The Real Deal
Hard Work, Original Designs Keep Aldik On Top

Aldik EVP of Merchandising Mike Stadlberger knows what he has to do. "You have to work hard to remain the leader in today's marketplace," he says. The industry veteran has seen competing companies come and go.

"Aldik has an advantage," Stadlberger explains. "Because of the size and reach of our organization, we can provide a level of service unmatched in the industry." Stadlberger credits three distinct advantages Aldik has over their competition. "A stocking warehouse for domestic distribution, an office and showroom in Hong Kong to coordinate direct business, and a dedicated custom product design group."

To stay ahead of the competition, Aldik relies on its "uniquely Aldik" philosophy, a guiding principle that functions like an educated leap of faith. "You keep your eye on the product," says Aldik President and CEO, Larry Gold. "We know we'll be successful if we continue to design the industry's finest trend forward décor." Aldik continues to show consistent annual growth and recently celebrated their most successful show season ever.

The company credits its success to original and innovative products described as "uniquely Aldik". Aldik employees describe this special attribute by exclaiming "quality" "beautiful" "fashion forward" "unique" "excellent". There's no shortage of pride.

But what about price? Gold is quick to defend Aldik's originator approach against copycats. "When you look at the numbers, you realize it doesn't cost a lot more to produce original pieces. Whether you design it or try to copy it, the production costs are the same." Aldik is able to spread their design costs across a huge volume of products adding minimal costs to the price of each item.

Known traditionally to be a mid to high-range provider, Aldik has bridged the gap between seemingly expensive "uniquely Aldik" original products and lower price points required by volume buyers.

Led by Design Director Glenda Vanzutphen, who has worked with major department stores and retailers for 28 years, Aldik's custom design group has given the company a distinct advantage in recent months. The group works with Aldik's key customers, developing original trend programs along with uniquely Aldik items that fit into customers' existing trend guidelines.

"Glenda's group has been very successful at developing uniquely Aldik products at price points geared toward direct purchasers and major players," says Stadlberger, who oversees all product development for Aldik. "Customers are very happy with their work."

Vanzutphen breaks it down to a simple formula for success. "Aldik customers know they're getting the real deal," she says, echoing Stadlberger. "Trend setting is hard work, but it pays off in the end. When you build good relationships with your customers and consistently deliver fashion-forward quality pieces at competitive prices, you're hard to beat."

Aldik, founded in 1951, has revolutionized the artificial floral industry. Their use of innovative materials and manufacturing techniques has enhanced the life-like, botanically correct quality seen in today's permanent botanicals. Aldik's Custom Design Group design studios are located in the Aldik Moorpark complex in Moorpark, California.