The technology player is building an ecosystem to market the newly-launched RAUKANTEX edgebands by adding manufacturing muscle, augmenting retail reach, and differentiating itself on knowledge
By Mrinmoy Bhattacharjee
Polymer-based solutions specialist REHAU India has launched RAUKANTEX uPVC edgebands for home furniture. The company, which is a significant player in the windows, furniture and building industry sectors, is also expanding its manufacturing capacity and stepping up experiential retail. Rehau’s chairman for South Asia Ajay Khurana spoke exclusively with Sourcing Hardware on the sidelines of the company’s launch event in New Delhi recently.
Elaborating about RAUKANTEX edgebands, Khurana said, “Today’s discerning consumer demands stylish choices of surfaces with intricate detail and finishing. This is the reason for the rising demand and popularity of our edgebands. The uPVC edgebands are non-toxic, DOP free and recyclable, offering a new perspective to modern furniture design. Carpenters, contractors and furniture manufacturers find it very valuable, both commercially and aesthetically. Consumers recognise it as a lifestyle product, playing an important role in designing homes and blending it with any furniture and décor.”
According to Khurana, the newly-unveiled edgebands will be available in over 1,000 colours and a “100% colour match guarantee to suit every palate”. The premium product will come in nine variants, including the colour and décor, mirror gloss, magic 3D, V-groove, wood veneer, retail collection, V-twin, and super high gloss. These edgebands, he stressed, can match any similar laminate texture, design or colour, offering endless design possibilities to home and workplace.
“Our uPVC edgebands enhance the overall appeal of furniture and are a perfect solution for kitchen cabinets, cupboards, table edges, etc. In addition to being cost-effective, they offer a smooth finish by concealing raw edges, increasing the durability of the furniture. They protect the furniture from humidity and are heat resistant. They minimise the accumulation of dust and are easy to clean. The edgebands are child-friendly, pet-friendly, and eco-friendly.”
To demonstrate the lifestyle features of the edgebands, the company has roped in leading retail and merchandise designer Sanjana Sud of Abraxas Design, who has created a collection of fashion clothes and props using REHAU edgebands. At the launch event, which was a fashion parade of sorts, Mr Glittz 2019 Nitin Bhardwaj along with prominent models walked down the ramp attired in Sud’s creations, heightening the glamour quotient of the furniture accessory.
The ramp sequences comprised of a high gloss range, which is a combination of colours and finishes with dark and dramatic looks and reflective surfaces; a décor range with wood/veneer finish edgebands in earthy, natural and eco-friendly look; a solid coloured fun and happy collection featuring REHAU’s extensive colour palette; and a sports range in peppy and quirky gloss and solid colours, dedicated to the growing category of fitness enthusiasts.
Revealing plans of manufacturing capacity expansion, Khurana said, “We will add two lines to our six existing ones at the Vadodara facility. We have eight lines at our Pune facility. So, a total of 16 lines will strengthen our manufacturing in India.”
REHAU is gradually ramping up its retail. Earlier in the year, the company had declared plans to further strengthen retail presence by launching 36 experience centres by 2020. These include REHAU Shoppe that will showcase a select range of furniture solutions; REHAU Concepts, a shop-in-shop concept; and REHAU Design Studio, a standalone experience centre.
Also, in early 2018, the company launched REHAU Inspiration Express, a Volvo experiential showcase encompassing the entire range of the company’s Advanced Living Solution – furniture, window solutions, building solutions – to offer a firsthand experience to architects, interior designers, consultants, contractors, craftsmen and consumers. “Since its launch in April 2018, it has covered over 22 states and 100 cities, making it one of the most successful consumer activations of the company,” asserted Khurana. “We will re-launch REHAU Inspiration Express through a smaller vehicle, to be able to reach narrow and interior places.”