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The right mix


W.K.TEX. is one of the largest German suppliers of high-quality workwear garments. Established in 1949, the medium-sized enterprise is a 100% subsidiary of Deutsche Raiffeisen-Warenzentrale GmbH (DRWZ), an international trading and service company within the German Raiffeisen Association that supplies Raiffeisen and BayWa stores and its customers with high-quality, competitively priced products.

The product assortment of W.K.TEX. includes a wide selection of textiles and shoes, ranging from top-quality workwear garments and protective clothing to professional shoes and boots, and is rounded off by stylish casual wear and functional outdoor fashion. In addition, the company offers innovative presentation solutions for the point of sale. W.K.TEX. has its own design unit and works together with dependable manufacturing partners in Europe and Asia.

“W.K.TEX. stands for high-quality, low-priced products, innovative service solutions and creative marketing and sales concepts that help our customers and partners build a sustainable competitive advantage,” Managing Director Birgit Krueger-Janson, who joined W.K.TEX. in 2001, describes the company’s philosophy.

In recent years, the workwear and casual fashion specialist has introduced two major strategic changes: a revised product mix concept and a new way of addressing customers. “We have developed new product mixes that meet our customers’ expectations and requirements, and ensure a profitable stock turnover,” explains Ms. Krueger-Janson, who has many years of experience working at major department stores. “At the same time, we have taken action with regard to a number of issues and are changing things for the better. Today, we are considered a reliable problem solver, a partner that has the right product solution before the customer utters the problem.”

Another strategic step was taken when W.K.TEX. started supplying business customers with corporate fashion a few years ago. The new activity comprises individually customized, attractively designed workwear and protective clothing for high-profile customers such as Alstom, SATA, ThyssenKrupp and the VW Group. The corporate fashion division of W.K.TEX. offers fast and flexible pattern design, use of Öko-Tex Standard 100 certified fabrics, quality production by a partner in Eastern Europe and swift delivery.

The corporate workwear range from W.K.TEX. shows that the company perfectly combines a broad range of quality, competitively priced textile products and shoes with tailor-made working and protective clothes that 100% meet the customer’s individual specifications and needs. “We offer everything from a single source, standard clothing and customized garments,” states Ms. Krueger-Janson. “There is no competitor with such a well-balanced, comprehensive product mix.”

Despite an online configurator where customers can design their own clothing, W.K.TEX. puts great emphasis on print. “We have a comprehensive product catalogue which can be tailored to the customer’s specific requirements,” says Ms. Krueger-Janson. “We take our customers seriously, with all their requirements and preferences. A printed catalogue can better show the quality and attention to detail of our products than a digital website.”

W.K.TEX. not only addresses its customers in a very dependable manner; the company is also focused on employee motivation and shaping a strong corporate culture. “I talk to everyone in the company every day to hear where the problems are and build a good work climate,” explains Ms. Krueger-Janson, who believes in supporting people in their personal development. “My own motivation is to contribute my know-how and experience to enable people to grow and develop.”

W.K.TEX. aims at doubling its results within the next five years by improving its efficiency. “There is still significant potential in improving our suppliers’ dependability and speed of delivery,” states Ms. Krueger-Janson. “We are also developing new web and social media-based marketing initiatives to grow our market position still further.”

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