BERGNER has reinforced its business model, taking on new commercial challenges starting with regional expansion, a focus on a clients and opening up new categories. In the words of Alberto Forcano (CEO, Bergner Europe), "We have a very ambitious development plan both in categories and in traditional brands, as well as for our La Maison brand and our textile, tableware and decoration categories. This impetus is coupled with the international expansion of our company. One of the cornerstones for growth is a good entry into the US market which we have accomplished and growth through Italy, France and South America, with both strategic clients and across all the channels". Within this internationalisation strategy, Bergner recently participated with its own stand at the 'Exclusively Housewares' (Business Design Centre in London) and the HGH India (Home Textiles, Home Décor, Gifts & Housewares) (Mumbai, India) trade fairs. At these fairs, the company exhibited its products, strengthening client relations and reinforcing its position in the sector internationally. Soon will come the opportunity to present its new collections at an event for Latin America, in Chile from 1 to 5 October, and in the last week of October in the Canton trade fair.
BERGNER is looking to corner the market by introducing concepts aimed at target audiences, being in possession of various brands offering highly innovative household products: Bergner, Masterpro, Infinity Chefs, San Ignacio, Swiss Home, La Maison, etc. Each brand has its own place in the market, adapting to the needs of its clients. In addition, the recent acquisition of the San Ignacio brand has consolidated the firm's position within the cookery, pressure cookers and frying pans category. A plan is in place to continue investing in the brand on both product development and communications.
Combining these three core concepts, BERGNER is managing to evolve very positively, gaining in market share, without forgetting the possibilities inherent in new distribution channels that are being developed, e.g. online, where the company's business is growing rapidly.
