PRESS FOLDER
Sicam Pordenone
October 2010
Your contact persons are:
Ulrich Weihs
Head of Sales
EGGER Italy
Reinhard Hätti
Head of Sales/Marketing
EGGER Central and Eastern Europe
Verena Michels
Decor Management Furniture and Interior Design
EGGER Group
Hubert Höglauer
Head of Marketing
EGGER Group
EGGER at THE SICAM 2010
EGGER is attending the SICAM trade fair for the first time in 2010. The wood-based material manufacturer has had a strong presence in Italy for decades.
EGGER IS FOCUSING ON NEW MARKETS
After acquiring a majority interest in the Turkish edging manufacturer ROMA, EGGER is expanding its capacities for existing and new markets in Southern and Eastern Europe.
FURNITURE INDUSTRY PLAYS WITH EGGER CONTRASTS
EGGER is introducing new decor highlights for 2010 and presenting the 2010/2011 Industry Collection at the SICAM. Contrasts are increasingly defining furniture designs, creating demand for a variety of colours and material characteristics.
EGGER Opens up VDS for customers and manufacturers
Already recognised with several awards, the EGGER Virtual Design-Studio (VDS) has proven itself. Now the wood-based material manufacturer is offering an open system to its customers.
EGGER MAKES PROGRESS
Tyrolean family company counts on growth based on its own performance
For queries:
FRITZ EGGER GmbH & Co. OGHolzwerkstoffe
Christina Werthner
Weiberndorf 20
6380 St. Johann in Tirol
Austria
T+43 5 0600-10681
F+43 5 0600-90681
/ PLEON Publico
Dr. Wolfgang Immerschitt
Paracelsusstraße 4
5020 Salzburg
Austria
T+43 662 620 242-0
F+43 662 620 242-20
EGGER AT THE SICAM 2010
EGGER is attending the SICAM trade fair for the first time in 2010. The wood-based material manufacturer has had a strong presence in Italy for decades.
Taking centre stage at the first SICAM trade fair appearance are decor highlights, new products and digital solutions such as the award-winning Virtual Design-Studio (VDS). “Among other factors, this decision was based on the positive development of the SICAM and its increasing international importance,” explains Ulrich Weihs, Head of Sales Italy at EGGER.
Among other things, EGGER is presenting 40 new decors and textures for the furniture industry from the 2010/2011 Industry Collection – which is available around the world – on an area of 90 m² (969 square feet). In addition to seeing the decor highlights, trade fair visitors will also have the opportunity to try out the Virtual Design-Studio (VDS) – winner of the iF award – on site at the trade fair. “The visual representation of decors is increasingly gaining importance, so that we are very pleased to support our customers with the new EGGER digital solutions in the course of everyday consulting and sales presentations,” says Hubert Höglauer, Head of Marketing EGGER Group.
CRISIS IN ITALY WEATHERED WELL
The trade fair appearance at the SICAM also confirms EGGER’s commitment to Italy as a key market. The wood-based material manufacturer supplies around 70 well-known customers in the furniture industry, mainly providing them with decorative solutions. Over the past four decades, EGGER was able to develop partnerships with the leaders of the Italian furniture industry. “These long-term relationships ensured that EGGER was able to weather the economic crisis in Italy without a significant decrease in turnover,” says Ulrich Weihs, National Sales Manager of EGGER in Italy.
In addition to melamine faced EURODEKOR boards, EGGER mainly distributes rear panels, laminates, OSB, the EUROLIGHT lightweight boards, the EUROSPAN raw chipboards, laminate flooring and timber in Italy. EGGER supplies a total of 180,000 to 200,000 cubic metres (6,357,000 to 7,063,000 cubic feet) of wood-based materials to Italy each year.
In the distribution of its products to the furniture industry, EGGER has maintained a successful partnership with the Cappellari family for four decades already. It operates a sales office in Treviso, at the heart of the Italian furniture industry. EGGER has also been developing a network of distributors in Italy for about two years. Seven partners are currently distributing EGGER wood-based materials to carpenters and cabinetmakers. “By the end of 2011, we will have expanded the distribution structure to include ten to twelve distribution partners,” says Ulrich Weihs, explaining the growth strategy.
Fact box SICAM 2010 AND ITALYDecor highlights, the Industry Collection and digital solutions take centre stage at the SICAM trade fair
Virtual Design-Studio available to try out on site / Stable business development in Italy, even during the economic crisis
Italy has been a key market for decades and strong partnerships have been established
EGGER IS FOCUSING ON NEW MARKETS
After acquiring a majority interest in the Turkish edging manufacturer ROMA, EGGER is expanding its capacities for existing and new markets in Southern and Eastern Europe.
Turkey is becoming a strategically important market for EGGER. With the ROMA acquisition, the volume of business in Turkey and the surrounding regions is to be increased significantly. EGGER also expects positive effects from the investment in an OSB line in Romania.
