The History

Bernina Holding AG is the parent company of Fritz Gegauf AG, one of the world's five largest sewing machine manufacturers. Headquartered in Steckborn, Switzerland, the company has won a reputation for top-of-the-line sewing machines under the Bernina brand name. Bernina's daughter companies include distributors in the United States, Western Europe, Scandinavia, Asia, Australia, and New Zealand. In addition, a worldwide network of close to 70 independent distributors brings Bernina machines to locations across South America, Eastern Europe, Southeast Asia, and the Middle East. Altogether, the company sells about 100,000 sewing, serger, and embroidering machines yearly, as well as machine accessories, software, and patterns. Bernina prides itself on machines that are known for durability and precision, and the company's market share is particularly strong in the high-end sector, with versatile, technologically advanced machines that usually cost more than twice as much as the average machine. Education is a central aspect of Bernina's customer relations strategy. The company offers its dealers regular training seminars and promotes a long-lasting educational relationship with its customers, whether through Internet tutorials or through classes offered at Bernina dealerships. Technology is another hallmark of the company's product line. The newest Bernina machines are highly computerized, operated in large part through a touch screen interface. Bernina's customers can take advantage of such features as digitalized patterns and custom pattern selection software. The company has been privately held throughout its 110-year history and is now headed by Hanspeter Ueltschi, great-grandson of the company founder.

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