In Focus: Fiskars

The Scandi kitchen

Already an established name in Scandanavia, Fiskars premium brand kitchenware is forging new pathways in exciting markets such as Germany

Did you know?

Norden is manufactured in Finland and made from 70 per cent recycled materials.

Sucessfuilly established in Scandanavia for many years, Fiskars is expanding its reach further afield. Most recently, the famed brand is taking off at German POS and positioning its premium products in the luxury segment. From September, customers at the KaDeWe department store in Berlin have been able to discover Fiskars products in a feel-good, premium ambience at a pop-up store.

The Kaufhaus des Westens, or KaDeWe for short, is one of the most famous and beautiful department stores in Europe. Since its opening in 1907, it has primarily offered an upscale and luxurious assortment. The traditional store is also famous for its international and diverse fine food department. The ideal place for Perana Punniyamoorthy, marketing activation manager, CREA - DACH, Fiskars Germany, to present the premium brand from Finland to a demanding target group with a great passion for culinary discoveries:

“Our premium products are made to trigger joy, and for cooking with passion. This is exactly what the special atmosphere at a unique location like KaDeWe reflects. With the pop-up store, we want to show that we always support our retail partners in creating a premium ambience as well as a feel-good atmosphere in the sales area with creative POS concepts.”

Located in the newly renovated housewares department, the open store concept with the typical Fiskars colours of black and orange invites customers to stroll around and feel the products. A special eye-catcher is the Norden Axe, because cutting tools and axes are part of the Finnish manufacturer’s absolute expertise. In addition, onsite displays draw attention to the campaign and booklets on display provide customers with further information on the products.

With attention-grabbing POS concepts, Fiskars not only showcases its products, but also strengthens the stationary trade with special promotions. Fiskars also launched an exciting promotion whereby customers who spent €75 or more could upload their proof of purchase online and receive a Recycled Scissors as a gift.

Experiencing the joy of Nordic cusine

Fiskars also introduced a Pure Nordic Cooking Master Class campaign in Germany, allowing customers to experience the unique culinary world of the North in a digital cooking course. Fiskars accompanied the campaign with a large-scale 360° promotion and exclusive events.

Furthermore, Fiskars went so far as to bring the joy of Nordic cuisine to life for press representatives, retail partners and influencers at a recent exclusive event. At Berlin venue Kitchen Kartell, guests cooked together with Finnish Michelin-star chef Sauli Kemppainen and TV chef and “The Taste” winner Felicitas Then. The star guest at the event was, of course,

Nordic craftsmanship

The premium Fiskars Norden kitchen series stands for Nordic design of the highest quality, which lasts for generations and allows for the best taste experience. Inspired by Nordic cuisine, the range includes high-quality stainless steel and cast-iron knives and cookware.

the Norden cookware series from Fiskars. The look was completed with decorative tableware from the Iittala brand, which is also distributed by Fiskars.

Guests were able to enjoy the premium quality and design of Fiskars products and the unique experience was rounded off by a 4-course menu with wines matched by a sommelier.

With the event, Fiskars highlighted that its products are made to be felt, experimented with and discovered. Amateur cooks can enjoy every moment of preparation and cook with passion.

Fiskars supported the trade with major promotions sharing the experience. With the Pure Nordic Cooking Master Class promotion, customers received exclusive access to a digital cooking course with Sauli Kemppainen and Felicitas Then as a bonus for purchases of €70 or more.

Perana Punniyamoorthy, marketing activation manager, CREA - DACH, Fiskars Germany said: “Our products are made to be felt, experimented with and discovered. We conveyed this unique user experience and Nordic feeling through our attention-grabbing campaign, because our premium kitchen range has the right product for every customer. With our innovative POS concepts, we also create an emotional shopping experience from which retailers benefit and with which they can reach a new target group with high purchasing power.”

www.fiskars.com