Masons wear aprons to meetings

Aprons with a system. An apron as a premium product. The system. The material. The kit. Manufacturing and responsibility.

Transcript

1 PRESSKIT GUSSWERK makes aprons the way they should be: robust, timeless, patent without frills and large patterns. Developed with professionals. Manufactured under fair conditions. For cooks, gardeners, barbers and craftsmen of all kinds. The right model for every profession.

2 I N E N A LT System aprons 1 An apron as a premium product 2 The system 3 The material 3 The construction kit 3 Production and responsibility 3 The founders 4 Fact sheet 5 References 6 Press releases Press reviews

3 APRONS M I T SYSTEM GSSWERK Aprons are characterized by a removable belt system, which offers a variety of options in terms of wearing comfort and material preferences. For example, leather straps can be used without affecting the washability of the apron. The GUSSWERK apron always consists of a front and a strap. The fronts are available in different fabrics and designs. page 1

4 E I N E S C H Ü R Z E ALS P R E M I U M P R O D U K T DIE MISSION The cheap product apron think new and sustainable. THE CHALLENGE The limitation of the form and the clear demands on functionality and quality. THE SOLUTION High-quality aprons with a detachable belt system made of robust materials and with different equipment options that can be perfectly tailored to the needs of the wearer. Manufactured and handcrafted under fair conditions in Germany and the EU. Page 2

5 THE SYSTEM Every GUSSWERK apron consists of a textile apron front and the corresponding straps. The straps can be easily removed and are compatible with all textile fronts. The strap holds the apron front on the body and is available in different versions, in leather or textile. A washable apron in combination with leather is possible. In addition, the removable belt makes maintenance easier, as there is no need to knot the ties in the washing machine. Every GUSSWERK belt can be easily put on and taken off in everyday work with a push button, is user-friendly and durable. The belts are available in different designs as neck and hip belts or crossed on the back. THE MATERIAL For the apron fronts, materials from other professional areas are mainly used, such as ripsmoleskin (kba), organic denim, double pilot or waxed cotton. These materials have a strong character, give the aprons a high-quality look and are very durable. GUSSWERK makes the belts from leather, which is tanned exclusively with natural tanning agents and mostly IVN certified, or from textile. In addition to the belt system, DER MODULAR GUSSWERK has also developed a modular system for equipping the textile fronts. From a certain minimum order quantity, each customer can put together the material and equipment of the apron, i.e. various bags or towel rails, individually. The customer receives a product that is optimally adapted to his needs. Logo embroidery and branding of the logo in the leather straps is also possible. PRODUCTION AND RESPONSIBILITY All components of the apron are purchased in Germany and within the EU. The production of the textile parts takes place under fair working conditions in partner companies in Poland and Germany. GUSSWERK sources the leather for the belts exclusively from Germany. The quality control, the finishing of the apron fronts, as well as the production of all leather components are carried out in the in-house Berlin manufactory. Page 3

6 THE FOUNDERS ANKE DEZIUS, born in 1975, was born in Karlsruhe. She completed an art degree in sculpture and media art at the Muthesius University in Kiel, then an apprenticeship as a pattern maker in Hamburg and subsequently founded her label JUNIFORM with a focus on the design of contemporary work uniforms. The original model for GUSSWERK, the very first tie-off apron with detachable leather straps, emerged from the first collaboration with the then restaurant manager of Tim Mälzers Bullerei. KATRIN DEGEN was born in Essen in 1977. She learned to be a bespoke tailor there and after her time as a trainee moved to Berlin to study clothing technology. Specializing in production management and product development, she has worked for various companies at home and abroad for many years. She has always loved aprons and sewed the aprons for her mother's cheese shop over 20 years ago. page 4

