-
Strategy
Since its opening in 2021, The Crazy Home has established itself as a landmark within the Bergner universe. Located in La Torre Outlet Zaragoza, it represents much more than our first direct-to-consumer store: it is a living showcase of our corporate values, where professionalism, approachability, and teamwork are practiced every day.
Thanks to the daily dedication of Laura Cáceres, Laura García, and Patricia Fuertes, and under the coordination of Emilio Satué, this exemplary team brings Bergner’s principles to life through friendly, high-quality customer service, strengthening our direct connection with the end consumer.
How and when did the idea of opening The Crazy Home come about, and what goals did you set when launching it?
The idea of opening The Crazy Home store was part of a project to establish our own traditional direct sales channel. It’s a project that has been present practically since the beginning, especially in the outlet format due to its implications. The opportunity arose with the opening of a new shopping center of this kind in Zaragoza, so we considered it the best option to start this venture and lay the foundation for this new sales channel.
The objective was clear: to have a channel where we could distribute obsolete products that accumulate in our main warehouse in Zaragoza, and to do so in an orderly manner. Of course, this type of retail and direct contact with end customers also allows us to receive firsthand information and real feedback from consumers, which can then be taken into account in other company processes.
What role do you think the store plays within the Bergner ecosystem, and what impact does it have on the brand?
The project reflects the need to have outlet stores of this kind to offload obsolete products generated annually by the company’s own operations, offering them to the final customer through a controlled channel that protects the brand and the company’s interests. This is a widespread practice among leading companies in the sector.
The Crazy Home doesn’t represent a significant share of the company’s revenue, but we could say that, without disregarding the various brands we sell, their values, and with careful in-store service, we offer end consumers products at competitive prices.
I believe it is an ideal and complementary option to other commercial clearance actions of the company, one that fulfills its objectives while positively impacting the brands through a professional selection, store setup, and sales standards.
How has The Crazy Home evolved since it opened, both in terms of products and customers?
Since opening the store, we’ve experienced significant evolution both in our products and in how we engage with our customers.
Regarding products, we’ve paid close attention to demand, adapting to offer items that truly interest and meet the needs of our clients. We’ve also expanded and improved our assortment to offer complete solutions, not just isolated products.
As for the customers, we’ve put a lot of effort into creating a pleasant and welcoming shopping experience, helping customers find what they’re looking for and even offering options they hadn’t considered.
Our approach has always been to offer individualized service, building trust and encouraging customers not just to have a good experience but also to want to return.
In short, we’ve evolved into a place where customers feel welcome, well cared for, and satisfied with their purchases.
How did you experience the most recent edition of the Solidarity Market, and what feedback did you receive from customers?
This is the third year the market has been organized, and the response has been overwhelmingly positive, with customers committed to and enthusiastic about the cause.
The fact that people constantly ask when it will be held again shows how much they value the initiative and appreciate the opportunity to contribute to a charitable cause.
Undoubtedly, these kinds of actions not only help those in need but also strengthen relationships with customers, creating a bond based on solidarity and trust.
What surprised you the most when you started working at The Crazy Home?
What surprised me most when I started working here was the warm welcome I received from day one, being taught with patience and dedication. I’m impressed by the great team currently at the store, how well we work together and understand each other. I believe we’re like a perfectly geared machine, where one person’s weakness is another’s strength, and when we come together everything works and flows smoothly, creating a welcoming workplace with great vibes.
This allows us to deliver excellent customer service and constantly strive to improve, learning from every experience. We’re always undergoing training from the company through courses and videos, which is a great help and something I deeply value and appreciate. I’m always thankful for the warm welcome and proud to be part of this team and the company.
What types of products do you see attracting the most attention from customers, and how are you getting familiar with them?
The most eye-catching and in-demand products are frying pans and pots, which are the flagship items of our store. We always help customers find the best option for their needs, through conversations that lead us to recommend the right purchase, ensuring they leave satisfied and confident they’ll return. And we see they do come back, often mentioning how well we advised them and how happy they are with the product.
Additionally, given the time of year, summer, ice cream makers and towels are in high demand, thanks to the quality of the products we offer. In my opinion, we have a product variety that is highly competitive in today’s market, supported by our price-quality balance and the excellent customer service we provide and are thanked for daily.
What stands out to me is that we have loyal customers who’ve been coming to the store for years, always finding new and great things. Lastly, pet products are also in high demand and attract many customers.
What times of the year are especially strong in terms of visits or sales, and how do you prepare for them?
Like in any retail business, the sales season is the strongest period, and we’re no exception. But what’s great about this store is that we already have very competitive prices and high product quality. Add to that a team committed to making every customer who walks through the door feel welcomed and experience personalized service based on their individual needs.
This combination results in incredible customer flow days like the “Super Thursdays”, the last Thursday of each month, or weekends.
Customers also love the Christmas campaign, during which every day involves intense work with incoming stock, display, and direct service. It’s a time we enjoy working, as we go all out: the store takes on a different, beautiful vibe.
As for preparation, I think it’s like a marathon, the daily work and team communication, where all questions and ideas are addressed, make peak seasons feel stress-free. Right now, we’re a well-oiled machine, and I think that’s the key to handling both the busy and the quieter times successfully.
What changes have you observed in customer behavior or the most in-demand products over the years?
The store opened during a very difficult time—we were still under COVID restrictions. But in my opinion, it’s a store that’s been building solid foundations. Over the years, I’ve seen how customers from different parts of Spain have brought in new clients. We have regulars from Murcia, Barcelona, Irún, Madrid, Pamplona… who make a point of visiting us on their trips and taking our products back with them. And it’s not just individual customers, more and more hospitality professionals visit us. We’re growing, which makes me believe we’re doing a good job, judging by the number of new clients referred by friends and family. One customer brings another.
As I mentioned, we have a very broad range of clients, from students moving out for the first time, couples starting a life together, and people shopping for both their main and second homes, to hospitality businesses and rural houses. Truthfully, our clientele is very diverse, ranging from 18 to 90 years old.
Regarding popular products, social media plays a huge role. We see waves of demand for specific items like stainless steel or cast iron cookware due to the trend of healthy cooking, or certain oil dispensers for air fryers, or even mandolins. A great example is the blender, which has become a household essential, likely due to how many recipes feature it in short online videos that are accessible to everyone.
-1.jpg)