CATALOGUE 2019 IT IS CUT Europe‘s largest continuous area of cabbage cultivation is in the region of Dithmarschen. One third of Germany‘s Knives for Life annual production of cabbage of 140,000 tons is made here, behind the dykes of the North Sea coast. The harvest of 80 million cabbage heads begins with the “Dithmarsch Cabbage Days”. The high point of the six-day event is the celebratory cutting of the cabbage. For the next processing stage, the carving, kitchen professionals use a blade which is signifi cantly longer than the diameter of the cabbage head. This makes halving, quartering and shredding tremendously easy, as the WÜSTHOF Super Slicer with 26 cm blade length and serrated edge demonstrates. 3 OUR NEW PRODUCTS! CRAFTER URBAN FARMER 20–27 28–35 4 5 CUTTING STORAGE SHARPENING CARE 20–153 154–189 190–201 202 – 209 Concept series KNIFE BLOCK-SETS 154 EASY EDGE NEW 192 CUTTING BOARDS 202 KNIFE BLOCKS 171 SHARPENING STEELS 194 CRAFTER NEW 20 IN-DRAWER KNIFE DIAMOND & CERAMIC URBAN FARMER NEW 28 ORGANIZER 177 KNIFE SHARPENERS 197 MAGNETIC HOLDER 178 WHETSTONES 199 Standard series KNIFE SHARPENERS 201 EPICURE 36 CHEF‘S ATTACHÉ CASES 180 IKON 44 COOK‘S CASES 182 CLASSIC IKON 54 BLADE GUARDS 188 CLASSIC 76 SHEARS ACCESSORIES GRAND PRIX II 96 210 – 213 214–223 GOURMET 106 SILVERPOINT 120 POULTRY SHEARS 210 FORKS 214 KITCHEN SHEARS 211 SPATULAS 216 CLEAVER 132 HOUSEHOLD SCISSORS 213 KITCHEN GADGETS 219 CHINESE CHEF‘S KNIVES 134 SPARE PARTS 223 CHEESE KNIVES 136 MINCING KNIVES 137 Sets 138 PLEASE NOTE / For production reasons, the dimensions stated in this catalogue can differ slightly. We reserve the right to make technical changes. 6 7 OUR NEW PRODUCTS IN OVERVIEW CRAFTER URBAN FARMER 20 28 CHARCUTERIE SET CUTTING 138 BOARD COVERS EASY EDGE STEAK SET 203 192 139 BUTCHER KNIFE 94 MAGNETIC HOLDERS 178 8 9 A COMPANY EMBRACING CHANGE WITH A CLEAR STRATEGIC DIRECTION / AN INTERVIEW Viola Wüsthof (left) Project 8 and the New Vision Markus Kepka (middle) “A company with a strong brand like WÜSTHOF, with its clear Harald Wüsthof (right) commitment to premium positioning and the desire to be able to support international growth with the next generation of the family, is a great challenge, and one which I am looking forward to enormously,“ said Kepka, when he became Managing Director and CEO of WÜSTHOF GmbH in July 2018. 10 11 „WHAT IMPRESSES ME IN PARTICULAR Markus Kepka / CEO IS THE PASSION AND THE PRIDE WITH WHICH OUR EMPLOYEES, SOME OF WHOM HAVE BEEN WORKING IN THE COMPANY FOR DECADES, SUPPORT THE BRAND ON OUR NEW PATH.“ We want to consistently convey this to 7 / What does specialist retail mean for 8 / The subject of global progression our customers. Just as consistently, we WÜSTHOF? Will there be new channels? has been a priority for many years at will concentrate our offer on products And how does WÜSTHOF support sales WÜSTHOF. In which markets is WÜSTHOF which focus on cutting – so primarily directly at the Point of Sale? strongest? And where is this journey knives for preparing or consuming leading to? M.K. / Specialist retail has always been food. The range will be supplemented the most important sales channel for H.W. / Traditionally, North America, 1 / At WÜSTHOF, much has changed. We therefore want to identify the weak 4 / What does digital transformation by offers directed at users around the WÜSTHOF. In doing so, competent and especially the USA, is the largest Why did Viola Wüsthof and Harald spots early for the 8th generation mean for the new WÜSTHOF? themes of cutting, storage of knives, advice for first-class knives is of incom- market for WÜSTHOF by some margin. Wüsthof decide to bring in a managing and with Project 8 have endowed this sharpening and care. This could be V.W. / Above all, it takes us closer to the parable value – especially in Germany. By constantly developing the brand, director to oversee the company? process with a name. Why? We have physical products, but also services. customer. For us, digital transformati- Therefore, we will assess the quality it has become particularly successful understood that the whole WÜSTHOF We will remove all other kinds of pro- M.K. / The Wüsthof family has managed on means using all the possibilities of of our partners in depth because not in recent years. We want to enter into team needs something tangible in ducts from the range in the future. the company for more than 200 modern communication to enter into every specialist retail partner meets other export markets using the experi- order to easily understand the process, years; progressive technologies and direct dialogue with the people who the high demands for our future, ences from this success story. Besides which will take many years, and to innovative products have always been use our knives. In doing so, the mo- high-quality marketing. Since specia- expanding our business in Europe, implement it together. 