German furniture components major REHAU has set up an experience centre in Noida, acquired 51% stake in Red Star, launched a range of acrylic laminates, and presented its modular kitchen vertical at the centre.
THE setting up of the experience centre in Noida, its second in India, and investment in an Indian entity reflects REHAU’s mission of maintaining a leadership position in the furniture solutions category. The simultaneous launch of the RAUVISIO riviera acrylic laminate collection further accelerates the spate of initiatives the company is taking to keep its customers up to speed with global trends. The Noida experience centre, which will also host the company’s headquarters in India, was launched in October this year.
The 4,200-sft experience centre in Noida is a big deal for the company. For one, it presents the entire portfolio of REHAU furniture components in a seamless and immersive manner, enabling customers to visualise huge possibilities in creativity and business opportunities. Second, it offers the company’s trade partners a template for uplifting their displays and achieving higher revenue growth.
While speaking at the launch, REHAU’s CEO for Asia Pacific Rafael Daum commented, “The launch of our Noida Experience Centre is a significant milestone in our global expansion strategy. This centre is not just a showroom but a testament to REHAU’s dedication to innovation and customer engagement. By providing an immersive experience, we aim to enhance our global footprint and connect more deeply with our partners and clients in the region.”
Stating that the centre would be a game-changer for the company going forward, REHAU India’s director Faiz Ahmed said, “It will serve as a central hub for collaboration and inspiration, enabling us to showcase our cutting-edge solutions in a setting that truly reflects our brand ethos. This launch underscores our commitment to expanding our reach and driving meaningful engagement with our key stakeholders.”
The RAUVISIO riviera acrylic laminate collection, introduced alongside the centre’s launch, is a set of 0.7mm matt and glossy laminates in 18 colours inspired by coastal landscapes. They are scratch-resistant, easy to clean and can be installed without requiring specialised machinery.
According to Manish Arora, vice president-furniture solutions for REHAU South East Asia, “The RAUVISIO riviera acrylic laminate collection represents the pinnacle of design and innovation. With its exceptional versatility and elegant finishes, this collection is poised to make a significant impact in the interior design world. We are thrilled to unveil it at our Noida experience centre and look forward to seeing how it transforms spaces across the region.”
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Significantly, the centre also presents the REHAU modular kitchen, which the company launched as a business vertical in 2022. Arora informed that the kitchen business has since been rolled out in four key markets in south India under a partnership model. “REHAU kitchen has been developed for the premium category. We are now ready to offer this business proposition to partners in the rest of the country. We believe that REHAU kitchens will be a winning proposition, because of our deep understanding of the engineering of varied components that go into their making. The entire component value chain, which comprises fittings, uPVC edgebands, laminates, prelaminated boards and solid surfaces, is available under the REHAU brand umbrella. This is the best assurance we can offer our customers regarding the quality and longevity of their kitchens.”
Arora asserts that REHAU’s second experience centre in India is poised to significantly impact the company’s consumer base by offering a premier destination for exploring and engaging with its products. “We are confident that the centre will drive increased interest and business opportunities within the architectural and design communities, and also reinforce REHAU’s position as a leader in the industry.
ON THE side lines of the launch, Daum also informed that REHAU had acquired a 51 per cent stake in Chennai-based Red Star Polymers, a manufacturer of PVC edgeband tapes. The remaining 49 per cent equity is expected to be acquired over the next three years. Red Star has a production facility in Sri City, Andhra Pradesh, and a strong presence in south India. Total investment in the acquisition could be to the tune of Rs 46 crore.
“This acquisition is a crucial step in REHAU’s global expansion strategy. While Red Star has been serving south India, we aim to leverage its capabilities to cater to the growing mid-market across India, particularly in tier-2 and tier-3 cities. These regions have traditionally been underserved, but the customers here are aspirational and appreciate high-quality products. This move not only strengthens our presence in India but also reinforces our commitment to making premium products accessible to all. We are also evaluating whether this approach can be replicated in other markets in the Asia-Pacific region with similar demand patterns.”
Following the strategic acquisition, REHAU will cater to both the premium market for edgeband solutions with its RAUKANTEX brand and the mid-market with Red Star. Daum says that this move will significantly impact the Indian edgeband market, and “enable us to strengthen our dominant position in various segments across retail and OEM markets. REHAU is already a market leader with more than 45 per cent share in the organised OEM market.”
Germany-based REHAU set up its India operations in 1997. Since then it has established a consolidated manufacturing complex at Vadodara, also the single largest edgeband producing facility in India, and has transformed it into a Centre of Excellence. REHAU India achieved a turnover of approximately Rs 400 crore in fiscal 2023.