7 FACT SHEET Company: GUSSWERK Legal form: Civil law partnership (GbR) Year of foundation: 2014 Head office: Berlin, Germany Management: Anke Dezius & Katrin Degen Markets: EU, Switzerland and Norway Sales: / annually Business areas: Lifestyle, F&B, Home, Garden, Gastronomy, hotel & catering, handicraft Unique selling points: Modular aprons with removable straps made of leather or textile. Various apron fronts made of robust materials and with selectable equipment. Development of the aprons together with experts from various professional groups. Resource-saving manufacturing processes. Fair working conditions. Product portfolio: Aprons, knife / tool bags, bags, Touchons, key rings Website: guss-werk.com Online shop: shop.guss-werk.com Further profiles on the net: facebook.com/gusswerkberlin instagram.com/gusswerk_berlin Contact : GUSSWERK Degen & Dezius GBR Charlottenburger Straße Berlin Tel .: Page 5

8 REFERENCES A ARAKATAKA (OSLO, NO) ARTE HOTEL (KREMS, AT) ALTES MÄDCHEN (HAMBURG) B BGV BETRIEBSRESTAURANT (KARLSRUHE) BLACK DELIGHT (HAMBURG) BONBONMANUFAKTUR (BREMEN) BRICK & BÜONE (KALRSBUHE) BÜS . PETER-ORDING) BULLEREI (HAMBURG) BRO RESTAURANT (ÅLESUND, NO) BURGEN DRINKS (SCHLITZ) BURGERSBURGERS (BERLIN) C CANDIDE (BERLIN) CARL MERTENS (SOLINGEN) CHOPSTICK (FÜRTH) CIAO BELLA (HAMBURG) COLSSOSSEUM (HAMBURG) LIVING HOTEL (FRANKFURT) THE BLUMENWERKSTATT (HILDESHEIM) THE MOUNTAIN STATION (OBERRIED) THE Gourmet Shop (STANS, CH) DOLDEN MÄDEL BRAUGASTHAUS (BERLIN) DR. Page 6

9 PRESS RELEASE GUSSWERK: APRONS THAT ATTRACT THE GASTRONOMY AND HOTEL INDUSTRY Berlin, October 11th An apron as a functional means of style and recognition: This is exactly what the young Berlin label l GUSSWERK has set itself the flag for and is conquering the catering, hotel and catering industries. True to the motto Aprons with a system, the creative forge develops and produces aprons which, thanks to their removable belt system, are designed for durability and easy handling when washing. The straps can be combined with differently equipped fronts made of robust materials. Every GUSSWERK apron is perfectly thought out, precisely tailored and meets the most varied of professional requirements. GUSSWERK closes a gap in the market Behind GUSSWERK are the two entrepreneurs Anke Dezius (42) and Katrin Degen (40). Both can look back on many years of experience in the clothing industry and react to a real need within the workwear sector with their idea of ​​modular aprons. Since it was founded in 2014, GUSSWERK has grown into a popular apron manufacturer that counts Tim Mälzers Bullerei, the Hotel Adlon Kempinski in Berlin and Gamma Catering from Switzerland among its customers. Page 7

10 The startup has consistently followed the philosophy of its own product since day one: timeless and functional aprons, manufactured under fair conditions, not subject to any seasonal trends. Expertise in every apron From chefs and bartenders to service staff or baristas: GUSSWERK aprons are developed in close cooperation with experts from various professional groups. The result is designs that optimally meet the needs of the hospitality, hotel and catering sectors and, thanks to their strong look, are perfect for depicting your own corporate identity. Similar to a modular system, each apron consists of a front and straps made of leather or textile. For the fronts, which can be individually and variedly equipped, the label consciously relies on robust materials such as moleskin, organic denim, solid canvas or double pilot. The straps are available in various designs for ideal wearing comfort, as neck and hip straps or crossed on the back. Fair and resource-saving in use Compliance with fair working conditions in the production of apron fronts in Germany and Poland is a top priority for GUSSWERK. We know from our own experience that fair production conditions in the clothing industry are hardly considered. It was always clear to us that we would bring a decent product onto the market under decent production conditions, emphasize the two managing directors. The label also attaches great importance to naturally tanned cowhide and high-quality fabrics that GUSSWERK sources from Germany and other countries within the European Union. In the in-house factory in Berlin-Weißensee, the fronts and straps finally meet. There the quality control, the finishing of the apron fronts and the production of all leather components are carefully handcrafted. GUSSWERK's aprons are available for traders on request. page 8

