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We serve, you cook!
Beka Evolution
Elise De Paepe, marketing manager at Allinox, parent company of Beka and Kitchen Fun, tells us about the exciting new developments in-house...
‘We Serve. You Cook’ is your new slogan and a great way to sum the company up! What other new things can we expect from Allinox in 2022? A lot of new product development! We keep our focus on creating quality cookware for every kind of chef. We want to help people to enjoy every cooking moment and thus, we want to serve cookware for every type of chef. At Allinox we strive for happiness, we are all enthusiasts who love to cook and talk openly with our partners, they bring back constructive criticism that feeds our design offices. It is by listening that we improve again and again.
You have a new website and new external communications, what impact, if any, will there be on your brands Beka and Kitchen Fun? Allinox is the headquarters for Beka and Kitchen Fun so, of course, we will also extend this new communication to our customers. Beka’s corporate identity was renewed two years ago, so visually you will not see any adjustment there. However, you will notice that we are increasingly looking for sustainable ways of communication. In Allinox’s updated strategy, we want to continue on a more sustainable path as much as possible. For example, we removed all plastics from our Beka product presentations and packaging.
What will your hero products be for 2022? We have some new products in development to launch this summer. I can’t tell you much about that yet. But it will definitely be worth the wait!
For our brand Beka cookware we are also in full development to give the removable handles in Evolution a new look. By removing the handles, the pots and pans can be stored very compactly. We continue to focus on innovation and ease of use. In addition, every new grip within our range is rigorously tested for ergonomics.
Did you know?
For our Beka Nori cast iron range, we have also recently designed perfectly fitting leather handles that can remain in place during cooking (made of high-quality and recycled leather). This allows the user to hold the cast iron pots at any time without having to reach for oven mitts or kitchen towels.
In our Brabantia cookware collection we are currently focusing on the Indu+ set, we’ve extended our Dutch series and are extremely proud to launch our Tasty+ cookware series.
Will customers be able to see your team at any global trade shows this year? As you know, unfortunately, Ambiente will not take place this year. We find that very unfortunate, we were equipped with a new stand and were very much looking forward to having that personal contact with our customers again. Explaining our plans and our products and building a sincere relationship is better if you can start a personal conversation, I believe. We will definitely attend PLMA in Amsterdam with Allinox. And as always we’ll take part in Maison&Objet in Paris with Brabantia cookware, our brands Beka cookware and Kitchen Fun. We are looking forward already!
Trend focused
Allinox has been nominated for the prestigious Trends Gazellen Award 2022 in Belgium. “It’s a nice reward for the hard work of our team these recent years. It’s the Belgian business and finance magazine, Trends, who selects these ‘Trends Gazelles’,” explains Elise. “These are fast-growing, competitive companies with a positive impact on the business environment in their region. We dedicate this nomination to our employees, our customers and our partners, who help us continue to grow.”
Elise adds that Allinox “follow trends, we listen, develop and adapt ourselves” and with that in mind, the company realised it was time to adapt its website and its external communication as well. “The new site delivers rich new content in a modern and organised layout to provide you with easy access to our company information. It was time to renew our website! This reflects the passionate, stylish and forward-looking culture of our company.”
