addi milestones

The history of the Selter company and the addi brand since 1829

The history of the Selter company and the addi brand begins with the founding of the Selter crochet hook factory in Altena in 1829. The brand name addi was first created in the 1950s together with the first catalogs and quickly became a success.

Find out more about our company history and some addi milestones here.

Geschichte selter addi Die Geschichte von addi

Table of contents

The beginning of the wire industry in Altena

In Altena (North Rhine-Westphalia), industrialization started in the 19th century with many so-called wire rolls, as a wire drawing mill was called. Here, wires were mainly produced by hand from lumps of metal.

Als im Jahre 1810 Peter Heinrich Selter (1789 – 1842) seinen väterlichen Hof in Ohle im Sauerland verließ, um im aufblühenden Drahtgewerbe der Burg- und Bergstadt Altena Brot und Arbeit zu finden, ahnte er nicht, dass er der Gründer eines Familienunternehmens werden sollte, das heute voll Stolz auf 5 Generationen zurückblicken kann, und in dem bereits die sechste heranwächst.

Peter Heinrich arbeitete zunächst in einem Altenaer Betrieb als „Zöger“ (Drahtzieher) und gehörte der schon Ausgang des Mittelalters berühmten Altenaer Drahtzieher-Zunft an.

1829

… verspürte Peter Heinrich den Drang, sich selbstständig zu machen. Mit 40 Jahren gründete er die Firma „Selter“ im Keller des sogenannten Hauses Lindenblatt in Altena (Brunnenplatz), wo aus Drahtabschnitten Häkelnadeln hergestellt wurden.

At that time it was only about steel crochet hooks, but the company was so successful that by 1860 it was already producing around 600 different types of crochet hooks.. They were taken in a wheelbarrow over the mountain to the neighboring town of Iserlohn and from there to exporters.

Selter History the crochet hook assortment from the beginning of the 20th century

Peter Heinrich Selter

founds a production facility for crochet hooks

The 3rd generation

Heinrich Gustav Selter

End of the 19th century

… Not much is known about the time, but it is known that the founder's successor was his son Heinrich Selter, who was born in 1812 and died in 1872. His successor was Heinrich Gustav Selter, born in 1847.

Aus dieser Zeit stammt der Firmenname, den es bis heute gibt, die Firma „Gustav Selter“ – heute Gustav Selter GmbH & Co. KG.

Difficult times

At the end of the 19th century, the company moved from the city center to the Nettetal (Nettestraße 91). There, the production machines could be operated with water power. This led to a further upswing.

Gustav Selter was succeeded by his son Eugen Selter, who was born in 1886 and was predicted to have an excellent future as a company manager. Unfortunately, he was not able to prove this for long because he was called up for military service and was died in France in 1915 at the age of 29.

The 4th generation

His wife Josefine continues to manage the company after his death

The 5th generation

Gustav Adolf Selter and his wife Hella Selter take over the company

Eugen Selter's wife - Josefine Selter - took care of their only son, Gustav Adolf Selter, who was born in 1914, and ensured that the company continued to operate. She had an authorized signatory at her side who actively helped her with this.

Gustav Adolf Selter and his wife Hella Selter, born in 1913, continued to run the company together after the Second World War.

While Josefine Selter was to thank for the company's survival in difficult times, Hella Selter successfully brought the company through the Second World War and gave a lot of impetus that still has an effect today.

The history of addi

1952

… erstmalige Markenanmeldung der Marke „addi“. Die Idee dazu kam von Hella Selter, der Mutter von Thomas Selter. Sie betrieb weitsichtiges Marketing und war verantwortlich für den ersten addi Katalog, was in den 50er Jahren eine Sensation war.

Sie kümmerte sich auch um einen Markennamen, indem sie den Spitznamen Ihres Ehemanns Gustav Adolf Selter, genannt „Addi“ als Markennamen einsetzte. Dieser Namen wird weltweit verstanden und kann auch problemlos ausgesprochen werden.

The addi brand is born

Production is expanded

Ein zweites Standbein

1952 legten Gustav und Hella Selter den Grundstein für eine zusätzliche Werkzeugproduktion. Soon Selter was not only producing blades for screwdrivers, but also handles. The first tool sets were created. The company also set up its own plastic injection molding facility.