11 About GUSSWERK: GUSSWERK is a startup founded in 2014 and based in Berlin-Weißensee. The focus of the label around the two founders Anke Dezius and Katrin Degen are modular aprons, which are characterized by a removable belt system. In combination with freely selectable fronts made of durable materials, timeless aprons are created for every use with the highest demands on functionality and comfort. When manufacturing aprons, GUSSWERK attaches great importance to resource-saving processes and compliance with fair working conditions. The production of the leather components as well as the quality control and finishing of the textile fronts takes place in the in-house factory in Berlin. Further information under press contact: PINK PYTHON Office for PR & Communication Natascha Wank Schillerpromenade Berlin, Germany Telephone: +49 (0) page 9

12 PRESS RELEASE GUSSWERK: APRONS THAT ATTRACT EVERY CRAFTSMANSHIP Berlin, October 11th An apron as a functional means of style and recognition: this is exactly what the young Berlin label GUSSWERK has set itself the flag of and is conquering the craft. True to the motto Aprons with a system, the creative forge develops and produces aprons which, thanks to their removable belt system, are designed for durability and easy handling when washing. The straps can be combined with differently equipped fronts made of robust materials. Every GUSSWERK apron is perfectly thought out, precisely tailored and meets the most varied of professional requirements. GUSSWERK closes a gap in the market Behind GUSSWERK are the two entrepreneurs Anke Dezius (42) and Katrin Degen (40). Both can look back on many years of experience in the clothing industry and respond to a real need within the workwear sector with their idea of ​​modular aprons. Since it was founded in 2014, GUSSWERK has grown into a popular apron manufacturer that counts Tim Mälzers Bullerei, the Hotel Adlon Kempinski in Berlin and Gamma Catering from Switzerland among its customers. The philosophy of the own product draws the page 10

13 Startup has been consistently doing this since day one: Timeless and functional aprons, manufactured under fair conditions, not subject to any seasonal trends. Expertise in every apron From gardeners and hairdressers to bakers, butchers, tattooists and mechanics: aprons from GUSSWERK are developed in close cooperation with experts from various professional groups. This creates designs that optimally meet the needs of the skilled trades and are perfect for depicting your own corporate identity. Similar to a modular system, each apron consists of a front and straps made of leather or textile. For the fronts, which can be individually and variedly equipped, the label consciously relies on robust materials such as moleskin, organic denim, solid canvas or double pilot. The straps are available in different designs for ideal wearing comfort, as neck and hip straps or crossed on the back. Page 11

14 Fair and resource-saving use Compliance with fair working conditions in the production of apron fronts in Germany and Poland is a top priority for GUSSWERK. We know from our own experience that fair production conditions in the clothing industry are hardly given any consideration. It was always clear to us that we would bring a decent product onto the market under decent production conditions, emphasize the two managing directors. The label also attaches great importance to naturally tanned cowhide and high-quality fabrics that GUSSWERK sources from Germany and other countries within the European Union. In the in-house factory in Berlin-Weißensee, the fronts and straps finally meet. There the quality control, the finishing of the apron fronts and the production of all leather components are meticulously handcrafted. GUSSWERK's aprons are available for traders on request. About GUSSWERK: GUSSWERK is a startup founded in 2014 and based in Berlin-Weißensee. The focus of the label around the two founders Anke Dezius and Katrin Degen are modular aprons, which are characterized by a removable belt system. In combination with freely selectable fronts made of durable materials, timeless aprons are created for every use with the highest demands on functionality and comfort. When manufacturing aprons, GUSSWERK attaches great importance to resource-saving processes and compliance with fair working conditions. The production of the leather components as well as the quality control and finishing of the textile fronts takes place in the in-house factory in Berlin. Further information under press contact: PINK PYTHON Office for PR & Communication Natascha Wank Schillerpromenade Berlin, Germany Telephone: +49 (0) page 12

