Design

Brabantia: a milk jug with a useful design

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Brabantia and Vipp: two brands specialized in hygiene on the test bench. Choose your camp!

Vipp - Brabantia

Famous for its design bins Brabantia is present in kitchen, bathroom but also in linen care. Focus on a Dutch company that began with milk jars ...

Its slogan, "Solid Company", perfectly sums up Brabantia's philosophy since it was founded in Aalst, the Netherlands, in 1919: a well-known and recognized brand for its products, both simple and resistant. A pledge of quality and seriousness in short. Yet the family business, headed by the fourth generation, is about to change its style. Indeed, it will adopt in 2014 a new slogan, still secret, a new visual identity, packaging revisited and even a brand new logo.

"We will speak more directly to consumers by involving them more," says Philippe Greffin, the director of the sales subsidiary France, "It is important to evolve with the times, to remain consistent with the times." Since its creation, Brabantia has followed or even preceded the fashions. From watering cans, milk filters, funnels, buckets and cigar boxes of origin, the company has evolved and expanded its offer to act today in five areas: the treatment of waste (garbage and baskets), conservation and preparation food (boxes, utensils, kitchen accessories), laundry service (drying, ironing) and bathroom (accessories, scales).

Constant innovations

To cope with tough competition for the last five years, especially on waste treatment, Brabantia has sought to differentiate itself. She has set up "Color Your Bin", a personalization program of her trash in more than 100 colors. If the offer remains valid, the company now has another card: limited editions with 3 new colors per year. For design, Brabantia makes use of its internal resources, but does not rule out opening up to outside talent and is already working with design firms.

If it continues to innovate, Philippe Greffin recognizes however that all the tests of the mark did not work: "We had launched" Get Together ", a line in art of the table, which we will stop this year, because it did not find his audience. " The small appliances (kettle, toaster) could enter France soon, if the current test in England is positive. Another project is the opening of a concept store in the capitals where the brand is already present: England and France could in turn have a flagship, after Belgium and the Netherlands. Meanwhile, consumers have at their disposal a site presenting the complete offer of the brand.

The key numbers

2011 turnover: 100 M euros (of which 11.5 Meuros in France)
Main markets: England, Netherlands, Belgium, France, Germany
Activities: waste treatment (70% of turnover in France), linen care (20%), food preservation and preparation (8%), bathroom (2%)
Workforce: 1,000 people
4 production sites
85 countries

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