ADO gold edge

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ADO gold edge

logo
legal form GmbH & Co. KG
founding 1954
Seat Oberursel , Hochtaunuskreis , Hesse
management Andreas room
Branch Textile industry
Website www.ado-goldkante.de

The ADO Goldkante GmbH & Co. KG is a German textile company for curtains and drapes . After the yarn production was closed in 2008 and the weaving mill in 2014, the fabrics are manufactured by various production companies and sold under the well-known brand name Ado.

The range includes over 400 fabrics in different colors and widths. Most fabrics are washable, easy to care for and have a gold edge, a gold thread woven into the lead band edge.

The window decoration industry in general, and Ado in particular, have been struggling with a drop in sales and a rather dusty image for many years.

history

In 1924 Felix Wulf, father of the later ADO founder Hubert Wulf, founded a successful textile factory in a barn in Rheine . However, Hubert Wulf later saw no prospects at the Rheine location, which is why he did not take over the family business.

In 1954 Hubert Wulf founded his own textile factory, the ADO-Gardinenwerke in Aschendorf, with his wife Marianne . At this location he saw greater opportunities for expansion and the name ADO was derived from the place where it was founded. The company grew steadily in the years that followed. In 1961 the first foreign branch was set up in the Netherlands , and a few years later the second followed in Austria . The ADO-Gardinenwerke achieved a big boost in their popularity in 1968 with their first TV commercials with the actress Marianne Koch . The gold edge, an interwoven gold thread, became ADO's trademark and seal of quality, which the company increasingly referred to in its advertising.

In 1979, after 25 years, ADO had grown into the largest curtain manufacturer in Europe and also expanded into the USA . In the meantime ADO had a production and storage area of ​​about 10,000 m², employed 1,000 people worldwide and achieved an annual turnover of 100 million DM. In 1985 ADO started its own fiber yarn spinning mill , which gave the company greater independence from suppliers .

Wulf died on April 15, 1989. His wife Marianne took over the management and at the same time trained her sons Andreas and Klaus for the takeover in 1992. Under their leadership, ADO expanded further into Asia in 1997 .

ADO employed 1,100 people in 17 branches worldwide, 550 of them at the headquarters in Aschendorf. The production area in Aschendorf was 100,000 m².

In 2008, managing director Heinz Otto Müller took over the majority in Ado. In the same year, the company's own yarn production was discontinued for economic reasons and the manufacturing company was split into several companies: Bothorn as the parent company, the production company DTF (Deutsche Textilfabrik) and the sales companies Marido, Heimtex and Ado Goldkante.

In 2011, managing director Heinz Otto Müller feared further falling sales in the curtain business. He was of the opinion that the decorating behavior had fundamentally changed and described the gold edge in an article in the newspaper Die Welt as "discontinued model". Technical fabrics and upholstery fabrics for automobile production should provide access to additional markets. The trademark rights for the Benelux area were sold to the Dutch company Hunter Douglas NV.

At the beginning of 2013, the German trademark rights to the curtain brand Ado Goldkante were sold to the Hessian textile publisher Zimmer + Rohde . The Ado heirs Klaus and Andreas Wulf again took over 90% of the shares in Bothorn and intended to increasingly focus on technical fabrics and upholstery materials for automobile production.

DTF filed for bankruptcy at the end of 2013 and ceased operations in February 2014. Heimtex and Marido also filed for bankruptcy at the end of 2014

Products

The ADO product range includes curtains and decorative fabrics in a wide variety of styles. Special products are:

  • ADO Cordon: The ADO Cordon thread curtain was launched in 1974 and became the most award-winning fabric in the world. It consists of (machine) crocheted yarn with the individual threads hanging down loosely.
  • ADO CoverTexTM: Textile wall coverings from ADO were available from 1977. From 2008 they could easily be installed with the CoverTexTM rail system. Wall coverings have the advantage over wallpaper that they insulate heat and noise and that they are easy to change.

Awards

  • 1981: “Ercole d'Oro” for outstanding entrepreneurial achievements and continuous growth over more than 25 years
  • 1993: Seal of approval according to Oeko-Tex Standard 100 for ADO curtains (renewed regularly since then)
  • 2004: "Australian Trend Award Decoration + Design" for ADO-Cordon
  • 2005: AIT Innovation Award “Textile & Object 2005” in the “Products of Outstanding Architectural Quality” category for ADO-Cordon, ADO ActiBreeze and ADO BioProtect, “ProDeco 2005” from “Elle Decoration” magazine for ADO-Cordon
  • 2006: "iF product design award" for Ado Cordon, "The Design of 2006" by Decoration for ADO Cordon
  • 2007: “Company of the year” in the “Best price-performance ratio” category from eurodecor
  • 2010: Inclusion in the lexicon of German world market leaders

Nominations

  • 2006: "Design Prize of the Federal Republic of Germany" for ADO cordon and architectural tulle
  • 2007: "Design Prize of the Federal Republic of Germany" for ADO cordon
  • 2009: "Design Prize of the Federal Republic of Germany" for ADO cordon

Web links

Individual evidence

  1. ↑ IADO cuts 120 jobs. BTH Heimtex 04/08, April 2008, accessed on March 20, 2014 .
  2. ↑ Stefan Prinz: IAschendorfer ADO successors are threatened with extinction. Neue Osnabrücker Zeitung, February 25, 2014, accessed on February 28, 2014 .
  3. ↑ "The one with the gold edge" is becoming obsolete. Die Welt, August 27, 2011, accessed March 20, 2014 .
  4. ↑ The Wulfs are in charge again in Aschendorf. Neue Osnabrücker Zeitung, January 19, 2013, accessed on March 20, 2014 .
  5. ↑ "The one with the gold edge" is becoming obsolete. Die Welt, August 27, 2011, accessed March 20, 2014 .
  6. ^ Hunter Douglas acquires ADO Benelux Distribution. (No longer available online.) Archived from the original on March 20, 2014 ; accessed on March 20, 2014 .
  7. ↑ Stefan Prinz: Last working day at DTF in Aschendorf. Neue Osnabrücker Zeitung, February 27, 2014, accessed on February 28, 2014 .
  8. ↑ Stefan Prinz: Aschendorfer Ado successor Heimtex files for bankruptcy . ( noz.de [accessed October 24, 2018]).
  9. ↑ Ulrike Bauer, Cora Finner, Roland Grosse Holtforth and others: Lexicon of German world market leaders. The premier class of German companies in words and pictures . Ed .: Florian Langenscheidt , Bernd Venohr . GABAL / Dt. Standards-Ed., Offenbach / Cologne 2010, ISBN 978-3-86936-221-2 .

Coordinates: 53 ° 2 ′ 32.2 "  N , 7 ° 19 ′ 26.3"  E