Vision, business concept and strategies

Strategies

Duni shall be unique in its entire commercial model. This involves the sales force engaging in regular dialogue with the end customers concerning the selection and use of Duni’s products, while orders are placed with retailers, cash-and-carries, distributors and wholesalers. The close relationship with customers creates customer loyalty and enables Duni to quickly recognize signals and adapt its range to new trends and changes in demand.

The division into small business areas is a way of coming closer to the market and customers. Duni’s employees will be more focused on their business and better understand their customers’ current and future needs. Due to the rapid product development taking place on the market, Duni must be flexible, proactive, and stay one step ahead of its competitors.

Duni’s development of colors, designs and materials is an important component of the business model. The product range is evaluated regularly based on sales, profitability and turnover rate criteria. New and existing products are evaluated using the same criteria. In recent years, Duni has attached great importance to developing the innovation work. A product concept development process has been implemented in which employees, customers and suppliers cooperate in order to create and evaluate product concepts. This increases the likelihood of success and of resources being focused on those products with the greatest potential on the market.

High renewal rate creates possibilities to adapt the product range quickly to shifting trends, while at the same time providing Duni with a competitive advantage over its competitors. Thus, Duni endeavors to have the highest product range renewal rate on the market. Approximately 25% of the collection is renewed every year. Materials development within the table top products category takes place in close cooperation between the marketing department, product developer and production managers.

Control over the value chain reduces the price risk, increases delivery certainty, and provides possibilities to plan design and material renewal. Thus, Duni is an integrated company which controls the entire value chain (apart from raw materials) for its most important products, namely napkins and tablecoverings. Approximately 70% of Duni’s products are paper-based, with essentially all of these products being produced within the Group, while other products are purchased from external suppliers.

Specialization in short runs provides an opportunity to quickly adapt the collections to the customers’ wishes. Most of Duni’s production is made for stock. Duni’s central warehouses in Germany and a number of distribution centers handle distribution to customers.