The SCHRAMM brand

Where it all began

SCHRAMM’s success story began behind this door in Alsenborn, Rhineland-Palatinate.This is where the first mattresses were produced –and where the first foam-cutting machine was commissioned. In the 1970s, the workshopwas intermittently used as an in-house photo studio.

Still without a brand image

Karl Schramm’s first business card featured nothing more than his name and a brief address.

Historical saddlery and upholstery tools

Particularly beautiful and equally rare pieces are this tack hammer and the needles.Both provided a valuable service, particularlywhen extracting old upholstery nails orstitching by hand.

The first brand image

SCHRAMM brought out its own first logoin the 1960s – a cat.

Quite colourful indeed

In the early years, bedding was usually stored in the bed box by day. That was why the drill absolutely had to be beautiful to behold; presented as quite colourful, it matched the rest of the interior.

Attention to detail

Expert eyes check the cylindrical springs individually hand-sewn into cotton pockets for perfect workmanship.

Upholstered beds of the 1970s

SCHRAMM upholstered beds were availablewith adjustable head and foot ends. The ‘AIRLIFT’ system in use at the time was of immense help with the adjustments.

The typographical era

Once the cat in the SCHRAMM brand imagehad served its purpose, geometrically shaped charactersgave the logo a clearer and more memorable look.

Away from the mainstream

SCHRAMM was already running advertising campaignsin the 1970s that attracted a great deal of attention. One adfeatured a sleeping woman in a nun’s habit lying alongside a nude woman with the wording: ‘There are saints and sinners, and SCHRAMM has the right mattress for them all.'

The ‘Young Bed’ of the 1980s

Cover fabrics in fresh colours and the contemporarydesign language of the ‘Young Bed’ made a beautifulappearance in every setting and in interiors of all styles.

Communication to the point

For many years, points were awarded for the best sleep quality. More than just a symbol for the shape of a mattress, the dotted line offered an indication of point elasticity and craftsmanship.In the 1980s, ‘SCHRAMM Matratzen’ became‘SCHRAMM Werkstätten’. At a time when other companies had turned to fully automaticproduction, SCHRAMM affirmed its clear commitment toartisanal manufacturing quality.

Craftsmanship with experience and care

The exact fitting of a headboard covering requires most artisanal skill and years of experience. What was true then remains true today.

A black day

24 March 1982 went down in company history as a‘black day’. That was the day when the recently completed production hall in Alsenborn was completely destroyed by fire. The damage done affected more than the property. There were massive delays in delivery, and production bottlenecks had to be offset through the strength and commitment of the entire workforce.

The ‘Tuin’ bed of the 1990s

The modern spirit of the era in combination with understated elegance. The comfortable headboard offered relaxed reclining and was adjustable as well.

Individuality is found in the details

Each item of furniture requires new settings,tools and work steps on the machinery in the carpentry shop.

Carpe noctem – seize the night

SCHRAMM presented itself with this logo in the late 1990s. The logo was given a Latin name and thus an internationally identical claim as well as a crown.

Natural materials

By 1989, SCHRAMM was already processing13.75 tonnes of new wool a year. Light as a feather and high in quality, new wool is processed with other exquisite natural materials to create the upholstery of a SCHRAMM mattress.

A factory of dreams

Since 1998, the generously proportioned, modern manufactory in the midst of Palatinate nature in Winnweiler has offered the space required to house an advanced manufacturing organisation and artisanal processing techniques.

Dream team

With their comprehensive expertise, employees in the carpentry shop, technical workshop, upholstery facility, made-to-measure tailoring and mattress production all devote skillful precision crafting and great personal commitment to create top-class sleeping comfort.

Escape the ordinary

With this ad campaign, in the early 2020s SCHRAMM created a revival that resulted in positive feedback from all quarters.

Crown and claim

To mark the 100th anniversary, the brand image of SCHRAMM has been deliberately scaled back and dispenses with playful elements such as the crown. The sole focus now is upon the brand name and the claim.