Furniture hardware supplier Hettich has restructured its ordering and customer management infrastructure around six distinct customer segments: industrial customers, joiners, architects, trade partners, end-users, and installers. Each segment now receives dedicated ordering options, product information, and service pathways tailored to its specific workflow, according to the company's latest customer communication materials.
The segmentation responds to five megatrends Hettich identifies as transforming furniture production and interior fitting: individualization, urbanization, new work models, digitalization, and sustainability. "The megatrends individualization, urbanization, New Work, digitalization, and sustainability are changing the areas of living and working more quickly and more profoundly than ever before," Hettich states in its published customer guidance. Developing spaces and furniture that meet these new requirements represents the future challenge for the furniture industry and the major opportunity for furniture manufacturers, the company notes.
Six customer channels: The new structure divides Hettich's market into industrial customers, joiners and cabinetmakers, architects, trade partners, end-users, and installers. Each channel receives tailored messaging: industrial customers access comprehensive solutions, joiners receive the positioning "With Hettich, simply do better," architects are offered "Good design with Hettich," trade partners are framed as partners built on trust, end-users can "experience furniture anew," and installers receive support through mounting aids and assembly assistance.
Platform concept and system integration. Central to Hettich's offering is a platform concept that allows economical implementation of individual combinations of design and function across product categories. The company highlights integrated damping technology in its hinge systems, modular drawer systems, and sliding-door hardware for floor-to-ceiling room dividers. "With Hettich sliding-door systems, large-format, purist furniture fronts can be realized—up to ceiling-height cabinets and room dividers," the company states.
For interior fitting projects, Hettich emphasizes its interior organization solutions—pull-out systems, ergonomic fittings, and modular storage—that adapt to changing user requirements in kitchens, utility rooms, and walk-in wardrobes. The company positions these systems as responses to the urbanization megatrend, where smaller living spaces demand flexible storage and multifunctional furniture.
