product manual hahnemühle easy frame€¦ · for photo prints, reproductions or paintings on...
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Product Manual
Hahnemühle Easy Frame
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1. Product
For photo prints, reproductions or paintings on canvas and even light-weight watercolour papers, Hahnemühle now pro-
vides 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 hold-
ing 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 connect-
ors are connected permanently. To do so, the corner connectors are pushed into the notch of the bars. A detailed descrip-
tion 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
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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
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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.
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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 diago-
nally incised – in all the four corners and in a 45-degree angle from the centre point of the corner connectors. The protec-
tive 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.
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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
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2. Market information
2.1 Target groups
B2C
� Hobby photographers and hobby artists
B2B
� 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.
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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 con-
nectors keep the framed canvas under constant tension. The picture has to be framed and stapled. Wunderbars are availa-
ble 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 stretch-
ing 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 varia-
bility. Tools such as a saw or staple gun are a must.
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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 Ameri-
ca 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.
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3.4 Pricelist
Please find in the chart the recommended selling prices for Hahnemühle Easy Frame. The last column features as compari-
son 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.
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.
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
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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
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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.
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5. Marketing
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
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6. Contacts
Product Manager Andrea Sippel
Sales Manager Germany Rüdiger Huch
Jörg Spickermann
Sales Manager UK Simon Waller
Garry Simm
Sales Manager Scandinavia Garry Simm
Sales Manager France Jerome Comar
Sales Manager Southern Europe Luciana Leite
Sales Manager Eastern Europe Michael Tappe
Sales Manager North America Henrik Bernander
Sales Manager China / Australia Michael Tappe
Sales Manager South America Luciana Leite
MarComs Ann Kristin Plüss