Currently, the Duke Gallery company from the Duke group, co-owned by Erez Cohen, Lior Shachar, and Avi Zak, has received the exclusive franchise in Israel for the KARE brand. "We have a long and positive love story with Israel. It's a great country, and the people here are challenge lovers, quick thinkers, and open to opportunities. That’s why we’ve been successfully working with the Israeli market for many years," said Schönhofen in our celebratory interview with him.
The brand KARE has experienced remarkable growth over the years and has become a leader in home design, spanning 60 countries today. What was your vision behind the success?
"In 1981, when we were students, Jürgen (Schönhofen's partner, who is responsible for design) and I opened a small shop in Munich. At that time, we realized that the German furniture market was very conservative. We told ourselves that there was no need to stick to conservatism because design can be both wonderfully styled and joyful.
This is how we started. There were initial challenges, like any company taking its first steps, but with an innovative spirit that continues to this day, of 'let’s do what it takes to reinvent ourselves.' That’s the challenge. Especially in the post-COVID era with the advent of technological changes, including AI. It’s a time of many changes in customer behavior. After opening the first store in Munich, we continued with another store in Vienna. We constantly thought about how to create a product that is more than just another piece of furniture bought in a store. We decided to invest significant financial resources in international design exhibitions to showcase our items, but not just to sell another piece of furniture or design item. Instead, it should have value for many years. The idea was that we’re not just selling the product, but a product that includes our design spirit and mindset, thinking outside the box. We developed several products. We were the first in Europe to develop a CD storage cabinet in the 1990s. This product was in every home at the time, achieving great success worldwide, and we sold it back then, even in Israel."
Is the demand different from country to country? In terms of taste and preference? There are many differences between them, right?
"We don’t tailor trends to each country but follow general global trends. In every country, there are always people as crazy or eccentric as we are. Besides that, of course, there are differences. Japan, for example, is one of our largest markets, where the demand is for smaller furniture because everything is 'mini.' On the other hand, in South America, the audience is different from the Middle East in terms of tastes. The unique thing about KARE is that we don’t have just one style; we cater to various tastes. We can create different styles for different people, and that’s why we’re still here."
What is your dream for the brand? And have you achieved it already?
"I haven’t achieved the dream yet, and that’s good because it gives you something to strive for. The second generation is continuing the journey. My daughters have joined the company, and there’s still a lot of work to do, like enhancing retail and store sizes. For example, our store in Munich spans 10,000 square meters. Additionally, we’re planning further expansion in the US and have opened a new store in Moscow. At KARE, we offer items at good prices, not exorbitant ones. We try to keep our feet on the ground. Life is too rich and too short, so treat yourself to a pleasant environment that makes you feel good."
Do you have a favorite collection? A specific style?
"I don’t have a favorite collection; it always changes. At home, for example, my wife collects antique items that blend with artwork and our furniture. There isn’t just one style but a range of styles. You can design a corner in your home in boho-chic style because it’s the trend but simultaneously design another corner in a classic style and adopt multiple styles together at once. We advocate for adopting multiple different styles and not just one trend that will become boring in a few years. Our value is to create and offer customers a wide range of design styles that will last for many years as an experience and won’t bore them."
What can you say are the highlights of the items? Which items are produced repeatedly every year?
"We have two products that are exclusively developed by us. The CD storage cabinet and the shoe cabinet. These two products, developed in the 1990s, are still our bestsellers today."
What’s the next target for KARE in the world?
"Well, we have store openings planned in Mexico and more states in the US, additional stores in France, and Moscow."
Who is your target audience?
"We aim at curious and self-aware people who love to proudly showcase their interior design. For them, interior design is not just functional but plays an important role in the sense of security at home."
KARE places emphasis on sustainability. What can you add on this topic?
"Design has value created by people. A value that is more than just furniture coming from industrial machines; it has a soul. Therefore, people can reflect on it and say, 'I’m proud, this is what I did,' or 'we did it together with our designers.' This sustainability remains over time, and even if you decide to buy a new sofa, you can sell the old one because it will continue to be durable. You will always find people who want to buy it because it’s a brand and the items we create are built to last. Durability over time is our central point, and it represents sustainability as opposed to those who sell you a table or a sofa every three years."
How is KARE different from other home design brands? And would it expand into additional categories?
"We build a long story and not just develop a single product. We develop within the concept of our stores, which also have their story with the customers. We want new customers but also to continue with our loyal customers. We say that you don’t always need new design but to adapt the new design to the existing one. Many people say, 'I have the best dining table I could have, and I don’t need a new one. But I want a new dining room, maybe just with a new color, new pictures on the wall, and new lighting.' It depends on the store's creativity. We know that people want to change occasionally. Like I told my daughters, you can’t change your husband, but you can redesign the atmosphere."