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1. LEONARDO: The Brand
An insight into the success of an international brand concept
LEONARDO is Germany’s most successful consumer brand for glassware and gifts. With over 4,800 points of sale worldwide offering a range of 1,800 products, LEONARDO enjoys undiminished brand awareness every day of well over 80% within the traditional market sector. Regardless of target group and age bracket. This can be put down to more than a high market profile and clever marketing. More than superior quality at reasonable prices. More than a commitment to cutting edge design. LEONARDO is a philosophy! The philosophy of inspiration.
1.1 LEONARDO: The Background
The company from its founding to its development as a brand
The history of the LEONARDO brand goes back as far as the mid 19th century, when Benedikt Koch founded the “glaskoch” company in Bad Driburg. With his shrewd business approach, Koch got in on the burgeoning industrialisation process in its early stages, and thereby laid the foundations for a brand which, more than a century later, was to establish itself in the homes of the modern-day consumer. Today LEONARDO is omnipresent, and is constantly spreading into new international markets.
A 12-stage company history:
1859 Company founded by Benedikt Koch
1920 The new company name “glaskoch” is taken from thecompany’s telegraphic address
1963 Transition from regional specialist wholesaler to glasswareimporter
1972 Transition from importer to brand retailer under the nameof LEONARDO
1977 In-house product development and innovative designphilosophy
1982 Introduction of the “montana:” brand for the self-servicesector
1984 LEONARDO is launched Europe-wide
1991 LEONARDO is market leader for gifts and glasses in Germany 1998 LEONARDO establishes itself as a leading brand with internationally respected top designers
2002 LEONARDO is now global
2005 Oliver Kleine takes over the reigns as managing directorof glaskoch as of 1st January 2005
2007 Opening LEONARDO glass cube, Bad Driburg
1.2 LEONARDO: The Mission
The brand product message with quality design for all
There are a number of companies which are synonymous with high quality design. There are few, however, that are willing to share these standards with everyone. It is LEONARDO’s avowed intention to use modern design to excite and appeal to everyone. Regardless of statistics such as age, gender or income. LEONARDO creates a range of products with which unusual ideas can be put into practice with simplicity again and again. And that’s of interest to every one of us. Timeless functional products, fashionable decorations, striking pieces or inspirational gifts – LEONARDO has them all at an exceptional price-quality relationship.
And it is not only the many awards that LEONARDO receives for its products or the company’s inclusion in the German Design Council which prove that this philosophy is not detrimental to the quality of the design. It is also the positive feedback from LEONARDO customers on the shop floor day in, day out.
1.3 LEONARDO: The Inspiration
The brand that inspires change
The private sphere has long been far more than just a place where people run their lives. Experiences, travel, mobility, work and fashion all play their part in moulding one’s lifestyle as a whole. LEONARDO has taken this notion on board and has applied it to its products. With LEONARDO, design is a form of entertainment, while the products are a defining accompaniment to dynamic day-to-day life, with its constant state of flux. This leaves plenty of scope for inspiration. And accordingly, the LEONARDO ranges again and again flaunt a dash of the unexpected, for spontaneous decisions, for ever-changing life plans, for people who wish to fashion their lives more consciously. We see this as a challenge to the creativity of our customers, to shape individual and innovative living spaces out of the wide array of LEONARDO set pieces. Inspiration is at the very heart of LEONARDO.
1.4 LEONARDO: The Pulse
The brand that is conscious of time
Not all innovations mature to become classics. In order to be able to produce contemporary products you have to see the signs of the times early on whilst also drawing on the latest trends to be able to translate these into marketable and market-relevant goods. And this should be done in such a way that everyone, both young and old, can nevertheless relate to them. LEONARDO puts this art successfully to the test year in, year out, by drawing on the widest array of different inspirational sources: international fashion, cinema, magazines and music, the latest high-tech developments and social trends. We take an interest in anything that touches people. But at the end of the day our most important source of inspiration remains our own intuition. Especially when it is a question of timing. Because LEONARDO strives to launch its ranges onto the market neither prematurely nor belatedly, but exactly at that moment in time when there is market demand. And this can only be achieved with the help of a generous helping of experience.
1.5 LEONARDO: The Community
The people who constantly reinvent LEONARDO
LEONARDO is no mere accident – behind the scenes of the brand there are more than 360 people who, on a daily basis, invest their energy into coming up with new ideas and inspirational products. International renowned designers and in-house creative staff all play their part. Strategic trend scouts focus on cutting edge product development in cooperation with innovative buyers who seek out the best manufacturing plants on the world markets. Communications experts always keep the LEONARDO store in mind when developing decor and advertising concepts, and thereby contribute as much to the propagation of the brand as canny logistics experts whose job it is to ensure that the merchandise reaches the interface between brand and customer – the LEONARDO store – as quickly as possible. This is also the source for the most important stimuli for further developments as well as for feedback on the current product lines. And not least thanks to this is the input from the LEONARDO stores of particular value, especially with respect to commitment to innovative ideas. Advice and suggestions from the sales staff aid the brand. Which means the brand is stimulated anew every day.
1.6 LEONARDO: The Core
All the typical LEONARDO traits
As long as people continue to associate LEONARDO with glass we consider this to be an extra special honour. Because no one else makes more innovative use of this material. Today, however, LEONARDO is about more than just glass. In its history the brand has repeatedly struck out in new directions. This is particularly true when it comes to embracing new technology, be it glass processing or refining methods, or using the most modern and up-to-date materials. Combinations with wood, metal, ceramic, fabrics or plastics are incorporated at LEONARDO without reservations, because for LEONARDO it is the emotional quality of a product which counts. Each and every LEONARDO design carries a message epitomising a theme, be it lines, colours or a particular material. If there is one thing that is typical of LEONARDO, it’s that nothing LEONARDO does is typical.
And we are rather proud of this subtle difference:
“LEONARDO basics” are products which can be used on a daily basis such as salad bowls, sets of glasses and teapots.
“LEONARDO spirits” encapsulates all products which encourage the introduction of inspiration into everyday life and a hint of spontaneity into the modern-day lifestyle: fashion themes, seasonal items, products for kids, products with an unusual finish or colour – these are all typical characteristics.
“LEONARDO stars” bring a particular emotional quality to bear by means of their surprising components. These products set themselves apart from the rest of the product range through their material combinations or unusual production methods. In short they are the LEONARDO highlights.
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