After the sweet success with it’s appliances business, Häfele India has, in what could be termed as ‘a next level move‘, announced the consolidation of it’s appliances business. From now onwards, as part of Häfele Groups’ global strategy, the appliances sold by Häfele India will be available under one name – Häfele Appliances. The announcement was made at the launch of the company’s first Design Showroom for ‘HÄFELE APPLIANCES ‘ in Bangalore.
Mr. Jürgen Wolf (Managing Director – Häfele South Asia) said on the occasion, ‘Today, Häfele is a global brand that stands for market leading products and services that cater to all Interior design needs. The objective is to leverage brand “Häfele” across all our solution-based categories. Home Appliances, in particular, is one of our fastest growing categories and it is important for this business to have a unified brand approach across all markets. Therefore, keeping the strength of brand Häfele in mind, it has been decided to use “ HÄFELE APPLIANCES ” as our unified brand name for all home appliances businesses worldwide. With this move, we will not only create a uniform and clear brand strategy for our appliances business here in South Asia, but will also benefit from the alignment with the Global strategies of the Häfele Group.’
Häfele has, over the last few years, been expanding its global portfolio to include a range of sophisticated built-in home appliances. Häfele India was one of the first subsidiaries of the Häfele Group to enter the appliances business in India and South Asia with a comprehensive range of built-in home appliances. The Indian subsidiary has since become one of the leading companies in the Indian appliances market and continues to grow at a steady pace.
Häfele‘s global strategy is a natural move considering that the company holds a rich tradition, deep understanding and technological know-how in the furniture and kitchen segments. Added to the background: a well-respected product portfolio ranging from hardware fittings to built-in appliances, kitchen sinks, faucets and counter top surfaces. This has enabled the Häfele Group to cater to its global customer segments with a holistic solution-based approach.
Through this consolidation, the company will now communicate with all its customers with one flagship brand i.e. HÄFELE APPLIANCES while continue to cater to different market segments with two distinct product lines:
- International Luxury Appliances: Häfele’s international range of luxury appliances houses world-renowned brands like Asko (Designer range of Cooking and Cleaning appliances from Sweden), Liebherr (Sophisticated range of Refrigeration and Cooling Appliances from Germany) and Falmec (Technologically advanced range of extraction hoods from Italy).
- Häfele’s In-house Premium Appliances: Häfele’s in-house range of premium built-in, free-standing and counter-top appliances has been developed keeping Indian cooking and cleaning patterns in mind while bringing in the trademark German quality and innovation that the company is well known for.
The latest move by Häfele has all the ingredients of more action in the appliances space, both at the company and at the industry level. Stay tuned for more.