THE new Home & Cook store at Mid Valley Megamall is an outlet that showcases the latest and widest range of home solution products from premium brands like Tefal, Moulinex, Krups, Rowenta and Lagostina.
“The Home & Cook store has all the premium brands in one outlet for the convenience of local consumers,” said Groupe SEB Asia Pacific vice-president Christian Feminier, adding that the store was the first in Kuala Lumpur and Asia.
“Our store is a purpose-built concept outlet designed to offer real solutions, not just products, that anticipate and fulfil consumers' expectations on their domestic lives.
“The one-stop concept offers consumers and house-proud homemakers a convenient way to view, shop, browse around and get better acquainted with our latest and widest range of home solution products.
“The Home & Cook store is also aimed at complementing our existing distribution network. Customers who walk into our store will get to see an extensive range of products, and expect more value-added services.”
Feminier said that some of the services included experiencing the products first-hand, getting detailed explanation and information on the functions of each appliance or cookware, and finding products that are best suited to their specific needs from the trained staff.
“We'll also look into having interactive session with customers to try out the products themselves or see live demonstrations to show the products' functionality and user-friendliness.
“We feel it is more meaningful to cultivate a close relationship with our customers, and build up long-term rapport with them, than be contented with just making that one-time or occasional sale,” he said.
Groupe SEB, a leading French small domestic equipment company, opened the first Home & Cook store in Sept 2006 in Spain. It has since opened 30 other outlets in countries like Holland, Poland, Italy, France, Kuwait, Saudi Arabia and Russia.
“Tefal and Moulinex would be the most well-known brands among Asians, though each brand at this store has its own range of appliances and purpose,” said Feminier.
“Tefal's products comprise non-stick cookware, kettles, steam irons and steam cookers; Moulinex's are for food preparation like blenders and choppers.
“Krups is well-known for its coffee machines, particularly espresso makers, while Lagostina is a famous Italian stainless steel cookware brand.
“Rowenta carries a range of personal care and home appliances products like hair dryers and vacuum cleaners.”
Feminier said that their target market would be the middle- to upper-class consumers.
“Our products are dedicated to a person's everyday life and are very much in contact with the expectations of housewives and their daily activities.
“We believe in the fact that if we don't innovate, the company will die. We keep ourselves updated with trends and market tastes so we don't forget about consumers' preferences. We'll also bring in new products to the Home & Cook store in KL at least twice a year.”
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