“ROMA is a dual expansion for EGGER. With this acquisition, we have boosted our presence in the future market of Turkey and expanded our product range to include edging,” explains Reinhard Hätti, Sales & Marketing Director Central and Eastern Europe at EGGER. Turkey has increasingly gained the attention of the wood-based material manufacturer over the last few years. The high growth rates, young population and tremendous demand for living space make the country a promising market for the Austrian family company.
The ROMA plant in Gebze is the 16th EGGER location in Europe. Founded in 1996, ROMA is currently generating revenues of around EUR 60 million with 485 employees. The capacity is 160 million running metres (525 million running feet) and products are delivered to more than 50 countries around the world. With its melamine edging, PVC/ABS security edging and accent edging, ROMA is among the leading manufacturers in the world. “With ROMA, we are strengthening our position as a full-range supplier”, Reinhard Hätti says. “We are also able to take advantage of the existing good contacts within our industry established by the management of ROMA in order to increasingly develop the markets of Turkey, the Caucasus region, the CIS states and the Middle East.”
GROWING TOGETHER
This is why EGGER has also expanded its sales team for the region. In addition to the sales manager, three outside sales representatives and two inside sales representatives are working for EGGER. The sales office is located in the economic centre of Istanbul. Another step will be the establishment of a EURODEKOR warehouse, which will significantly improve product availability and enhance quality of service. EGGER is also planning to develop and expand its distribution structure in the future.
NEW OSB LINE IN RADAUTI
In Eastern Europe, the plant in Radauti, Romania is currently developing into a fully integrated location. A building permit for the construction of a completely new OSB line was recently submitted. The capacity upon commissioning will be 300,000 m³ (10,594,000 cubic feet) and around 100 new jobs will be created. “We expect to commence construction before the end of 2010,” Hätti says. OSB production in Romania is mainly being established to serve the markets in Central, Eastern and Southern Europe.
EGGER already announced an investment in OSB production in the middle of the year. Ultimately the decision in favour of Radauti was made based on the good infrastructure and excellent wood supply. Since EGGER wants to supply itself with energy and resin to the greatest possible extent, a dedicated resin plant is also being built in Radauti right now. The new administrative building in Radauti is virtually complete. This reference project using modular wood construction was built almost exclusively out of EGGER products. In addition to OSB 4 TOP, DFF, MDF, EURODEKOR, EUROLIGHT, compact laminate and laminates, the edging and laminate flooring were also produced within the group.
FACT BOX GROWTH STRATEGYROMA acquisition strengthens position as a full-range supplier
With the plant in Turkey, surrounding regions are coming into focus / Investment in the OSB line in Radauti (RO) to commence before the end of this year
FURNITURE INDUSTRY PLAYS WITH EGGER CONTRASTS
EGGER is introducing new decor highlights for 2010 and presenting the 2010/2011 Industry Collection at the SICAM. Contrasts are increasingly defining furniture designs, demanding a variety of colours and material characteristics.
In February 2010, EGGER presented a broad selection of new decors under the motto “Create Contrasts”. Even now in the autumn, it has already become clear that the furniture industry is taking advantage of the new creative opportunities. Countless combination possibilities range from harmonious to emotional contrasts.The new Industry Collection is being presented for the first time at the SICAM. It includes 40 new decors and the innovative ST17 Aluline texture. In addition, information on each decor category and helpful pictures with application examples are now available.
“It is very enjoyable to see how expertly our partners in the furniture industry are realising our design inspirations,” says Verena Michels, Decor Manager Furniture and Interior Design at EGGER. At the SICAM in Pordenone, Italy, a trade show for the furniture industry, she described the favourable launch of the new decor collection. After already obtaining promising feedback at the ZOW in Bad Salzuflen, the new decors quickly found their place in furniture designs.
Now, after little more than half a year, clear visual focal points can already be identified. It appears that EGGER customers are embracing the challenge of the motto “Create Contrasts”. Verena Michels describes one of the favoured approaches as “harmonious contrast”. Here the decors are applied hue-in-hue. The contrast is created by the texture or the nature of the materials. Another option can be described as “emotional contrast”. Here the decor combinations imbue the furniture or the room with an atmosphere of well-being through a certain intensity of the contrasts.
NEUTRAL MEETS STRIKING
Neutral uni colours play a very important role in designs. Here shades of grey, which are currently popular, can always transport a tinge of brown and therefore warmth. “These neutral uni colours are often used to create a contrast with more intense colours and especially woodgrains,” explains interior designer Verena Michels.
When they are used to create contrasts, it turns out that the decors have to be optimised at a very detailed level. Often more emphasis is placed on the colouring of the decors than on the type of wood. Nevertheless the natural characteristics of wood are important and elements such as knots, planking or the interplay of colours are gaining importance. Verena Michels refers to this development as the unification of nature and design. An example that illustrates this trend is the successful Avola Pine decor series.
