KONZEPT HAUS INTERIORS
T H E N E W WAY O F G E R M A N L I V I N G
KO N Z E P T H AU S I N T E R I O R S
WELCOME TO THE FUTURE UNCONVENTIONAL LIKE BERLIN Our roots are in Germany, the country of the poets, thinkers and musicians, scientific and technical innovations, architectural masterpieces and modern way of life. A country that stands for freedom, hope and openness, where everyone can shape their life as they like. We stand for this German living culture and consider ourselves as ambassadors of the German lifestyle.
L I V I N G C U LT U R E F R O M G E R M A N Y As the international franchise concept Konzept Haus is part of the international GARANT Group, which is represented as the central buying and marketing organization in seven countries with over 2,500 partner companies. In the business segments fields kitchen, living, bedding and sanitary installations, specific GARANT modules support more than 1,800 specialist retailers and craftsmen in all aspects of company business management. For more than 60 years GARANT has stood for a lively partnership to the benefit of people and business. PERSONAL, FAIR & CLOSE TO THE MARKET.
THE GARANT GROUP The GARANT Group is the fastest growing buying and marketing central in Europe, in the furnishing field for middle size companies with the widest assortment – living, dining, sleeping, dressing rooms, kitchens, bathrooms. The GARANT Group was founded in 1956 in the heart of Germany by interior designer Josef Lauten. At that time he began to mark his self-designed furniture collection under “GARANTMÖBEL Architekt Josef Lauten”. He started with a customer base of 184 dealers. In 1972 Dipl.-Kfm. Hans-Dieter Lauten, the son of the founder Josef Lauten, joined the company. At that time GARANT-MÖBEL became the leader in the furniture industry in Germany and strengthened even more the leadership position as service and marketing provider in 1986. Since its first move to international markets in 1987, the GARANT Group has successfully established itself there. With a total of now over 2,500 retail members worldwide, the GARANT Group is among the largest and fastest growing international furnishing group.
KO N Z E P T H AU S I N T E R I O R S
WHO WE ARE We stand for cosmopolitan living – an urban lifestyle with a touch of luxury. We are positioned between premium quality and design at fair prices, defined as “affordable luxury”. Our products are modern, timeless and provide the German feel-good ambience in a stylish way. Our collections are a unique combination of colors and textures. Our business model and core competencies are reflected in the entire value chain. From design, branding and marketing to production, logistics, distribution and customer service. This enables us to optimize the overall performance of in-store sales. With our toolbox, support and training in any business and retail area, we facilitate the establishment and management of the Konzept Haus Interiors stores.
IDENTITY
P H I LO S O P H Y
Konzept Haus offers high-quality premium furniture according to German standards in an inspiring, casual-cool environment, combined with an excellent at-home and in-store interior design service.
To the customers, Konzept Haus is the style conscious partner, that they require for completing their way of life, and someone they can rely on. Sofas, tables and carpets may be replaceable, but not the individual lifestyle that Konzept Haus understands, implements and develops like no other.
APPEARANCE
The design of individual style and living concepts as well as uniquely developed outfits are only offered to customers by Konzept Haus. The Look & Feel and the unconventional staging of the stores, influences and encourages customers to have the partner at their side who will finally and permanently help them to achieve the feel-good ambience they dreamed of.
With reference to our roots we show ourselves cosmopolitan, relaxed and modern. Our milieus present "the real life" in authentic, urban living spaces. Individually. Diverse. Holistic. Unconventional. Stylish.
KO N Z E P T H AU S I N T E R I O R S
THE FRANCHISE SYSTEM T H E R O L E O F KO N Z E P T H A U S The Konzept Haus franchise system is a toolbox developed to enable our partners to fully utilize their individual potential in their local markets and to entirely focus on creating a surprising and long lasting customer experience. The franchise system and the uniform common appearance of the brand enable us together to utilize synergies and to efficiently develop the business. Konzept Haus provides
all necessary know-how to successfully operate a lifestyle furniture store. We share all our knowledge and experience and transmit this know-how before, during and after the opening phase. We are aware that – beyond all smart and professional methods and tools – there is one factor which is the most influencial on our common success: mutual confidence, reliability and an excellent relationship.
