SONJA QUANDT is a German luxury brand that thrives in the tableware industry. Its products are available in prestigious retail stores worldwide, with strong performance in Europe and the Middle East. Additionally, the brand is featured in exclusive luxury projects, including yachts, jets, and high-end hotels such as the Four Seasons in Hamburg. We interview the brand to know more about the challenges in the market, their plans for 2025 and the upcoming fair, Maison&Objet.
Sonja Quandt.
Can you tell us more about the history of SONJA QUANDT and how it was founded?
'The story of SONJA QUANDT begins in 1860, when Johann Stanislaus Nepomuk Kühn laid the foundation for our legacy. The first significant milestone came when his two sons took over the company, renaming it "Gebrüder Kühn" to reflect their brotherhood. Under their leadership, the manufactory pursued two distinct paths - automotive accessories and silver tableware. This dual focus continued until 1984, the year I joined the manufactory to follow my passion for craftsmanship.
Since then, we've achieved several key milestones in product development. For instance, we introduced silver cutlery by Gebr. Kühn, which was warmly embraced by the market. To appeal to younger generations, we developed a more accessible product line - glass with silver accents. These items remain incredibly popular and offer something for everyone. In 2014, I made the important decision to position a large part of the Gebr. Kühn silver manufacturer's range under the brand SONJA QUANDT. Since then, the brand has grown in prestige and become synonymous with luxury and exceptional craftsmanship.'
How is the market right now? Are there any challenges?
'The market, as always, is dynamic and full of surprises. Since the Covid-19 pandemic, the luxury tableware market has faced slower demand, but there's been a steady recovery fuelled by a renewed appreciation for high-quality, artisanal craftsmanship. We've noticed a shift in consumer priorities - people now look for timeless, sustainable designs and value pieces that tell a story. However, challenges remain, particularly with supply chain disruptions and meeting the growing demand for quicker delivery.'
'At SONJA QUANDT, we're adapting by investing in efficient logistics and expanding our direct-to-consumer offerings to meet these new expectations. To strengthen our position in this changing market, we acquired the WILKENS brand in 2024. This step was not only a way to expand our portfolio but also to establish ourselves in the global luxury stainless steel cutlery segment. WILKENS brings a rich heritage and expertise that complements the craftsmanship and values of SONJA QUANDT. Together, we aim to offer an even broader range of premium tableware solutions to meet the evolving needs of our customers worldwide.'
How do you look back on 2024?
'2024 was a rewarding year for us. A highlight was welcoming WILKENS into our brand family and beginning the process of integrating their operations into our workflow and fulfilment systems. We proudly showcased our products at Maison&Objet and Ambiente, where we established valuable new contacts. Our team also travelled extensively, representing both the SONJA QUANDT and WILKENS brands and introducing our craftsmanship to audiences around the world.'
What was the biggest challenge for the industry in 2024?
'The industry has been cautious, even hesitant, as consumers are more careful with their spending. Immediate purchases are prioritized, with little patience for long delivery times. Despite this, we believe the industry needs to wake up and take calculated risks to stay vibrant and innovative. At SONJA QUANDT, we've leaned into this by embracing innovation and ensuring our products are both luxurious and accessible without compromising on quality.'
What are your plans for 2025?
'In 2025, we plan to make a strong impression at major events, starting with Maison&Objet in Paris. We're also aiming to present our products in Milan. Additionally, 2025 will mark the completion of our WILKENS integration. This will be a pivotal year for finalising how the WILKENS brand can thrive under the SONJA QUANDT umbrella.'
You'll be in Paris in January—what are your plans, and what will you showcase?
'We're excited to welcome visitors to our booth in Hall 7 at E27/F28, which will be styled to represent a beautiful summer evening gathering. Our finest SONJA QUANDT products will be on display, shimmering under the studio lights.
We'll also showcase select WILKENS items, highlighting their exquisite designs and impeccable craftsmanship. And who knows? There might even be champagne - come and find out for yourself!'
Lastly, is there anything else you'd like to share?
'On behalf of the SONJA QUANDT and WILKENS teams, we wish everyone a happy New Year and a fantastic start to 2025. May your endeavours be successful, your families healthy, and your cutlery gleaming!'
More information:
SONJA QUANDT
+49 7171 41031
[email protected]
www.sonja-quandt.com
Germany