Discover Germany | Design | Alfred Apelt GmbH
Nurturing our nesting instinct with fine fabrics With a venerable history behind them, Germany’s high-tech textile design company Apelt has been translating precision-crafted textiles into luxurious and modern home furnishings since the middle of the century and tapping into a market that values authentic, long-lasting goods. TEXT: EMMIE COLLINGE I PHOTOS: ALFRED APELT GMBH
The small-scale soft furnishings company, which founder Alfred Apelt brought to life with a train carriage full of yarn in 1951, looks very different to today’s stateof-the-art weaving mill in Oberkirch, Baden-Württemberg. Under the founder’s capable management, the company expanded rapidly and kept pace with global advancements in the field of textiles, becoming an early adopter of modern techniques for weaving, crocheting, textile production and design. Now run by the third generation of the Apelt family, it has continued to distinguish itself by staying reactive to trends and progress across the industry, guaranteeing that not only their production methods stay on the pulse of time but also their designs.“We scout the globe for budding trends before choosing the themes for our new collections – ‘Easy Elegance’ or ‘Loft Style’, for example,” says owner Donata Apelt-Ihling. “Then we determine
colour schemes and patterns on which to base our designs.” Alongside the in-house team of their core designers, Apelt also rely on a team of trusted freelancers that are able to “capture the brand’s vision”. They launch four collections annually, with two seasonal ones as well as the ‘Decorative Fabrics’ and plush UNIQUE one-off collections. From curtains to cushions, tablecloths to textile accessories, Apelt’s modern approach appears to have successfully cottoned on to consumers’ growing pursuit of quality, where the concept of ‘Made in Germany’ is cherished for its long-lasting nature, craftsmanship and authenticity.
boasting meticulously curated imagery of aspirational interiors – all of which are built around their latest products. Every year the brand creates metres upon metres of fabric that add warmth and charm to homes, gently nurturing that common ‘nesting instinct’ with an intangible sense of wellness from cheerful and contemporary designs. Testament to their hard work, they have once again been awarded the highly coveted Iconic Award Interior Innovation 2016. As the fourth generation joins the family business, it looks like Apelt will continue to weave and print a thriving tale with ultra-soft and super-fine textiles. www.apelt.com
Since the millennium, Apelt-Ihling explains, the brand has adopted an ever more forward-thinking approach to cement their presence on the global scene. Their social media channels, she explains, are now a hotbed of interior inspiration, Issue 44 | November 2016 | 9
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