THE ROLE OF THE FRANCHISEE A Konzept Haus franchise owner lives a life within the world of architecture, design, interior and lifestyle products. This is his natural environment and what he is familiar with in his private and professional life. We believe in the power of entrepreneurship. Our partners are always present in the management of their store. Their excellent reputation and their customer’s extraordinary experience is their top priority at any time.
teaming up with their franchise system and the fleet of fellow franchise stores. Only this generates the synergies and efficiency which lead to growth and profitability.
Our franchisees are “Evangelists of the Brand”. They build up and maintain their network and proactively communicate their business and the brand in their local market.
A Konzept Haus franchise entrepreneur is ambitious and has a strong will to succeed. Our system is highly commercial and focused on efficiency and profitability. Any enterprise also means great responsibility and a certain financial risk.
Equally important to them is their highly motivated and dedicated team of employees. They enjoy and value their entrepreneurial independence every day but they also understand the great benefit of
This requires thorough professional planning and management of revenues, costs, financial and all other recourses.
KO N Z E P T H AU S I N T E R I O R S
THE KOLLEKTION
„
"The internationally celebrated figurehead of the modern German way of life is Berlin. And just like the capital of freedom and the hotspot for creative people, we present ourselves in a diverse, unconventional way, relaxed and open-minded. We see ourselves as a modern initiator and source of inspiration for people with style, no matter which. We offer furniture, that fits into the customer's life. Good design is convincingly simple. Clear in its design language, honest in its material characteristics, timeless in its aesthetics, unobtrusive in the environment of the people who live with it and always well thought-out functional. The demand towards our products consists of the stylish connection between those design understandings in combination with our completion at the highest level. A version that became reality during the Bauhaus era and that is still internationally appreciated."
Marc Mispelkamp GARANT Group
M A R K E T A N A LY S I S The market or competition analysis is the beginning of the entire brand development and serves to determine the market placement. The result is a delimited price segment and a clearly defined look and feel. From this basis, the goals were set and finally the collection was developed.
LO O K & F E E L The Konzept Haus style consists of three components: 1. Urban lifestyle 2. Female focus 3. German standard The Urban Lifestyle conveys a casual-cool, diverse, modern and unconventional style, while the female focus gives it an emotional, soft, attentive and styleconscious touch. The German Standard ensures well thought-out, functional design that is reliable and efficient. All this is found under the umbrella of “affordable luxury”.
KO N Z E P T H A U S KO L L E K T I O N Our aim is to bring the feeling of modern, casual, relaxed, German living culture into the customer’s four walls. Thereby we present ourselves in an authentic, inspirational, casual-modern, diverse and transformable way. This is exactly how our furniture is presented. The Konzept Haus Kollektion focuses on multifunctional furniture for “urban and smart living”. This gives customers many possibilities to tailor their furniture and accessories to their personal needs. In addition, our design guarantees an unique appearance throughout the entire home.
KO N Z E P T H AU S I N T E R I O R S
THE STORE CONCEPT The mantra of the Konzept Haus retail experience. Taking inspiration from the very best retail experiences found in high-end fashion and automotive brands. We connect the customer with the product, this experience is only available in a physical retail environment, where the customer can experience 6 carefully curated ‘houses’.
C R E AT E YO U R C O L L E C T I O N The philosophy of the whole retail concept. The store is designed to take customers on a journey through 6 distinct houses, each displaying a curated style to inspire the customer. This journey guides the customer to create their own bespoke collection for their own home. Each store is planned to allow a sense of exploration, without rigidly defined ways of navigating the store.
