GERMANY - Poggenpohl has been setting standards in the field of premium and luxury kitchens for decades.

So, the new "THEPOGGENPOHLSTANDARD" strategy is not just a motto but a stated aim to redefine the rules of the industry.

Poggenpohl Möbelwerke GmbH is anticipating growth in the near future. Due in particular to new products which are also attractively priced for younger target groups. “So, stretching into new market sectors is extremely common for premium brands,” said Gernot Mang, explaining his strategy. “Luxury comes in many forms nowadays. First and foremost, however, it’s the customer who defines what luxury means to them. The mega trend of individualization is relevant for this.”

That’s why Poggenpohl presented kitchen designs from the Poggenpohl Premium Collection in addition to its iconic design concepts at its exhibition at Küchenmeile. And at the Milan Design Week in April 2020 Porsche Design and Poggenpohl collaboration will also bring a new product.

Beyond new product developments, Poggenpohl is stepping up its marketing activities: the absolute priority is to expand the network of independent traders and to position itself as an indispensable trading partner.

A recently-sealed sales partnership agreement in China is setting the stage for market penetration in this region. “This is the most important course set for us,” said Gernot Mang. The core of the new corporate strategy is also to continue expanding their position as leaders of innovation, and to grow sustainably.

In order to not neglect the brand and to make it even more tangible, a store in Soho, NYC will be added to the flagship stores already in place in Munich, Milan and London in the fall of 2019.

With its 400 studios, Poggenpohl is a world-renowned brand producing premium and luxury kitchens at their premises in Herford, Germany for more than 125 years. “THEPOGGENPOHLSTANDARD” is based on the principle of products being combinable in order to create innumerable possibilities for customers.