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21st April 2017
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Brand designs for Schueller
InHouse, the UK agent for Schueller and next125, has just returned from its largest and most successful retailer trip to Kitchen Mile in Germany.
Over 120 UK retailers joined the InHouse team to see new ranges presented by Schueller and next125 plus a presentation by managing director Wayne Dance on Branding and Marketing, specifically aimed at the UK independent retailer.
Wayne presented a new brand concept for Schueller, alongside plans of how the UK is supporting the global next125 campaign, saying: "The UK independent retailer sector has to buck up. We're under threat from the sheds, home stores and online channels. We want to protect and grow our retailers' business and the only way to do that is to build Schueller and next125 into the most recognisable brands in the UK kitchen market - and to achieve this we all need to work together."
Speaking afterwards, he said: "Our presentation showed how, by using targeted marketing, we could turn retailers' singular whispers into a collective big shout. It was an incredibly successful presentation showcasing the best marketing campaign and point of sale available in the UK. As a result, over 80% of retailers signed up immediately and more in the pipeline.
"The InHouse team is now back on the road talking to our other retailers who were unable to attend the trip. The visit to Kitchen Mile in Germany this year is the most important trip I've taken in my 30 years in the industry and the launch of our marketing campaign is the most exciting."
Schueller, a leading German kitchen manufacturer, has filled a gap in the kitchen market with a launch of a comprehensive Country style kitchen collection for 2015. Retailers can now experience enviable German manufacturing quality and design combined with country style kitchen character, perfect for the more traditional UK consumer.
"The Kitchen Mile trip gave us the opportunity to show over 120 UK retailers the quality and designs that Schueller has now introduced into their country kitchens collection," continued Wayne. The feedback has been superb. Retailers who have previously supplemented their Schueller ranges with traditional English manufacturers, will now be replacing these with the Country designs from Schueller."
There are three new ranges in the Country collection - Canto, Domus, Riva - plus further colours and finishes in the Bari collection. These sit alongside the current classic styles of Breda and Cambia. Demonstrating Schüller's trend-setting nature, the extensive additions present a country house look in a new, modern and relaxed living style.
The theme of Schueller's exhibition at Kitchen Mile was 'MORE'- more style, more consistency and more options - and that certainly has been delivered. A total of 38 new fronts, five frame colours, 12 worktop designs, neutral glass support panels in 11 colours and a new tall cupboard depth of 66 cm, as well as practical additional features and improvements make the Schüller.C collection even more versatile.
A stylish new brochure has been launched to fit in with the MORE theme, plus a kitchen planning tool and kitchen configurator which can now be added to retailers' websites.
"During the trip Markus Schueller asked me what else they as a company could do," explains Wayne. "It's not often that I can't tell people what else needs to be done, but for the first time ever I said, 'Nothing. You've done it all.' That's a first for me and I never imaged saying that about any manufacturer. What makes Schueller such a great company to work with is not only that they listen, but they respond."
10th October 2014