"We Live Fire"
Interview with Kai Wolbeck, Managing Partner of Kleining GmbH & Co. KG
A fireplace is not just a source of heat but also a stylish element for any home. Kleining GmbH & Co. KG combines many years of experience, craftsmanship, and creative design to transform every living space into a cozy home. With a passion for fire and warmth, the company creates custom fireplaces and pellet stoves that not only provide coziness, but also a stylish ambiance.
Wirtschaftsforum: Mr. Wolbeck, what milestones in its development have brought your company to its current position?
Kai Wolbeck: We started as a blacksmith's shop 60 years ago and quickly found our way to cozy warmth. Thus, we added wood stoves and fireplace accessories — everything related to heating with wood — to our product range. After about 30 years, we launched the brand FIREFIX®, which is represented in all the hardware stores in the DACH region and beyond. However, we also work with specialized dealers on products such as fireplaces, custom-made heating inserts, or other accessories.
Wirtschaftsforum: How many employees do you currently have, and what is your revenue?
Kai Wolbeck: Our permanent staff includes about 50 employees. Especially in the winter months, we also employ some temporary workers. The current annual turnover is just under 40 million EUR. In my nine-year tenure at KLEINING, we have been able to quadruple our turnover. In particular, in 2022 we had an immense demand in all areas, especially for kitchen stoves. We did a good job there — we were able to meet all our delivery deadlines and did not disappoint our customers. As such, we have come through the crisis shining as winners.
Wirtschaftsforum: Does your consistent ability to supply have to do with your own production?
Kai Wolbeck: For one, we had a major advantage through our local production. On the other hand, we owe our success to our decades-long partners in the supply chain. Especially with the trading goods, we worked proactively and equipped ourselves before the season since certain developments were foreseeable.
Wirtschaftsforum: Mr. Wolbeck, how would you describe your career path at KLEINING?
Kai Wolbeck: I began my activity at KLEINING GmbH and Co. KG in 2015 as the Head of Sales. However, this was already part of the long-term succession plan for the management. The then CEO, Karlheinz Leuders, had been with the company for 37 years and had recorded in the circle of shareholders that a succession plan should be made five years before his retirement. They were very fruitful years, as I was able to expand the sales network. Here we pursue very conservative, but positive approaches.
Wirtschaftsforum: What initiatives were you able to introduce to the company as the managing director?
Kai Wolbeck: We have significantly expanded our range with products like 'Tenderflame'. These include table fires and ambiance fireplaces with a unique burning system. Moreover, we have added pellet stoves to our product range and have become market leaders in this area within three years with a supplier from Italy. This year our focus is on the FILTERKat fireplace. The product has undergone six years of development and has now received the necessary approvals to be able to retrofit over three million fireplaces by the end of the year. It involves a flue pipe with an integrated catalyst as a passive catalytic dust separator, certified by the German Institute for Construction Technology. The product is from our own development and is available both in specialist retail and in DIY stores. For this innovation, we have just received first place at the German Award for Sustainability Projects. Additionally, we have been nominated for the German Environmental Award and the German Sustainability Award with the FILTERKat fireplace.
Wirtschaftsforum: What channels do you use to raise awareness?
Kai Wolbeck: We are increasingly informing chimney sweeps and training our customers. However, we also offer online training. In September, we even plan to advertise on television. We are very curious to see how the customers will respond.
Wirtschaftsforum: Do you have a message for politicians?
Kai Wolbeck: If I may express a wish, I would like to bring the topic of biomass into the focus of politics — which is particularly blocked by the Greens at the federal level. Indeed, the industry offers numerous possibilities to prevent emissions. Then the population could react accordingly.
Wirtschaftsforum: What are the reasons for your spectacular success?
Kai Wolbeck: We have a lot of know-how in the company. A large part of our staff has been on board for 35 or even 40 years — these are grown structures. However, we sought to diversify our business basis early on.
Moreover, we maintain good relationships and live sustainability. I believe that in the end, it will all pay off.