On 7 October 2021, the ninth edition of the publication series “The Major German Brands 2022” entitled “Design. Brand. Innovation.” was published under the patronage of the Federal Minister of Economics, Peter Altmaier. The Sauerland-based fittings specialist Kudi (www.kludi.com) is represented for the second time in a row in this compendium of “outstanding German brand companies”. The book has been published by the German Design Council since 2013 and – according to the publisher – all the companies featured in it “tell success stories” in terms of design, innovation and brand management. “We are living in fast-paced times, which are characterised by much change, so a strong brand provides the necessary security to remain on the path to success”, said Arndt Papenfuß, Marketing Director of the Kludi Group at the presentation of the book in Berlin. “By focussing on our core competence of developing and manufacturing high-quality fittings for exclusive bathrooms and kitchens, we have clearly and distinctly positioned the Kludi brand against the widespread industry trend to become a full-range provider. Being honoured once again as a ‘major German brand’ shows that we are doing well in this respect.”

Setting a course for growth
This is also confirmed by the successful development that Kludi has enjoyed since the Menden-based, family-run company realigned its brand profile to synergise closely with its product range and production strategy. “In 2021, we are once again growing stronger than the market”, states Marketing Director Papenfuß. This is related to the fact that by returning to their own strengths as a fittings specialist, the company has provided trade customers with relevant added value from the very beginning. “We are now setting standards with our clearly structured, easy-to-understand range as well as when it comes to installation work”, says Arndt Papenfuß. “Both reduce the workload for plumbers and help them save time.”

On top of this, the industrial company has linked its brand positioning with an unequivocal commitment to the professional distribution channel. “Our partners in the specialist HVAC retail and trade sectors know exactly what Kludi is all about and what to expect from the company – namely fittings of extremely high quality that are connected to the ‘Made in Germany’ seal known all over the world, and a service that will make your work noticeably easier”, says Arndt Papenfuß.

“Design. Brand. Innovation.”
The ninth edition of the series “The Major German Brands” is entitled “Design. Brand. Innovation.”. According to the publisher, the German Design Council, this triad is crucial for “enduring the current transformation in the high-speed universe”. Faced with these conditions, a strong brand needs “an unmistakable design and a concrete value proposition”. The ninth volume of the publication series, which is distributed worldwide in collaboration with the German Foreign Office, also strives to cover the entire spectrum of German industry.