The good prospects are based on the all-embracing ... - ALNO AG

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sinGLE-Entity and GRoup manaGEmEnt REpoRt | EConomiC REpoRt
<strong>The</strong> ALNO Group's company exhibition entitled "Design-
Tour" was held in September 2011. Many new innovations
were presented here. Colour diversity was the distinguish-
ing characteristic of this company exhibition, together with
our flagship, the MARECUCINA. Both Wellmann kitchens
and the kitchens from Impuls and Pino presented a considerably
enlarged range of colours. Attention once again
focused on the "quick kitchen" produced by Impuls which
is delivered to the customer within the space of a few
working days. <strong>The</strong> extravagant ALNOCERA was introduced
as a new highlight during the Design-Tour.
Another highlight of the company exhibition was the Corso
Internationale 2011 which was continued from 2010. <strong>The</strong>
Corso Internationale presents special features from different
countries; in this case, kitchen highlights from six
countries. In addition to products from Switzerland, the
Netherlands, France and Spain, it also presented non-
European product specialities from Russia and India. Different
specifically national colours and materials played a
major part in the various kitchens' design.
sales
doMesTIC sales
In Germany, the kitchens produced by the ALNO Group
<strong>are</strong> marketed through kitchen and furniture studios, self-
service and RTA stores, furniture stores, as well as through
architects and building companies especially in the case of
real estate projects. Most of the German trading partners
<strong>are</strong> members of purchasing associations.
Kitchen and furniture stores <strong>are</strong> served by a trained team
of field service staff in Germany, while merchandisers specializing
in this field of business look after the self-service
and RTA stores; the associations <strong>are</strong> specifically handled
by our key account managers.
foreIGN sales
<strong>The</strong> ALNO Group has trading partners in 64 countries. <strong>The</strong>
reorganization measures launched abroad were essentially
brought to a conclusion in 2011. In Switzerland and the
United Kingdom, ALNO kitchens <strong>are</strong> sold through our own
marketing companies. In addition, the ALNO Group also
operates abroad through competent local field staff managed
by the export department at Group headquarters.
Our foreign sales activities last year focused above all
on acquiring new partners in other countries. First steps
were taken to reorganize the ALNO Group in the United
States and Arab countries, for example. <strong>The</strong> collabora-
tion launched with strong new partners in Russia, Ukraine,
Turkey and other countries is beginning to bear fruit.
Particularly the booming Asian markets <strong>are</strong> a focus of
attention for the ALNO Group's activities abroad. In China
and Hong Kong, the ALNO Group is currently developing
an efficient sales network together with a financially
sound partner who is already operating successfully in the
kitchen market there. New partners <strong>are</strong> also being sought
in Singapore, Indonesia, Thailand and India. In Russia and
Ukraine, the company has begun to position the ALNO
brand in exclusive ALNO stores.
focus of sales activities in 2011
In the financial year 2011, sales activities focused on
implementation of the new terms and conditions for our
trading partners, specifically positioning the Group brands
ALNO, WELLMANN, IMPULS and PINO in the individual
sales channels, and launching the new Wellmann range
presented during the "Design Tour 2010". As a result of
comprehensive campaigns, the new Wellmann product
range with its new grid system has become established
in the marketplace within a very short space of time. Con-
trary to the original planning, production was changed over
completely to the new Wellmann range by mid-2011 and
production of the former products reduced to a minimum
as a result of the high level of acceptance in the trade.
awards and distinctions
Innovative ALNO products once again won numerous
awards and distinctions in 2011. <strong>The</strong> maritime design
study ALNO MARECUCINA, for instance, won the award
"Kitchen Innovation of the Year 2011" conferred by the initiative
"LifeC<strong>are</strong> - Better Living". With regard to functionality,
innovation and design, it has now been selected "Product
of the Year 2011" by consumers. <strong>The</strong> ALNO MARECUCINA
also won the Interior Innovation Award 2011. Initiated and
conferred by imm cologne, the Interior Innovation Award
is one of the most highly respected design awards for the
furniture industry worldwide.
ALNOSTAR SATINA also won the distinction "Kitchen
Innovation of the Year 2011". With fronts made entirely
of glass, the kitchen presents an innovative way of using
this material and draws attention to completely new design
possibilities. With regard to functionality, innovation and
design, it was selected "Product of the Year 2011" by
consumers.