Reward for internationalisation

Since 1999 the German External Trade Prize has been awarded every two years to small and medium-sized businesses that have been successful in opening up new markets through employment-boosting export trade strategies.The jury were particularly convinced by the fact that this manufacturer of shelving and spatial design systems has succeeded in keeping two-thirds of employment at home: 310 of 470 employees overall work at the Rottenacker headquarters and at Waldbröl near Cologne. The group of companies has at the same time a presence in more than 50 countries on four continents, achieving 67 per cent of its worldwide sales, which amount to about € 40 mio, beyond the external borders of Germany.Nearly 260 employees work in Rottenacker alone, where research and development, sales and administration, the group’s own tool design and mechanical engineering units, as well as high technology mass production are all located. The company, which is celebrating its fiftieth anniversary this year, also scored extra points with the jury for its “remarkable portfolio of products”, especially since it is being expanded in the direction of up-market lifestyle products and innovative systems to solve storage problems in both the office and the home. The spectrum stretches from complete shelving systems, through to room dividers, brackets, wall fixtures, support columns and suspension systems made from steel, and on to accessories made from glass and wood.
left: Managing director Günter Steudle with the German External Trade Prize.right: Element-System scored extra points for what the jury called its “remarkable product portfolio”. So far Bohnacker has been represented by two marketing companies in the USA. However, in order to make better progress on the American market, managing director Günter Steudle is now switching sales over to local partners there as well. Moreover, the company has also begun to open up new growth markets in eastern Europe and China.Günter Steudle is convinced that the External Trade Prize is an “outstanding instrument for marketing and motivation”. Which is why he not only wants the bronze sculpture to be positioned in the foyer of the parent company’s headquarters, but also intends to use it as a logo on stationery, leaflets and other promotional material.