REHAU India has announced an alliance with UK-based Titus Group, a leading manufacturer of cabinet hardware, connectors, and damping solutions. Under this alliance, REHAU will market Titus hardware in India.
REHAU is a market leader in the edgeband segment and a major player in the polymer-based furniture fittings categories.
The partnership was announced last week at Indiawood 2022 held in Bengaluru, where REHAU was an exhibitor. The company had showcased a wide range of Titus furniture solutions, alongside its own growing range of solutions for furniture and interior sectors.
In October last year REHAU India managing director Bhavana Bindra had told me that the company was in the process of transforming itself from a pure B2B to a customer-facing and retail-oriented organisation. At that time, though, she did not reveal that REHAU will market Titus hardware.
The alliance with Titus appears to a part of the transformation strategy she had talked to me about, which will enable REHAU to offer a wider portfolio to trade partners for better servicing of their customers.
Bindra believes that hardware has long been an overlooked category in the furniture industry. “The partnership between REHAU and Titus is going to offer premium hardware solutions to the Indian market. It is a strategic partnership for REHAU, where we see a tremendous market for high-quality hardware in India. Our partnership is an excellent example of capitalising on the opportunity.”
The alliance is in the nature of an exclusive distributorship. Under this arrangement REHAU will market Titus’ products through its network of over 1,000 direct customers, 2,500 channel partners, and a strong warehousing and logistics base. Titus was hitherto being sold in India through sundry dealers, but going forward, REHAU India will be the single source for this brand in the region.
“We are glad to collaborate with Titus Group as we share the same philosophy of providing excellent, innovative products to our consumers. I’m delighted, and I’m looking forward to a synergistic relationship in which we can build on each other’s strengths,” Bindra asserted during the partnership launch at Indiawood.
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Titus Group’s regional sales director Marko Korelc, who was present at the launch, said, “I am happy to announce the partnership of REHAU and Titus. REHAU having a widespread network base and a vast product portfolio in India, inevitably, became the first choice for us to collaborate with. We are providing premium hardware solutions around the world for decades, and now it is time for India to witness these world-class component ranges. Hardware is a growing sector in India and through this partnership we are looking forward to expanding our market outreach.”
The Titus range comprises of concealed hinges including soft closing; touch opening drawer systems for handle-less fronts; connecting fittings for cabinets; and damping solutions. The damping solutions find application in furniture, home appliances, automotive, medical devices and hardware where soft closing or slow release movement is required.
REHAU’s furniture and interiors portfolio includes uPVC edgebands, laminates, solid surfaces, roller shutter systems, plinth systems, adhesives, and masking tapes.
Interestingly, REHAU has also forayed into the kitchen segment by launching a range of modular kitchens, which too were showcased at Indiawood.