The premium brand COR continued to hone its profile in a market segment that is heavily dependent on economic cycles: The instantly successful market launch of the down sofa Moss, the new COR LAB collection for multifunctional zones and the increasing transition to a lean factory all contributed to the medium-sized company's further growth, with sales of 40 million euros in 2018. "Due to the hot, long summer, spring and autumn became the stronger quarters for domestic and retail sales. National and international contract business was consistently lively," says owner Leo Lübke, commenting on the company's consistently good market position in domestic markets and above-average growth in the contract business, which accounts for 23 percent of total sales. Additional investments in trade fairs such as Orgatec and in road shows for planners and architects also helped to secure the premium brand firmly in the contract sector. The manufacturer's production depth is 80 percent and therefore remains high, while the production site in Rheda-Wiedenbrück was further optimised with the implementation of new technologies in both software and hardware. Each individual commission for the end customer benefits, as do commercial clients and large batch sizes. "In the transformation to the lean factory, we were able to further increase precision and efficiency in the plant," explains Leo Lübke.
Furniture for the smallest piece of home
High-quality design, sustainability and convenient use have been the reasons for the company's success for almost seventy years, as well as customers' strong emotional identification with the brand: "In the digital age, these bonds are particularly valuable," says Lübke, emphasising the relevance of the stationary retail trade which, despite the company's openness to multi-channel marketing, brings customers and their desired furniture into close contact with one another. High-quality seating and upholstered furniture are emotional products because they touch people in the truest sense of the word. With current furnishing behaviour, the desire for individualisation and comfortable, flexible places of retreat is growing: "Sofas or armchairs of ours are even to be found in many offices today." The idea of furniture as a cultural asset – beyond status and fashion – has shaped the premium brand since the 1950s. The message remains topical and the manufacturer will continue to concentrate its high-quality portfolio on people who want to design their lifestyle and living style confidently and sustainably. The shared characteristic is to convey less what you have than who you are. In times of mobile workplaces, globalisation and virtual reality, a privately designed realm means the opportunity to define oneself specifically and feel comfortable. "As the smallest piece of home", says Leo Lübke, "our furniture makes a substantial contribution."
The heart of COR beats internationally
At the first international trade fair in the new furniture year, the imm cologne, experts and end customers can look forward to two model premieres. Avalanche, the new sofa range, is a cosy centrepiece for smaller or larger rooms and invites visitors to experiment with a wide range of possible uses. The newly developed Alvo, on the other hand, transfers seating comfort from upholstery to an attractive, extremely comfy chair. At the newly designed exhibition stand, visitors and journalists can take inspiration from the current overall collection, and they can also familiarise themselves once again with the brand's inner values. At the start of the trade fair on 14 January 2019, "The Heart of COR" will be published as a film and a printed magazine, both of which are also available on the Internet cor.de/en/company. The next international exhibition will take place in the spring, from 9 to 14 April, in Italy. It is no coincidence that COR's temporary showroom will be located in Milan's Brera district – a hotspot for modern culture and sophisticated design.
Request your personal copy "The heart of COR", giving your mailing address: marketing@cor.de
Related Links
Press Release New Items 2019
COR Homepage/The heart of COR
Contact COR
Berthold Strüve, Head of Marketing
Nonenstraße 12, 33378 Rheda-Wiedenbrück, Deutschland
T. +49.(0) 52 42. 41 02-240, b.strueve@cor.de
Press
Helga Sonntag-Kunst, hsk communications
Warnckesweg 43, 22453 Hamburg, Deutschland
t +49.(0) 172 4157756, info@hsk-communications.com
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