Nolte - makes life live better!

Nolte Group, a 620 million Euro manufacturing company that has a heritage of 85 years is one of the largest and fastest growing furniture companies in the world. Nolte has the reputation for pioneering the production line technique in the manufacture of furniture, forever revolutionising the industry worldwide.

Nolte-Möbel GmbH & Co. KG is today the second largest producer of fitted kitchens in Germany and one of the 5 leading manufacturers of wardrobes and bedroom ranges in Europe. The company is a fully integrated furniture company, where it is involved in all stages of the business from manufacturing the chipboards that constitutes the completed kitchen and bedroom units to its delivery at the customer's end, completing the cycle with the recycling of used chipboards.

The Nolte range of products, which is manufactured exclusively in Germany, is marketed through its network of 20,000 retail outlets around the globe. All Nolte kitchens are certified by various reputed, neutral institutes for safety including the GS Certification and thus the kitchen surfaces are also treated as component parts in accordance with the DIN 68861 standards.

Concept and offerings
Manufactured only in Germany, Nolte products available in India comprise a wide range of kitchens, completely co-ordinated bedrooms and walk-in wardrobes and even entertainment consoles, cabinets and book shelves from the brand Gwinner. The range also includes designer bedrooms from JOOP!, which is Germany's largest fashion brand.

Recently the brand opened its fourth exclusive concept store 'Nolte Home Studio' at Jubilee Hills in Hyderabad and also makes its entry into the city.

"Nolte has always stood for quality, style and innovation. Although we are in over 40 of the most developed countries, our interest in India is special and the last three years have proved to us that the market is growing, even in this global downturn,” said Manoj Gupta, director, Nolte Hyderabad. Unlike many other international players, Nolte is catering to a wider market – from the mid to the mid-upper end, for both lifestyle apartments and high-end villas, added Gupta. "Moreover, with our inimitable commitment to quality, we are confident of being able to cater to the Indian consumer who is in-sync with the latest in lifestyle and fashion trends of Europe,” further viewed Gupta.

In Nolte customers are assured of world-class design, style, functionality and perfection with the wide and latest range. With 85 of pioneering innovation and style, Nolte today spans the globe, from the USA and Europe to the Gulf and Japan. Given the design, production expertise and flexibility, Nolte is found today in some of the finest projects across the world like Highburry (UK), Parkvadi (Turkey), Sama Towers (Dubai), I-Tai City (Taiwan) apart form key projects in Bangalore and Mumbai in India.

While the company sets design trends in our European markets, the products have also been designed to Indian needs. Specially designed software, a team of design professionals, German consultant designers, German-trained installers and an evaluation process helps homeowners and professionals arrive at the right solution amidst the wide variety.

Nolte Kitchens offer high levels of storage, friendly innovative features, and plenty of space that makes the kitchen a warm, inviting hub. Basic Nolte design uses many concepts that are distinct viz. 'Silent Comfort' or soft closing that ensures that even if you bang the closets shut it will make a soft sound; Lip sealing along the edges, which keep dust and insects out and is colour coordinated and hence unseen; interior and exterior finishes are matched.

The Nolte kitchen is suited for the Indian heavy cooking and frying styles and come with a warranty of 5 years.

Nolte Bedrooms are stylish and completely coordinated. Wardrobes are organised with sliding, hinged or folding doors, beds, side-tables and chest of drawers designed and engineered the German way are available in a wide range of shapes, styles, sizes, colours and finishes. With innumerable features to suit the idea of convenience, utility and lifestyle of the customer, Nolte offers various features with Security Locks, an additional feature introduced specially for Indian homes. Also, higher wardrobes, akin to 'lofts' were introduced for India.

Nolte is prepared to cater to the both the sprawling bungalow as well as a smaller apartment space. Since all Nolte solutions are modular in nature, one can add on additional kitchen cabinets or wardrobe space even after years, making it cost-saving and efficient.

India venture
Before launching in Hyderabad, Nolte already had two stores in Bangalore and one in Mumbai and now plans to open four to five stores in the financial year 2009-10 with Delhi, slated as being the next, later this year.

The Group, made its foray in India with the opening of its first concept store in Bangalore in 2006 in partnership with the SJR Group, a Bangalore based real estate developer. Now the brand is planning to focus on the Indian market through its exclusive concept stores called 'Nolte Home Studio' across the country with a wide range of furniture collections and kitchen setup modules, says Suchita Talwar, director, Nolte Home Studio, India.

According to her, "Indian customers today are well travelled and have discerning taste for good quality, design and value. And that is precisely what Nolte offers."

The Nolte Home Studio at Jubilee Hills in Hyderabad is spread over an area of 4,500 sq. ft. and showcases the latest collection of Germany's noted fashion label 'JOOP' beside Nolte's own collection.

"Nolte will cater to the discerning Hyderabadi consumers with the latest range, straight from Europe. In our growing global retail presence in India, Hyderabad is itself a significant market," commented Gupta.

The price range of furniture for bedrooms starts from Rs 1.25 lakhs to 13 lakhs and for kitchens from Rs 2 lakhs and can go up to as high as even Rs 35 lakhs depending on sizes, combinations and finishes. "The future of luxurious, high-priced products in India is bright where the decisive factor would be quality and longevity," says Talwar. For the Hyderabad studio, Nolte has a targeted turnover of six crores for current fiscal, informs Gupta.

Nolte Hyderabad
Location: Plot No. 41/B, Road No. 5, Jubilee Hills, Hyderabad
Area: 4,500 sq. ft.
Store Designer/Architect: Kraftwerk, Nolte India, Nolte Germany
Merchandise mix: German and Indian suppliers
Store Designer/Architect: Mohan Consultants
Lighting (Supplier/Brand): Wipro
Flooring (Supplier/Brand): Stoneman Flooring
Display Systems (Supplier/Brand): From Nolte

Looking forward
"Our research shows that in the coming two years the size of the Indian furniture market will grow to €2 million. Indian customers have a discerning taste for good quality and design and that is precisely what Nolte offers," observes Gupta.

Supporting Gupta, Tawar further stated, "We see India as a very potential market and the last three years of our operation supports our view. Our product and price range cater to a wide range of customers from the middle to the upper class in the Indian context."

According to Nolte, the brand is expecting a turnover of Rs 100 crore in India by 2011. "We are also looking at a Delhi launch in the next three months and then Chennai will be our target,” informs Talwar.