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Küppersbusch to reposition as premium brand?

Küppersbusch UK is to transfer its sales and marketing activities from its current partner Teka Products to The 1810 Company as of April 2 as it repositions itself as a premium brand.

Küppersbusch Hausgeräte GmbH joint managing director Mark Lawrence said that the experienced management team at The 1810 Company would make it the ideal partner to take the brand forward in line with Küppersbusch’s global strategy. The appliance manufacturer will also be launching a complete new range at the LivingKitchen show in Cologne this month and is welcoming visitors from the UK to preview the range.

Gareth Williams, managing director of The 1810 Company, commented: “Küppersbusch has been a big part of my life for nearly 30 years and I am delighted to have the opportunity to establish the brand in what I believe is its rightful position in the market. There is, however, a lot of work to do in order to reach that goal.

“We are aware that we need to be service-driven if we are to compete with the established leaders in this sector. We will be making some key appointments over the coming months, primarily with a dedicated service manager for London. There is definitely a market for another premium product with a controlled distribution policy and sales strategy.”

Kitchens KitchensEditor Jeff Rusell commented, "

“No disrespect to Teka, but to reposition itself as a premium brand, Teka has a lot of work to do and a larger task in changing long held consumer opinions as to the position of the Teka brand and ultimately it is the consumer that will make this a success or failure”

“Skoda for argument sake was not regarded as a premium brand, nor is it now but it did reposition itself from a cheap and unreliable brand to one that has now seemingly won over consumer confidence as a more reliable budget rival to the small cars like VW`s Golf (with Skoda`s Octavia) or the Vauxhall Safira (Skoda`s Yeti). The Skoda badge is not as brand worthy as the VW but Skoda isn’t trying to say to consumers that the Octavia is like a Golf, they are saying that for less money, you can have a cheaper car that does have the same practicalities of a Golf, but not the prestige. Quite who Teka identifies itself with in looking at like for like rivals, but we cant see Miele, or Bosch being worried any time soon by the Teka news”