As a brand, visibility is a must

markilux is investing in a strong company profile in many countries

In recent years, awning manufacturer markilux has created a national and international network of its own exhibition and training centres as well as customer showrooms on the premises of its specialist dealers. Both concepts are closely interrelated, because, at the point of sale, they rely on a consistent brand image and a positive experience of the product world. In this way, the company has been able to grow steadily in important core markets.

Developing a brand requires strategy and long-term investment. According to Christiane Berning, head of the Marketing and Business Development Department at markilux, a consistent and representative external image is particularly important. "That is why today we are represented by many of our own exhibition and training centres as well as specialist dealer showrooms throughout Europe and beyond," explains the marketing expert.

Flagship stores promote sales success
The stores in Emsdetten, Hamburg, Cologne, Berlin, Lörrach and Salzburg are thus important contact points for end consumers in German-speaking countries. Here, you can become acquainted with the entire range of the brand, live. In addition, high-quality outdoor furniture from a trade cooperation complements the product portfolio in some flagship stores. The aim here is to show how patios and balconies can be designed in a harmonious style. But the showrooms are not just intended to showcase products. They are also used as training centres for specialist dealers and are the place where end consumers can be advised in person. The company's stores are thus important for achieving sales success, explains Christiane Berning. In particular because they also refer customers to specialist dealers.

Attractive locations draw visitors
This applies equally to the international showroom network, which has grown steadily in recent years. "We based the concept on the positive example of the first international showroom in Salzburg, which was opened in 2007," explains Peer Cornelßen, Head of International Sales. From 2015, the facility in the "Business Design Centre" in London has been an important stepping stone in Europe outside German-speaking countries. Just one year later, the awning manufacturer was also represented at "Huset", the largest Danish exhibition for the building and living sectors. In 2017, another exhibition venue was added to the network in Madrid. "Our expansion course then took us to the 'New York Design Center' in Manhattan in 2020 and in 2022 we were able to open the new showroom in Sydney, where we have been active for 13 years. As of this year, there is now also a showroom at the 'Pacific Design Center' in West Hollywood, near Los Angeles," says a highly satisfied Peer Cornelßen. In addition to an attractive variety of brands and products, many of the locations offer numerous cultural activities that attract visitors. In this way, and through their own events, they can draw attention to the brand.

Specialist dealer showrooms strengthen brand image
In addition to the company's own showrooms, the large number of specialist dealers' showrooms also plays a central role in global sales. Adherence to the brand image at the point of sale (POS) is crucial for this. To this end, the awning expert supports its specialist partners in planning their showrooms with the "Marketing Customer Service". "We help with measuring up, give advice regarding design, draw up draft plans and provide support during construction and the opening," says Christiane Berning of the range of services offered. "End consumers thus find themselves in a world familiar to them through advertising and the markilux stores. In this way, the two POS concepts mesh ideally with one another", she explains. The flagship stores draw attention to the brand and the products. Specialist dealers benefit from the end consumers referred to them and reinforce the positive experience of the customer with their showroom offer as well as good service. This is a win-win situation and creates the best conditions for future growth in both national and international markets.

For further information, please visit: markilux.com

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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. Selected companies assure the high qualitative standards during the assembly of the awnings.

This release was published on openPR.