DURABLE · News
DURABLE's Double Celebration
90th birthday and recognition as "Brand of the Century"
The office supplies manufacturer DURABLE has risen to the highest ranks among German brands and is celebrating its 90th year in operation.
DURABLE was founded in 1920, by Karl Hunke and Wilhelm Jochheim in the Westphalian city of Iserlohn. The company initially produced metal tabs, but soon other office products were added. With the invention of the DURACLIP® clip file 51 years ago, the brand conquered the hearts and markets both nationally and internationally and was here to stay.
DURABLE was described as having charisma – a view also held by the renowned jury of the "Deutsche Standards (German Standards)" publishing house. In 2009, the editors, together with an advisory committee of recognised brand experts, nominated DURABLE and the DURACLIP® as "Brand of the Century".
Revolutionary: filing without punching
1959 was a decisive year for the office supplies sector. DURABLE produced the first clip folder that enabled filing without punching: the clip folder holds together loose papers without damaging the individual sheets. This invention was so revolutionary that a special market had to be created for it.
Originally described as a "folder for non-punched files with a simple, fail-safe clipping mechanism", the folder has been known by today's brand name DURACLIP® since 1979. Protected by a global patent, this handy clip folder embarks on its worldwide success story.
The Style of Success
The family-owned company has remained true to its set of values to this day. Here, tradition is combined with innovative strength, modern product design and top-quality workmanship. The company's Managing Director, Horst-Werner Maier-Hunke, and his staff feel an obligation to pursue a responsible corporate policy towards the environment, end consumers, distributors, society in general and, of course, towards each other.
In 2008, the company staged a relaunch, positioning the brand more clearly in the sector and in the eyes of the consumer. DURABLE was presented as a premium, upmarket brand that distinguished and differentiated itself from other suppliers by its emotional added value.
