Wirtschaftsforum: Mr. Lauer, can you start by telling us a little about the history of the timber manufacture?

Bernd Lauer: I'd be happy to. The timber manufacture was founded in 1979, originally from a collective thought. We wanted to move away from industrial manufacturing methods and instead focus on artisanal quality and ecological responsibility. In the early 1980s, it was a handful of people who shared this vision. From the beginning, our goal was to produce furniture according to sustainable principles and at the same time treat all employees equally.

Wirtschaftsforum: So your furniture is entirely handcrafted?

Bernd Lauer: Exactly. We work exclusively with solid wood and do not use chipboard or glued panels. Each board from the log is individually inspected and processed to achieve the best possible grain pattern. This fundamentally distinguates us from industrial manufacturers who cut and glue standardized slats.

Wirtschaftsforum: So, your customers can directly follow the production process?

Bernd Lauer: Yes, that's correct. Previously, our production was in Stuttgart-Zuffenhausen, while the store was in the city center. Today, both production and exhibition are at the same location. Customers can be present during the manufacturing of their furniture and even contribute their own wishes, such as when it comes to wood grain. This creates a special closeness and individuality.

Wirtschaftsforum: Sustainability plays a central role for you. Can you tell us more about it?

Berord Lauer: For us, sustainability is more than a trend – it's our principle. We only use environmentally friendly materials and collaborate with partners who share our ecological standards. For example, in the sleeping area, we exclusively use natural latex and completely avoid cold foam. We are convinced that real sustainability has its price, but also makes a real difference.

Wirtschaftsforum: You mentioned that you also operate an online store. How important is this channel for your business?

Bernd Lauer: The online store is an important part of our strategy. Especially during the Corona pandemic, we saw that retail stores alone are not enough. Through our online store, we sell accessories, selected furniture directly, and individual products in our outlet. With our website, we also build a bridge to retail stores. We provide information about commercial products and give our distribution partners a stage to present themselves with our dealer search. We believe that online distribution and local retail do not exclude each other but ideally complement one another.

Wirtschaftsforum: How do you see the future of the wood manufacturing? What are your visions?

Bernd Lauer: The wood manufacturing remains true to its values on one hand, but on the other hand, it also does not close itself off to changes and new trends. Sustainability, individuality, and attention to detail will always be at the center of our efforts. The changed consumer behavior through the internet, however, presents a great challenge that requires adjustments in our strategy: as previously outlined, we see retail and online distribution as complementary elements. Impressions on-site such as the feel of brushed wood or the smell of pine cannot be transmitted over the internet. With numerous customization options, consultation is often necessary, which our dealers as local experts can provide or customers can get directly from us in our showrooms. Besides the pure shop function, we see our website as the first point of contact for information. We want to expand this visibility and become one of the preferred addresses for sophisticated, individual, and sustainable living online and in the Ludwigsburg/Stuttgart region. In doing this, customers, partners, and employees are always at the center of our attention. Personal contact and the highest manufacturing quality are the basis for this.