Product Manual Hahnemühle Easy Frame Seite 1 von 14
1. Product For photo prints, reproductions or paintings on canvas and even light-weight watercolour papers, Hahnemühle now provides a new do-it-yourself stretcher-frame system. With Hahnemühle Easy Frame, photographers, artists and printing studios can frame their works in just a few minutes and without any additional tools. Watercolours can be painted right on the stretched paper. The canvas or the light-weight watercolour paper is fixed right on the frame without liquid glue. Thanks to the combination of different bar sets or by the easy shortening of the bars, any frame size up to 1.04 metres is possible. Assembly in just a few minutes Every desired dimension is possible No expensive tools needed Assembly without additional glue Solid and light-weight Even suited for lighter watercolour papers The system is available as frame set or as bar set. For a complete frame, you need a frame set or two bar sets. Every set comes with the corresponding number of corner connectors and pins. Hahnemühle Easy Frame is going to replace both Gallerie Wrap Standard and Gallerie Wrap Professional, in the future. 1.1 The general function The new stretcher-frame system comprises four bars, four corner connectors, two big positioning pins and four small holding pins four fixing the corner connectors. Assembling the components results in a solid frame suited for stretching canvas or light-weight watercolour papers. Other than it was the case with the previous system, the bars and the corner connectors are connected permanently. To do so, the corner connectors are pushed into the notch of the bars. A detailed description of the components and the assembly follows in the paragraphs below. 1.2 The components of the system Picture 1: The corner connector in the open, semi-open and closed position Seite 2 von 14
Picture 2: The bar (notch side) Picture 3: The bar profile Picture 4: The adhesive tape featuring extreme adhesion Bild 5 Picture 5: The holding pins / positioning pins Seite 3 von 14
Picture 6: The packaging 1.3 Function description For the assembly of Hahnemühle Easy Frame you need: Four corner connectors (picture 1) Four bars (picture 2) two positioning pins (picture 5) four holding pins (picture 5) the picture supposed to be stretched (for example printed on Canvas) a cutter knife a cutting pad Please note: For Hahnemühle Easy Frame, you need extra material of at least 3.5 centimetres on every side of the picture supposed to be framed. The assembly of the frame from step 1 to step 5 is described below in depth. Step 1: Connecting the corner connectors and the bars In step one, the bars and the corner connectors are connected. Dor this step, the connectors are in their open position. Pleae note that the corner connectors have to be pushed into the bar notch in a way that the hinge is placed on the skewed bar edge (inner edge). The straight edge with the Hahnemühle logo is placed to the outside. The skewed inner edge with the rounded corner prevents the occuring of stress whitening at the future frame edges. Seite 4 von 14
Step 2: Securing the frame After the connection of all the four bars and the four corner connectors, the protective paper of the adhesive tapes is removed in step two. To do so, the frame is folded up, and as a result, the corner connectors now are in the semi-open position. By dint of the big positioning pins, the frame now is fixed in this semi-open position. To achieve this, the positioning pins are inserted in the two opposing corners. Now, the protective paper can be removed from the adhesive tape. Step 3: Positioning of the picture Now, the frame is positioned on the backside of the picture and aligned. Afterwards, the big positioning pins carefully are removed and the corner connectors are opened again. The bar edge with the adherend surface now is positioned on the material supposed to be framed. Now press the bars on the material below. Step 4: Securing of the canvas or watercolour paper In step four, the overlapping material is cut of at the bar edges by dint of a cutter knife. Afterwards, the material is diagonally incised in all the four corners and in a 45-degree angle from the centre point of the corner connectors. The protective paper on the adhesive tapes of the corner connectors now may be removed. The material in the corners now can be wrapped around the corners and fixed on the skew adhesive areas of the corner connectors. Seite 5 von 14
