PFAFF made a strong presence at the Turel Classics 2011 with Joachim Richter, CEO and Andreas Korz, Sales and Marketing Director of the company very upbeat about the way the company had progressed in the last two years since the takeover of the company by a new management in 2009. The 150 years old company that will celebrate this event in 2012 has completely reworked its operations and offerings to emerge with a new 21st century image.
With more ambitious plans in the pipeline, Joachim Richter is confident of greater penetration in the market as PFAFF Industries has been injected with fresh directions under the new management that will pull the company out from the past problems and have a low hierarchy since it was now a family owned business with a new rejuvenated spirit.
“We have received a warm welcome from the customers wherever we have gone around the world and the growth in the last two years has jumped from 0 to 300 per cent since the change took place on April 16, 2009,” revealed Richter.
Going in for a more intense marketing approach with an office in Mumbai and two major distributors, so that the supply will be prompt all over India, the company has paid attention to the quality and design of the machines which are their lifeline. All the machines are fully electronic with software and completely built in Germany.
“Of course this has its advantages and disadvantages. The advantages are that we can modify and customize the machines according to the customers’ needs which in future will differentiate our products from the competitors. The disadvantages are that the cost of labour which is very high in Germany can be a problem,” added Richter who confirms that nothing is made in China except some occasional basic items.
“The company is increasingly focusing on the demands of the market with productivity and flexibility. Of course energy saving is always part of the programs along with easy handling of the machines,” asserts Richter.
As the world went through the throws of recession and suffered in the business scenario, PFAFF however had a good last two years and 2010 was a very good one declared Richter happily. “Now we are doing black numbers instead of red ones on the turnover. In 2011 our aim is to have a steady sustained growth which will not be very rapid or overwhelming but a good moderate one.”
Andreas Korz added, “India is one of the fastest growing markets and has a valuable position in our plans. We have a broad range so one can’t focus on anything but we can say that pocket attachment is our focus and clearly it is the strength of PFAFF. We keep up with the competition with a wide range and in 2009 we built a new factory outside the town of Kaiserslautern where the old factory is in the centre of the city. We have innovative high-tech machines which manufacture the core parts. The production of the machines depends on the type of design which varies from a few thousand to a few hundred pieces per machine.” Now with the growth in the garment industry Korz emphasized that the need was for specialized machines for trimmings with guides and not ordinary machines.
It is very apparent that PFAFF is now ready to take on the competition as well as the expansion of the company in a more systematic and organized manner to meet the challenges of the New Age requirements of the garment industry.