15 GRÜNDERKÜCHE 10/2018 GUSSWERK x Gründerküche # 1 Your startup: What is special / the highlight about your startup story? The highlight of our startup story is of course our product, the apron. And maybe the question to what extent you can still segment a niche and how you can set yourself apart from the competition in such a niche. # 2 Your startup pitch motto / slogan: Your idea / product in 1 sentence: Aprons with a system The problem, your solution and the market - explain to us your idea, the product / the services: The apron niche market was a few years ago of cheap aprons imported from Asia, mostly made of thin materials. There were hardly any high-quality products. The products that were available were equipped with riveted leather accessories that quickly broke when washed. GUSSWERK has made it its mission to think about the cheap apron in a new, high-quality and sustainable way. The solution is aprons with a removable belt system. The straps are made of leather or textile and the corresponding fronts are made of robust materials. The product is largely manufactured in Germany. All components are sourced within the EU. The aprons are developed and tested together with professionals from the respective occupational groups. This creates products that are perfectly thought out and meet the demands of the various professional groups. The apron straps can be removed using a push button system. They are easily unbuttoned before washing and are therefore not washed with the laundry. Which is your market, who is your target group? Our target group is differentiated into commercial customers (B2B) and individual customers (B2C). Commercial customers have the option of putting together their own apron from an order quantity of 10 textile fronts from a modular system of materials and fittings. Keyword: customizability. In addition, we advise intensively if the customer so wishes. We also offer logo embroidery. Our largest market is currently the catering sector. Aprons are worn almost everywhere in the kitchen, in service, at the bar and at the coffee machine. But we are also currently expanding the craft sector. Due to the great demand from individual customers, we have also decided to set up an online shop here we offer a small selection of aprons that have been developed with professionals, but are of course also interesting for amateur cooks, gardeners and craftsmen. Page 13

16 competition? Do they exist? And what makes you special / better? The competition has grown. At the beginning we were actually alone, at least in Germany. But there have already been some imitators. Unfortunately, sometimes with quite brazen research methods. What do we do better? In addition to the ingenious belt system, we cater to our commercial customers individually, i.e. the customer can express material and equipment requests from a quantity of 10 aprons. We also provide intensive advice and are still available after delivery should problems arise.# 3 Your story - how did you get started with your startup? What did you do before? How did you come up with your idea? And when and how did you decide to found a startup with the idea? Katrin: I am a trained bespoke tailor and clothing technician and have worked in production and quality management for various companies at home and abroad for a long time. Anke: I studied sculpture and media art and then trained as a cutting technician. Before founding GUSSWERK, I already had a company that focused on contemporary work uniforms. The original model of the GUSSWERK apron emerged from an initial collaboration with Tim Mälzers Bullerei, a front tie apron with a removable strap. We: We met through a network of women who were active in the textile and fashion industry and who worked together for various fashion labels for a while. At some point the idea of ​​having my own company began to grow. We had an idea in our luggage that we already knew would work, because the first version of the apron had already been developed and sold. We were a good match, shared similar values, liked each other, and complemented each other well. One could do what the other could or knew less well and vice versa. And we were both excited to develop something that is not subject to any trend, but for what there is a real need. And where functionality and design are equally important. Is there a story about the name of your startup? GUSSWERK is a metaphor for us. One day a friend asked about our business idea (design and manufacture of aprons): What kind of aprons do you actually want to make? What should they look like? What is the core of the idea and the design? After many literal descriptive attempts, we looked for images that should correspond or resemble our product in terms of manufacture, look and philosophy! A combination of durability, craftsmanship, manufacture, series and individual items. And it should be unambiguous and clear. High-quality raw materials and high-quality processing in a manageable framework. After a short time, ONE picture kept coming to mind: An old cast iron pot. A piece between handicraft and industrialization. With the help of machines but still more or less by hand Page 14

