• Home
  • Our Brands
  • Products
  • Service
  • Company / About
  • Follow Us
  • Shop

Informations
and News

News

Gollnest & Kiesel: "No. 1 Specialist Trade Partner"

In the toy industry, there are still a few large manufacturers as opposed to a large number of small or medium-sized producers, especially in Germany, the heartland of toys. In contrast to many other industries, trade is also still quite fragmented. In recent years, however, an increasing concentration process has also been observed in the toy industry.

This concentration is taking place at the expense of the diversity of toys, something which was previously a key feature of the industry. In the future, Gollnest & Kiesel will continue to take account of the individual development of children and to support the (specialist) retail trade with a wide variety of products. The synergy between specialist retailers and responsible, sustainable toy production is important for young parents who want to purchase products for their children with confidence and a sense of responsibility.

The readers of the industry information service "markt-intern" have repeatedly honoured the company's orientation with top marks in a large-scale reader survey. Most recently, Gollnest & Kiesel was voted the number one toy manufacturer and awarded the title of "No. 1 Specialist Trade Partner".

The toy company from the far north of Germany set itself the goal of making things better: seeing the world of children holistically, creating diversity in the product world, promoting the brick and mortar retail trade, planting new forests and building schools. "We want to open up opportunities," says Gerhard Gollnest, co-founder and managing director of the company.

Significant sales growth once again

Once again, sales expectations for the past year were exceeded. Gollnest & Kiesel was able to increase its sales by around nine percent, again outperforming the market as a whole by far. The company is Europe's innovative wooden toy manufacturer and the largest toy company in northern Germany.

The brands goki, HEIMESS and Holztiger contributed in particular to this success. The life-affirming play figures of Holztiger again grew by almost 20 percent. Production capacities were not sufficient to achieve even higher growth. The goki brand increased its sales by 14 percent. This is undoubtedly also a result of the new series "Peggy Diggledey", "Susibelle" and "goki nature", which were successfully introduced in recent years.

Exceptional sales growth was achieved in France (11.5%), Belgium (27.5%), the Netherlands (32%), Poland (24%) and the United Kingdom (83%). Gollnest & Kiesel generates approximately 51 percent of its sales in Germany and exports to 72 countries all over the world, of which France (with its own branch office), the United Kingdom, Spain, Austria and the Scandinavian countries have particularly strong sales. Business with South American countries is currently developing very promisingly.

The brand world of Gollnest & Kiesel

Four brands have gathered under the umbrella of Gollnest & Kiesel – but the most traditional is 135 years old and has only been a member of the parent company for the last seven years.

Anker Stones were invented by the Lilienthal brothers in 1876. They baked building bricks made of chalk, quartz sand, linseed oil and colour pigments with which children can try their hand as architects. The houses, churches or castles built are stable without gluing due to a combination of their own weight and gravity. The stone building sets are considered to be the first system toy in the world, with billions of stones in circulation. They are made in Rudolstadt in the state of Thuringia.

Heimess is a roughly 60-year-old brand for baby toys made of high-quality wood. Dummy chains and touch rings are produced in Vaihingen an der Enz in Baden-Württemberg.

Holztiger is over 16 years old. There are more than 400 play figures such as cows, pigs, dogs, dragons, monkeys and even humans for eight different worlds, made of sturdy maple.

goki is the in-house brand of the company. The toy brand now enjoys a good reputation all over the world.

With imagination and creativity

Gerhard Gollnest and Fritz-Rüdiger Kiesel began manufacturing toys 36 years ago. Even now, the two founders and managing directors devote their attention to every single one of the company's products. Gerhard Gollnest comes up with ideas for new toys and discusses these with the product developers and designers. Fritz-Rüdiger Kiesel turns the designs into products and supervises the company's production facilities all over the world.

Gerhard Gollnest and Fritz-Rüdiger Kiesel have been business partners for more than 30 years. Before they formed their own company, they both trained as wholesale and export merchants with the same company. "Back then we thought that we could put our ideas into practice," says Fritz-Rüdiger Kiesel. That is how the young company was formed under an archway in the Wilhelmsburg district of Hamburg. The company has grown constantly since then, and for the last twenty years it has enjoyed strong growth in Güster, a small town not far from Hamburg. Since last year, Frank Jungclaus has strengthened the management as commercial director.

Today the company founders, who have their roots in families of specialist retailers, have more than 500 employees worldwide in the company's various production facilities and at its headquarters, where the toy-maker's ideas are born.

For the past thirteen years, Gollnest & Kiesel has placed a very special emphasis on forestation. "Whoever takes something from nature must give something back to it," Fritz-Rüdiger Kiesel believes. Every year, Gollnest & Kiesel donates a new forest to Germany's least wooded state, Schleswig-Holstein. A tree is planted for every newborn child in the northernmost federal state. In this way, well over 300,000 new beech, maple and oak trees have been planted over the past years. In the spring of last year, 50,000 new trees were planted in Satrup in the Angeln region, and in the late autumn 25,000 trees were planted in Ahrensbök, north of the old Hanseatic City of Lübeck.

Partner to the specialist trade

In the toy industry, there are still a few large manufacturers as opposed to a large number of small or medium-sized producers, especially in Germany, the heartland of toys. In contrast to many other industries, trade is also still quite fragmented. In recent years, however, an increasing concentration process has also been observed in the toy industry.

This concentration is taking place at the expense of the diversity of toys, something which was previously a key feature of the industry. In the future, Gollnest & Kiesel will continue to take account of the individual development of children and to support the (specialist) retail trade with a wide variety of products.

The readers of the industry information service "markt-intern" have repeatedly honoured the company's orientation with top marks in a large-scale reader survey.

Store locator

Find a store near you ...

Please input your data
Storename Street Postcode *Town Latitude Longitude Products comma separated Restrict on Categories
Country: Radius (km)