maconda supports the Benner private equity firm in its investment in Thonet, the long-established and well-known manufacturer of premium chairs
maconda News January 2022
The Cologne consulting boutique maconda has prepared the majority stake in Thonet, the long-established German manufacturer of high-quality design classics, for the family office Benner with a Commercial Review. In doing so, the consultants—experienced in the furniture and consumer goods industry and with premium products—evaluated Thonet’s positioning in the residential and so-called contract segment for the Wiesbaden-based entrepreneurial family.
Thonet, one of the oldest furniture brands in the world, primarily produces timeless chairs known as design icons. Modern, contemporary designs round off the portfolio. maconda examined the broad and deep product range to accurately assess the offering and USP in comparison to others, as well as to determine where the products can be used. Many are used in both residential and so-called contract settings (offices, catering & hotel, halls, etc.), which is why we examined both fields of application and the impact of the pandemic.
Furthermore, the maconda consultants also closely examined selective distribution and customer relationships. The offering and presentation were recorded in comparison to other well-known brands in premium specialist retail, and the positioning was determined. An insight into the market and competitive environment was also revealing, above all regarding the current and expected effects of Covid-19 as well as the company’s performance in direct competitive comparison.
A detailed SWOT profile rounded off the analysis. This not only contrasted the potentials and challenges for the company, but also derived the sustainability of the business and growth opportunities, which were largely made possible by the implementation of many strategic measures in the past.
About Thonet
Thonet is a leading German manufacturer and designer of high-end furniture with a 200-year tradition. Starting with the coffee house chair, Thonet has built a unique portfolio of bentwood and tubular steel furniture that stands worldwide for timeless design and the highest manufacturing quality. Famous bentwood furniture and tubular steel classics from the Bauhaus era are complemented by designs from renowned contemporary architects and designers.
maconda further expands expertise in furniture, furnishings, and consumer goods
In recent years, the maconda team has repeatedly dealt with a wide variety of consumer goods and various furniture and furnishing segments, successfully completing numerous projects. These included many Commercial Due Diligences, engagements for strategic realignment and business model optimization, as well as projects to improve operational performance.
Intensive industry experience: Chairs and other seating | Sofas and other upholstered furniture | Upholstered and box spring beds | Mattresses | Case goods | Outdoor furniture | Lighting | Home accessories | Home textiles | Tabletop products | Residential business | Contract business (offices, hotels, catering, events, etc.) | Intermediaries (architects, planners, etc.) | Consumer goods of all kinds | Brands | Premium segment | Omnichannel | Specialist retail | and much more