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A German cabinet producer wants to establish roots in the U.S. and Canada.
By Dianne M. Pogoda
Ballerina-Küchen, a manufacturer of fine kitchen cabinetry, is looking to expand its “kitchen furniture” distribution across the Atlantic.
The $125 million company produces 26,000 individual high-quality kitchens each year, all made in Germany. Ballerina, based in Rödinghausen, is regarded as a global trendsetter, offering numerous innovations and exclusive features that are marketed worldwide through classic sales channels: kitchen dealers. With more than 800 models, the product range provides customizing capabilities for a wealth of design options.
Founded in 1978, the award-winning company exports about half of its production. Now it has set its sights on the North American K&B market for long-term commitment and growth.
“We see a change in consumer preferences toward international design, and the Ballerina-Küchen product range offers a large variety of design options that can meet all wishes, no matter how specific,” said Christian Käsemann, head of export for the company. “Our mix of styles, materials, colors and decors are proving popular and satisfy a desire for individuality.”
The company expects to start on the East Coast, concentrating in the Mid-Atlantic states, because it is a more convenient point of entry for the German-built products. All raw materials are sourced from German suppliers and materials are exclusively offered in the E.U., complying with all German and E.U. directives, Käsemann pointed out.
Sustainability is a key operational principle, and the company engages in environmentally sound practices, including durable, ecological product design; environmentally friendly packaging; local sourcing and sourcing from sustainably managed forests; compliance with formaldehyde-reduced CARB2/TSCA P2standards, and resource conservation. Production methods are also eco-friendly, including the transformation to energy-saving production technologies; the use of recycled materials and chipboard; generating heat fromresidual wood; material efficiency through cut optimizations and made-to-order production, and investment inan environmentally friendly and fuel-saving vehicle fleet.
“Ballerina-Küchen takes the aspects of sustainability into consideration right from the start – duringproduct development, machine outfitting and in dealing with people,” Käsemann said. “The sustainabilitytriangle is considered in harmony with the environment for a healthy future. Ballerina-Küchen is recognized asbeing a sustainable business.”
Over the next 18 months, the company looks forward to being able to travel to North America again todo more market research and meet with prospective distributors when the pandemic is over. It also hopes to find agencies and sales representatives for various regions, ultimately increasing the number of Ballerinadealers in the States. The brand aims to have an established network of retailers and importers in five years.
“We are looking for independent kitchen specialist retailers and designers working together with independent kitchen specialist retailers throughout North America,” Käsemann noted. “Ballerina-Küchen is newto the North American K&B market, and we have a lot to offer as a trendsetter among the German kitchen manufacturers. We look forward to long-term partnerships.”
For more information on Ballerina-Küchen, click here.
