"Where it makes a 'Pfftt', we are often inside"

The stainless steel dealer FRÜCHTL, founded in 1972, has already distinguished itself early on through special delivery services. © Image source: Früchtl

Inventory management at FRÜCHTL has ensured high delivery reliability since the 1990s. © Image source: Früchtl

Behind STAINLESS FRÜCHTL is a storage of stainless steels of many types and alloys. The steel products available as round steel, flat steel, or square steel, as well as sheet metal or cut-to-size pieces, include about 30 types or alloys of stainless steel from 1.2316 through 1.4404 to 3.7165, as well as the rarely available, highly corrosion-resistant stainless steel grade 1.4542. © Image source: Früchtl

STAINLESS FRÜCHTL also supplies pre-processed stainless steel parts – primarily for medical technology companies. © Image source: Früchtl

STAINLESS FRÜCHTL also supplies stainless steels with a bevel for safety during transport. © Image source: Früchtl

Since 2021, STAINLESS FRÜCHTL has been certified according to the medical standard DIN EN ISO 13.485:2016 and is considered a system-relevant company. © Image source: Früchtl

With many services such as straightness and roundness measurements, STAINLESS FRÜCHTL distinguishes itself from other providers. © Image source: Frühchtl

When the French Stainless Group took over the company Früchtl in 2016 as part of a succession plan, it brought a pearl to the internationally significant stainless steel trader. Because the Esslingen specialists for stainless steels have established themselves in Germany as a competent and experienced partner for solution-oriented applications. What started in 1972 as a side activity has developed into an excellent niche provider, celebrating its 50th anniversary next year. Customers are especially impressed by the added value through absolute delivery security and measurements that are unmatched in precision and significance.

"Customers appreciate our expertise in advising on tricky applications just as much as our openness to say when something isn't feasible," emphasizes Wolfgang Sachsenmaier, Managing Director of Stainless Früchtl GmbH in Swabian Esslingen. This is also appreciated by Joëlle Verdier, Managing Director of both the parent company Stainless, which took over Früchtl in 2016 from the founders as part of a succession plan, and the subsidiary: "With Früchtl, we have acquired a foothold in Germany that suits us. The focus on long-term customer relationships, extensive expertise in stainless steel, and exquisite consulting skills exactly match our company philosophy." What sounds so good therefore requires a closer look. So let's take a journey through time.

The success of Früchtl begins as a side activity

When Günther Früchtl became self-employed in 1972, he initially built up networks and a double bottom. And so, in 1972, his wife Gisela founded Metallwerkzeug Früchtl, while he was still working full-time as a representative for an Austrian stainless steel trader. Thanks to the employee Klara Glemser, the company quickly gained momentum, and the construction phase was short-lived, with Günther Früchtl establishing himself in his own company. The company's focus then shifted towards stainless steel sheets and semi-finished products. The expertise necessary for this sales orientation was brought in by Heinrich Breuning in 1975. Later, two other influential figures joined: Heinz Hartmann and the long-time later managing director Dagmar Zenner.

However, the management quickly realized that with standard offerings in the stainless steel sector, they couldn't compete against the large, established players in the market. Thus, specialization and consulting became the credo of the Esslingen company. This was recognized by the neighboring world market leader in pneumatics, which, for its piston rods, seeks standard dimensions in length and diameter but demands the highest quality standards for surface finish, well beyond market norms. Because Früchtl can deliver this extraordinary quality, it marked the beginning of a deep collaboration in the early 1980s, which continues to this day. Sachsenmaier likes to comment on this stable growth with a smile: "If there's a 'Pfftt' somewhere, we're probably involved."

