Interviews
Key insights from Bernhard Mittelmann, Nu Innity and Aldo Cingolani
As Alfi approached its 100th-year anniversary, managing director Bernhard Mittelmann reflects upon the brand’s glorious past that has brought it to where it is today
Could you tell us more about Al’s latest offerings?
We are very happy to have realised an extension to departmental stores, as well as to have opened the Thermos Experience Shop. This way we can bring both the products and the brand closer to the consumers and let them experience Alfi first-hand.
Al and its signature products including the Juwel carafe remain iconic and relevant even after 100 years. What is the secret?
It is the combination of excellent quality and a century-long tradition of the Alfi brand. Our premium products are manufactured with high quality standards, guaranteed by German-made production with extensive quality controls. Plus a classical, lifetime design is one of the most respected Alfi values. The original Juwel carafe is the best example of that. This vacuum carafe was initially developed for the Pullman cars of the American railways. In the early years, it was even used by presidents and movie stars.
Do you think the trends or demands of the Asian market are different compared to other regions? How is Al catering to these demands?
Definitely, there will be differences in the demands of consumers across different parts of the world. Asian lifestyle and taste vary from, say, the European cultures. For the Asian market, our focus is presently on households and hotels as we offer different ranges catering to the daily needs of these target groups.
Thus far, what is the most exciting experience you have had with Al?
The centenary celebrations of Alfi have been a unique and very emotional adventure. Business partners from all over the world gathered at our headquarters in Germany and have been absolutely excited. However, I was most impressed by the great solidarity and the team spirit of all Alfi employees. It made me really proud to lead a company made up of so many engaged and motivated people.
Who are the Al customers?
We have a wide spectrum of customers. In general, they are those who appreciate premium products with high quality and who have an inclination for outstanding design. Our clientele also spreads across the international hospitality industry, where Alfi is regarded as one of the most important partners. You will find top hotels around the world serving coffee and tea in Alfi carafes.
Is there an Al product that you would call a personal favourite?
The Juwel is my absolute favourite. This vacuum carafe is celebrating its 100th birthday next year and it is a real design icon. Its status is like no other as it is the signature of the brand. Due to its popularity, it is widely recognised and represents Alfi in all international markets.
A brand that has stood the test of time, Al boasts a rich history and heritage. Could you share with our readers some trivia or fun facts about the brand?
1. In total, Alfi has won almost 100 design awards. 2. The Alfi design era began in the 1980s when the well-known Danish designer Ole Palsby developed the legendary Kugel carafe for us. 3. Known as the ‘chancellor carafe’ or the ‘wedding carafe’, Juwel wrote history: In her office, Chancellor of Germany Angela Merkel – like many chancellors before her – serves coffee and tea with Juwel. In fact, not too long ago, George and Amal Clooney had the chance to witness the serving using this premium carafe during their visit to Germany.
Check out Alfi’s offerings at the Thermos Experience Shop in The Gardens Mall