Visitors to this year’s Spring Long Point may have noticed a new name on the exhibitor roster. Upmarket German manufacturer Martin Staud is intent on setting a new standard for bedroom furniture in the UK, and has taken up permanent residence at The Exchange to start spreading the word, writes Paul Farley …
Already a household name in Germany, Staud can trace its roots as far back as 1653, when Matthäus Staud opened a carpentry workshop in Bad Saulgau, near the German border with Switzerland.
Fast-forward a few centuries, and Staud was purchased by furniture-focused investment group Vivonio in 2012. Since then, its turnover has risen from around €45m to €110m – but its owner is not content to stop there.
Staud made an abortive attempt to enter the UK market 18 years ago. Consequently, its new owner conducted extensive research before committing to returning – and it shows.
The new UK operation is fronted by sales director Michael Tattersall and area sales manager James Wilson – both previously of Nolte Möbel, and now overseen by UK country director, Sandro Zemunovic.
“The UK is traditionally Germany’s best export market for wardrobes,” says Michael. “Staud is making its biggest export investment in 10 years right here – it’s a significant commitment.”
For evidence of Staud’s intentions, look no further than its new permanent showroom, situated at The Exchange in Long Eaton (home to CG specialist, Orbital Vision). Michael explains that the new facility took approximately six weeks to install, but is pleased with the look his team has achieved.
“It’s an excellent central location, and well equipped to show what we’re offering,” he enthuses. “As well as the Long Point shows, we’ll open the showroom for appointments – and we’ll be able to use The Exchange’s conference and hospitality facilities when we receive visitors.”
The showroom houses Staud’s range of mid- to upper-level bedroom furniture, which is defined by three tiers of wardrobe system: Sinfonie Plus, a flexible, entry-level programme; Sonate, a higher-quality proposition; and, at the top of the line, Media. All proudly made in Germany from (mostly) German materials, the wardrobes favour sliding doors and glass fronts over hinges and wood, and make great use of frosted glass and innovative fittings to deliver thoroughly modern bedroom solutions.
The little details reflect how much thought has gone into the range. A simple product configurator presents the available options, in print and digital formats – “stockists displaying at least three floor models will be supplied with a touchscreen TV for the configurator,” says Michael. Three wardrobe heights – 2m, 222cm and 240cm – mean more efficient use of space, no matter the size of the bedroom.
And upon opening the doors, it is clear that as much thought has gone into the internals, with door reverses finished like the external carcass.
“Staud were the first company to create sliding door wardrobes with drawers,” states Michael, “and they’re still way ahead when it comes to innovation.” A good example of this is those models fitted with three kinds of TV unit – front mounted, cupboard concealed and hydraulic riser.
Then there’s the wide range of bedroom cabinet and beds on offer (all in UK sizes, with some sporting FR upholstered headboards). It all works together so well, replete with nifty design features and encompassing walk-in wardrobes, angled corner units and full-depth corners.
Staud’s models are available on an eight-week lead time for delivery directly to the consumer, or four weeks to a warehouse.
“We’ve already got some good accounts in the UK,” says Michael, “which we’ve achieved in part thanks to Staud’s impressive marketing materials and its great bedroom configurator. Staud has a huge desire to work in this market, and it’s clear to me that there’s room for our product here.
“After establishing our presence in the UK, we’re looking forward to becoming a leading name in German bedrooms here in a matter of years.”
