Image - Keck & Lang GmbH - 2016 Welcome to Kela
Der Our Standort company Kela a German family company, ownermanaged and with more than 110 years of experience and tradition. The success factors: Coherent overall concepts for the trade, innovative and comprehensive product ranges, perfect all-round service, a competent team and personalised customer support.
Our business location The company is based in Böhmenkirch, in idyllic surroundings in the Swabian Mountains, between Munich and Stuttgart. Kela has a workforce of 81. 16 of them are employed in our international division. Kela France SARL In 2008, Kela France, based in Nancy, was founded.
Our global presence The Kela brand is represented worldwide. Our own Kela Shop sales areas in the specialised trade, furniture stores or selected stores cover the demand not only within Germany, but also internationally. North- & Southamerica Europe Africa Asia USA Mexico Costa Rica Peru Chile Guadeloupe Martinique Iceland Belgium Luxembourg France Malta Czech Republic Slovakia Austria Slovenia Croatia Greece Cyprus Ireland Netherlands Portugal Spain Switzerland Italy Finland Latvia Lithuania Poland Ukraine Moldova Montenegro Bulgaria Kosovo Turkey Reunion Namibia Republic of Congo Madagascar South Africa Lebanon Jordan Iran Kuwait Qatar Bahrain Mongolia Azerbaijan New Caledonia Russia Kazakhstan Israel United Arab Emirates South Korea Japan Taiwan Thailand Singapore China India Pakistan Phillippines Indonesia
10 % 2 % 6 % 5 % Our customers 14 % 16 % 47 % Furniture stores Specialist dealers Department stores DIY stores/garden centres Mail-order/online trading Drugstore chains Other
1903 The beginning: Ferdinand Keck and Hugo Lang found the Keck & Lang company in Stuttgart. A workforce of 7 manufactures brooms, brushes and polishers, later also carpet sweepers. In the war years, there was particularly keen demand for fire swatters. 1993 Promotion of the company s own brand is in full swing. KelaLine is born. Kela offers a best-selling range of products for the kitchen and bathroom. To ensure consistent product quality, the company establishes a purchasing office in Hong Kong. 1948 Brothers Wolfgang and Werner Lang take over the company. 110 years The Kela story 1953 50 years have passed. The company s product offering is tailored to customer requirements and undergoes constant further development. The KelaFix floor polisher, developed and patented by Kela, becomes a product highlight. In 1957, the company relocates to Böhmenkirch. 1978 After 75 years, the family company is seeing steady growth. It undergoes a successful transformation from a producer of brushes and brooms to a supplier of products for the modern household. 1988 The third generation takes over the helm. Kurt and Wolfgang Lang take over the running of the company. New customer groups shape the product offering. 2003 No reason to rest on our laurels; instead, it s time to face the challenge of new innovations. 2008 Demand for Kela products is increasing on the international markets, too. The company s product range speaks for itself. Kela enters new markets worldwide. In 2008, the first subsidiary, Kela France, is founded in Nancy. 2010 Aiming for the top. The focus is on innovation, in-house developments and quality. The corporate philosophy of Kela shows a total focus on customer service and its own brand. 2017 A 110-year tradition is no reason to stand still. What began in 1903 with the manufacture of brooms and brushes today finds its continuation in the development of new products. Attractive design and high quality are the top priority for the coming years. 114 years
Bad Trends Erfrischende Impulse für die Wohlfühloase Bathroom Trends Tendances Bain 2017/2018 1 Küchen Trends Durchdacht & aufgetischt Kitchen Trends Tendances Cuisine The Kela brand The Kela brand comprises more than 1700 products and a wide-ranging, high-quality, innovative offering for the bathroom, kitchen and cooking, the household, living and well-being - all from a single source. A well-balanced range, tailored to the needs of our customers and constantly updated. And the price is right, too. See for yourself. 2017/2018 1
Bathroom accessories Our aim is to promote a feeling of wellbeing. Kela offers variety and an extensive range of products in keeping with the design of attractive, modern bathrooms. From soap dispensers to toilet sets right through to high-quality wall-mounted sets, towels, shower curtains, laundry boxes...
Kitchen accessories The kitchen and the table are focal points of family life. Kela aims to enhance these focal points with its product offering. The topics are cooking, roasting, utensils for the kitchen and for the attractively laid table - an exclusive range of graters and knives, home textiles and pedal bins can be found in the Kela brand offering.
Home textiles The matching textiles give our product segments kitchen and bathroom a special flair. From kitchen towels to aprons, towels and bath mats. A well-balanced range.
Pedal bins In our pedal bin segment, sustainability and innovative technology play the leading role. From a 3-litre cosmetics bin to the 65-litre pedal bin. Kela offers a wide choice of colours and materials, the Silent Close System and the matching bin liners. Silent Close
Our aim Innovative design combined with high functionality and quality is the focus for our product development team. Kela is increasingly investing in product development, has its own Product Management department and is constantly adding to its range of items with exclusive and unique design.
Quality Our products are subjected to a wide range of tests for stability, strength and durability. Our material of choice for products used in the bathroom and kitchen is high-grade stainless steel. We also make sure our materials are skin-friendly, bio-degradable and environmentally compatible.
The packaging Attractive packaging is an incentive to buy. Kela places great value on the design of its packaging and its recognition factor for the end consumer.
The presentation But it s not only our attractive packaging that boosts sales. Kela offers attractive themed displays to further boost sales and strengthen the positioning of the brand in the retail trade.
Tasty Swabian Cuisine Pan-fried Dishes 1 Sales support We also have comprehensive PoS packages to boost sales in the retail trade. From posters to our attractive and conveniently sized 12-page consumer brochure. Our recipe leaflets and detailed brochures offer added value for the end consumer and are very popular.
Shop-in-Shop Kela stands for comprehensive service with individual and flexible presentation solutions for the trade. The emotionally appealing Kela Shop-in- Shop concept is clearly laid-out, flexible and can be expanded at any time. Together with our partners in the trade, we devise and realise individual solutions tailored to the requirements of each specific company. Latest figures, 2016: 240 Shop-in-Shops, 125 in Germany and 115 abroad
Power at the PoS To enable us to convey the unique flair of our brand in smaller-scale displays, we also have free-standing merchandising carriers.
Trade fairs Kela showcases its products at key international and national trade fairs. We are not only exhibitors at Ambiente, Maison & Objet, TrendSet and ISH, but also present our product offering at our customers in-house fairs, thus creating a platform for intensive customer contact. Ambiente Frankfurt IWH Chicago Maison & Objet Paris
Showroom Our newly designed showroom is open all year round for our customers. Here, we display not only our existing range, but also the latest innovations. Our new show kitchen is a special highlight. Here, with advance reservation, our customers can attend targeted product presentations and live cooking demonstrations. On request, we can offer professional training programmes for our customers and their sales teams at the PoS. Simply contact us to register.
Activities In our new showroom, we use unconventional methods to present products, demonstrate their merits and offer selling points for the trade. We will be pleased to advise you. You can also arrange to have our sales team give product demonstrations on your own premises. Speak to your Kela representative. He or she will be delighted to give you more detailed information.
Thank you for your attention Gabriele Heib Head of International Sales Fon +49 7332 82-12 Fax +49 7332 82-2812 Mobile +49 173 9162740 gheib@kela.de www. kela.de