17 cast. Robust, durable, without frills - something unique. Yes, somehow aprons should look like the old cast iron pot! But then we don't want to call ourselves a cast iron pot - and that's how the GUSSWERK came about. Keyword Lean Startup: Have you tested your idea first? And how did it go on, i.e. how did your idea become a real company? The original model of the GUSSWERK pre-binder apron had in principle already been tested by Anke's old company Juniform. In the run-up to the founding, we of course did some research and realized that there is nothing comparable on the market, i.e. high-quality aprons that are made with leather and yet are easy to wash and durable. The apron itself offers a whole cosmos. There are so many different professions that wear aprons in everyday life. But almost always the same, simple models. That was and is of course a treasure trove for us. We always develop our aprons together with experts from the respective professional group. And every job has its own little peculiarities when it comes to work aprons. All models are extensively tested, corrected and re-tested before we finally add them to our portfolio. How did you finance yourselves in the first place? If venture capital or financing: when and how did you do it? We financed ourselves from the start, i.e. at the beginning each of us transferred a very small amount to the business account and we used it to buy the first fabrics. We had a few large orders right at the start and kept fixed costs extremely low. We worked from home for the first 1.5 years and still earned money on the side. We now have a nice workshop and have been able to quit our part-time jobs. But of course at some point the question arises: in what form do we want to continue growing and how is that financed. This is currently a topic that we are talking about. Topic knowledge & support: Have you participated in accelerator programs or competitions or are there well-known investors who support you? How are your experiences there? Neither nor, i.e. also no experience with it Where are you now? What have been your greatest successes so far: This year we created the first mini jobs and hired the first intern. We are currently considering whether to create a first permanent full-time position. We currently do almost everything ourselves and actually need support in office management so that we can work on all of the new ideas. The greatest successes this year were, among other things, the launch of our online shops. We planned to do this for a long time and now finally made it. Page 15

18 It always feels great when customers give us enthusiastic feedback. Some send us photos of their team and say thank you very much, which is always really nice! Your vision: What are your next milestones? We would like to expand our B2C business a little. So far we have focused very much on B2B. This is our cash cow at the moment and should definitely continue to grow. But we also see a strong market in the B2C area. Therefore we would like to develop a little more strength at this point. We also want to finalize a few products that have been in development for a little longer. We cannot reveal anything concrete yet. But maybe this much: we can do more than aprons. # 4 Tips & Tricks: Every company is only as good as the entrepreneur Of all the marketing and PR measures that we have carried out, the best / most important / most effective ones we have so far, apart from a rather narrowly maintained Facebook and Instagram account no real PR measures carried out. We are only just getting started, so we have no empirical value yet. Our most important marketing tool are the customers who recommend us. That's how it went in the past and we hope it stays that way. Satisfied customers are the best advertisement. You wouldn't do that again, or what mistake would you avoid next time ... The question is: What does mistake mean? So far we haven't really had any major regrets. There are things that you would perhaps approach differently with the knowledge you now have. But it is pointless to think about what one would do if one could decide again. Basically, however, we like to listen to our guts when working with customers. If it hums too loud at the beginning of the collaboration, you should refuse an order. Our experience is that this usually saves money and nerves. Which websites, apps or tools do you use that make your work / business easier, that you would recommend to others and why? We're all old-school here. Except for a meditation app that we sometimes use, we don't have any special tools or apps in use. Page 16

19 Do you have any other tips that you would like to pass on to others? Books, people you follow regularly on Twitter / LinkedIn / Facebook, magazines, etc.? Here, too, we're on the narrow side and don't really have any special recommendations. We read Brand Eins privately and, of course, follow companies and people who are relevant to our business on social media. But these are not general recommendations. Page 17

20 GV-PRAXIS, 11/2018 page 18