The overall proportion of both massive and decorative wood is increasing. Oak remains very popular here. At the SICAM, EGGER is exhibiting versions from lively-elegant (Aragon Oak) to absolutely stunning (Arlington Oak).
The “rough cut” texture has also developed as a wood effect that is very reminiscent of craftsmanship, both in terms of appearance and feel. In order to create the impression of perfect craftsmanship, EGGER develops a very harmonious balance between the surface texture and decor image. EGGER is presenting six new decors featuring this balance at the SICAM.
NEW ALULINE TEXTURE
In the meantime, naturalness and materiality also always means surface texture, which is demonstrated by the success of the 22 Matex texture. For example, the innovative ST17 Aluline texture which was only presented as a study at the ZOW is now available. With an even and finely brushed surface, it creates a particularly intense materiality – especially with uni colours, metallic decors and finely streaked woodgrain and fantasy decors.
WORKTOPS AS A CONTRAST TO FRONT PANELS
Significant trends are also emerging in the area of worktops. EGGER is currently selling both the quieter new decors and the more lively ones well. For example, mineral stone reproductions appear rather reserved as a counterpoint to striking front panels. Distinctive woodgrain decors with core and sapwood or lively marble versions on the other hand form the second focal point among the worktops currently in demand, because they create a contrast to the uni colour front panels.
FACT BOX DECOR HIGHLIGHTSNew EGGER decors are well received by the furniture industry
Contrasts from harmonious to emotional define the image
New Industry Collection is being presented at the SICAM 2010 / New ST17 Aluline texture imbues intense materiality
Two “rough cut” decor series are being presented for the first time
EGGER OPENS UP VDS FOR CUSTOMERS AND MANUFACTURERS
Already recognised with several awards, the EGGER Virtual Design-Studio (VDS) has proven itself. Now the wood-based material manufacturer is offering an open system to its customers.
Virtual Design-Studio VDS HD 2.0 is part of an integrated strategy presented by EGGER under the motto “Think without Limits”. Now EGGER is offering boundless design and visualisation flexibility as a customisable and open customer version.
“With our new campaign, we want to inspire our customers to visualise their ideas in a quality that was inconceivable to date,” explains Hubert Höglauer, Head of Marketing EGGER Group. The first step is to build experiences around the new digital solutions. This will attract the attention of partners to the core topic at hand. “Digital decor data open up entirely new possibilities – from the decor concept to development and sampling all the way to visualisation and production,” Höglauer states with confidence.
EGGER intends to make this entire process much faster and more efficient. The goal is to reduce costs in the decision-making process and sales while minimising the risk of new product introductions. Höglauer emphasises that small samples, sales catalogues and even PC visualisation do not offer sufficient certainty for the customer – after all, the three-dimensional visualisation capacities of people are limited. EGGER now proposes to overcome these limitations with its new digital solutions, led by the Virtual Design-Studio (VDS).
INSPIRATION FOR INDUSTRIAL CUSTOMERS
With VDS, decors are visualised in genuine room situations and HD quality. The VDS HD 2.0 LIVE version supports projection onto actual neutral furniture carcasses with more than one projector. “Our partners in the furniture industry were inspired by this innovative presentation option and have repeatedly expressed the desire to have access to such a system themselves,” Hubert Höglauer says. Now the wood-based material manufacturer is fulfilling this wish. In cooperation with a German technology partner, EGGER will offer three versions starting in January 2011:
In addition to the VDS HD 2.0 standard software, the VDS HD 2.0 customer version includes a 40” touch screen with a robust front panel, making it especially well suited for presentation facilities open to the public. The flat screen features high colour brilliance and a bright display; it is colour calibrated and tailored to the EGGER decor palette.
The VDS HD 2.0 customer version with mixed reality interface (MRI) technology also includes a system for interactive, optical pattern recognition. 120 patterns with recognition markers and the matching presentation furniture are available as options.
In addition to the standard software and 40” touch screen, the VDS HD 2.0 LIVE customer version also includes two professional projectors with a special wide-angle lens. A kit for the presentation room with walls, furniture, projector column and dim-out is available for live visualisation.
EGGER offers each of the three systems with a coupon for an image service order and a maintenance contract, which includes free technical support for 36 months.
Open and customisable
Each of the customer versions will be an open system, which means open for third-party decors and materials in addition to those from EGGER. With the enhanced image service function, customers can upload their own room and furniture images directly in the VDS HD system. The standard software with all of the EGGER standard decors – approximately 600 of them – in the flooring and wood-based material sectors along with a colour palette for wall colours forms the foundation. New EGGER decors are provided as automatic updates for the customer versions. Customers will be able to customise the system. They can even integrate their own logos and assemble customer-specific collections. “With VDS technology, our partners will be in a position to significantly enhance the sales experience and quality of the consulting services offered to their customers,” Hubert Höglauer explains.