A clear brand claim, a new brand image, new brand structure – fittings specialist Kludi is repositioning itself on the market and laying the foundations for significant growth.
The new strategy is manifested in the brand claim Water in Perfection and is simultaneously a goal, commitment and an incentive. Fittings specialist Kludi is focusing on its traditional virtues and core competencies: perfect functionality, an impressive design for every need and long service lives. These give the company a new energy and guides our actions at all levels.
While competitors position themselves as providers of complete bathroom solutions, Kludi remains a specialist and offers end customers complete freedom when planning bathrooms. A result of this thinking is a new product portfolio structure. In future, the range for the bathroom will be based on two main pillars, with which Kludi aims to appeal to two target groups specifically: With the “Smart Luxury” designer products, Kludi presents fitting designs in line with the latest trends, reflected in bathroom architecture. On the other hand, Kludi has created a range for the price-sensitive market in “Pure Function”, focusing on functional solutions. Another core area is Kitchen Competence as one of Kludi’s traditionally important core competences, and rounding off the portfolio there is also the Shower Dreams range.
The fittings specialist’s new marketing approach approaches the purchase decision consistently from the perspective of the end customer: Whether the customer considers their new bathroom from a design perspective, looking for impressive design at a good price, or purely rationally, seeking to buy a functional but affordable fitting – Kludi aims to utilise its expertise in bathroom and kitchen for both approaches.
With this concept, Kludi is further enhancing its profile and putting the brand claim “Water in Perfection” into practice. The claim succinctly summarises what KLUDI has been all about for almost 100 years – experience and expertise in manufacturing top quality fittings. The new brand image clearly expresses the brand values.
Kludi GmbH & Co. KG, based in the Westphalian town of Menden, is a German specialist in the field of bathroom and kitchen tap and shower systems. Kludi’s brand claim “Water in Perfection” defines its ambition to create top quality. The bathroom fitting range is based on two key elements. It offers clearly defined styles under the heading “Smart Luxury”, while “Pure Function” combines solid quality with great practicality in functional fittings. Matching “Shower Dreams” concepts are available for both bathroom ranges. In the field of kitchen fittings, Kludi presents a wide range of products in the “Kitchen Competence” series.
For almost 100 years, the internationally active family company has been influencing the use of water in the household with groundbreaking fitting concepts and innovative solutions for kitchens and bathrooms. More than 1,000 staff members in the Kludi group develop, produce and market products for specialist trade and craft companies in numerous countries around the world. From its headquarters in Menden, the Kludi company group manages 13 international sales organisations. The products are manufactured in three European production facilities. The company runs its own production facility in the United Arab Emirates as a joint venture.