Celebrating the future with responsibility -
the Executive Management in our anniversary interview

JAB ANSTOETZ Group is celebrating its 80th anniversary this year. At the same time, Bielefelder Werkstätten is turning 70. What does this double anniversary mean to you?

Claus Anstoetz: For me, the anniversary is a welcome opportunity to thank our employees and celebrate together. I am delighted that, after all these years, we have lost none of our creative curiosity. The anniversary represents experience and continuity. We want to build on this and continue to inspire people with our collections and our passion.

Stephan Anstoetz: I am pleased that we continue to nurture our roots in the region while also being recognised as an internationally active employer. We are part of the local community, are involved in the region and support strong social interaction, both within the company and with partners and suppliers around the world.

Chris-Jacob Schminnes: Over the years, we have consistently developed our brand portfolio and entered new markets. Today, our range includes decorative and upholstery fabrics, wallpapers, privacy and sun protection, acoustic solutions, upholstered furniture and beds, rugs, carpets and LVT design flooring. The fact that we have maintained a clearly recognisable signature while now operating in more than 80 countries is, to me, a strong sign.

JAB ANSTOETZ Group’s anniversary is being celebrated under the motto “80 Colourful Years”. What is behind it?

Claus Anstoetz: Colour and the atmosphere of a room are inseparably linked. The diversity of colour within our collections is part of JAB ANSTOETZ’s DNA and has been a recurring theme throughout our 80-year history. We value not only broad colour palettes, but also finely nuanced shades for every article. This has helped us establish a strong reputation within the design community.

How extensive can a colour palette like this be today?

Claus Anstoetz: Very extensive in the case of successful plain qualities. Our “Tizian” velvet, for example, is available in 199 colours, while Chivasso’s “Hot Madison” upholstery fabric is available in as many as 243 colours. You could say that when the look and performance characteristics are convincing, the desire for more colourways grows. We also want to respond to trends, which is why our designers not only expand colour palettes but regularly update them as well.

You often talk not only about products, but about interiors as a whole. What makes a home truly special to you?

Chris-Jacob Schminnes: When the people who live there can see themselves reflected in it and feel at home. That is precisely where I see the role of design: developing collections that create an emotional response while also delivering on function. Textiles play a central role because they create atmosphere, improve acoustics and provide tangible comfort. We take a holistic view of interiors, from fabrics and upholstered furniture to rugs.

The group is regarded as “The Design Company”. What does this ambition mean in practical terms?

Claus Anstoetz: Design emerges from the interaction of many disciplines, perspectives and creative signatures. We work with numerous internal and external designers. They continually rethink our collections, ideally across different product categories as well. Designer Lucy Koldova is one example. She has created innovations for us in the areas of upholstered furniture and rugs. Fabrics will follow soon. This creates an extraordinary variety of forms, patterns and styles without losing the common thread. I see this as our strength: combining an international outlook with creative openness. Ultimately, every collection should inspire and provide orientation.

Mr Schminnes, you are responsible for the international business. What is the first thing that stands out to you when you look at the group?

Chris-Jacob Schminnes: We want to be a reliable partner and take a customer-focused approach. That is relevant both nationally and internationally. In many markets today, highly individual solutions are in demand. This is precisely where our strength lies. It is about remaining relevant in existing and new markets and to the right target groups.

A current milestone is the relaunch of BW Bielefelder Werkstätten as BW Bespoke Works. Why is now the right time for this step?

Claus Anstoetz: Because the anniversary year in particular demonstrates how closely our heritage and continued development are connected. “BW Bespoke Works” communicates more precisely on an international level what the brand has always stood for: bespoke solutions, masterful craftsmanship, exceptional comfort and a contemporary design signature. The relaunch translates the strengths of the brand into a language that can be understood internationally.

What does this change in practical terms in an international context?

Chris-Jacob Schminnes: We are reducing complexity. With a new logo, claim, visual language and campaign, we can reach our target groups even more effectively.

Where do you see the most important developments within JAB ANSTOETZ Group in recent years?

Claus Anstoetz: Acoustics is certainly an important area. The requirements placed on spaces have changed significantly, both in offices and private interiors. Responding to this with sophisticated design solutions was an important step. When developing acoustically effective curtain systems and panels, we chose Studio Aisslinger as a partner that is an excellent fit for us. There are also projects such as the hand-tufted ICONS rug collection, which brings together the signatures of internationally renowned designers. We want to continue along this path.

What is required to enable continued growth in the future?

Chris-Jacob Schminnes: Customers must be at the centre. It sounds simple, but it has far-reaching consequences. It influences product development as much as service, brand management and the entire value chain. Growth only comes from relevance. That is why we look very carefully at which partnerships make sense and which steps genuinely strengthen the group’s expertise.

Mr Anstoetz, you are responsible for human resources and corporate culture. What does a company need in order to remain adaptable over the years?

Stephan Anstoetz: A company can develop successfully when its employees understand where it is heading and the contribution they can make. It is important to me to recognise individual strengths and provide specific opportunities for development. To this end, we have developed numerous programmes within the company to support our employees.

How does this translate into everyday working life?

Stephan Anstoetz: We offer vocational and further training, language courses and health programmes. Our company sports group continues to grow. We train around 50 young people in commercial professions, skilled trades, IT and media design. We have also operated our own company nursery for many years, and there are long waiting lists for places. I am very pleased that awards such as Kununu’s “Top Company”, AUBI plus’s “Best Place to Learn” and the City of Bielefeld’s “Ausgezeichnet familienfreundlich” recognise our work.

The world of work is changing noticeably. Which topics are occupying you most at present?

Stephan Anstoetz: Attracting talent, development opportunities, health in the workplace and the question of how we can remain an attractive employer. All of these topics are connected. Today, people are not only looking for security, but also for purpose and an environment in which they feel recognised. As a family business, we can certainly offer a great deal in this respect.

Which topics play an important role in the further development of the group?

Stephan Anstoetz: We continuously consider how we can further develop our internal processes and the way we work together. This involves a range of areas, from our locations and processes to product development. It is important for us to follow developments closely, regularly review requirements and derive concrete steps for our company from them.

What are the values that hold JAB ANSTOETZ Group together at its core?

Claus Anstoetz: Values need to be tangible in everyday life, otherwise they remain mere statements. We want to be a reliable partner for our customers and suppliers around the world, as well as for our employees within the company. The fact that we have continuously developed as a family business over the past 80 years is, for me, a central part of our identity. We have an international presence while remaining firmly rooted in our region. This combination of openness to the world and strong local roots continues to define us today.

What do you hope for in the years ahead?

Stephan Anstoetz: That we remain open as a family business while also being precise about what defines us. Companies with a long history always operate between preserving what matters and embracing change. It is important that we bring the people within the company along with us. That is something I care deeply about.

Where is the best place to experience the world of JAB ANSTOETZ Group today?

Claus Anstoetz: Visit our business partners! Go to an interior decorator, a furniture retailer or an interior designer near you. There you will receive advice with passion and textile expertise. Our showrooms are represented in many major cities around the world. There you can experience the breadth of our collections and the distinctive spirit of JAB ANSTOETZ Group. Our recently opened showroom in Hamburg, located in the Springerquartier, is also well worth a visit.