From Office Supplies to Multi-Channel Expert
Interview with Christa Furter, Managing Director Viking Europe
Viking Office Deutschland GmbH, a leading expert in workplace solutions, has undergone an impressive development since its establishment in the USA. With the move to Europe and the opening of the German branch, the company has established itself as a leading multi-channel provider. In the discussion, Christa Furter, Managing Director for Europe, provides insights into market position, challenges, and future visions.
Wirtschaftsforum: Ms. Furter, what have been the milestones that were important for Viking's development?
Christa Furter: Viking was founded in 1960 in the USA and began its expansion to Europe in 1990, initially to England and then to Germany in 1995. A major milestone was evolving into a multi-channel company. We were one of the first providers in Europe with our own website and a webshop, which we launched back in 1998. At the time, that was a real innovation and helped us to clearly position ourselves in the market.
Today, we are a leading provider in the B2B sector. Since 2021, we have been part of the RAJA Group. This acquisition has opened up new opportunities for us to further expand our market position, also through the international major customers that we can serve with our sister companies of the RAJA Office Group in Italy, France, and Spain.
Wirtschaftsforum: What role does the German branch play in the international context?
Christa Furter: Our German branch in Großostheim is a central hub for our activities in Europe. From here, we not only manage the German market, but also the logistics for the Benelux countries and the entire DACH region.
With about 1,400 employees, we serve over one million customers in Europe and generate an annual turnover of around 500 million EUR. Viking Deutschland plays a key role in our corporate strategy. In Germany, we are among the top 5 multi-channel providers. Additionally, we offer a comprehensive range that includes office supplies, furniture, technology, cleaning and hygiene, as well as food and catering.
Wirtschaftsforum: How has Viking responded to the recent global challenges?
Christa Furter: The past few years have been challenging due to global crises and supply chain disruptions. We had to ensure that we could continue to meet customer demand, even as some of our sourcing, such as paper supplies from Russia, failed. The strength of our group and our international procurement process helped us to find alternative sources and ensure our supply capability.
We also committed ourselves in the Ukraine crisis. Our Shared Service Center in Romania supported employees who took in refugees. Additionally, the RAJA - Danièle Marcovici Foundation – founded by our owner, who advocates for women's rights – made financial contributions. We were recently honored by the Ukrainian Embassy for our overall commitment in the Ukraine crisis. Currently, we are experiencing uncertainty and reluctance in the market, but we support our customers in difficult times, letting them know that we are there for them.
Wirtschaftsforum: What measures is Viking taking to meet the requirements of sustainability and digitalization?
Christa Furter: Sustainability is a central part of our business strategy. Since 2020, we have been pursuing a comprehensive sustainability strategy and are certified according to ISO 9001, 14001, and 45001, as well as awarded the EcoVadis Gold Medal. Our efforts extend across the entire supply chain, and we place great emphasis on sourcing our products locally, especially in the area of food and catering.
In addition, we offer specially marked sustainable products in our range. We have digitized the entire ordering process and offer our customers customized e-procurement solutions that meet their specific needs. We continuously adapt to new trends such as home offices or ergonomics and develop comprehensive solutions.
Our goal is to always be technologically up-to-date and to provide our customers with the best service. Our loyalty program 'Viking One' is aimed at companies with annual budgets of 3,000 EUR or more and helps us to retain our customers through excellent customer service.
Wirtschaftsforum: What are Viking's plans for the future?
Christa Furter: In 2025, we are celebrating our 30th anniversary in Germany, which is an important milestone for us. In parallel, we are working on several growth projects and planning the introduction of new products and solutions in our webshop. Internally, we focus on a large IT transformation project where we will introduce a new ERP system to further optimize our processes.
In addition, we are increasingly focusing on marketing activities such as our Back-to-School and Back-to-Work campaigns, as well as special offers for office furniture. Our goal is to continue to lead in the market and to strengthen our position.