Success at home and abroad
markilux has not only expanded its market in German-speaking countries (Germany, Austria and Switzerland), but has also continuously developed its international business in recent years. Today the company cooperates with around 300 specialist dealers in a large number of countries. The core markets of France, Great Britain, Denmark, the Netherlands and Italy are, however, particularly important for sales. The awning specialist would like to further expand its market presence on the basis of this solid foundation in the future.
Peer Cornelssen heads up International Sales at markilux. His goal is to make the markilux brand known at an international level. ‘We have taken a lot of steps in the right direction in recent years. And that is one reason the brand is now well anchored in those important core markets,’ he emphasises. In terms of expanding the international market, the company has concentrated primarily on the affluent suburbs of large cities where high purchasing power is concentrated. Here, outdoor solar protection is in demand both for modern city apartments with large roof terraces and for outdoor restaurants.
Sense of quality and design in demand
According to Mr Cornelssen, an essential prerequisite for market expansion is a reliable network of specialist dealers which is why the company has invested a lot of time and effort in developing one. He explains: ‘For years now, we have been pursuing a strategy of gradual expansion because we attach great importance to finding specialist dealers with whom we can work long term.’ He firmly believes that a common appreciation of quality and a sense of design form the basis for successful cooperation. And that is how a network of around 300 specialist dealers in around 20 countries has been built up over the years. In order to ensure the high quality standard of service abroad, the awning manufacturer relies on its Academy training courses, as it does in German-speaking countries.
Modern brand image makes all the difference
Specialist dealer showrooms that adhere to the markilux ‘Point of Sale’ concept are another essential criterion for brand success, according to the sales expert. The most recent projects were realised in 2020 in Copenhagen, Pesaro, Barcelona and New York, among other places. ‘Our international partners mostly use well equipped showrooms that allow ideal presentation of our brand and which also underpin their own company profile,’ says Mr Cornelssen. Trade customers appreciate the fact that a design-orientated brand gives their product range a special, exclusive touch that the end consumer is also able to pick up on. The brand relaunch last year also played a considerable role in this. The showrooms have turned out to be the ideal platform to reflect a standard modern image of the markilux awning world. ‘Our specialist dealers were quick to accept the new corporate image,’ says a satisfied Mr Cornelssen.
Comprehensive overall package for specialist dealers
In his opinion, a further contribution to international success is made by the markilux ‘Customer Service’ that also supports dealers abroad when it comes to marketing matters. This service and the exclusive product range mean dealers are getting a comprehensive overall package to ensure good sales figures. ‘Together with select specialist dealers, we have already launched some exciting and successful advertising projects. And that pays off on both sides. Because the more we can support our specialist dealers, the stronger our brand will be perceived in our international markets and the more specialist dealers will benefit from this’, says Mr Cornelssen. In this way, further growth is expected through new and updated showrooms, with outdoor exhibitions also gaining in importance in the future.
For further information, please visit: markilux.com
An der Alten Ziegelei 34
Fon: +49 (0) 251-1347740
markilux stands for 'Design Made in Germany', innovative new products and excellent quality in the exterior solar protection sector. Since 1972 folding-arm awnings, conservatory awnings and vertical blinds have been produced at its manufacturing facility in Emsdetten, northern Germany. The high-quality products are distributed by professional partners in Germany and abroad. About 1,000 selected companies assure the high qualitative standards during the assembly of the awnings.
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