An interview with Karla Aßmann about how the family business is setting an example and realigning itself in the modern working world.
From the initial idea to the final realisation of office environments, ASSMANN offers comprehensive furnishing solutions that go far beyond just furniture. When developing holistic office concepts, the company's primary focus is on putting people first. ASSMANN is convinced that people who feel comfortable and can develop freely in their working environment perform better. With this in mind, the company works closely with its customers to develop customised solutions that meet people's needs and requirements – for a working environment that inspires and supports them.
Karla Aßmann, a fourth-generation managing director, explains in the blog how ASSMANN is implementing this vision and realising it with the new claim [A]LL YOUR WORKPLACE NEEDS and the [A] trademark.
Ms Aßmann, the red [A] is everywhere at the moment. What's the story behind it? What's the symbol, which is popping up all over the place, hiding?
Karla Aßmann: The [A] is part of our new brand identity – our new trademark and the concise abbreviation of our logo. With the attention-grabbing [A], we want to express what makes ASSMANN special. As a fourth-generation family business, we have been combining tradition and innovation with a deep understanding of quality and reliability for over 85 years. These values have always characterised our company and the way we work. But the ASSMANN brand stands for much more. The [A] represents our positioning, shows the development and the versatility of our brand.
So [A] for ASSMANN?
Karla Aßmann: Right, but also [A] for working environments where you simply feel comfortable. [A] for atmosphere and agility. [A] for quality standards. [A] for everything you need in the office – from a single source. That's what our new claim [A]LL YOUR WORKPLACE NEEDS is all about. What this means is that we don't just offer furniture, but a full programme – designed for modern working environments, by people, for people.
That sounds like a new approach. How exactly does ASSMANN differ from other market players?
Karla Aßmann: What's important to us is that ASSMANN is a one-stop shop for everything you need – whether for the office or at home, for conventional work environments or for those that feature innovative, smart highlights. That's why we at ASSMANN see ourselves not only as a manufacturer of high-quality furnishing solutions, but also as holistic experts for future-oriented office environments. We support you throughout the entire planning and furnishing process, from the initial idea to the decorative finishing touches. Starting with comprehensive advice and planning from our colleagues at ASSMANN 4ROOMS, we create the basis for your future, customised working environment. Our portfolio is complemented by solutions for flexible working in terms of time and space from ASSMANN SMART, as well as products for the individual design of the home office with ASSMANN HOME. Today, companies need much more than just furniture – they are looking for well-thought-out and flexible solutions for contemporary office concepts. This is precisely where we see ourselves as the first point of contact and a reliable partner for our customers.
Our aim is to be our customers' preferred choice by providing additional services and tailored advice. At the same time, we remain closely connected to our proven network of specialist dealers and partners, so that together we can develop innovative and optimal solutions that meet the individual needs of our customers.
What do “modern working environments” mean to you?
Karla Aßmann: The office has long since become more than just a place where you work. It is a space for creativity, exchange, motivation and well-being. We call this WORK AND SOUL. Because if you feel comfortable in your working environment, you not only work more happily but also more productively. We recently demonstrated how we implement this at ORGATEC in Cologne, where we inspired many visitors.
So furniture is no longer the focus of your business?
Karla Aßmann: With a diverse portfolio of products and services, we enable our customers to create an ideal working environment for their employees – all from a single source. Of course, our furniture is still our core product, but we are now thinking further ahead. It's about the interaction between modern interior design solutions, people and technology. Every company works differently and the way people work there is also individual. That's why we want to develop customised office concepts that are tailored to the individual needs of people. Our new brand identity reflects exactly that: people who feel comfortable in their working environment and can therefore develop their full potential.
So is well-being the new hot topic?
Karla Aßmann: We have made it our topic because the demands on working environments have changed considerably. We all know that satisfied employees are the best. People who feel comfortable at work are more productive and come up with better ideas. That's why we want to work with our customers to create inspiring work environments where people can be creative and develop to their full potential – and thanks to our holistic concept and the experts at ASSMANN 4ROOMS, ASSMANN SMART and ASSMANN HOME, it doesn't matter whether this is in the office, at home or somewhere in between.
