The heart of the home Jøtul

THE HEART OF THE HOME

Norwegian company Jøtul has earned its position as the world’s leading manufacturer of cast iron stoves and fireplaces through continual development and a passion for making high quality products.

Established in Norway in 1853, Jøtul has gained a reputation for quality with its manufacture of cast iron stoves and fireplaces under the respected Jøtul brand. As the world’s leading manufacturer in its field, Jøtul has added the sheet steel based stoves and fireplace brands Scan and Atra to its offering, with each meeting a particular need in the market.

The Jøtul Group is exceptionally wellplaced to deliver a suitable product for various target markets. It has both modern and classic designs, all manufactured with high quality

craftsmanship to ensure they meet the longlasting, high quality demands the Jøtul name represents. The Jøtul, Scan and Atra brands are all appreciated for their beauty, reliability and efficacy, with the varied styling carefully developed to guarantee that every customer can find a Jøtul stove or fireplace which will perfectly complement their home.

Professional network

The company’s long history has certainly supported its global sales network, as many of its merchants have worked with Jøtul for decades. A representative from the company said, “We have developed excellent relationships with our merchants, which is a key aspect of our continued success as it ensures our customers get the best and most professional advisors and installers. We’re not just trying to sell a stove or fireplace, we’re selling the heart of the home and we want to get it just right every time.”

This focus is central to Jøtul’s business development and sales channel activities. As part of the stove or fireplace burns inside the home, it is imperative that the end users can totally trust the product and how it is installed so they feel safe and can enjoy the product. The advice offered by the sales people must therefore address any possible customer concerns. Jøtul has its own dealer training school which guarantees that each of its speciality dealers has an advanced understanding of the related installation and fire regulations in each market and for each product, with this provision acting as a valuable sales tool.

Expanding the network

All of the Jøtul products are sold through specialist retailers, with the company enjoying a strong multi-national market share, particularly in its domestic market. The company’s

core markets are the Nordic area, France and the USA, with positive representation in Germany, Italy, Spain, Poland and the UK. Jøtul currently exports to more than 35 countries and although it has no current plans to expand into new areas, it is increasing its roster of distributors and importers.

The company representative said, “We are always looking at our dealer network to ensure that it is best serving our customers and appealing to potential customers. We invest a great deal in marketing to both end users and dealers, with this mostly achieved through increasing our presence in showrooms, cooperative advertising with our dealers and developing our website to be more user friendly.”

Just over two years ago the company launched the Scan 85, which is a freestanding stove that has the visual appeal and styling of a fireplace. Well-received in all Jøtul’s European markets, the Scan 85 represents a breakthrough for the company as it is its first large-scale stove that also maintains the famous Jøtul Group appealing contemporary design.

Well-positioned for further development

As Jøtul looks forward to continued success, the long-established stove and fireplace company is committed to staying focused on quality and safety, with additional contemporary designs joining its portfolio of classic and traditional products. A vital part of its growth strategy is to continue expand its market share in existing geographical markets and distribution channels through continued product development and R&D, particularly as the Jøtul product range is already highly respected and there is a global trend for responsible and effective use of natural resources while still keeping homes warm and looking good. This means that Jøtul is well-positioned to utilise the opportunities presented in interior design trends as well as responsible home insulation and energy usage trends.

The company representative concluded, “We will continue to refine our sales and marketing strategy too, so that we truly have the best of the past with our solid history and respected product range. Above all, we’re always working to improve our efficiency throughout the organisation by applying lean principles that use all our resources – natural, human and financial – as effectively as possible.” n