Interview

Innovator Henning Krog Iversen: “We sell heating furniture.”
Klaus Jopp

Heating Furniture from Denmark

Henning Krog Iversen has been a forerunner in innovative stoves for
more than 25 years. He has been
working with SCHOTT, his sole glass supplier, for almost as long.


Question: Mr. Krog Iversen, how have increasing energy costs been affecting your sales?

Answer: Most recently, we experienced solid growth in our sales in Germany, where we were able to increase our market share by offering better service. Rises in energy prices have really sparked the demand for pellet stoves that we don’t make.

Question: What would you say are Krog Iversen’s core strengths with stoves?

Answer: Our scan stoves combine technology and design. High product quality is already something our customers expect. Beyond that, we clearly see a trend towards quality design. In this sense, we basically sell “heating furniture”.

Question: You’ve been using SCHOTT Robax®, the transparent glass ceramic, for viewing panels in your stoves for some time. How did the relationship start?

Answer: In 1985, we attempted to make a curved glass ceramic. SCHOTT then went on to continue to develop this in a professional manner. This marked the birth of curved transparent glass ceramics for use in building stoves. Other developments followed, such as viewing panels with two angles and a curved center or the 180 degree bent variation.
Source: Krog Iversen
Question: Do curved panels have a positive effect on the efficiency of the stoves?

Answer: The curved panel has no bearing on combustion; however, it is an important design element. Our customers are asking for larger panels so that they can enjoy the flames even more. This is also why the 180 degree models are such a big seller.

Question: How many stoves do you build each year?

Answer: Last year, we sold 22,000 stoves and are looking to sell even 25,000 in 2006. Most of them will contain SCHOTT Robax® panels.

Question: Where do the strictest environmental standards for stoves exist?

Answer: Combustion technology and the related thresholds for air pollutants are based on existing norms that have become increasingly strict in recent years. We satisfy the most stringent requirements that apply anywhere in the world. In the USA, the critical values will be lowered again by half in 2007. The same is true for Norway. For an innovative company like Krog Iversen, this even turns into an advantage.

Question: The air circulation system offered by Krog Iversen is considered to be extremely advanced. What is so special about it?

Answer: In the nineties, we developed a technique for preventing the panels from soiling. A warm air stream with a temperature of over 150 degrees C ensures that the glass remains free from soot. Now, the entire industry has adopted this solution.
Additional informations
Company founder Henning Krog Iversen