PromZ Vak 4 · 2025 · English edition

KAHLA:

Porcelain with character

In the German region of Thuringia, where the forests roll and porcelain clay still quite literally comes from the ground, something survives that is slowly disappearing across the rest of Europe: the craft of porcelain making. Not just assembling imported items and adding a “Made in Germany” label. No — this is real porcelain. Truly German. Truly made — at Kahla. Since 1844, the factory has stood in the town that shares its name with the brand. And while times have changed — marked by high energy costs, globalization, and shrinking margins — the thick factory walls still echo with the hissing of kilns, the rustle of brushstrokes, and the controlled clatter of forms being cast, ground, and fired.

“Porcelain making is a fiery process,” says Olaf Engler, CEO of Kahla. “Literally. You need a tremendous amount of energy to achieve that perfect balance between hardness and beauty. And energy is expensive — especially in Germany. Our monthly energy bill is around €150,000. So yes, it’s all hands on deck to keep things running.”

That those costs are challenging is clear. And yet, Kahla remains committed to the quality and craftsmanship that have defined the brand for generations. Where other manufacturers have long since moved production to Poland, Portugal, or even further afield, Kahla stays true to its roots. “We make it here. By hand. With expertise. And with passion. Not because it’s easy — but because it’s right.”

Promotional porcelain

Even in the promotional market, the message is starting to sink in: a corporate gift should be high-quality and longlasting. It's the tangible proof of a brand promise. And that’s where porcelain tells a powerful story — not cheap, disposable plastic junk, but a cup that lasts for years — in style.

“We supply well-known brands in Germany, for example, that claim to produce 100% locally. But in reality, we make their products here — for them — with their logo on it,” says Engler, smiling. He doesn’t name names, though he hints they’re major players. Kahla is the quiet force behind many white-label brands.

It’s exactly that craftsmanship you can feel in the products. Anyone who has ever held a Kahla mug knows — it’s not just a cup. The weight, the finish, the shape — everything is just right.

At the moment, Kahla still struggles to properly serve distributors. The company has traditionally been much more focused on retail instead of on the B2B market. For example, emails aren’t always answered within a few hours. On top of that, the product is more expensive than porcelain from low-wage countries like China. But the quality is significantly higher, and those who are willing to wait a little longer receive a beautiful product that lasts for years — one that communicates a brand’s message in a truly premium way.

The battle for authenticity

Competition from low-wage countries is large. Still, Engler isn’t afraid of price fighters.

“It’s about honesty. Many companies put ‘Made in Germany’ on their boxes, when in fact, they’re only doing final assembly here. We make absolutely everything ourselves. From raw material to finished product.” The rules allow it, but Engler finds it misleading. “Distributors and end clients want transparency. And that’s exactly what we offer. You can come visit us. You’ll smell the porcelain, see the kilns, feel the passion of our people. That’s not something you get from a spreadsheet in Shenzhen.”

The future? Challenging – but not impossible

Still, it’s not all glaze and sunshine. The porcelain industry in Germany is shrinking. Where once there were over 250 factories, now only a handful remain. The combination of high production costs, energy prices, and global competition makes survival tough.

“But you know,” says Engler, looking out over the production floor, “this factory breathes history — and future. If we stay true to quality, craftsmanship, and honesty, the right customers will find us.”