Kaldewei, Europe’s leading manufacturer of baths – reemerging with a completely new company appearance – showcased its new range strategy, products and whirlpool innovations at the Hotel Show 2005 held in Dubai last month.
The new range was promoted at the stall of a Dubai-based specialist supplier of sanitary ware, tiles, plumbing accessories, sinks and bathtubs, Sanipex, its dealer in the UAE.
The company recently introduced its new global orientation at the International Sanitary and Heating Fair, ISH Germany in March where it also re-launched the brand, Franz Kaldewei.
“Kaldewei introduced a number of product innovations as well as its new corporate design and a strongly differentiated range structure,” says a company spokesman. “Our aim has been to strengthen our position as an international brand for superior bathtubs and shower trays and introduce emotion into the marketing,” he adds.
At the Frankfurt show, Kaldewei presented a starburst of more than 60 new bathtubs and shower trays. The range included the Conoduo and Conoplan models from the renowned design studio Sottsass Associati in Milan – designed by the star designer Ettore Sottsass himself as an expression of a new style besides the two newly-developed whirlpool systems such as Vivo Turbo and Vivo Aqua Eco.
With its new ‘Triple A Strategy’, Kaldewei has subdivided its range into the Avantgarde, Ambiente and Advantage segments. The individual segments stand for the customer types – quality seekers, pamperers and functional – which have been defined on the basis of qualitative market research, among other things. With Avantgarde, Kaldewei meets the requirements of the design-oriented class of customer for whom the bathroom is both a theatrical stage and a place of peace and relaxation.
Ambiente is directed at the ‘pamperers’ target group whose emphasis is on using the bathroom as a private spa while the Advantage segment is designed to meet the requirements of functional customers who are interested mainly in value for money, a Sanipex spokesman says.
Kaldewei supports the trend towards a better quality of life and more individuality in the bathroom with an extremely varied range of products. Today, the company’s palette includes more than 200 designs in many colours.
The company has grown from being a manufacturer of traditional bathtubs and shower trays into a system provider with complete solutions for everything to do with the subject of bathing, showering, health and well-being.
