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the new role of the luxury kitchen manufacturer


SieMatic is considered one of the oldest and most famous luxury kitchen manufacturer Germany. Nevertheless, the company is currently looking for a new identity. In 2021, the transfer from the pure product brand to SieMatic as a lifestyle brand respectively. This is exciting because the route is predominantly digital – and yet: compared to other manufacturers on the kitchen market, SieMatic is late.

What we are currently in Kitchen and furniture retailers experience could downright as socially significant are designated. It’s the trend for cross-room planning and development from kitchen manufacturers to complete outfitters. But it is much more the change to “Everything from one source” purchase, which customers can do more comfortably and solution-oriented – with one contact person and perfect time management.

From kitchen to living room furniture manufacturer: many producers have undergone this transformation in the past 2 years - for SieMatic, the time has come in 2021.  (Photo: SieMatic)
From kitchen to living room furniture manufacturer: many producers have undergone this transformation in the past 2 years – for SieMatic it should be ready in 2021. (Photo: SieMatic)

Division of labor used to be? The return to the all-in-one provider

The exciting thing is that history repeats itself: in front During industrialization in the 19th century, it was considered necessary to obtain certain products from a single source, regardless of how well the craftsman mastered individual areas of his profession and how long the production took. Only with the onset of the machine age did it come to today a common division of labor, in which different steps are divided up to the finished end product. Example blacksmith: here the specialization in farrier, nail blacksmith etc. took place. The result? A faster and better quality productionbecause everyone only did what they were good at.

Why this history excursion? Well, because the process is just increasing on the contrary. In the course of globalization and digitization, large companies design for a very specific product across more and more areas of our life With. A cell phone is no longer just a mobile phone, it is also a camera, notebook, scale, tool, dictionary and PC with access to the Internet world in one.

Precision in detail: SieMatic is known as a perfectionist kitchen manufacturer.  Can the expansion of the range and brand image withstand this?  (Photo: SieMatic)
Precision in detail: SieMatic is known as a perfectionist kitchen manufacturer. Can the expansion of the range and brand image withstand this? (Photo: SieMatic)

Kitchen manufacturers become living, bathroom and room planners

The same can be done in the world of furnishings observe. Certainly so far Interaction between kitchen manufacturers, furniture manufacturers and architects the image of a high-quality interior design, go more and more often Impulses from the individual manufacturer from taking on all of these tasks in one.

The most recent and very prominent example from the kitchen scene is SieMatic, the luxury kitchen brand from Löhne in East Westphalia, whose new owner has now changed course from the “Product brand to lifestyle brand“Have announced. With this, SieMatic would like to get more into the Reality of life for digital educated citizens Advance – and have a say not only in the kitchen but also in the product planning.

SieMatic as a lifestyle brand should reflect modernity, urbanity and diversity.  The entrance hall at the Löhne site captures this well.  (Photo: SieMatic)
SieMatic as a lifestyle brand should reflect modernity, urbanity and diversity. The entrance hall at the Löhne site captures this well. (Photo: SieMatic)

SieMatic as a lifestyle brand: follows the example of bulthaup, LEICHT and eggersmann

Specifically, SieMatic, so far as Luxury manufacturer for kitchens acted, it is still unclear what the new strategy should look like in order to – in its own words –outstanding lifestyle brand [abzubilden]that not only recognizes the signs of the times, but also sets out to significantly shape them again ”. One thing is clear: such a sign is urgently needed. Other kitchen manufacturers have already been vigorous in recent years in the expansion of their areas of responsibility invested. Europe’s largest kitchen manufacturer nobilia has also been offering living room, bathroom and cloakroom furniture for almost two years. Designer kitchen producer LIGHT even proclaims its “change to an architectural brand”, with which not only kitchen rooms but also walk-in dressing rooms and visionary room concepts can be implemented. And even bulthaup, SieMatics’ toughest competitor in the Premium kitchen segment and with enormous attention to every step beyond the minimalist company image bulthaup b solitaire already launched a table and cabinet furniture collection.