Step 5: Completing the frame In the final step, all the bars are folded back up and the corner connectors are fixed with the small holding pins in the closed position. The frame is completed. 1.4 Specifications I Corner connectors (pic 1): Polyethylene (PE) spray cast II Bars (pic 2): Type of wood Abachi (African beech tree) III Adhesive tape: Glue dispersion acrylate, carrier material paper fleece Seite 6 von 14
2. Market information 2.1 Target groups B2C B2B Hobby photographers and hobby artists Photo-service providers Photographers Photo studios Print studios 2.2 Competition 2.2.1 JetMaster The JetMaster Display System represents a hard-wearing light-weight solution for the framing of photo prints on photo paper or canvas. The prints are laminated as full faced print on crinkled cardboard. Jetmaster is available for prints for the print formats A4 and A3+ as well as A2. The focus is set on private inkjet printers. The result isn t a high-grade frame. The usability of Jetmaster for thick papers is limited. Assembled in just a few minutes, blisters and untidy corners are history. No clamps necessary! Features: * easy positioning of the picture * easy to assemble * No expensive tools necessary * Professional look and character * Solid combined with extremely low weight * recyclable * low pack sizes and low weight 2.2.2 You Frame Photos-to-Canvas Kit The You Frame Photos-to-Canvas Kit is a do-it-yourself set including printing paper for the private inkjet printer. The plastic frame features a click mechanism and adhesive tape. It is offered in the format 24 x 18 cm, fitting an A4 print. This system is limited to A4 prints. As all in one set it represents particularly for laypersons an easy possibility to present pictures shot with the own digital camera. Seite 7 von 14
2.2.3 Quick Bar (USA) Quick Bar is a do-it-yourself system resembling Gallerie Wrap but available solely in the USA. The system is offered in 12 bar lengths from 8 to 40 that are sold in 12-item boxes. Plastic corner connectors make for the necessary tension. The system features less components than Gallerie Wrap but using it is more complicated. In addition, the picture backside has to be stapled. 2.2.4 Wunderbars Wunderbars is a do-it-yourself system featuring innovative corner connectors that is available all over Europe via Fujifilm dealerships. By dint of the corner connectors, the bars are arranged perpendicularly. The metal spring in the corner connectors keep the framed canvas under constant tension. The picture has to be framed and stapled. Wunderbars are available as assembled frames in 24-item or six-item packs and in sizes from 20 to 75cm. On request, they also are produced in individual dimensions. Wunderbars rather is a system for skilled users who are well practiced when it comes to the stretching technique. A tool (staple gun) is necessary. The picture can be detached. 2.2.5 Nielsen stretcher frame The Nielsen stretcher-frame bars can be cut to the desired length with a mitre-box saw. The tension wedges also represent the corner connectors. The bars are available in different designs in a length of 2.95m. The system is popular with service providers who don t mind using additional tools. Optimised for the service provider with small workshop, the Nielsen stretcher-frame bars guarantee maximum size variability. Tools such as a saw or staple gun are a must. Seite 8 von 14
3. Distribution 3.1 Distribution scheme The product Hahnemühle Easy Frame is supposed to be sold worldwide, with the focus being set on Europe, South America and the USA. 3.2 Scheduled sales figures The forecast will be requested following the Creativeworld when the sales team has taken closer look at the function of the system. 3.3 The range Hahnemühle Easy Frame is available as frame set in three different sizes and as bar set in 12 different lengths. Seite 9 von 14
3.4 Pricelist Please find in the chart the recommended selling prices for Hahnemühle Easy Frame. The last column features as comparison the Gallerie Wrap prices. Please note. The Gallerie Wrap prices don t comprise the corner connectors and the glue while Hahnemühle Easy Frame is an all-inclusive system. Ref. No. Frame Size Barcode new RSP excl. VAT Gallerie Wrap RSP excl. VAT Hahnemühle Easy Frame - frame set 4 frame bars, 4 corner connectors, 2 positioning pins, 4 holding pins 14 800 000 8" x 12" (20,3 x 30,5 cm) 4011367097240 10,30 14 800 001 11" x 14" (28 x 35,6 cm) 4011367097257 11,30 14 800 002 20" x 30" (50,8 x 76,2 cm) 4011367097264 16,20 Hahnemühle Easy Frame - bar set 2 