From the Village to the World
To be honest, you wouldn’t expect to find a global economic hub in Delligsen when you first drive through this small town in the Holzminden district. Yet this is precisely where Bornemann Gewindetechnik GmbH & Co. KG is based—a company that has made a name for itself worldwide with its highly specialized products.
Building the Future: A family-owned business from Delligsen is making its mark on the international stage, relying primarily on digitalization.
To be honest, you wouldn’t expect to find a global economic hotspot in Delligsen when you first drive through this small town in the Holzminden district. Yet this is precisely where Bornemann Gewindetechnik GmbH & Co. KG is based—a company that has made a name for itself worldwide with its highly specialized products.
On the one hand, the family-run business embodies the classic German SME: 53 employees and just one location—on the other hand, it operates in 57 countries. The company is thus a prime example of how craft businesses can make the leap into international markets.
Online Strategy as a Key to Success
“Digitalization is essential for us to remain competitive in the global market,” says Managing Director Moritz von Soden in an Interview. This is particularly evident in the AI assistant “Anna,” who handles the phone service in 30 languages. She independently schedules appointments, accesses calendars, and thus lightens the workload for employees. “In Germany, acceptance is still hesitant. In other countries, it’s being received much better, especially in America,” von Soden continues.
A look at the online strategy shows that innovation takes place not only in production with the latest machinery but also in marketing. Jona Post, responsible for digital marketing, sums it up: “It’s important not to rely on just one channel. Especially since we’re active in 20 different industries. How are customers in Asia or Australia supposed to learn about our potential if we don’t reach them through the channels they’re used to?”
That’s why the company’s website is available in 17 languages. Social media is primarily managed in English. Furthermore, paid online advertising has made it possible to expand the international customer base in the first place.
The courage to leave gaps
According to von Soden, now is the perfect time to achieve international success. He says it’s a “time of great upheaval for small businesses that are willing to take a chance.” Instead of striving for perfection, he argues, companies need to consciously prioritize speed. Other countries have been doing this for years. “Sometimes it’s enough to have processes 80 percent complete. Then all it takes is the courage to just get started, test them, and improve along the way.”
Furthermore, the company’s strength is clearly defined: the focus is on the highest quality in a narrow niche. At Bornemann, threads in extraordinary dimensions—up to twelve meters in length and 300 millimeters in diameter—are manufactured. Smallest batch sizes, highly critical components, and maximum precision make the company the global market leader in this segment.
Aligning corporate culture with the future
This clear positioning pays off, especially on the international stage. In this context, it is not so much geographical differences that are decisive, but rather the specific requirements of the respective industries. In technologically demanding applications—such as safety-critical or high-stress environments—the focus is on quality, precision, and reliability. In less sensitive sectors, however, price often plays a greater role. “Countries like Scandinavia make a conscious choice for high-quality solutions,” reports sales representative Tim Albrecht. His advice to other companies: “Diversify, try new things, and present yourself professionally in all relevant languages.”
The corporate culture is also future-oriented. A jointly developed Vision 2030 shapes the work—here, too, the values of trust, initiative, and quality play a decisive role. At the same time, the company is making a targeted investment in the next generation. “It’s important to trust in the expertise of young people. We’ve never seen times like these before,” says von Soden.
This is also reflected in the company’s commitment to training and international experience. Internships abroad and new partnerships are on the agenda. The Chamber of Crafts also assists with arranging and facilitating these opportunities. “It’s important to me that apprentices get to know not only other languages but also other cultures,” says von Soden. While many industries are having to cut jobs, Bornemann Gewindetechnik GmbH & Co. KG continues to grow—but even as a global market leader, the company faces daily challenges such as the need for skilled workers. “Right now, we’re primarily looking for millers and turners, as well as motivated trainees in the commercial and technical fields.”
“Europe has understood how important independence is”
At the same time, the company places great importance on remaining firmly rooted in the region despite its global orientation. This demonstrates to its own customers that internationalization does not require large facilities, but above all a clear strategy.
Looking to the future, von Soden is optimistic. “We continue to anticipate an upswing because Europe has understood how important independence is.”
His message to other craft businesses is also clear: Internationalization is not a question of size, but of attitude. Or as they say at Bornemann: “Corporations are the tankers; we are the speedboat.”
A speedboat that shows how the region’s craft businesses can conquer the world.
