Why was the showroom established?
The showroom is an ideal space for products from Amica and other brands in the Group (Hansa, Gram and CDA), sold in almost 60 foreign markets. The primary mission is to host business partners from around the world and anyone interested in Amica’s product range: consumers, business representatives and the media. The showroom covers nearly 500 square metres. Added to this is the 90 square metres occupied by a conference room, lecture room and small meeting room.“The showroom will host our commercial partners, suppliers and corporate guests. It will also serve as a venue for training related to the products and functionalities Amica implements,” Piotr Skubel says, Vice-president of Amica Group and President of Amica Handel i Marketing. “We also designed the showroom as a landmark for Poznań, accessible to people without any business relations to Amica but still interested in the history, traditions and achievements of the brand, such as school tours. We hope that it becomes a centre for culinary-themed events and workshops for teenagers to engage in hands-on learning about healthy cooking and the technologies which make it viable. Amica intended this project for commercial and marketing purposes, and more: to have the showroom “live” every day as a place of value to the citizens of Poznań and its region.”
First Europe, then Wronki, now it is time for Poznań
The exhibition and conference venue established next to the headquarters of Amica Handel i Marketing is a part of a wider business strategy that encompasses many elements. From CAPEX projects in Western Europe to the commissioning of a high-tech, fully digital-driven high storage warehouse in Wronki, the latter serving as a modern, high-performance logistic centre supporting Amica’s sales in 60 foreign markets.“Our previous focus was to reinforce Amica’s position abroad by a series of acquisitions intended to develop our sales channels in Western Europe, where the markets are extremely demanding for home appliance manufacturers. One result of our growing sales and new market entries was the need to build a new logistic centre with a “next-generation” digital-based high storage warehouse, which has been one of our largest investment projects over the last few years. What came naturally after these changes was the need to support Amica’s marketing efforts. The Amica Group had achieved a size and reach where we felt it was necessary to create a place for showcasing our products in a way that demonstrated their aesthetic values and technology. Many Amica customers said that they wanted to try out the products we offer in real-world settings. This latest project is Amica’s answer to that need,” Jacek Rutkowski says, President of Amica Group.
Kitchen Furniture Studios: a new challenge
The state-of-the-art showroom project in Poznań is designed to help drive the ambitious sales goals of Amica, which include an increased presence of the Group’s products in the very demanding channel for Kitchen Furniture Studios.“KFS is a sales channel used by leading global brands. It is very specific, shaped by extremely demanding consumers who buy custom-made kitchen fitouts and expect specific kitchen appliances to match their projects. To meet this challenge, Amica has been developing its most advanced product line, Amica IN. Other things in the pipeline include expanding the built-in products with more appliance types, so that customers can match their ovens, fridges and dishwashers with BI coffee machines or wine coolers. This is the only way to go about building an end-to-end appliance range and significantly increase Amica’s share in the segment. The whole range can be experienced in the carefully designed setting of our new showroom,” Piotr Skubel says, Vice-president of Amica Group and President of Amica Handel i Marketing.
