Die Geschichte von addi seit 1829 ❤

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.

The founder of the Selter company with today's addi brand was Peter Heinrich Selter (born in 1789). Presumably because the barren land in his home town of Plettenberg was not much fun for a farmer, he emigrated to Altena, 30 km away. Here he found a job as a "Zöger" (wire drawer).

1829

… The founder of the Selter company with today's addi brand was Peter Heinrich Selter (born in 1789). Presumably because the barren land in his home town of Plettenberg was not much fun for a farmer, he emigrated to Altena, 30 km away. Here he found a job as a "Zöger" (wire drawer).

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

1829

… The founder of the Selter company with today's addi brand was Peter Heinrich Selter (born in 1789). Presumably because the barren land in his home town of Plettenberg was not much fun for a farmer, he emigrated to Altena, 30 km away. Here he found a job as a "Zöger" (wire drawer).

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.

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.

This period gave rise to the company name that still exists today, "Gustav Selter" - today Gustav Selter GmbH & Co. KG.

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.

This period gave rise to the company name that still exists today, "Gustav Selter" - today Gustav Selter GmbH & Co. KG.

The 3rd generation

Heinrich Gustav Selter

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

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.

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 5th generation

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

The history of addi

1950

... The "addi" brand is registered for the first time. The idea came from Hella Selter, Thomas Selter's mother. She had a far-sighted approach to marketing and was responsible for the first addi catalog, which was a sensation in the 1950s.

She also took care of a brand name by using the nickname of her husband Gustav Adolf Selter, called "Addi", as the brand name. This name is understood worldwide and can also be pronounced without any problems.

The addi brand is born

The history of addi

1950

... The "addi" brand is registered for the first time. The idea came from Hella Selter, Thomas Selter's mother. She had a far-sighted approach to marketing and was responsible for the first addi catalog, which was a sensation in the 1950s.

She also took care of a brand name by using the nickname of her husband Gustav Adolf Selter, called "Addi", as the brand name. This name is understood worldwide and can also be pronounced without any problems.

The addi brand is born

Production is expanded

1952

… Gustav and Hella Selter laid the foundations for additional tool production. 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.

1952

… Gustav and Hella Selter laid the foundations for additional tool production. 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.

Production is expanded

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

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.

The 6th generation

Thomas Selter takes over the company management

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.

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.

Hauptstraße 13-15

Altena-Dahle

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. The Selter circular knitting needle became the legendary "addi-turbo-needle" and "The Rolls-Royce 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.

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. The Selter circular knitting needle became the legendary "addi-turbo-needle" and "The Rolls-Royce 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.

Things start to look up

From 1990

... Selter positioned its addis as premium needles. The knitting boom returned at the end of the 90s. The first real boom came at the turn of the millennium. Extremely thick needles, which were used for multi-thread knitting, were particularly in demand. Selter promoted the positive development with special trade fair appearances, image films, the innovative knitting magazine "addi-Stories" and constant product improvements.

Things start to look up

From 1990

... Selter positioned its addis as premium needles. The knitting boom returned at the end of the 90s. The first real boom came at the turn of the millennium. Extremely thick needles, which were used for multi-thread knitting, were particularly in demand. Selter promoted the positive development with special trade fair appearances, image films, the innovative knitting magazine "addi-Stories" and constant product improvements.

"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.

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

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.

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.

Now also on social media

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 production was switched from nickel to white bronze - the shiny surface of the classic circular knitting needles is now white bronzed. In addition, a new test facility for layer thickness measurement was put into operation.

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

2017

... the production was switched from nickel to white bronze - the shiny surface of the classic circular knitting needles is now white bronzed. In addition, a new test facility for layer thickness measurement was put into operation.

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.

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.

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.

Claudia Malcus

takes over the management

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

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

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.

The 1st digital trade fair marks the start of digitalization in sales at addi. With webinars for our customers and our new addi2go app for knitters and crocheters with voice-controlled row counters and many other functions, the addi brand is focusing on digital information channels to complement traditional retail sales.

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.

The 1st digital trade fair marks the start of digitalization in sales at addi. With webinars for our customers and our new addi2go app for knitters and crocheters with voice-controlled row counters and many other functions, the addi brand is focusing on digital information channels to complement traditional retail sales.

Digital trade fair

and a own app

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

Info on the packaging changeover

A new design and sustainable standards

Ökoprofit Märkischer Kreis

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

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

Info on the packaging changeover

A new design and sustainable standards

Ökoprofit Märkischer Kreis

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.

Info about the addi2go app

Novelties 2023

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.

Info about the addi2go app

Novelties 2023

Prospects

The addi story continues. On July 1, 2020, Thomas Selter transferred a significant part of his shares in the company to his wife Claudia Malcus. His stepdaughter Pauline is already working in the company, so the future seems to be secured to some extent.

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.

addi's innovations

Quality, innovation and customer service

Our guiding principles at addi

Prospects

The addi story continues. On July 1, 2020, Thomas Selter transferred a significant part of his shares in the company to his wife Claudia Malcus. His stepdaughter Pauline is already working in the company, so the future seems to be secured to some extent.

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.

addi's innovations

Quality, innovation and customer service

Our guiding principles at addi

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

The beginning of the wire industry in Altena

1829

1829

End of the 19th century

End of the 19th century

1950

1950

1952

1952

1971

1971

End of the 1970s

End of the 1970s

Until 1986

Until 1986

From 1986 to 1996 the addi catalogue looked like this:

From 1990

From 1990

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

2004

2004

2012

2012

2014

2014

2015

2017

2017

2018

2018

2020

2020

2021

2021

2022

2022

2023

2023

Prospects

Prospects