Gardisette

Gardisette is a German brand of home textiles, best known for voiles, curtains and drapery fabrics. According to the brand's own history, it was established in 1952, four years after the West German currency reform, with the aim of creating a range of voiles that offered customers solutions to care and decoration problems. The brand became closely associated with the post-war modernisation of German homes: its early synthetic-fibre curtains were marketed as chic, crease-resistant and almost light-insensitive, reducing the maintenance burden of traditional window dressings and helping to define a new, modern domestic aesthetic in the young Federal Republic. In the 1960s Gardisette introduced room-height voiles with a woven-in weighting tape, a feature that became a recognised quality mark for voiles at the time. The brand supported its products with memorable advertising on television and in magazines, and its "Gardisette Perfekt" voile was promoted on the promise that tensioning and ironing were unnecessary. This combination of product innovation and mass-market communication made Gardisette a familiar household name in Germany. Gardisette's route to market has long been selective. The brand states that it is offered only in specialist retail shops, specialist departments of department stores and specialist markets, with the collection presented on a preselection system and supported by short delivery times for all designs. This specialist-retail positioning, together with a trained sales-consultant organisation, has been part of the brand's identity since it restructured its sales approach around a single-brand strategy. Today Gardisette is part of the JAB Anstoetz group and is presented online at gardisette.jab.de. Its current collections emphasise decorative, versatile curtain and drapery fabrics that combine quality, variety and value for money. The range spans understated neutral tones and vibrant colours, and is designed to harmonise with modern, contemporary interiors as well as classic or rural settings. Collection themes include country-house accents, urban flair, natural looks, children's room ideas and named qualities such as Stella, Amica and Verdi. The brand positions itself around comfort, warmth and "well-being made easy", with fabrics intended to be easy to handle and to customise to personal taste.

Gardisette's history begins in 1952, four years after the West German currency reform. According to the brand's own account, the founding idea was to create a range of voiles that would offer customers solutions to care and decoration problems. This was pursued through new fibre developments and the corresponding machines, placing the brand at the intersection of post-war material innovation and domestic design. The first synthetic-fibre curtains appeared in the 1950s and were well received. Gardisette became a symbol of a new, modern era: the fabrics lent a homely atmosphere to the home while considerably reducing the amount of maintenance required. Chic yet almost light-insensitive and crease-resistant, Gardisette voiles spread through the living rooms and the hearts of the young Federal Republic, as the brand's own history puts it. In the 1960s the brand launched room-height voiles with the first woven-in weighting tape. This feature became a quality mark for voiles at that time and is still remembered by many people. Advertising campaigns on television and in magazines made the brand widely known, and the "Gardisette Perfekt" voile was marketed with the promise that tensioning and ironing were guaranteed to be unnecessary. The new product direction and the focus on a single brand required a restructuring of the sales organisation. Specialists with sales experience were employed on a regular basis and trained as sales consultants; the organisation had to think in terms of brand article categories and support trade partners in their sales efforts. This specialist orientation persists: Gardisette states that it is still offered only in specialist retail shops, specialist departments of department stores and specialist markets. The entire collection is presented on a preselection system, and the trade benefits from a short delivery service for all designs. In the decades that followed, Gardisette continued to be associated with voiles and decorative window fabrics in the German market. The brand is now part of the JAB Anstoetz group and is presented online at gardisette.jab.de. Its contemporary collections emphasise decorative and versatile curtain and drapery fabrics that combine quality, variety and value for money, harmonising with modern, contemporary living areas as well as classic or rural interiors. The range covers both understated neutral tones and vibrant, colourful options, and collection themes include country-house accents, urban flair, natural looks, children's room ideas and named qualities such as Stella, Amica and Verdi.

• 1960

  In the 1960s Gardisette launches room-height voiles with the first woven-in weighting tape, which becomes a quality mark for voiles.

• 1952

  Gardisette is founded four years after the West German currency reform, with the aim of creating a range of voiles offering solutions to care and decoration problems.

• 1950

  The first synthetic-fibre curtains appear in the 1950s and are well received, making Gardisette a symbol of a new, modern era.

• Gardisette Perfekt voile is marketed with the promise that tensioning and ironing are unnecessary, supported by television and magazine advertising.

• The sales organisation is restructured around a single-brand strategy, with trained sales consultants and a preselection system for the collection.

Carefully designed home fabrics combining quality, variety and excellent value for money, sold through specialist retailers and positioned around comfort, warmth and easy well-being.

• Voiles

  The brand's founding product category, including room-height voiles with woven-in weighting tape.

• Curtains and drapery fabrics

  Decorative and versatile curtain and drapery fabrics combining quality, variety and value for money.

• Gardisette Perfekt

  A voile marketed on the promise that tensioning and ironing are unnecessary.

• Stella

  Embroidery with a linen look, described as beautiful curtains with country-house appeal.

• Amica & Verdi

  Classic and beautiful all-over jacquard curtains with a natural feel.

1. 1Gardisettegardisette.jab.de
2. 2About us | Gardisettegardisette.jab.de
3. 3Collections I GARDISETTEgardisette.jab.de
4. 4Gardisettewikidata.org