Future-orientated system furniture by Interlübke

How do we furnish our lives? With the new general catalogue Home Story interlübke presents its future-orientated system furniture concept with emotion and refreshing diversity.

We all think we know high-awareness brands: interlübke, the inventor of the wall unit, a pioneer of modern living culture, quality and perfection, somewhat sober… Legends thus lead lives of their own and deserve updates if their source of origin changes. “It is time for a new look at interlübke, a look we want to convey to dealers, consumers and the media,” explains Managing Partner Leo Lübke. “As in the song lyrics Give me something that lasts, we continue to meet a basic need – with beautiful furniture, but also with new contents.” For the first time, the manufacturer is showing its passion for architecturally orientated living completely in private, presenting its current system furniture concept as the Home Story on 176 lovingly designed pages. The artistically produced ‘book for living’ inspires and informs with emotional imagery, atmospheric milieu photos, creative illustrations and sketches. “We look behind the scenes, provide insights into our world of home architecture and show our furniture to be just as diverse and as present as the people who live with it.”

Photo by Lübke GmbH & Co. KG

The brand shows emotions
Until now the portfolio comprising shelves, wardrobes, cabinets, beds and room dividers was presented in individual programme catalogues. “In 2013 we are lending personal expression to the new era in order to generate enthusiasm for the interlübke world consistently in a general catalogue,” says Marketing Director Berthold Strüve. “The perfection of our furniture has always convinced people. But its inner values, embodied in every minute detail, should be equally fascinating. Purchasing an item of interlübke furniture is the beginning of a long friendship. This affinity and an intensive dialogue with the target groups mean a lot to us.” Evolved connections to dealers worldwide are strengthened by an advisory body and a lively exchange. Six national and international trade fair appearances are planned for this and next year. For the newly developed advertisement campaign in home furnishing and general interest media, highly personally designed interiors have been photographed not only in the studio, but also in private rooms. Publications such as the general catalogue Home Story are interlinked with online media, ensuring that up-to-date information is available continuously at all times.

Dynamic corporate image
Positioning in the premium specialised furnishing trade and the contract segment continues along established lines. The same applies to the existing studio concept of interlübke and COR with the leitmotif “Two brands, one world”. New locations with options in Stuttgart and Munich are being examined, while others, such as Hanover in favour of a large-scale presentation at a leading furniture store such as Möbel Hesse, have already been adopted. “Dynamic market processes must be responded to accordingly,” comments Leo Lübke. “Both brands should be present in the cities or regions with a strong trading area. This can take place just as well with a committed partner such as Drifte Wohnform in Moers that is presenting both brands on floor space of 500 m².” – Throughout the world the manufacturer cooperates with over 650 dealers whose employees will soon be holding the Home Story in their hands. A sales-promoting effect is expressly desired, and the publisher is happy to be associated with best-sellers.

For further information visit www.interlübke.de