frame bars, 2 corner connectors, 1 positioning pins, 2 holding pins 14 800 003 8" (20,3 cm) 4011367097271 5,20 5,00 14 800 004 10" (25,4 cm) 4011367097288 5,60 5,90 14 800 005 12" (30,5 cm) 4011367097295 6,00 7,70 14 800 006 14" (35,6 cm) 4011367097301 6,40 7,90 14 800 007 16" (40,6 cm) 4011367097318 6,80 8,50 14 800 008 18" (45,7 cm) 4011367097325 7,25 14 800 009 20" (50,8 cm) 4011367097332 7,70 9,20 14 800 010 22" (55,9 cm) 4011367097349 8,20 14 800 011 24" (61 cm) 4011367097356 8,70 9,90 14 800 012 30" (76,2 cm) 4011367097363 10,00 14 800 013 36" (91,4 cm) 4011367097370 11,40 14 800 014 104 cm 4011367097387 14,60 3.5 Schedule Hahnemühle Easy Frame will be publicly launched at the Creativeworld in Frankfurt on Main, from 25th to 28th January. Further fairs will follow. The availability on the market is scheduled for mid-february. Seite 10 von 14
4. Positioning 4.1 Insights For customers who are looking for a frame system that can be assembled quickly and easily. want to frame their canvas print themselves. prefer a big format diversity. need individual frame sizes. want to purchase all the needed components in one set. want to work without additional tools. attach importance to a solid but light-weight frame. also want to frame light-weight watercolour. 4.2 Customer benefits Hahnemühle Easy Frame features the following properties: Assembly in just a few minutes Any imaginable format up to 1.04m is possible No expensive tools necessary Can be assembled without additional glue Bars with rounded corners, preventing stress whitening Light weight but solid Also usable for light-weight watercolour papers Due to the corner connectors, bevelling isn t necessary. 4.3 Positioning Seite 11 von 14
4.4 Differentiation from the competition All-in-one set In the case of Gallerie Wrap, for instance, the corner connectors and the glue have to be bought extra. High adhesive power of the adhesive tape, so, no other glue is necessary. In the case of many other systems, additional glue or using a staple gun is a must. Easy to assemble For many other systems, additional tools are necessary and assembling the frame is more complicated as stretching-technique skills partially are a precondition. All the materials are used Neither corner connectors nor glue will be left over. Numerous format versions are possible, even individual formats by simple cutting the bars to the desired bar length At many other systems, cutting to length isn t possible as the bar ends have got a certain angle. Seite 12 von 14
5. Marketing Print Folded Hahnemühle Easy Frame flyer in four languages (English, French, German, Spanish) that features the following content: Information on Hahnemühle Easy Frame (advantages, range at a glance) Step-by-step frame-assembly instructions Information on other Hahnemühle products suiting the stretching-frame topic (canvas range, varnish) Ad PR The product launch will be accompanied by blog articles and social media activities. Sales support Frame sets in the format 8 x 12 are available for customer presentations and demonstrations. It goes without saying that the supply of other formats for presentations also is possible. The product manual features all the significant information on Hahnemühle Easy Frame: Product information, competing products, price information, customer benefits, product positioning and so forth. To underline the price advantage of the new system, the price sheet comprises in addition to the Hahnemühle Easy Frame prices an additional column with the Gallerie Wrap prices. As additional support, a video demonstrating the frame assembly step by step will be published before long. Visuals Seite 13 von 14
6. Contacts Product Manager Sales Manager Germany Andrea Sippel Andrea.Sippel@hahnemuehle.com Rüdiger Huch Ruediger.Huch@hahnemuehle.com Jörg Spickermann Joerg.Spickermann@hahnemuehle.com Sales Manager UK Simon Waller Simon.Waller@hahnemuehle.com Garry Simm Garry.Simm@hahnemuehle.com Sales Manager Scandinavia Sales Manager France Sales Manager Southern Europe Sales Manager Eastern Europe Sales Manager North America Sales Manager China / Australia Sales Manager South America MarComs Garry Simm Garry.Simm@hahnemuehle.com Jerome Comar Jerome.Comar@hahnemuehle.com Luciana Leite Luciana.Leite@hahnemuehle.com Michael Tappe Michael.Tappe@hahnemuehle.com Henrik Bernander Henrik.Bernander@hahnemuehle.com Michael Tappe Michael.Tappe@hahnemuehle.com Luciana Leite Luciana.Leite@hahnemuehle.com Ann Kristin Plüss AnnKristin.Pluess@hahnemuehle.com Seite 14 von 14