Innovation from the Second Row
Interview with Maxim Theiss, Managing Director of Scala Design Technical Product Development GmbH
While many companies stagnate in economically difficult times, Scala Design from Gärtringen in Baden-Württemberg has more than doubled its revenue in four years. The secret of the 39-year-old family business lies in its special positioning: From the 'second row', it brings innovations of other companies from the first draft to mass production. Managing Director Maxim Theiss explains why working 'in the shadows' is the key to success.
Wirtschaftsforum: Mr. Theiss, Scala Design has been around since 1986. How has the company evolved?
Maxim Theiss: Next year we will celebrate our 40th anniversary. Broadly speaking, what we do today is deeply rooted in the founding origins. The three founders met at AMG back then – one was a designer, one an engineer, and one a model maker. All of that is still part of what we do. However, small series production has emerged from the model-making theme, and our role as a supplier – that is certainly a major change in history. At our core, however, we have remained true to ourselves.
Wirtschaftsforum: What is your core competency today?
Maxim Theiss: Broadly speaking, it is our ability to bring innovations to the market with our customers – and that in
within a relatively flexible window. We can accompany our customers from a pure design study to small series production. I wouldn't necessarily call us an innovative company - we work for innovative companies and help them bring their innovation to market. We work a lot behind the scenes, which is a good thing.
Wirtschaftsforum: What do you see as the reasons for your company's success?
Maxim Theiss: We benefit from working for our clients and then staying in the background. Our core competence is really in working for our clients, not standing in the foreground ourselves. We act as maximum service providers - this is greatly appreciated. Moreover, we have short decision paths and can present the complete package. There are many innovative companies, many strong development service providers, and service providers for model and prototype construction - but we can actually offer this one-stop shopping.
Wirtschaftsforum: In which industries do you operate?
Maxim Theiss: The beloved automotive industry in Germany is the first to mention, but we are blessed to be able to work in other industries as well. Interestingly, we are also active in the furniture industry, mechanical engineering and plant construction, and in the art segment in small series. Each market has its own unique challenges.
Wirtschaftsforum: Can you mention specific projects?
Maxim Theiss: A very nice example is that an automobile manufacturer approached us about desk development. Neither the OEM nor we had ever developed a desk before. We supported the process from the idea on paper to the development of production molds. In the design area, it ranges from enclosures for electrical appliances to large machines like money printing machines. However, we also work for clients in the art sector, for example.
Wirtschaftsforum: What innovation trends are currently shaping the market?
Maxim Theiss: It's the big trends that everyone is talking about: The implementation of AI solutions in the development area is imperative. Technologies like 3D printing, which we also represent, are very influential. The speed of development is crucial – we pride ourselves on being able to keep up well due to our dynamics. A new trend is animations and videos of new products – this is the most cost-effective way to make innovation tangible and experiential.
Wirtschaftsforum: What are your company values?
Maxim Theiss: A major value is courage – that is very important when you are involved in innovation. Otherwise, it has a lot to do with integrity.
Wirtschaftsforum: How have you developed economically?
Maxim Theiss: We have more than doubled our revenue in the last four years. Last year we made 8.2 million EUR; the target for this year is between 9.5 and 10 million. Sometimes, it's also a bit of luck being in the right sector. With this innovation-oriented topic, we might really have something that is in demand.
Wirtschaftsforum: What strategies do you pursue for the future?
Maxim Theiss: The most important thing is diversification. We need to remain agile and dynamic and understand how to implement AI into our processes. Our strategy is not to become the next big supplier, which I think is unrealistic. But being this innovation-driven company in the second tier and growing in that role – we believe in that. Being fundamentally a company that works on innovation, I consider this timeless because innovation will always be in demand.