"Five minutes after the reunification" marks influential growth

The focus on specialization was further intensified in 1989, right after the reunification. When the 1466-founded traditional company Boschgotthardshütte (BGH) was acquired by Treuhand with the Saxon stainless steel works, becoming the leading stainless steel producer of the GDR, Früchtl was virtually on board. The Esslingen company was to supply the many small medical technology companies, which played a significant international role in the former GDR, with stainless steels. Früchtl Key Account Manager Emir Asani recalls the origins of this fruitful collaboration: "Our sales expert Heinrich Breuning practically called the responsible person at BGH five minutes after reunification. This contact developed into a close relationship, marking another milestone in Früchtl's company history." Today, alongside many other manufacturers and wholesalers like Ugitec, Ravne, or Breitenfeld, other industry giants are important partners for Esslingen.

Back then, a focus on medical technology began, which still accounts for about half of the current annual turnover of around 12 million euros. Implant and instrument steels of grades 1.4404 or AISI 316L, with their special requirements for quality and finish, are no longer just supplied to eastern German states by Früchtl. Instead, this expertise quickly became known in the global hub of medical technology in the Tuttlingen region. Today, medical technology is the most significant growth market with the greatest future potential for the company.

Thinking along and easing customer workload

It's not just the product quality that distinguishes Früchtl. Rather, it is the extensive experience, competence, and customer-specific services that have always built deep and long-lasting relationships with their clients. "And it's the honesty in consulting," emphasizes Sachsenmaier, "because we also point out when we know that something the customer wants simply isn't feasible."

There is always inquiry about what customers intend to do with the ordered material. And because Früchtl experts think into the applications, suggestions are also made to make things easier for customers. For example, stainless steels are pre-processed by turning and milling before delivery. This work often saves users several process steps during machining, saving time and money. Cuts, drilling, or surface finishing are also part of the service offerings that benefit customers.

No hesitation with special projects

In the 1990s, Früchtl made a name for itself because it was the first—and to this day one of the few—to supply heat-treated and highly corrosion-resistant stainless steel grade 1.4542. The company supplies stainless steel 1.4542 to customers in mechanical engineering, medical, and measurement and control technology, who value this grade highly.

With special projects, the Esslingen company has no hesitation. "When in 2013, the largest clock tower in the world with a diameter of 43 meters was built in Mecca's tower, the Schwarzwald manufacturers also installed our stainless steels at 600 meters altitude," recalls Emir Asani. Such one-off projects are a welcome change from daily business at Früchtl.

Unique machine worldwide for straightness measurements

When the STAINLESS Group took over all shares of the Früchtl founding family in 2016, ownership changed hands. "This gives us new opportunities and provides a stable home for the future," Sachsenmaier affirms emphatically. This is reflected in current investments to expand service offerings around stainless steel. This includes delivery reliability, for which STAINLESS FRÜCHTL, as the company is now called, has been known ever since. Behind this is inventory management and absolute availability, even in challenging times and situations. For sales director Eric Duval of the parent company, this is an important aspect: "Anyone who can always deliver reliably enjoys great trust among their customers." This is also supported by the certifications obtained in 2021: ISO 14001 (environment) and 13485 (medical standards). Especially the medical standard makes STAINLESS FRÜCHTL one of the few exclusive providers within this select circle.

Furthermore, the company, together with partners, has developed and built a measurement machine that may be unique worldwide. It determines straightness of rod material with diameters from 3 to 30 millimeters and lengths up to four and a half meters with an accuracy of 0.1 mm per meter through radial rotation and tactile measurements. Additionally, it measures roundness deviations with an accuracy of 1 µm and documents the results. Surface measurements with long travel paths and spectral analysis as part of material testing round out the services that will continue to impress customers in the future.

Found a stable home for the future with a strong parent company

The Esslingen company does not need to convince the parent company and its responsible persons. During the COVID-19 pandemic, Joëlle Verdier significantly supported Früchtl—morally and financially. Therefore, STAINLESS FRÜCHTL can continue to position itself as a highly specialized stainless steel partner with extensive consulting expertise for national and international customers and further develop in the market. Not least, the matrix organization and developers generate impulses for positive development and ensure that STAINLESS FRÜCHTL accompanies its customers nationally and internationally. This is demonstrated by sales offices in China, USA, Spain, Portugal, and Italy.