6 / New target consumers have been the guarantors of their success. In dernisation and optimisation of many, list retail only represents a part of our Asia in particular is on the agenda – identified. How will you address them? recent years, Viola Wüsthof and Harald sometimes decades-old marketing target group, however, we will also a further step in establishing a global Wüsthof have recognised the growing processes, is part of the strategy – we V.W. / Before we determined the target increasingly use other sales channels. portfolio for the company. 3 / What brand strategy is the com- significance of consistently cementing want to convey the delight in using a groups for WÜSTHOF, we took a look at We will differentiate and efficiently pany following on the path to the 8th the brand in the premium market as knife and establish the new WÜSTHOF the special requirements of individual curate the range in each channel for generation? well as digitisation with regard to glo- as the most comprehensive in the consumer groups and analysed them the different target groups identified. 9 / A new vision becomes reality. bal progression. However, the family M.K. / We will position WÜSTHOF as the market for premium knives through a intensively. After that, we selected Moreover, we are planning theme- What are you taking stock of after needed assistance to implement these leading experts in cutting in the culina- complete online offer of products as new focus groups and developed based activities which will increase the first few months? challenges smoothly with the required ry world. There are no other internati- well as various services. our products and services in such a visibility in all sales channels. In this M.K. / It is amazing. We were able to get know-how. They therefore decided to onally significant brands which have way that the wishes of that particular way, we will make the particular point strategic, organisational and operative appoint a managing director. previously dominated this segment. group regarding the subject of cutting of sale more attractive again for the things off the ground in the shortest We therefore see precisely this focus 5 / Premium focus and knife solutions were entirely fulfilled. Through this consumers. This means: We no longer time thanks to the agile structures at as a powerful motor for the WÜSTHOF for all fields of cuisine. What can the structured segmentation, we are want to work together with every WÜSTHOF, which often take years in 2 / What is the meaning of the name brand on the path to the 8th generati- consumer expect from this? able to address people specifically possible retailer, but instead with every many big brand product companies. Project 8? on. To put it briefly: The new WÜSTHOF about individual sales channels and good retailer. H.W. / As a company which produ- This inspires me. But what impresses stands for precision cutting – no more, communication channels. In doing so, M.K. / With Viola Wüsthof and Harald ces practically all of its products in me in particular is the passion and no less but exactly right. we will focus on personal contact with Wüsthof, the WÜSTHOF company is “Solingen, City of Blades” – and does the pride with which our employees, our consumers – whether directly or already in the 7th generation of the so with the most modern technology some of whom have been working in through digital media – in our future family and both want the brand to and highest quality standards – we of the company for decades, support the communication strategy. have a future-oriented outlook. course represent premium concepts. brand on our new path. 12 13 THE WÜSTHOF TRIDENT OUR TRADEMARK THROUGHOUT HISTORY / RAZOR-SHARP RE-BRANDING IN 2019 < 1895 For around the first 80 years of its existence, two crossed arrows were used as the trademark. 14 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.