CATALOGUE 2020 Content
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CATALOGUE 2020 Content 14 144 180 192 Cutting Storage Sharpening Care CONCEPT SERIES 14 Aeon NEW 144 Knife block-sets 182 Easy Edge 192 Cutting boards 20 Crafter 161 Knife blocks 184 Sharpening steels 28 Urban Farmer 167 In-drawer knife organizer 187 Diamond & ceramic knife sharpeners STANDARD SERIES 168 Magnetic holder 189 Whetstones 36 Epicure 170 Chef‘s attaché cases 191 Knife sharpeners 44 Ikon 172 Cook‘s cases 54 Classic Ikon 178 Blade guards 76 Classic 200 204 96 Gourmet Shears Accessories 110 Silverpoint 200 Poultry shears 204 Forks 122 Cleaver 201 Kitchen shears 206 Spatulas 124 Chinese chef‘s knives 203 Household scissors 209 Kitchen gadgets 126 Cheese knives 213 Spare parts 127 Mincing knives 128 SETS PLEASE NOTE: For production reasons, the dimensions stated in this catalogue can differ slightly. We reserve the right to make technical changes. 2 WÜSTHOF CONTENT WÜSTHOF CONTENT 3 A family business growing with a clear strategic direction An interview THE “NEW” WÜSTHOF “Leading WÜSTHOF into the next generation of our family as a strong brand with a clear commitment to premium positio- ning and the will to grow internationally is a wonderful task, and one which we perform with passion” – this is how Harald Harald Wüsthof (left) Wüsthof and Viola Wüsthof describe the forward-looking Viola Wüsthof (right) perspective of the family business. 4 WÜSTHOF INTERVIEW WÜSTHOF INTERVIEW 5 „What is particularly impressive Viola Wüsthof in this process is the passion and pride with which the employees, some of whom have been working for us for decades, support the WÜSTHOF brand on our new path.“ 1 / At WÜSTHOF, everything points to tangible in order to understand the most competent on the market for We then selected new focus groups We will differentiate and efficiently 9 / A new vision becomes reality. change. How are you approaching process of change, which will take premium knives through a comple- accordingly and developed our curate the range in each channel for What progress can you already see? these topics? many years, and to implement it te online offer of products and also products and services in such a the different target groups. Moreo- H.W. / It is amazing. Thanks to our together with us. various services. way that the wishes of the parti- ver, we are planning theme-based H.W. / We – the Wüsthof family – agile structure we have been able cular group regarding the subject activities which increase frequency have managed the company for 3 / What brand strategy is the company 5 / Premiumisation and cutting to get strategic, organisational and of cutting are entirely fulfilled. in all sales channels. In this way, we more than 200 years; progressive following along the way to the 8th solutions for all fields of cuisine. What operative things – which often Through this structured segmenta- will make the particular point of technologies and forward-looking generation? can the consumer expect from this? take years in large brand product tion, we are able to address people sale more attractive again for the products have always been the V.W. H.W. companies – off the ground in the / We will position WÜSTHOF as / As a company which pro- specifically about individual sales consumers. This means that we are guarantors of our continuous suc- shortest time. I’m inspired by this. the leading experts in cutting in the duces more than 90 per cent of and communication channels. We not interested in working together cess. In recent years, in view of the culinary world. There are no other its products in “Solingen, City of will focus on personal contact with with every retailer, but with every V.W. / But what is particularly changes in the market, we have also globally significant brands which Blades” – and does so with the most our consumers – whether directly good retailer. impressive in this process is the been aware of the growing impor- have previously made this segment modern technology and highest or through digital media – in our passion and pride with which the tance of consistently maintaining a 8 / The subject of internationalisa- their own. We therefore see precise- quality standards – we stand of future communication strategy. employees, some of whom have premium orientation for the brand, tion has been learned historically ly this focus as a powerful motor for course for premium concepts. We been working for us for decades, as well as that of digitisation. 