D I S C O V E R A H O M E T H AT R E F L E C T S YO U Wall-to-wall mirrors are fundamental to the retail concept, allowing the customer to be enveloped in their future life within their collection of furniture. The power of mirrors creates prime retail space even in the smallest corner of every store. Between each ‘house’ we create angled openings which invite a glimpse through to the next style, balancing both the intimacy people expect from a home environment and an openness which makes for a pleasant retail experience.
M E E T YO U R P E R S O N A L D E S I G N S T Y L I S T At the terminus of the customer journey the customer arrives at a glazed design studio which sits at the heart of the store. Within this consultation studio the customer works with their own personal design stylist to create their own bespoke collection. In this area the store becomes the hub that ties together the customer, the designer, the product, the materials, and the best of online services.
„
T R Y O N YO U R F U R N I T U R E
"With long international experience designing retail concepts for home and furniture brands, KVB Design was approached to assist with developing the new Konzept Haus Interiors concept. The brief was to create a unique retail concept to feature carefully curated design collections for ‘urban and smart living’ home environment. When we are approached to create a new retail concept for a new brand, we always ask the same question “Why?”. The fundamental questions “why” should I visit the store, “why” should I come back again, “why” is the store better than an online alternative? We answer this fundamental question by focusing on two simple words, “the customer”. The customer’s needs, customer’s experience, and the customer’s desires. The new Konzept Haus retail concept answers these pivotal questions by focusing on the customer from the very beginning, in every detail." Kevin Beard KVB Design
KO N Z E P T H AU S I N T E R I O R S
INTERIOR DESIGN SERVICE An important part of the sales process is the interior design service. A service that is directly connected to Konzept Haus. An element, that underpins our philosophy of authentic living and well-being. We want to sell a living concept, that can grow over years. With this very personal and extensive “Interior Design Service” we support our customers in designing their very-own, personal, modern and sophisticated living spaces.
The experience of Konzept Haus Interiors is brought to the customers home by the interior design consultant. The branded company car, high-quality photo equipment and the digital equipment are part of the excellent service. A modern sample case containing fabrics, wood and measurement tools is also a detail that makes the consulting service become an event. This service is fantastic for Konzept Haus customers, but also a great upselling tool for our franchise partners.
„
To help our customers design their personal, modern
and sophisticated living spaces, Konzept Haus offers a very personal and comprehensive “Interior Design Service”.
THE SERVICE SHORT & SIMPLE
GOALS
•
The store is the showroom
•
•
The goal of the first sales meeting is primarily to get an appointment for a consultation at the customer’s home
Increased sales through higher revenue per purchase, increased close rate, repeat purchase and referral
•
Differentiation, unique selling proposition, relationship building, customer appreciation and prestige gain, effective marketing
•
Purchase experience cannot be replicated digitally, but digital support of the purchase process is possible
•
Higher customer satisfaction, fewer complaints
•
Access to object and B2B customer
•
During this visit, measurements are taken and concepts are discussed
•
During the next visit to the store, drawings and designs are presented to the customer
•
The service offer is free of charge and is offered to the customer as a natural part of his visit to the store, regardless of whether or not a concrete intention to buy is apparent
KO N Z E P T H AU S I N T E R I O R S
B U S I N E S S & P R O J E C T D E V E LO P M E N T The team will guide you through the start-up process of your enterprise and will be at your side in every step.
THE PLAN
D I S T R I B U T I O N S T R AT E G Y
A demanding project like the start up of a Konzept Haus store requires in depth planning. Our team will supply know how, various information and best practices. We will also provide examples and templates for all documents required.
We will provide you with extensive support for location search and evaluation of new store locations, assessment of metropolitan areas, cities, catchment areas and micro locations down to the individual building.
The entire business planning process will be actively supported by us and the franchisee will put together his business plan.
We give advice, supply information and support you in your collabortation with real estate brokers and landlord negotiations in line with your needs and preferences.
S TA R T U P B U D G E T
LO C AT I O N S E A R C H
You will get an Excel sheet to plan any economic parameter of the store, for example turnover, revenues, costs, cash flow, margins etc.
