In this issue of Industry Update, we are pleased to feature Kornbusch & Starting GmbH & Co.KG as our Textile Manufacturing Company of the Year.
Founded in 1895 by Joseph Bierbaum, Kornbusch & Starting represents more than a century of German manufacturing expertise. Now operating in its fourth generation under the Bierbaum family, the company continues to grow from its headquarters in Borken, North-Rhine Westphalia, as a trusted Private Label partner to leading retail chains and drug stores across Europe, North Africa, South Korea and the United States.
Specialising in Private Label production for both the FMCG and professional sectors, the company has built its reputation on innovation, quality and an unwavering focus on sustainability. Its wide portfolio of cloths, wipes and sponges reflects a clear commitment to environmentally responsible solutions without compromising on performance.
This balance is achieved through a unique blend of craftsmanship and advanced automation across multiple production sites. Fully integrated viscose textile cloth manufacturing takes place in Borken, while its Wald-Michelbach facility focuses on household sponge production, encompassing every stage from coating to fully automated packaging. In the Czech Republic, Kornbusch & Starting operates an additional fully integrated sponge plant, processing raw sponge blocks through to finished, packaged products.
By combining modern systems with flexible, high-quality production processes, Kornbusch & Starting continues to set industry benchmarks for efficiency, reliability and sustainable manufacturing on a global scale. We caught up with Hannes Westkott, CEO, who reflected on how the last 12 months have been for the company, “The past 12 months have been transformational for Kornbusch & Starting. Despite ongoing global challenges – from volatile freight markets to rapidly shifting retailer demands – we achieved strong momentum across both our European and United States operations. In Germany, we continued to build on more than a century of manufacturing expertise, while in the United States our young subsidiary reached several major operational milestones, including the full integration of our warehouse, improved local supply chain capabilities, and significant customer onboarding.”
“Sales have aligned closely with our internal expectations, despite the macroeconomic pressures affecting the FMCG market. Growth in the United States exceeded our original forecast thanks to expanding relationships with major national retailers and increased demand for high-quality, sustainably produced household cleaning products.”
“Our European business remained stable, supported by long-standing partnerships and our ability to respond quickly to market fluctuations through flexible production and strategic sourcing. Overall, the last year has reinforced our position as a reliable, innovation-driven partner in the Private Label sector, and has set a strong foundation for scalable international growth.”
Further strengthening its presence in the United States, Kornbusch & Starting’s Illinois-based subsidiary now operates its own fully integrated production for wipes, cloths and sponges, enabling improved distribution and faster, more efficient service for North America making it a central hub for North American distribution. In parallel, the company is in the final stages of implementing ISO 9001:2015 certification at its United States operations, reinforcing its group-wide commitment to quality management, process excellence and consistent standards across all global locations.
Hannes also shared, “We have also recently developed new consumer-focused solutions such as our Drop Buddy sponge concept, which supports our strategy of combining design innovation with Private Label expertise.”
Drop Buddy is an innovative cleaning sponge featuring a distinctive, ergonomic droplet shape that allows it to reach even the tightest corners with ease. Made from temperature-sensitive material, it intelligently adapts to the task at hand – becoming soft in warm water for gentle cleaning and firm in cold water for tougher scrubbing. Highly absorbent and kind to surfaces, Drop Buddy delivers effective cleaning without compromising care. Developed with the support of artificial intelligence, it seamlessly combines smart design with outstanding everyday performance.
What’s more, as part of its long-term modernisation strategy, the company is increasingly integrating AI and advanced automation across its operations, supply chain management and customer service functions. Supported by deep Private Label expertise and more than 20 years of experience in strategic retailer partnerships, its expanding portfolio enables the business to offer the agility of a mid-sized manufacturer with the scale, reliability and consistency of a multinational supplier.
“While many competitors prioritise branded products and treat Private Label as a secondary activity, for us it is the core of the business. This focus enables deeper customisation, closer retailer collaboration and faster response times. Through full vertical integration – from product design and manufacturing to logistics and distribution – every stage of the process remains firmly under our control.”
“Combined with extensive expertise in international trade, this integrated model sets the company apart. With operations spanning Europe, the United States and global supply routes, it is uniquely positioned to navigate complex duty structures and regulatory environments with confidence. This powerful combination allows the business to deliver high-quality, tailor-made solutions with exceptional reliability, consistent availability and highly competitive pricing,” added Hannes.
Looking ahead, Kornbusch & Starting’s focus is firmly on the future. Building on more than a century of manufacturing heritage, Hannes explained the company’s short and long-term goals, “In the short term, our priorities are to complete full ISO certification for our U.S. entity, expand our American customer base through enhanced local production and distribution capabilities, introduce new product formats and more sustainable materials to support retailer eco-initiatives, and further standardise our processes between Germany and the U.S. to improve transparency and efficiency.”
“Looking further ahead, we will continue our digital transformation with AI-supported planning, forecasting and quality control, strengthen global supply-chain resilience through diversified sourcing and optimised freight strategies, and grow into a leading international Private Label partner for household cleaning products. Ultimately, our goal is to position Kornbusch & Starting as a benchmark for how a traditional family business can successfully evolve in a fast-changing global market.”
Over more than 125 years old, Kornbusch & Starting has grown from a small family-run manufacturer into a global leader in Private Label household cleaning products. Its success is built on a unique combination of tradition and innovation, where craftsmanship meets advanced automation to deliver high-quality, sustainable solutions for retailers and professional clients alike. From Borken to Wald-Michelbach and the Czech Republic, every production site reflects the company’s commitment to precision, efficiency, and environmentally responsible manufacturing.
The company’s achievements are mirrored by its growing international footprint. Across Europe, North Africa, South Korea, and the United States, Kornbusch & Starting has earned a reputation for reliability, flexibility, and unmatched expertise in Private Label partnerships. Its ability to integrate design, manufacturing, logistics, and international trade under one roof allows it to deliver tailor-made solutions with speed, consistency, and competitive pricing – qualities that set it apart in a crowded market.
Yet the company is not resting on its legacy. Guided by a forward-looking vision, Kornbusch & Starting continues to invest in digitalisation, AI-supported processes, sustainable materials, and new product formats. These initiatives ensure that the company is not only responding to today’s market needs but also shaping the future of the global household cleaning industry, combining the strengths of a family business with the scale of a multinational partner.
In closing, Hannes shared his thoughts of gratitude for receiving the award, “We are deeply honoured. Being named ‘Textile Manufacturing Company of the Year’ by an international publication is a meaningful recognition of our team’s dedication, resilience, and passion. It celebrates not only our growth but our commitment to quality, innovation, and long-term partnerships. For a family business now in its fourth generation, this award reflects both heritage and future potential. It motivates us to keep raising the bar.”
“We would like to express our appreciation to our customers, partners, and employees – across Europe, North America, and beyond. Their trust and collaboration have shaped our journey. As the industry evolves, we remain committed to delivering responsible, innovative, and customer-focused solutions.”
“And finally, we want to emphasise that our story is far from finished. This is a moment of recognition, but also a starting point for the next chapter of growth and transformation.”
For more information, please see below:
T +49 2861 94802
info@kornbusch.com
https://www.kornbusch.com/en