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HomeCorporateHafele India Aligns Appliances Business to its Global Brand ‘Hafele Appliances’

Hafele India Aligns Appliances Business to its Global Brand ‘Hafele Appliances’

The company inaugurated its first exclusive design showroom for Häfele Appliances in Bengaluru

Having expanded its product portfolio to include a classy range of built-in home appliances, furniture and kitchen fittings specialist Hafele recently consolidated various appliances brands sold by its subsidiaries under one global brand name, Hafele Appliances. According to the company, appliances had become an important business segment within the Hafele group with a presence in over 30 countries. The move to consolidate the business segment is aimed at creating a strong global identity.

Aligning itself to the global strategies of the group, Häfele India is also consolidating its entire appliances business under this global brand. The company will communicate with all its customers in India and South Asia with one flagship brand, Häfele Appliances, and will continue to cater to different market segments with two distinct product lines, viz International Luxury Appliances and Hafele’s In-house Premium Appliances. The international range comprises of brands such as Asko, Liebherr and Falmec. The in-house range includes premium built-in, free-standing and counter-top appliances that have been developed keeping Indian cooking and cleaning patterns in mind while keeping intact the German aspects of quality and innovation.

As a first step, Häfele India opened its first exclusive Design Showroom for the Häfele Appliances range in Bengaluru on 25 April. The showroom showcases the entire range of Häfele’s in-house premium appliances ranging from cooking, baking, refrigeration and cleaning appliances, to extraction hoods and countertop appliances. “Today, Häfele is a global brand that stands for market-leading products and services that cater to all interior design needs. The objective is to leverage brand Häfele across all our solution-based categories. Home appliances, in particular, is one of our fastest growing categories and it is important for this business to have a unified brand approach across all markets. Therefore, keeping the strength of brand Häfele in mind, it has been decided to use ‘Häfele Appliances’ as our unified brand name for all home appliances businesses worldwide,” said Jürgen Wolf, MD – Häfele South Asia, on the sidelines of the inauguration of the showroom. He added, “With this move, we will not only create a uniform and clear brand strategy for our appliances business here in South Asia but will also benefit from the alignment with the global strategies of the Häfele Group.”

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