A wealth of shelving variants

The Duraline system consists of just under 700 articles. “Being able to obtain this comprehensive assortment from the one source results in advantages for DIY retailers in terms of shelf organisation and logistics,” explains managing director Alexander Beerkens. “What is more, Fetim also offers a Point of Sale presentation that is designed with consumers in mind. The different brackets and shelves are clearly displayed to give the consumer a good idea of how they can be used.” Practical examples of possible combinations are designed to provide shoppers with inspiration. The service offer goes even further in certain countries, which have their own merchandising teams. There are more than 200 active sales representatives in Germany alone.
The Duraline Deco system with glass shelves 8 mm thick.
Innovations play a major role at Fetim, which brought out more than 350 new Duraline articles last year. These include the patented Duraline Deco system, which is both decorative and functional. It consists of slim aluminium tracks into which can be slotted shelf supports capable of taking a weight of 25 kg. There are, in addition, more than 90 new brackets to choose from, ranging from decorative lines in a combination of steel and wood to heavy-duty models. Also new are the XL4 shelves, consisting of thick boards with an invisible suspension system.
The development of new products is carried out at the company’s headquarters in Amsterdam. Then comes production in the EU or the Far East, in compliance with standards set by the company. Quality control is the responsibility of an on-the-spot company team that supervises the production process. What is more, all products are tested by independent authorities such as the RW-TÜV and BSI Product Services.
Duraline display in Tokyo.
Apart from Duraline, Fetim also offers parquet flooring, cupboard systems, kitchen accessories and sheet mat-erials for the international DIY retail sector. The company has more than 250 employees and a turnover in excess of d 150 mio. It has its own sales offices in England and France, in addition to the headquarters in Amsterdam. Duraline is not only represented in around 3 000 European DIY stores, but has been in Japan as well for the last two years. It is expected that 500 stores will have been supplied there by the end of this year.