Sundern, 6 September 2018 – All eyes were on SEVERIN as the company’s highly-anticipated new brand identity was unveiled at the IFA. The results after six days of the trade fair: 25% more contacts with the qualitative specialist retail trade and trade influencers. Christian Strebl, Managing Director of SEVERIN Elektrogeräte GmbH, delivers his verdict: “We have proved that we’ve met all the goals we set ourselves prior to the IFA. And, what’s more, the keen interest we aroused in retail trade circles and their positive feedback shows us that this new approach is both correct and promising.”
Tradition & future
One thing stood out above all at the SEVERIN trade fair stand: here, tradition and future stand side by side. The use of wood symbolises the pragmatism of the Sauerland region. The new openness, the emotional imagery and not least the countless product innovations emphasise how the company is rebranding itself via the claim ‘Friends for Life’, embracing a younger, more sophisticated approach. Christian Strebl explains: “We wish to become more visible as a brand, so we have to stand out and be different.” However, it’s also important to reflect on the strengths which have made the company so successful over the last 126 years. As a result, SEVERIN used the IFA as a platform to showcase what is possible as a result of its development and production skills: Says Christian Strebl: “We can react quickly and flexibly to the demands of the retail trade. Our “colour wall”, for instance, was an impressive demonstration of how we identify and implement the latest colours in our products. The future lab, where we gave an exclusive glimpse of the product innovations for 2019, created an added wow effect.”

Focus & anchor function
In addition to the new brand positioning, the focus at the IFA was naturally placed on the products themselves. Here, too, the plan to build the range around the five focus categories coffee & breakfast, BBQ & fun cooking, cooling & freezing, microwaves and floorcare, proved a successful strategy. Christian Strebl is sure, that “here, we are earning the trust of the retail trade, as, on the one hand, we are offering it a positioning aid as far as line-up and range structure are concerned. On the other, we are creating the optimum conditions for interesting margins with high area coverage.” This naturally applies specifically to the MDA category, on which SEVERIN is focusing more intensively with a restructured refrigerator/freezer range. High-quality appliances in modern dark inox, innovative and energy-saving inverter technology and a 10-year guarantee (see guarantee scheme) convinced the retail trade at the IFA.

A brilliant assessment for floorcare
SEVERIN also scored points with recommended products in the floorcare segment, represented by the subsidiary SEVERIN Floorcare GmbH: Two of the vacuum cleaners on display are price-performance winners as rated by consumer organisation “Stiftung Warentest”, receiving a brilliant assessment (rated “good”). Ralf Wietek, Managing Director of SEVERIN Floorcare, comments: “This naturally creates trust and was very well-received by all our retail trade partners.” His positive trade fair summary: “We were able to increase our contacts within the specialist retail trade at the IFA considerably, expanding our distribution.”

Presentation & experience
At the IFA, SEVERIN showed trade partners precisely which opportunities are offered by the new products for attractive presentation at the POS: 3D latte art presentations showcased the benefits of the induction milk frother, trade fair visitors tasted various strengths of coffee thanks to the new TypeSwitch filter coffee machines, and they even experienced a true world first in action at cooking demonstrations in the form of the fully-automatic citrus press. SEVERIN presented interesting products with real added value for the end consumer in the seasonal trade segment: an XXL air fryer with compact design or a raclette-fondue combi appliance are just two of many examples.

Next steps
Says Christian Strebl: “The positive feedback we received at the IFA is staggering. The hard work we put in over recent months has paid off. The task now is to use all this momentum to launch the new products on the market promptly.” The IFA has demonstrated that SEVERIN is currently immersed in a dynamic process of transformation. The trade fair was just the beginning. So watch this space.