They built an empire out of colors again and again: the story of Bretz
The German furniture manufacturer Bretz cannot simply be shot down, let's take this literally, because they were once destroyed to the ground. Like a phoenix with colorful feathers, it rose again from the ashes to provide the world with characterful sofas in dazzling shades. The story of a German family now follows, from which we can primarily learn that there is no problem that cannot be overcome with perseverance and will.
The story of Bretz began in 1895, when the founder, Johann Bretz, began manufacturing wire mesh for fences in the town of Gensingen in the Hesse part of the Rhine Valley, also famous for its winemaking – where the company is still located today. Later, he wanted to expand his scope of activity, and the production of metal spring mattresses proved to be a good idea. His son, Alexander, later continued this line by now settling into the production of upholstered furniture. The prosperous years were ended by World War II, as the factory was bombed to the ground by the Allies. Alexander started again from scratch, only to be reaped by his son, Karl-Fritz, under whose management the company enjoyed its heyday. While his father employed about 100 employees, he himself reached the number of 1,600 in 1973, making the family business the largest employer in the region.
Another failure and another new start
The triumphant march lasted until the 1986 crisis, when the oil price crisis, the resulting decline in consumption, and an unfortunate acquisition financially crushed Bretz to such an extent that they had to file for bankruptcy protection, and the company almost completely ceased to exist.
A year later, Karl-Fritz, together with five former employees, began rebuilding his former furniture empire, and he saw the time as ripe to involve his sons in this great undertaking – who, by the way, did not necessarily envision their future in the family business. Norbert and Hartmut joined the company in 1992, and by their own admission, it all seemed “stupid”. Although they were already building their own lives far from their hometown, a sense of duty and a challenge lured them home – because they knew that being born in Bretz did not primarily mean wealth, but that the livelihood of the people living in the area depended on them. Perhaps they would not have imagined at the time that they would be opening a completely new chapter in the life of the company.
Huge, velvety and glamorous – this is what a Bretz sofa looks like
The young boys decided that they didn't want to spend their days tinkering with boring, colorless furniture. If life had to deal with it, then the end result should be something cool. Colorful, luxurious, artistic, pop-art – it's no coincidence that they even produced cushions inspired by Keith Hering.
It was then, in the nineties, that the DNA of modern Bretz pieces was formed. The wooden structure of the furniture can only be made of Coburg wood, and the upholstery materials come from Italy, Germany, and Belgium - only since 2015, due to animal welfare reasons, they no longer use leather, and since then every piece can only be upholstered in impeccable quality suede.
The brothers repositioned the brand as a luxury brand – partly because the market was flooded with Eastern European counterfeits – and wanted to create an extravagant, cheerful atmosphere with distinctive shapes, soft lines and huge sizes. In 2017, they were rewarded for this effort, as they received the German Brand Award gold medal in the interior category. In 2018, Hartmut handed over his position to his daughter, Carolin Kutzera, who first held the position of creative director at the company as a designer, but now runs the brand as co-managing director alongside her uncle, bringing the fifth generation of the Bretz family into the company. Bretz has grown significantly in recent decades thanks to its reseller network; the parent company only maintains a few brand stores and employs approx. 90 people. Can statement king-size beds and iconic armchairs usher in a new golden age? Visit the Bretz brand store in MaxCity and decide for yourself!
