Launching our e-commerce has been a constant challenge, but also an immensely enriching experience. Barely two years ago we took the first step on this journey and, since then, we have been engaged in a process of continuous learning and improvement to find the best version of our website – one we can expand to other European countries.
This project was born with a clear idea: to test the Spanish market and discover the best way to connect with our community, but with an even clearer objective: to reach consumers all over Europe. Little by little we have come to understand that the true value of this channel lies in its closeness: it allows us to speak directly to the consumer, to listen to what they like, to learn about their favourite products and brands, and thus to anticipate future projects that truly respond to their interests.
E-commerce is our best showcase: here we present each product with the detail and information it deserves, ensuring transparency and reinforcing the credibility of our brand – because who better than us to explain everything our products can offer?
But this project is not just a point of sale: it is a place for encounters and community. A space where we share exclusive content that strengthens our relationship with those who choose us and, at the same time, positions us within the culinary world as a brand that inspires and brings value through quality collaborations and proposals that we highlight on this channel.
Unlike the large generalist marketplaces operating in Spain and Europe, our e-commerce is designed as a space specialised in the home and kitchen, where every detail matters. Here we not only bring together all our brands and collections with the visibility they deserve, but we also offer an inspiring shopping experience with exclusive content, collaborations and guides that help consumers choose what they really need.
As a direct channel with the brand, we foster a close and trusting relationship, with personalised attention and priority access to launches. All this makes our e-commerce not just a sales channel, but the official showcase of Bergner: a reference space that reinforces our credibility and positions us as specialists in the world of cooking.
We created our e-commerce with a clear vision: to give visibility to all the diversity of business and collaborations that Bergner offers to the end consumer from a single digital portal. Be Bergner is a space that brings together both our own brands and exclusive licences, and it has become a meeting point where consumers find complete solutions for the home: from the kitchen, to the bathroom, and through to decoration.
On this platform, all our brands have their place and are presented with equal importance. However, in our daily communications we place a particular focus on MasterPRO and San Ignacio, as they are the ones with the largest number of launches throughout the year. This gives us more scope to generate original content and develop collaborations that add value, differentiation, and a stronger connection with our audience.
Be Bergner was created for those who live the kitchen with passion, for the digital consumer who trusts online shopping and finds inspiration in the recommendations of people they admire. It is someone who seeks the best quality at the best price, but who also chooses guided by what the brand represents: they make their purchase decision based on values and identity, and recognise themselves as part of a community that shares their way of understanding cooking and the home.
From the outset, the project was conceived with a long-term vision and international presence as one of its pillars. The logistical and strategic complexity of the project led us to begin with the Spanish market, consolidating the proposal and building a solid base that we could gradually expand to other countries.
Today, in line with the company’s efforts to unify its global strategy, the internationalisation of Be Bergner is no longer a distant goal but one of our objectives for the coming year. This evolution drives us to redefine our D2C strategy and expand our reach into new international markets, bringing our value proposition to more consumers across Europe.
In recent months we have made a major effort to ensure that our e-commerce faithfully reflects the entire portfolio available in our warehouses. Thanks to this, we can now say that we always maintain updated stock ready to give visibility to each of our products. This is an important point since e-commerce not only serves as a showcase for the end consumer, but also for the B2B channel, which can see through this platform the full extent of what we offer, how we communicate with our ambassadors, and our potential as partners.
For this reason, the next new developments will focus on communicating corporate and commercial launches, such as the new MasterPRO collection: Legacy, which will also have a prominent place on our platform.
In addition, we are working on incorporating new ways to inspire our clients in their shopping experience: from gift guides by profile or price range, to the possibility of exploring products by materials or specific categories. Looking ahead to the last quarter of the year —the most commercially relevant—, we will launch special campaigns for Black Friday, Christmas and the Winter Sales, which will bring a fresh and renewed feel to our website, strengthening its dynamism and appeal for the consumer.
