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Quelle quality features great names |
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Our own brands - Quality has a name
They’re called Privileg, Universum or Mars. Everybody knows them and many rate them highly. We’re talking about our own brands. And we’ve got lots of these and have had them for years.
Quelle started offering its own wool under the Dukaten label back in 1927. But the real leap forward came with Privileg. Gustav Schickedanz started searching for high-quality suppliers at the end of the 50’s that would allow him to sell electric appliances at 10 to 30 percent under the market in Germany. His efforts paid off: Quelle is now the market leader in Germany for washers and driers, sewing machines, electric cookers, refrigerators, freezers and microwave ovens.
Not only has the Privileg brand achieved an 80 percent recognition level after all these years, the number of additional private brand label names and the myriad of items behind them have grown steadily as well. Today there are more than a dozen extremely successful brands, names like Simone for lingerie, Goodplay for toys, Mars for sportswear and Universum for technical articles, to name but a few. The product range is now so broad that there’s something for everyone.
Our own brands are not just there to identify special product groups. They also provide guidance through the product jungle; they stand for quality at an advantageous cost/benefit relationship. One of the reasons for this is continuous quality control. That strict standards pay off is underlined by the fact that Stiftung Warentest, the German consumer-products testing institute, has awarded Quelle 800 "good” or "very good” seals of approval.
You can find more about our own brands in the portraits on the following pages.
