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HomeCorporateH&R Johnson Aims for Top Slot with Nobilia Kitchens; Reveals 2020 Strategy

H&R Johnson Aims for Top Slot with Nobilia Kitchens; Reveals 2020 Strategy

By Mrinmoy Bhattacharjee

Tiles major H&R Johnson is eying the premium and uber premium market segments with its Nobilia kitchens brand. The company is marketing kitchens in India under a strategic partnership with Germany’s Nobilia.

“We have a strong relationship with Nobilia since 2007, which is getting strengthened year by year. Not only are we expanding our retail footprint in India, but are also building a strong presence across multiple projects,” Pankaj Sharma, president, bath & kitchen business, H&R Johnson told SH. “We are already strong in our projects business with Nobilia, and we are aggressively driving our retail footprint. As Nobilia is the largest manufacturer of modular kitchens in Europe, we wish to leverage their strong manufacturing capabilities to cater to the needs of the Indian market in the segment of premium to super-luxury kitchens.”

Outlining the company’s go-to-market strategy, Sharma said that the company is building a “strong” franchise network across the metros and tier-I markets, and working on creating a demand for franchisee through architects, interior designers, and influencers. “Our focus will mainly be on the customer segment that includes individual homeowners looking for a high-end kitchen solution. We will see a further expansion of our retail footprint in 2020. We recently opened two stores in Mumbai and Pune, and have planned to start three more stores in the coming financial year.”

The company’s retail expansion, according to Sharma, is based on its understanding that experiential retail is profoundly imperative for the kitchen segment. “A customer of modular kitchens makes a purchase decision based on how technically sound the products is along with other aspects like durability, aesthetics and other services that come along with the purchase. The retail experience makes a world of difference and forms his perception of the brand and the offering.”

He emphasised, “Our stores are designed keeping this in mind. From showcasing life-sized kitchens to incorporating the latest innovations in the display, we ensure the experience at the store is exactly like what goes back home with the customers. We attempt to showcase Nobilia’s cutting-edge technology and avant-garde designs in our state-of-the-art experience centres.”

Sharma averred that the company can feel the pulse of the customers and is rolling out products that are setting the trend in the industry. “These days, customers are looking for durability and hassle-free modular kitchens apart from aesthetics. Therefore more sturdy finished products like anti-fingerprint material, stone and ceramic finish laminates are gaining popularity.”

Besides, he said that customers are increasingly looking for a customised solution with enhanced utility. “Nobilia has solutions like SpaceFlex, an exclusive organising system for storage containers and more. This feature is ideal for people who love a tidy kitchen but have not been able to find any order inside the cabinet. Virtually every kitchen utensil can be stored in SpaceFlexx as it has a flexible divider Nesttex that adjusts to fit the contours and sizes of the stored goods. This way, SpaceFlexx can flexibly hold utensils of different sizes and shapes securely in place. Nobilia is keeping with its commitment to constantly provide luxury and style, thereby showcasing global trends in the kitchen business.”

With the combination of “innovative” offerings from Nobilia and strong Johnson network across the country, Sharma declared, “Our vision is to be among the top three players in the imported kitchen segment.”


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