Poggenpohl with a new strategy
Poggenpohl has been setting standards in the field of premium and luxury kitchens for decades. So, the new "THEPOGGENPOHLSTANDARD" strategy is not just a motto but a stated aim to redefine the rules of the industry.
Herford, 14 September 2019.
Poggenpohl Möbelwerke GmbH is anticipating growth in the near future. Due in particular to new products which are also attractively priced for younger target groups. “So, stretching into new market sectors is extremely common for premium brands,” said Gernot Mang, explaining his strategy. “Luxury comes in many forms nowadays. First and foremost, however, it’s the customer who defines what luxury means to them. The mega trend of individualization is relevant for this.”
That’s why Poggenpohl is presenting kitchen designs from the Poggenpohl Premium Collection in addition to its iconic design concepts at its exhibition at Küchenmeile. Porsche Design and Poggenpohl will enjoy success together with a new product at the Milan Design Week in April 2020.
Beyond new product developments, Poggenpohl is stepping up its marketing activities: the absolute priority is to expand the network of independent traders and to position itself as an indispensable trading partner.
A recently-sealed sales partnership agreement in China is setting the stage for market penetration in this exciting region. “This is the most important course set for us,” said Gernot Mang. The core of the new corporate strategy is also to continue expanding their position as leaders of innovation, and to grow sustainably.
In order to not neglect the brand and to make it even more tangible, a store in Soho, NYC will be added to the flagship stores already in place in Munich, Milan and London in the fall of 2019.
With its 400 studios, Poggenpohl is a world-renowned brand. It has always represented the highest quality and consistent customer orientation. To continue living up to this in the future, Poggenpohl is systematically investing in the expansion of production in Herford. Because “THEPOGGENPOHLSTANDARD” is based on the principle of products being combinable in order to create innumerable possibilities for customers. Because no two customers are alike. And no kitchen produced at our facility in Herford is like any other.
Poggenpohl was and is a pioneer: we have been developing, designing and producing premium and luxury kitchens at our premises in Herford for more than 125 years. The benchmarks for us are always people and their needs, social change and looking towards the future. Our kitchens are characterized by trendsetting designs, technical expertise, high-quality materials and excellent craftsmanship. At its flagship stores in Munich, Milan, London and New York, Poggenpohl is demonstrating how the barriers between living spaces and kitchens are disintegrating while kitchens continue to be the heart of flats and houses. 400 Poggenpohl Studios all over the world offer first-class consulting and design expertise with the aim of turning customers’ ideas into “their” perfect kitchen.
Poggenpohl Möbelwerke GmbH
Tel.: +49 (0) 5221/381 -0