In 2021, for example, according to the Federal Statistical Office, Germany exported goods worth 1.375 billion euros. "Made in Germany" has long since ceased to be merely a designation of origin; it is now considered a globally recognized seal of quality that certifies a high standard of quality. Our MAWA hangers are also produced in Pfaffenhofen, Bavaria, and are now exported to 86 countries. So it's safe to say that we're not the only ones who love MAWA hangers!

But of course, people all over the world have different needs and preferences, including when it comes to the specific way they hang clothes in their wardrobes. This means that our best-sellers in Germany don't necessarily hang in Japanese or American wardrobes. To successfully market your products around the world, it's not enough to simply offer products that are popular in Germany in other markets. That's just the beginning! It's important to know your potential customers, their preferences, and needs. It's also important to really listen to your partners and, as a result, adapt products to the specific characteristics of different countries. But what are these specific characteristics? What does a Japanese, Korean, or American wardrobe look like?

Shapes: Round, with a bar or brackets?

The shape of a clothes hanger, or which model is most popular in a given country, depends to a large extent on the garment worn there. For this reason, MAWA offers hangers for saris, kilts, firefighter clothing, and diving suits in addition to sweaters, tops, skirts, and dresses.

For example, the traditional Islamic garment abaya, a type of outer garment worn by women over their regular clothing, requires wider hangers. The standard hangers found in Western countries are generally narrower and lack the necessary stability.

The Scottish kilt, a wool wraparound skirt, should not be folded, as this creates creases where they shouldn't be. However, this distinctive Scottish garment requires extra-sturdy hanging, such as a clothes rail with multiple clips, to prevent the heavy front of the kilt from sagging and distorting the garment.

Size: wider or narrower? Or maybe extra thin?

MAWA hangers are available in a wide range of widths to ensure the perfect hanging for a variety of clothing and sizes. Clothing sizes tend to be smaller in Asia, which is why our narrower hangers, such as the 36cm width, are particularly popular there.

But not only that, our metal hangers are also available as lightweight hangers, extra thin and extremely space-saving. These hangers are particularly popular in Japan. This is because the average wardrobe in Japan is only 1.20 meters wide. The reason for this is that living space is very limited, especially in major cities.

Our extra-thin bestsellers are also very popular in Korea, but for a different reason. Shopping is a popular pastime in Korea, which means you need extra closet space for new purchases.

Colors: Black, white, silver or would you prefer glitter pink?

While in Germany our simple metal hangers in black and white or, for example, wooden hangers in natural beech are the most popular, in the USA bright red hangers sell best.

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If you'd like to read more about MAWA and other cultures, you might be interested in our blog post on "Shopping the Korean Way."