Festool/Werkstatt4

The furniture making business is being disrupted by mass customization. How do we enable craftsmen to reinvent themselves? Together with Werkstatt4, we explored opportunities for the craftsman of tomorrow. By doing field research with wood craftsmen, we looked for strategic directions that contribute to long term relevance of the Festool brand

Some would say the appeal of good craftsmanship is—in part, attributed to heritage and legacy. But now, as cheap and customizable furniture and interiors are dominating the market, the modern-day craftsman finds him/herself struggling to keep up with the demand for affordable interior.

For our client Werkstatt4, this presents an opportunity to provide Festool's passionate community of power tool users with products and services that can enable them to reinvent themselves. We looked for strategic directions that contribute to long term relevance of the Festool brand. Some details about our research