“There’s a natural limit to how many dining tables you can design, produce and sell, so entering this market of smaller interior pieces allows for continuity when it comes to product launches. At the same time, we also give the volume of our sales a serious boost. At least, that’s our plan,” says Kirsten Andersen, Head of Marketing at ANDERSEN.
With a tagline that reads “Fresh design – Solid work”, the Danish furniture manufacturer ANDERSEN is in the initial phase of a new strategic venture, namely engaging the market of smaller-scale furniture pieces – in particular, accessories.
In an effort to create growth and reach a wider audience, the company has, during the last year, ventured into smaller-scale furniture. ANDERSEN, which has a long history in cabinet-making and furniture assembly, will still produce furniture like tables, chairs, etc. and that will still be a major focus of the company. The new strategic focus will be an add-on to the existing business line, Kirsten Andersen explains. In addition to the cabinet maker’s workshop, ANDERSEN also has a CNC department and assembly and polishing workshops – all located in Hinnerup, just outside of Aarhus, Denmark.
“It’s our hope that the company’s future business will be more agile and capable of an increased level of innovation. There will be equal focus on furniture and accessories. There will be more accessories though, but with more varied quantities and a wider price range,” says Kirsten Andersen.
One of the product lines from the new venture is the Create Me series. The series comprises small boxes of oak with lids in different colours and trays in either black or oak, as well as candle sticks in different colours. The series is intended to provide opportunities to create your own expression, while the pieces can be used together or individually. The boxes can be used for spices; to serve snacks, nuts or chocolate; or as storage for knick-knacks on your desktop.
“We started our focus on accessories one year ago. Since our collaboration with Rikki Tikki, the development of the new line of products has accelerated. This August, as Rikki Tikki was present at the Formland design fair in Herning, Denmark, the whole project picked up even more speed. And there’s more in the pipeline,” says Kirsten Andersen.
Celebrating its 100th anniversary this year, ANDERSEN focuses its core business strategy on modern and unique design combined with a high level of expertise. The new accessory products possess the company’s existing values: design, quality and craftsmanship. “In short, we’re creating extraordinary products that have a high level of craftsmanship,” states Kirsten Andersen and ends:
“Along with innovating through the whole value chain, we’re expanding our design teams, both in-house and externally, in order to meet the demands for new products in this new category, as well as supporting our other product categories. The new accessory category is progressing as planned – we’ve already received a lot of positive testimonials from the customers.”