The competition never sleeps: LEICHT has already proven itself as "Architectural brand" repositioned.  (Photo: LEICHT)
The competition never sleeps: LEICHT has already repositioned itself as an “architectural brand”. (Photo: LEICHT)

Internal headlines instead of positioning in the furniture market: SieMatic’s difficult transformation

It’s not that SieMatic hasn’t made an effort to expand its kitchen space into an open-plan living space in the past. Glazed and high quality illuminated Showcase cabinets and sideboardsthat can also be used as a transition to the living area are evidence of this. What so far completely absent, is a Expansion of the core kitchen spectrum in the direction of a full range that transports the high class and quality of SieMatic products to other rooms in the house.

In addition, the company with its proud history has been rather with company headlines made a name for itself. The complete withdrawal of the Siekmann family has added a crack to the image of the premium brand, which has long been described as “3rd generation family business“Spoke – despite a veritable size and a sale of shares in the company to Chinese investors. In 2020 SieMatic finally became entirely taken over by the major investor Zugen Ni. A simultaneous change of managing director from the Siekmann family – with Ulrich W. Siekmann at the helm – to the new CEO Hanjo Runde should herald a new era for SieMatic kitchens.

The last company patriarch?  With the departure of CEO Ulrich W. Siekmann, SieMatic is no longer a "family business", but would like to use this as an opportunity to modernize.  (Photo: SieMatic)
The last company patriarch? With the departure of CEO Ulrich W. Siekmann, SieMatic is no longer a “family company”, but would like to use this as an opportunity to modernize. (Photo: SieMatic)

This is how SieMatic characterizes itself as a lifestyle brand: digital, innovative, elegant

One can certainly guess how SieMatic as a lifestyle brand want to establish and where the journey is going: at least corporate communication is already shifting vigorously into the digital. If the major German luxury kitchen manufacturers have so far relied on their historical charisma and increased demand thanks to shortages, SieMatic is now aggressively vying for the End customers on his homepage. Digital brochures, chat offers to clarify questions, an online form to determine the kitchen style and a virtual 360 ° C tour address the future target group, the so-called “Creative class“. SieMatic does not want to lose sight of its reputation for elegance and high quality – but if you please, everything is a bit more modern.

That comes late, but since the entire kitchen industry is lagging a little behind digitization, it may not be too late. The decisive advantage of SieMatic as a new lifestyle brand is that the company does not timidly use individual channels and test what wears well. Rather, it is a change around one’s own axis, for the a lot of money in hand taken becomes. The Brand modernization should be tangible at all points of contact in the customer journey. To this end, the SieMatic company is investing in the transition to a lifestyle brand in high-quality images and sophisticated technology.

What should stay: SieMatic's line-up as an elegant premium brand.  What is coming: the opening to the living area and the sense of well-being of a digital generation that feels a desire for luxury and value.  (Photo: SieMatic)
What should stay: SieMatic’s line-up as an elegant premium brand. What is coming: the opening to the living area and the sense of well-being of a digital generation that feels a desire for luxury and value. (Photo: SieMatic)

SieMatic’s end customer as a lifestyle brand: a very specific type of buyer

What can end customers expect who are interested in SieMatic as a kitchen, pardon, lifestyle brand in the future? An investment of millions in new production facilities at the Löhne site in East Westphalia suggests that In the future, SieMatic will not only include kitchen furniture, but also home furniture and accessories has in the program. The brand should become a synonym for a certain lifestyle, which is presumably associated with the Enjoyment of travel, exquisite food, money for luxury and awareness of values goes hand in hand.

The first digital poster campaigns for establishing SieMatics as a lifestyle brand promise the slogan “Gleaming with inspiration“(To German: Glimmende Inspiration). It is the beginning of a new era for the SieMatic brand. It remains to be seen whether the fire will jump over.

SieMatic as a lifestyle brand 2021 stands for modern innovations ... (Photo: SieMatic)
SieMatic as a lifestyle brand 2021 stands for modern innovations … (Photo: SieMatic)
... and a younger target group.  (Photo: SieMatic)
… and a younger target group. (Photo: SieMatic)

Would you like a branded kitchen SieMatic to plan? You will find in our studio search SieMatic dealers in your area. Simply enter your postcode and then filter for the search term “SieMatic”.

Didn’t find what you were looking for? Feel free to contact us at info@kuechen-design-magazin.de.

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