Bundesverdienstkreuz First Class. In 1993, Ludwig Hüls, the third of four sons born to Gertrud and Karl Hüls, joined the hülsta-werke as overall Technical Director. In 1994, under the name of now! by hülsta, hülsta were the first to launch furniture in the cash-and-carry sector. For the first time, the company became involved as a co-sponsor for the Gerry Weber Open ATP tennis tournament in Halle, for the first time. According to a Stern magazine brand study, hülsta achieved a recognition level of 49% in 1998. In 2000, hülsta established the Soft-Technologies for automatic and silent closing of drawers and doors. In 2001, Karl Hüls was awarded the Großes Verdienstkreuz of the Federal Republic of Germany; he died on 5 October that year. In 2002, by adding dining tables and chairs, hülsta extended its portfolio by the sector “Dining”. In 2003, the “Gerhart-Hauptmann-Straße“ in Stadtlohn was renamed “Karl-Hüls-Straße“. In 2004, hülsta became the first and only furniture manufacturer to be awarded the quality seal "Premium Qualität" by the Bavarian LGA. The company was included in the compendium "Marken des Jahrhunderts" (Brands of the Century). In 2007 the initiative "Deutschland - Land der Ideen" (Germany – Country of Ideas) under the patronage of President of Germany Horst Köhler awarded hülsta the "Ausgewählter Ort 2007" (Selected Site 2007). The furniture manufacturer was one of 365 organisations, one for every day of the year, which is meant to represent innovative power and sustainability in Germany. In the course of a period of restructuring in 2008/2009 hülsta merged two factories and, according to company information, outsourced a part of the production, such as veneer production and cutting. During the restructuring program, some suppliers took on hülsta employees. A veneer plant that is part of the group took over the work of several smaller suppliers. To mark the 70th anniversary of the brand in 2010, an international print and radio campaign was carried out. The hülsta-werke are managed by the third generation of the Hüls family. Ludwig Hüls is responsible as Technical Managing Director. Production and sales Under the brand names of hülsta and now! by hülsta the hülsta-werke design, manufacture, and distribute furniture for all areas of the home. The hülsta brand is aimed at the premium furniture trade whilst now! by hülsta has been designed for “Young Living”. hülsta furniture is sold by 300 retailers. The product range is displayed in a 6,000