This news is stirring the industry – and has caused a stir among some suppliers of furniture foils: Schattdecor now holds a 50 percent stake in Fine Decor. But how did this partnership come about and what goals are the companies pursuing? “möbelfertigung” spoke with Roland Auer, CEO of Schattdecor, and Hasan Sekmann, Managing Director of Fine Decor.

möbelfertigung: Mr. Auer, Mr. Sekmann, why did Schattdecor and Fine Decor decide to take a 50 percent stake right away instead of “just” entering into a cooperation for now?

Hasan Sekmann: From our point of view, this was a logical step. Of course, we could have continued on our own, because Fine Decor is well positioned in the market. But with a strong partner like Schattdecor at our side, we can achieve our goals much faster. Thus, Schattdecor – consistently following its vision – is constantly expanding its product portfolio with new future-oriented products. At the same time, Fine Europe wants to offer a powerful production of sustainable PET films. Here, the visions of both companies complement each other: Decorative competence meets innovation.

Roland Auer: In addition, there is simply a “fit” between the companies. Both on a personal level with Mr. Sekmann and his team, and in terms of product expertise. We have been dealing with the subject of thermoplastic as a sensible supplement to paper-based substrates for some time now. By offering recycled PET, we are on the one hand opening up a new printable substrate, and on the other hand we are also taking a consistent step in the direction of sustainability. When you get to grips with a product group or material like this in greater depth, the question arises at some point as to whether you should acquire the necessary know-how yourself or team up with someone who already has the necessary expertise. With our participation, we have opted for both. Another and very important plus point is that Fine Decor is an absolutely healthy and successful company with no legacy issues.

möbelfertigung: When did you start the talks for the cooperation?

Roland Auer: In April of this year. We made very quick and constructive progress. We quickly realized that we share the same passion for product and customer and are fully motivated to work on innovations for the future. Together, we offer the perfect symbiosis of sustainable substrate and many years of design expertise.

möbelfertigung: We already have our first joint product, “Fineflex”. Which markets do you want to address with the expanded portfolio in the area of finished surfaces?

Roland Auer: Clearly Central Europe. Here, Fine Decor already has a very strong position with its well-established coating laminate, which we want to expand further. In the next steps, we would like to serve the markets in Eastern Europe, Asia and North America.

Hasan Sekmann: We offer several advantages to the European furniture industry, because unlike our products, many PET offerings come from Asia. With our European production, we ensure the greatest possible supply security. This is an aspect that has become very much the focus of many companies, especially in the last one and a half years. In addition, Fine Decor is known for the high recycling rate of its products. The “Fineflex” product exhibited here at “Sicam”, for example, has a recycling rate of 70 percent. This factor is also playing a major role for more and more companies – simply because of the growing demand from end consumers regarding sustainable products. 

möbelfertigung: Compared to PET, how do you see the future of PVC?

Hasan Sekmann: Against the background of the sustainability debate, PVC is losing more and more market share. In Fine Decor, the material virtually no longer plays a role. Perhaps PVC still accounts for two to three percent of our portfolio at present. Soon it will have disappeared completely from our range.

Roland Auer: The European kitchen furniture industry in particular is moving strongly into PET and pushing growth for the products.

möbelfertigung: Will there be separate PET collections with decors in the future?

Roland Auer: Definitely. We are very much involved with the subject of further processing of PET film and are sounding out which inks and coating systems will achieve the best results. So far, 98 percent of Fine Decor’s range is absolutely dominated by plain colors. Of course, the proportion of solid colors will also remain high in the future, but will be supplemented by a significantly increasing number of decors ¬- naturally in the proven Schattdecor quality, which customers will also be able to obtain as PET in the future.

Hasan Sekmann: Fine Decor is already known for high quality products that are excellent to work with. Now, the excellent appearance of the various lacquer finishes we have long offered is further complemented by Schattdecor’s strong design expertise.

möbelfertigung: What does the participation in Fine Decor mean for the manufacturers of thermoformable foil, such as Continental or Renolit, with whom Schattdecor has been active to date?

Roland Auer: We will of course continue to work in partnership with these companies in the future and are already in talks with them. After all, nothing would be further from our minds than to jeopardize these good business relationships, from which many excellent products have emerged and are still to emerge.

möbelfertigung: What does the participation in Fine Decor mean for the manufacturers of thermoformable foil, such as Continental or Renolit, with whom Schattdecor has been active to date?

Roland Auer: We will of course continue to work in partnership with these companies in the future and are already in talks with them. After all, nothing would be further from our minds than to jeopardize these good business relationships, from which many excellent products have emerged and are still to emerge.