The company is gearing up for increased presence via franchise stores for its bath fittings ranges; opens its second Iconic showroom in Delhi
Architectural hardware, furniture and kitchen fittings major Hafele is increasing its focus on north India especially for its bath fittings range. The company recently opened its second Iconic sanitary store at Lajpat Nagar in south Delhi. Spread across 600sft, his franchise showroom displays the internationally acclaimed range of innovative products, from some of the finest European brands being marketed by Hafele, that have inspired architects and interior contractors across the world.
Commenting on the launch of the new showroom, Häfele India managing director Jürgen Wolf said, “From the very beginning Häfele had set out on the ambitious goal to provide our customers with complete interior fitting solutions starting with their front doors to their kitchens, premium appliances, sliding solutions for doors and wardrobes, innovative LED based lighting solutions, and many useful fittings for the living and bedroom. The only remaining category where we did not have a satisfactory offering was bathroom fittings. With the Häfele Iconic Sanitary range we now offer our customers an exciting range of quality designer sanitary fittings.
This also completes our product ranges and we are now truly a complete One Stop Shop for all interior fittings solutions.” On the products that are being displayed in Iconic showroom, Pankaj Kumar, national manager sales–sanitary, Hafale India, said, “The products which one can find in the Hafele Iconic Sanitary showroom have been carefully selected based on four key aspects: superior quality,break-through innovation, exciting designs and class leading technical features. In this showroom faucets and wash basins from WEBERT Italy, cutting edge shower systems from EDELBAD, a completely new approach to washbasins from BOING and designer faucets and bathroom fittings from Aqua Trendz will be displayed.”
Elaborating on the company’s distribution network for bath fitting ranges, Kumar added, “In the kitchen segment – sinks and faucets – we have 19 distributors across India and then they have dealers and sub-dealers under them. And in the bath fittings space, we have adopted a ‘display and sell’ policy. So, it’s basically the showrooms that will serve as selling points. In sanitaryware we have about 10 dealers in India. Additionally, all our design centres will be displaying the bath fittings range.”
On expansion, he added, “We are planning to add eight more dealers under the Iconic flagship and 25 more in Aqua Trendz category.” He emphasised that in the kitchen segment the company has a strong presence in south India. “Hafele’s strength is south, then west and then north. We have to really gear up in north in particular. But from a business perspective, north is doing really good. And, for the bath fittings category we are focusing on north and slowly we are getting into west and south,” informed Kumar.
On Delhi specific plans, Kumar added, “This is our second Iconic store in Delhi. The first one was in Pitampura in north Delhi. The third store we are opening in Raja Garden in west Delhi. We are also coming up with a Aqua Trendz store in Malviya Nagar in south Delhi.”