Innovative Cable Management
Interview with Thomas Peter, Sales Manager at Schill GmbH & Co. KG
Schill GmbH & Co. KG is a leading manufacturer of high-quality cable drums and a significant player in the electrical engineering industry. Whether stage technology, industry, or e-mobility - the company relies on quality made in Germany, deep manufacturing processes, and tailored solutions for demanding applications. Sales Manager Thomas Peter discusses international expansion, the impact of digitalization on production, and the challenges in global competition.
Schill GmbH & Co. KG was founded in 1948 by Otto Schill and has established itself as one of the leading manufacturers of cable reels over the past decades. The company introduced a groundbreaking innovation to the market in the 1950s with the first portable sheet metal cable reel. In the 1970s, the first fully insulated plastic cable reel followed – a product that permanently changed the market.
Today, the company is run by the third generation and successfully combines traditional values with cutting-edge technology. With 65 employees and an annual turnover of about 10 million EUR, Schill is a major player on the international market. The manufacturing site is located in Laichingen near Ulm, while the administrative and sales headquarters are situated in Fellbach near Stuttgart. Particularly impressive is the high level of manufacturing depth: Nearly 100% of the production takes place in Germany, thereby ensuring the company's high quality standards.
Schill strongly focuses on export and international expansion. Around 50% of its revenue comes from abroad. The products are exported to over 40 countries. The drums are particularly demanded in specialized industries and use cases with special requirements (custom solutions). Despite these successes, the company faces challenges, especially due to international competition and the increasing shortage of skilled workers.
Quality, Innovation and Digitalization as Growth Drivers
To maintain a competitive edge in the long term, Schill consciously focuses on quality and customization. While many manufacturers opt for cost-effective mass production in Asia, Schill pursues a different strategy: 'Of course, there are cheaper alternatives, but we focus on durability and custom solutions. Our drums last 20 to 30 years – that differentiates us from the competition,' explains Thomas Peter.
A major focus is on digital transformation. Schill utilizes modern ERP and PDM systems to optimize production and logistics processes. Additionally, EDI interfaces have been introduced to enable efficient communication with large customers. Sustainability is another central theme. The company exclusively produces in Germany and offers spare parts as well as repair services to extend the lifespan of the products. Especially in the e-mobility sector, Schill has repositioned itself. The newly developed LAVOSCH cable reels with integrated wallbox are specifically designed for fleet operators and charging parks, providing safe and flexible charging technology. Schill is also developing new solutions for e-bike charging stations.
Trade Fairs, Marketing and International Expansion
International expansion is a central part of the company's strategy. In addition to existing markets in Europe and North America, there is a focused effort to tap into Asia and the Middle East. Here, Schill relies on targeted marketing strategies, partnerships, and networking events. Trade fairs play an essential role. The company regularly participates in leading trade fairs for electrical installation, stage and audio technology, including the IBC in Amsterdam, as well as trade fairs in Germany and the USA.
"Personal interaction with customers remains crucial for us. Trade fairs are a valuable platform for maintaining existing contacts and gaining new customers," emphasizes Thomas Peter.
The company also focuses on growth internally. Due to the increasing shortage of skilled workers, particularly on the Swabian Jura, Schill is committed to long-term employee retention and an open corporate culture.
"For us, values such as respect, trust, and commitment are essential. Our employees are the foundation of our success," Thomas Peter continued. In addition to international trade fairs, Schill also focuses on internal events to strengthen corporate culture. Regular workshops and team events promote exchange and innovative strength within the company.
Future Visions: Innovation and Sustainable Growth
In the coming years, Schill is pursuing ambitious growth targets. In addition to further expansion into international markets, production capacity will also be increased. The e-mobility division, in particular, will be significantly expanded to meet increasing demand. Another central theme is the development of new technologies. Schill is continuously working on innovative solutions for specialized industries and is advancing research in the area of intelligent cable management systems. The goal is to establish itself as a leading provider of specialized solutions for the industry and public sector. With this combination of tradition, innovation, and sustainability, Schill GmbH & Co. KG remains a role model for German medium-sized businesses – and a company that sets new global standards and sustainably shapes the industry.