WMF GROUP CONTINUES INTERNATIONAL EXPANSION

Martin Ludwig, Senior Vice President Consumer Goods, International Strategy & Product Creation, WMF says quality, function and design are in the company’s DNA. We started by asking him to tell us more about WMF and its product philosophy

The WMF brand has stood for high-quality products that provide enjoyable moments both in everyday life and on special occasions since 1853. The long tradition and knowledge – stretching back for more than 160 years – are tangible in each product: from kitchen gadgets to kitchen knives, cutlery, cookware, frying pans and dining accessories to small domestic appliances (SDA). They all contain the WMF’s DNA triad: quality, function and design.

What do you see as a trend this year in the field of home appliances?

Convenience and on-the-go as well as healthy & sustainable lifestyles and space-saving solutions. These trends are still highly relevant and if products meet one or more of these requirements, people are keener to use them.

Do you have international expansion plans?

Since 2018 we have been expanding the WMF brand to many countries. With the successful store roll out in China between May 2018 and January 2019, we have reached a first milestone of our internationalisation plan for the WMF brand. All 16 concept stores were opened on time as planned. And with the implementation of our expansion strategy in the core markets of Spain, France, Russia, South Korea and the Nordic countries, we are entering the next phase.

Which series and product lines did you focus on during IFA?

In general, design and quality are crucial to WMF. We expanded our successful Ambient and Lumero product ranges at IFA.


Photo: Martin Ludwig, Senior Vice President Consumer Goods, International Strategy & Product Creation, WMF Group