7 / What does specialist retail mean at WÜSTHOF. In which markets is the WÜSTHOF brand along the way want to consistently convey this to support the WÜSTHOF brand on In order to implement these for WÜSTHOF? Will there be new WÜSTHOF strongest? And where to the 8th generation. our customers. Just as consistently, our new path. challenges consistently, we are channels? And how does WÜSTHOF is the journey going? To put it briefly: The new WÜSTHOF we will concentrate our offer on investing heavily in strategic support sales directly at the point stands for cutting – no more, but products which focus on cutting – H.W. / Traditionally, North America brand management. of sale? also no less. in other words, primarily knives for – and the USA in particular – is by 2 / What is behind the name Project 8? preparing food. The range will be H.W. / Specialist retail has always far the largest market for WÜSTHOF. 4 / What does digital transformation supplemented by offers directed at been the most important sales Through consistent development V.W. / Harald and I already represent mean for the new WÜSTHOF? users around the themes of cutting, channel for WÜSTHOF. of the brand, our renown and thus the 7th generation of the family to V.W. / More than anything else, it storage of knives, sharpening and In this regard, competent advice for the awareness of our high-quality run WÜSTHOF. Building a future- means getting closer to the custo- care. This could be physical pro- first-class knives is of incomparable knives, has grown particularly oriented perspective for the brand mer. For us, digital transformation ducts, but also services. value – especially in Germany. We successfully over the past few years. and thus for the next generation means using all the possibilities of will therefore increasingly coope- We want to enter into other export is a matter that is dear to the heart 6 / New target groups should be ex- modern communication to enter rate with partners who reliably markets using the experiences from for both of us. We therefore want ploited. How will you address them? into direct dialogue with the people represent the high standards of this success story. Besides expan- to set the course early on for the V.W. who use our knives. In this regard, / Before we determined the our future, high-quality marketing. ding our business in Europe, Asia 8th Generation – and with Project modernisation and optimisation target groups for WÜSTHOF, we However, since specialist retail only in particular is on the agenda – a 8 we have endowed this process are part of the strategy. We want to looked at the special requirements represents one part of our target further step in establishing a global with a name. Why? We realised that convey the delight in cutting and of individual consumer groups and group, we will also increasingly use portfolio for the company. our employees need something establish the new WÜSTHOF as the analysed them intensively. other sales channels. 6 WÜSTHOF INTERVIEW WÜSTHOF INTERVIEW 7 8 The WÜSTHOF trident Our trademark throughout history WÜSTHOF Razor-sharp re-branding in 2019 TRIDENT < 1895 For around the first 80 years of its existence, two crossed arrows were used as the trademark. 1895 Under the leadership of the 4th WÜSTHOF generation, what has now become the globally recognised “trident” made its debut, and on 9 May 1895, it was registered as a trademark in the imperial German patent office in Berlin. Since then it has become protected in almost every country in the world. 1951 The logo was redesigned at the start of the 1950s: The word “manufacturer‘s mark” no longer applied and the previously grey trident was changed to a brilliant white on a black background. 1967 In the 1960s, red became the primary colour of the company: From this time, the trident stood with the tagline “Dreizack Solingen” on bright red background in a white circle. With this logo, WÜSTHOF developed into an increasingly international brand. The red “trident” logo from Solingen, which adorns every knife, is now known around the world. 1998 In the 1990s, internationalisation proceeded further and it was decided to shift the focus from “Dreizack Solingen” to the family name WÜSTHOF. Therefore, in 1998, the family name was introduced with the trident as a new, compact word and logo. 2006 In 2006, the logo was modernised even further: The previously flat, red surface and the white trident were given a seemingly three- dimensional coat with the addition of light and shadow reflections. WÜSTHOF 2019 With a craft tradition which has developed across 200 years, WÜSTHOF TRIDENT is moving purposefully into the future. In doing so, the trident appears elegantly reduced and symbolises the quality without compromise of the products, while the dynamically cut shapes of the lettering signal the company’s personal skills for high-performance knives. Overall, the new design is striking and strong in character, and manages to embolden and charm customers thanks to its likeable personality. 9 WÜSTHOF – Knives for life. Forged knives Laser-cut knives WÜSTHOF steel Precision Edge Precision tools for Light helpers for The optimum Technology high demands agile work formula for long- The innovative lasting sharpness grinding technology Precision-forged knives from WÜSTHOF enjoy particularly They are lighter, but just as sharp.