Our team has comprehensive know-how and experiences in regard to all relevant aspects of retail real estate as well as a large international network of real estate agents.
It is based on key parameters like store traffic, basket size and conversion rate.
Our franchise partners will conduct the location search on a local level using their network and local market knowledge.
BUSINESS PLAN H O W I T C O U L D LO O K L I K E 1.
Description of Konzept Haus
2. Konzept Haus Brand 3.
The Franchise Concept Konzept Haus
4. Positioning and Marketing 5.
Start up process
6. Organization 7.
The Franchisee, Profile, Competence, Experience
8. Background of the project 9.
Key Business Processes in the Store
10. Financial Structure/Planning 11. Sales Area, Catchment Area, Sales Potential 12. Competitor Mapping 13. Marketing Plan
YO U R B U S I N E S S O P P O R T U N I T Y •
A unique business model, based on the joint forces of strong local entepreneurs and a sophisticated brand and retail concept
•
A highly commercial and profitable business model which is positioned in a growing market segment aiming on attractive target groups
•
A well selected collection of high quality lifestyle furniture from Germany
•
Our special dialogue with the customer and our way of designing living concepts for them creates long lasting relationships and cannot be replicated digitally
•
Strong brand concept, smart marketing toolbox and a sophisticated store concept are made to boost the sales process
•
Close support and consultancy in all aspects of the business
•
Proven concepts for administration and logistics as well as advanced tools for planning and monitoring all financial processes ensure a sound bases of the business
KO N Z E P T H AU S I N T E R I O R S
YOUR BENEFITS Invest in a unique retail franchise with an attractive franchise model & become a partner of a premium lifestyle design brand with appeal and demand worldwide. Join Konzept Haus – a growing retail company with an international reach.
Trustworthy franchisor providing the competence and know-how of 65 years success and experience in the international furniture industry
Konzept Haus is a part of a respectable and sound family business and we treat our partners in the same way
Training & support in all business areas (initial and ongoing)
Standard store opening process to help the stores perform from day one
Marketing, communication & visual merchandising guidance and support
“Interior Design Service” as a powerful tool to differentiate and upsell
B2B sales channel – another very attractive business area with additional revenues
KO N Z E P T H AU S I N T E R I O R S
7 STEPS TO BECOME A KONZEPT HAUS FRANCHISE PARTNER 01
INITIAL TALK
02
APPLICATION + NDA
03
FRANCHISE SYSTEM PRESENTATION
04
INTRODUCTION DAY
•
• •
•
• • • •
Discussing main motivations, territory availability and financial capacity
Filling out the application form Signature of the non-disclosure agreement
Presenting the franchise and investment opportunity
Discussing franchise KPIs, store economics and business model Visit our head office and meet our franchise team and experts from different departments as well as our management team Visit our “Retail Lab” which is a prototype of the store concept Get to know the collection
05
PLANNING OF THE STORE PROJECT
06
PROJECT EVALUATION DAY
• • • •
• • • •
07
Analysis of the sales potential in the target market Location search, landlord negotiations The candidate prepares the business plan and a 5 years sales budget Securing financials, bank talks
In depth evaluation and detailed feedback from our experts from the furniture industries, retail and finance First drafts of the store layout, product assortment and local marketing strategy Presentation of the project to the executive management team Approval & handshake
FRANCHISE CONTRACT • •
Signature of the franchise contract Starting the store planning & opening process
YOUR CONTACT
KO N Z E P T H AU S I N T E R I O R S
Hinrich Cordts Managing Director phone: +49 170 22 141 41 mail: hinrich.cordts@garant-group.lu
© KONZEPT HAUS INTERIORS 2021. ALL RIGHTS RESERVED. GARANT Global Franchise & Partnership S.à r.l. 42, route de Trèves 6793 Grevenmacher Grand Duchy of Luxembourg phone: +352 2674 5188 . fax: +352 2674 5189 mail: info@konzepthaus-franchise.com konzepthaus-franchise.com