German premium brand WMF says that, mid-way through its international expansion, it is “very excited” about progress made and future potential.

Xavier Sabourin, president of WMF Consumer Goods, states: “Last July, we started the WMF Consumer Business Unit, which is responsible for the WMF brand, the product, innovation, process and also the internationalisation of the brand.

“This organisation change was really needed as WMF, a well-known name, was not available everywhere in the world. Changing the organisation was so important to really tackle the big potential that we have for this truly premium brand.” Sabourin says that the business defined some focus markets, which included China, Japan and South Korea in Asia.

“In SDA, we already have a good position in China,” he continues. “We started at the end of last year in Korea and this month we are starting in Russia and Singapore.”

In Europe, there are a number of countries on WMF’s radar, including Spain, France, Italy, Netherlands, Russia, the Nordics, Poland and Turkey – and the DACH region of Germany, Austria and Switzerland.

“We’re also trading well in western countries like France, where we are working with very closely with Darty.”

The WMF range includes SDAs and cookware – a total of some 5,000 products. At IFA, WMF is presenting 25 new products on its booth.

Hall 6.1 Stand 102

Photo: Xavier Sabourin President, WMF Consumer Goods