This year marks architare’s tenth anniversary. An interview with Barbara Benz, Managing Director of the interior design stores architare Nagold and Fleiner Möbel by architare Stuttgart.
Happy Birthday
Since its founding in 2007, the interior design stores of architare have grown into one of the specialist locations for living, office, and property in Germany. The design furniture Sale! in Nagold was founded in 2011 by Walter Knoll. The Nagold-based company obtained another attractive location at the Stuttgart Killesberg with the takeover of Fleiner Möbel at the end of 2014. Barbara Benz and her dedicated team offer consulting, planning, and decorating under one roof. Aside from the large selection of international classics, architare also offers an excellent and diverse assortment of furniture, luminaires, textiles, and outdoor furniture as well as beds and kitchens.
What was your vision behind architare’s foundation?
From the very beginning, we wanted to be one of the best interior design stores in Germany.
And we succeeded. Today, we are amongst Germany’s best designers. We have always treated business and private customers equally, with an intent to envision our customer’s desires, designing rooms for them in which they feel comfortable. This concept was not exactly common in the interior design sector ten years ago, now it is.
What sets architare apart from other interior design stores?
Professionality paired with a great degree of creativity and individualism. I think that we have an important claim to authenticity and values. Professionally, my background is in trend and target audience research, not in trade. Our customers respond very positively to our unconventional approach, projects, and planning.
What is architare’s winning formula?
The special shopping experience. We take our time and assemble a tailored interior, from furniture to wall colour and the right lighting accents. The style should suit our customer perfectly. When customers tell us that they ‘Have felt right at home from the get-go’, this is a great compliment to us. Adding Fleiner Möbel by architare to the family was a decisive step.
What has changed since then?
With Fleiner Möbel by architare, we now rank amongst the top decorators of Germany. This resulted in great momentum and more impact in the industry. Is showed that the trajectory and work method which we plotted over ten years with architare just needed to be expanded upon.
Are you proud of your company?
Yes. Looking back, we achieved a lot. The number of employees increased tenfold. This includes employees who have been working for architare since its foundation. That makes me very proud. However, as a company with a Southern-German character, a certain scepticism remains. I always sense a certain impatience; I never repose after achieving something.
Where will architare be in ten years?
In ten years, architare will – on an international level – be a significantly stronger partner in exclusive interior decoration for our customers. Because our regional customer will design their international properties with us, for example a holiday home at Lake Como. And because we want to become the preferred choice in interior decorating for customers outside of Germany, for example with a central office in Dubai. We secure this through our strong global logistics network.
architare thus places great value on internationality?
Yes, we are currently realising a large Chinese project with Peter Ippolito.
Internationality is very important as this sector grew substantially over the last years.
Only then can we be and remain framework supplier of large fashion labels and automotive companies.
Chanel and Prada are your role models. What fascinates you so much about these companies?
Two fascinating women who consistently followed their own path, without being loud-mouthed about it: very independent, perhaps a bit maniacal, but their brand and products always conveyed a very straight message. Miuccia Prada had a clear vision of where she wanted to go and the courage to make unorthodox items.
Can architare also follow this model?
There is a difference between manufacturing and retail brands. We are strongly bound to our producers. What can however serve as inspiration is the creativity and consistency, to elaborate a certain style and icons over many years, which have great recognition value – such as a the pearls and bouclé fabrics of Chanel.
What would those be for architare?
Understanding life contexts and people and designing accordingly.
The style of our interior decorations clearly shines through: high-quality and above all natural materials, with a coherent message, not a lot of bells and whistles, very individually tailored to our customers. architare offers a mix of established, renowned producers such as Vitra and B&B Italia, and smaller labels such as Magis, Schönbuch, Brokis, and Luiz.
How great is your influence on the look of architare?
I manage our displays and product selection. Our displays are our trademark, they carry my signature style; so do the magazine and advertisement. architare's activities are much broader than those of “regular” furniture stores, from extravagantly designed window dressing vernissages to golf tournaments and this magazine.
What are your reasons for this?
An interior design store should be a place where people feel at home. At the same time, customers expect knowledgeable employees. We see our target audience as technocratic people who are well informed, travel a lot, and are culturally educated. Quality is our main focus. This is why, for example, Harald Wohlfahrt cooked for our exclusive event. Of course, the touch points also play an important part: where do I meet customers, where do I give them the opportunity to get to know us? We strive to enchant our customers while at the same time offering them the chance to identify with us.
Can you imagine doing something else in life? What would that be?
Perhaps a vineyard. I always wanted to have a vineyard, coming from a family of entrepreneurs, everything was always possible.
Speaking of this family of entrepreneurs, what is the relationship to Walter Knoll?
It is a very good one. We are sister companies and my brother Markus Benz is the executive of Walter Knoll.
The Milan Furniture Fair will take place soon. What are you most looking forward to?
To the city itself, to the people, Milan is simply completely hyped for the fair. The entire city is pulsating and participates, especially on the Via Montenapoleone or in the Brera district. I am looking forward to the infectious spirit of it all. Each year afresh.
What is the current ration of private to business customers?
At the moment, we service around 60 per cent business and 40 per cent private customers.
What are the greatest strengths of architare?
Reliability, speed, and creativity.
And what is the focus for the future?
Digitalisation. This does not just entail our new website, which will be launched in the middle of this year. It more concerns interfaces between our producers and our in-house technology. This will allow us to immediately gather and send all necessary process data, such as offers and orders, to meet the demands of our customers even more closely.
How will you celebrate your ten-year anniversary this year?
Our customers can look forward to several promotions, such as the limited architare “happy birthday edition” of the Magis “Puppy” stool. We are planning a summer party on July 7 at architare in Nagold as a real highlight. In cooperation with the opera festival Schloss Glatt, we will invite seven international opera stars who will sings parts of “Don Giovanni”. The stage will be designed by architare.
Congratulations Ms Benz and thanks for the talk.
Photos: ©
studio-khf.de
Tom Ziora
