Schneider turns seventy-five (part III)
The 75th anniversary of the Schneider Writing Instruments GmbH comes along with a generational change in the family-owned business. In 2010 the eponymous founder's grandson Christian Schneider joins the company and runs the business along with his father Roland Schneider. In essence the 35-year-old has taken over his father's open-minded simplicity that guarantees the sustainable and solid economic development of the company.
The commitment to "Made in Germany", combined with constant development and research in technical writing and writing comfort, active proximity to users and orientation towards their needs will continue to secure the highest product quality and exemplary service. Schneider will also continue to examine and constantly improve its environmental and social performance.
Being a modern brand is not contrary to traditional values. In September 2010, Schneider went public with a completely new brand identity. With a clear and distinctive design the image as an international and innovative company was sharpened. The perception of Schneider products within the mass of colorful pens was simultaneously optimized by introducing a new display concept, which ranges from small modular counter displays up to a shop-in-shop module. Almost two years after the implementation of the new corporate design, its commercial presence and sales of Schneider products have increased significantly. In 2010 as well as in 2011Schneider has increased its sales by a good ten percent. The shop-in-shop modules were sold and placed in stores more than a thousand times and there are 8 Schneider models in the Top Ten best-selling ballpoint pens on the GFK-List. Schneider is represented in more than 100 countries world-wide and had an export share of about 60 % in 2012.
“Schneider – write it.” This friendly invitation communicates the essence of the Schneider philosophy. Every thought is worth writing down - a Schneider pen is always ready for you when you need it, your constant and reliable companion in everyday life.
The love of writing was the inspiration for the design of the anniversary symbol. The heart, cut out of paper, and the variety of lines in different writing colors transmit emotions and writing fun. Even in the age of iPads and smartphones Schneider sees handwriting as something special, defining and enduring. Its use and potential will surely change and Schneider will take these changes into account in further developments and marketing. Continuing digitization is changing markets and sales channels. Thus, Schneider continues to think of intelligent solutions beyond writing instruments. Maintaining relationships with customers through an online presence is essential in securing the future of the company.