flexibility and a strong local presence are the building blocks to success for German upholsterer Schröno. Franz-hendrik Schroder, md, talks about breaking into the Indian market.

Indian designers are being given a chance to stand out from the crowd. At least when it comes to their furniture choices.

German upholstered furniture manufacturer Schröno is ramping up its efforts to supply to India and is bringing a touch of the individual to the segment. The company designs and manufactures a wide variety of sofas and upholstered chairs made using high quality fabrics and comfortable leather.

Fabrics from international brands like Etro or JAB are used as well as those that include Swarovski crystals. Beside handmade upholstered furniture, Schröno also deals with LED light solutions, glass and porcelain items and high sophisticated kitchen equipment in stainless steel.

And each sofa can be tailor-made to a customer’s specifications. So the customer can choose anything – the fabric, the legs, wood or stainless steel. “You can have what you want. That is of great importance,” says Dr. Franz-Hendrik Schröder, managing director.

Based in the heart of Germany’s premier upholstery and furniture industry, the private family company has 45 years of experience in delivering “only the best” to some of the world’s top hotels. Schröno also provides luxury sofas and chairs to private buyers and residential developers.

Recently it has expanded into the Middle East and now it is looking at India. The growth of the five-star hotel industry in the Gulf region and India has been a major facet in this decision. Michael Kriesten, Schröno’s representative for India and Middle East, travels regularly throughout the region.

And Schröder is convinced the Indian market of five-star hotels has a high demand for superior quality upholstered furniture that can be found in Germany. “The guests in the new five- star hotels in India are looking for a luxurious ambience, world class design and perfect comfort that Schröno are providing. This superior quality comes for a reasonable price,” says Dr. Schröder.

Schröder has steadfastly refused to outsource its production to cheaper countries. Instead, Schröno continues to invest in quality workmanship and durability and is also committed to some of the trends currently in vogue.
The wood for the solid-wood framework parts comes from sustainable forestry management in Germany, for instance.
“Schröno markets their products through two channels,” says Schröder.

“First, there are the classic sales through retailers to the individual customers in many countries. Secondly we target projects like hotels, residences and palaces. Schröno have been furnishing a large number of leading hotels of the world in Germany, Europe, the near East and North America.”

Some 60% of the goods are sold in Germany and 40% is exported, split equally between European and non-European markets.

The company aims to serve the premium segment with a product range not characterised by fast-moving trends, but by “timeless elegance”. The company offers a variety of models of sofas and other seating solutions that can be selected according to pattern, style and size.

For the time being the Indian market will be served through the Prime Project office in the UAE. But customers will soon be able to experience Schröno’s products for themselves as the company plans to set up a showroom in India.

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