Mr. addi takes over the company

1971

... Thomas Selter took over the management of the company. At that time, there was already a full range of needles with, for example, speed knitting and crochet needles.

The circular knitting needle was also already in the portfolio, at that time a marginal variety. Selter developed special techniques to ensure the high quality of these needles, which would later become world famous.

Selter addiHistorie Thomas Selter strickt Die Geschichte von addi

The 6th generation

Thomas Selter takes over the company management

TS vor Firmengebäude Die Geschichte von addi

Hauptstraße 13-15

Altena-Dahle

End of the 1970s

... a building was purchased in the Altena district of Dahle. The constant further development of all products and the good economic situation made the move necessary in 1979/1980. From then on, production took place on 4,500 square meters instead of the previous 1,600 square meters.

At that time, large organizations such as Kaufhof in Düsseldorf and Grohag in Wiesbaden as well as department stores such as Hertie and Horten were supplied - companies that have long since become history.

The great crisis

Until 1986

... the knitting boom continued. Then the market collapsed. Fortunately for Selter, the strongest connection was with the American customer Skacel. There sales increased. Die Selter-Rundstricknadel wurde zur legendären „addi-turbo-needle“ und „The RollsRoyce among the needles“.

The company manages to survive by drastically reducing its workforce and switching to the production of promotional items.

13 competitors in Europe did not survive this dry spell, including the company "Imra" (Johann Moritz Rump Altena), which was also based in Altena at the time.

From 1986 to 1996 the addi catalogue looked like this:

Things start to look up

From 1990

… positionierte Selter seine addis als Premium-Nadeln. Ende der 90er-Jahre kehrte der Strickboom zurück. Ein regelrechter erster Boom erfolgte zur Jahrtausendwende. Gefragt waren vor allem extrem dicke Nadeln, mit denen mehrfädig gestrickt wurde. Selter förderte die positive Entwicklung mit besonderen Messeauftritten, Imagefilmen, innovativem Strickmagazin „addi-Stories“ und ständigen Produktverbesserungen.

"Change is risky and costs money, but if you focus on the opportunities, it usually works out."

This is the summary that Thomas Selter sums up

Quality Made in Germany

2004

... addi was given a completely new corporate design with the colors black and gold and a new website. The focus is on what makes addi unique - Made in Germany.

Claudia Malcus, at the time Selter's authorized signatory, was primarily responsible for this. Together with Thomas Selter, she was also responsible for the further positive development of the company.

addi trade fair stand

2010

addi trade fair stand

2010

2012

... an additional building with a further 3,500 square meters was acquired, diagonally opposite on the other side of the street. The administration and dispatch departments are now moving in here, giving the production department more space.

Hauptstraße 2-15

Altena-Dahle

Now also on social media

2014

... addi set up its own marketing department. There is now also a Facebook page and afrom 2015, addi can also be found on Instagram.

From now on, in addition to product information, it will also be possible to take a look behind the scenes, introduce employees and share impressions from production.

2015

... was followed by the commissioning of a new wastewater treatment plant that discharges water of drinking water quality.

Many changes and optimizations in production are gradually helping to reduce operating costs and conserve natural resources.

160 2 addiCraSyTrio SHORT metall biegsames Nadelspiel Spielenadeln 3 Nadeln 4 8mm 26cm MadeinGermany frei1 rgb Die Geschichte von addi

2017

... the die Fertigung umgestellt von Nickel auf Weißbronze – die glänzende Oberfläche der klassischen Rundstricknadeln ist von nun an weißbronziert.

Zudem wurde eine neue Testanlage für Schichtdicken-Messung in Betrieb genommen.

The presentation and launch of the flexible needle set addiCraSyTrio (US FlexiFlips) will take place at the h+h cologne trade fair in spring.

addi also invites you to the first blogger meeting in Altena-Dahle. A company tour and the subsequent presentation of the addiCraSyTrio by Sylvie Rasch will introduce the product innovation.

A worldwide(!) success story begins.

The addiCraSyTrio

A trend goes around the world

2018

Major investments were made: the purchase of a further lean lift (the 6th!), the acquisition of eight additional assembly machines, a machine for wood processing and a further automatic reducer.

Claudia Malcus

takes over the management

2020

… Claudia Malcus takes over the management of the company from her husband Thomas Selter, who hands over the reins after almost 50 years.

