In 2022, markilux was able to register sales of around 126 million euros. That was lower than expected. But the German manufacturer of awnings is nevertheless satisfied with the result under the given circumstances. In the medium-term future, the company is looking to continue growing, aligning its actions even more to the current market situation. "For some time, we have been experiencing everyday business as an obstacle marathon. You think one crisis is slowly losing its explosiveness and the next one is already waiting on the horizon. In such times, one must always be prepared for the unexpectable. That makes planning less then easy," says Klaus Wuchner, Managing Director for Sales and Marketing.
Turnover is satisfactory given current conditions
The political and economic environment has been difficult for three years. This is very challenging for both the staff and the company. Increasingly, this is a time for quick rethinking and decisive action for the awning specialist. In the first two years of the pandemic, for example, the company had to cope with large increases in volume and turnover, which did not continue from the second quarter of 2022 as a result of the war in Ukraine. "Turnover was thus lower than expected last year. Under the current circumstances, we are nevertheless satisfied with the result," Wuchner emphasises.
A challenging year with good decisions
A successful product strategy was also achieved in 2022. Among other things, the expansion of the product structure contributed to this, Michael Gerling, Managing Director for Technology and Production, is certain. "On the one hand, we were able to expand the range of modern full-cassette awnings with the MX-2. And on the other hand, with the models pergola stretch as well as pergola cubic, which came onto the market in 2021 and 2022, we have once again enlarged the product range for large area shading," he says. "On the other hand, the flow of goods from suppliers was less reliable. More relaxed supply chains unfortunately failed to materialise. In addition to Covid-related high staff absences, this put a strain on production, especially in the first quarter," Michael Gerling explains and adds: "Added to this were rising prices on the supplier side, which continued to demand patience and understanding from our customers." In this situation, it proved to be an advantage to have already automated and digitalised many things in the company. It was also right and important to provide vocational training in additional professions. This ensures the quality of work and binds employees to the company.
Marketing focused on end customers and specialised trade
Cooperation with the specialised trade benefits from the digital tools in the company. For example, through new, helpful elements on the markilux website. "This allows us to reach more potential customers. And it has become easier to establish contacts with specialist partners," explains Christiane Berning, Head of Marketing and Business Development. In addition, Marketing Customer Service provides support in designing showrooms and websites or in regional advertising campaigns. Marketing has otherwise concentrated on presenting the brand in the best possible way on all communication channels. The focus continues to be on convincing the end customer of the products and the service. According to Berning, the end-customer hotline and the company's own flagship stores would also contribute to this.
See also: An awning system for outside seating in any weather
According to Wuchner, the sales process in the specialised trade is becoming much more demanding, and continuous investments in brand building and professional sales will be decisive for a company's success. Because nowadays end customers would inform themselves extensively on the internet before visiting a specialist retailer. "The demand for service and products has grown and the purchase decision is now being weighed up for longer. As a result, the sales process in the specialised trade has become more time-consuming. Of course, we do our best to support our specialised partners in this process through our office and field staff and also through our Academy training courses," says Wuchner. In the future, the company will therefore focus even more on well-qualified specialised dealers.
Further growth with caution and an eye on the environment
In the medium and long term, the awning specialist aims to continue the growth course it has been pursuing for years. Even if the current political and economic situation repeatedly calls for strategic countermeasures, the two managing directors Klaus Wuchner and Michael Gerling agree that sun shading will continue to be in demand in times of climate change. "For this purpose, we are offering great new products this year and a well thought-out collection of fabrics that is constructed in a very material-friendly way and thus requires fewer resources. Furthermore, in the future we will continue to focus on durable and repair-friendly products, which thus have a high utility value. This is an essential anchor for the future of our brand. And very importantly, it protects the environment," Wuchner is convinced.
