From today, Bergner shines again in Ambiente 2025, the great international stage where we present our new products, strengthen relationships and continue to drive our growth. But behind every fair, each carefully designed space, there is someone who turns a stand into a unique experience: Emilio Satué, Showroom, Fairs & Retail Manager Bergner.
Bergner has participated in numerous trade fairs in the sector over the years. How has this participation has evolved and what milestones would you highlight in our journey?
The evolution of Bergner's participation in fairs over recent years has been marked mainly by two aspects. On the one hand, we have the objectives of business growth in a given region. Bergner has participated, directly or in collaboration with our local partners, in regional fairs and events that allowed us to prospect and strengthen our presence in that area. In the past we have been quite dynamic in this sense in areas such as Latin America or occasionally in countries such as the United Kingdom or France. However, nowadays we have focused more on large international trade fairs and on providing local support to our partners. The second aspect that conditioned our participation in fairs was the expansion of our product matrix, which forced us to attend specialized fairs where we could make ourselves known as commercial operators in these new categories. In this regard, we can recall our participation in trade fairs such as HEIMTEXTILE for textiles or IFA for electronic home equipment.
After our journey in recent years, I could highlight the qualitative leap we made when in AMBIENTE 2020 we managed to have a unique space in Hall H3 along with the rest of the major specialists in kitchen products.
Ambiente is one of the most important international fairs in the sector. What does it mean for Bergner be present at this event and what goals you set with each edition?
As you say Ambiente is the most important international fair at European level in our sector, however, its importance extends beyond European borders. It becomes an international meeting point where customers from the main countries come and it is also a meeting place with some of our suppliers and manufacturers. Therefore, it is one of our main showcases to attract new customers, as well as a special space where to build loyalty and surprise those who already work with us.
At a constructive and organizational level, we could say that in each edition we try to achieve that pleasant and comfortable working space, responding to the commercial requirements and highlighting the main brands and launches of the year.
In this edition of Ambiente, what news and products Bergner present? What industry trends are marking the proposal of the company for this event?
On this occasion it will bet on our three main brands MasterPRO, Bergner and San Ignacio, which have recently been updated and therefore will be a good opportunity to begin to glimpse what they can give of themselves in their renewed inspiration. We will find the main trends of the sector represented. On the one hand, we will have our multi-category collections created around a world of colors and inspirations based on the trends of 2024/2025. On the other hand, we will have worlds like the air fryer or the frying pans with removable handles that provide them with greater versatility and additional functionalities. Among all these novelties, will have a remarkable space the new MasterPRO STORIES collection, products for which Bergner has recently been awarded the European Product Design Award, a collection that was taking its first steps last year and this year we can show it in its full breadth and hopefully have a good reception in the market.
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The design of the stands is key to transmit the company's identity. How do you work on the planning and concept of the spaces for events such as Ambiente?
We could say that the process should start at the end of the current year, however, the reality is that we usually postpone it in order to have more visibility on other aspects related to the development of the collections. The first steps are taken at the beginning of July, six/seven months before the opening of the doors. The important thing is to have the strategic vision of the brands and the collections at the beginning, as well as to establish the main lines that will mark the type of layout. Successive work meetings at different levels will gradually outline the dossier that will be transmitted to external suppliers so that they can put the concept into practice.
You have been at the forefront of multiple fairs and events. How does Ambiente differ from other fairs in which Bergner participates?
Obviously the importance, the size, the investment it represents for the company in economic and organizational terms. It is the fair where we look face to face with all our customers and where we measure ourselves against our main competitors.
Over the years, the way customers interact at these events has changed. How has customer attendance at trade shows evolved and what strategies have you implemented to adapt to these changes?
There was a big change as a result of COVID, which was a few years ago. That situation meant a reduction in the number of visitors, a reduction in the number of fairs or grouping more sectors during the same fair in order to maintain its dynamism. The eagerness to resume physical contact and activity partially reversed the situation. However, I have the impression that it is not like before, the average stay has been reduced, the number of people traveling per company has been reduced. Time has been reduced and both clients and we have to put more focus on the proposal, on reaching the client and capturing their attention.
Looking ahead, how do you imagine the evolution of the presence of Bergner at fairs and what trends do you think will mark this type of events in the sector?
If the notoriety of the brands remains one of our priorities in planning work, the obvious thing is that the space is increasingly conceptual, with a greater burden of brand identity, making it more experiential spaces where a relational business activity that strengthens ties with the customer prevails. This would be in line with fairs where, in addition to the exhibitors and our proposals, there is an increasingly wide range of services, showcooking and training proposals that complete the visitor's experience.
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