Majority shareholder and Managing Director Claudia Malcus knows her way around - after all, she has been working at Selter for over 30 years. She began her training as an industrial clerk at addi in 1986 and has subsequently worked in almost all departments.

Mit Ökoprofit in die Zukunft

Seit jeher gehören die Themen Nachhaltigkeit und Umweltbewusstsein zur Firmenpolitik bei addi.

Diese achtsame Einstellung spiegelt sich auch in der Teilnahme am Projekt ÖKOPROFIT Märkischer Kreis wider, dessen Zertifikat seit 2020 alle zwei Jahre durch Einsparungen und Optimierungen in der Produktion erneuert wird.

Digital trade fair

and a own app

2021

Demand for the addiCraSyTrio needles is high and production is running at full speed. The company is therefore increasing its workforce to 150 employees. The purchase of additional machines and a neighboring property for further expansion are investments in the future.

Ein neues, frisches Design wird umgesetzt, dass die addi-Werte nun bunt und Farbenfroh transportiert.

Mit der 1. digitalen Messe startet bei addi die Digitalisierung im Vertrieb. Mit Webinaren für unsere Kunden und unserer neuen addi2go App für StrickerInnen und HäklerInnen mit sprachgesteuerten Reihenzähler und vielen weiteren Funktionen, legt die Marke addi einen Fokus auf digitale Informationskanäle zur Ergänzung des traditionellen Vertriebs im Einzelhandel.

50th anniversary of work

Thomas Selter celebrated his 50th anniversary with the workforce on December 1, 2021. 2021 was the most successful year in the company's history to date.

Together with his wife Claudia Malcus, he led Selter through turbulent times at the end of the 1980s and has since set new records.

To the article Mr. addi and his 50th anniversary

50th anniversary of work

A completely new brand image

2022

The introduction of a completely new website with consumer-oriented content and instructions also led to a comprehensive rebranding and the start of a packaging changeover with more and more cardboard packaging.

After 18 years in the black and gold design, the brand image is adapting to new target groups and changing requirements under the direction of Claudia Malcus.

The company was already certified with the Ökoprofit seal in 2020. Audited and recertified again in 2022. The Selter company has already been able to save 210 t of CO2 and is constantly optimizing processes with the aim of reducing operating costs while at the same time conserving natural resources.

More about Ecoprofit

Neuheiten 2022

keyvisuals DE addi luxus für die hände 2 Die Geschichte von addi

addi2go App Titelbild Shop Die Geschichte von addi

2023

A new exhibition stand and the conversion of all packaging complete the new design concept.

The addi2go app is constantly being developed and supplemented with functions such as a sock calculator, custom projects and much more.

Der Handarbeitsboom dauert an – immer mehr junge Menschen fangen wieder an zu handarbeiten und entdecken der Wert selbstgemachter Kleidung und die entspannende Wirkung der Arbeit mit den Händen.

Info about the addi2go app

Novelties 2023

2025

Die Geschichte von addi geht weiter. Zum 01.07.2020 übergab Thomas Selter einen wesentlichen Teil seiner Anteile an der Firma an seine Ehefrau Claudia Malcus.

Seine Stieftochter Pauline arbeitet bereits einige Jahre neben ihrem Studium im Unternehmen. Seit 2025 ist sie vollzeit als Junior Managerin dabei.

Quality, innovation and customer service

Our guiding principles at addi

Prospects

The addi brand is constantly being expanded with new and unique products. Whether ergonomic Novel seriestrendy Unicorn needles,naturaly knitting needles and Olive wood crochet hooks... the list of innovations is long.

The production of a full range of products in Germany makes addi products unique today. In order to survive in the market, Selter focuses on quality, customer service and innovation.

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Managing Director Claudia Malcus and her daughter Pauline Dörr - addi by Selter

Inspiration

Story

addi – a family business

addi respectively the company Selter as a successful family business in the middle of the green heart of North Rhine-Westphalia, the Sauerland. Here innovation meets tradition. In our valley in Altena, we produce knitting needles and crochet hooks of the highest quality with the brand name “addi” in the 6th generation and ship them to customers in 59 different countries. Made in Germany since 1829

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Balance

Story

addi’s innovations

addi is known for bringing new products to the market every year. Not only extensions of already existing products, but often so-called real innovations.

Anyone who has been successfully producing needles since 1829 knows that you have to think about tomorrow today.

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