THE KBBREVIEW INTERVIEW | Barbara Borra
Franke’s AQ Sense hood range includes technology that cleans the air in the home
The new Mythos range is part of the integrated Home Solutions product offer
that our appliances complement the rest of the Franke HS portfolio and lift the perception of the brand and, by association, the retailer. Which brings obvious benefits. This is a completely new range designed to meet the needs of consumers who are increasingly specialists
in and enthusiasts of
cooking. The expanded portfolio simplifies
the supply chain and
gives retailers an element of profitability as they aren’t available online. The full package gives an alignment of design as well, which is another plus point for retailers.
That’s got to be the ultimate goal, right? To ensure we help drive footfall into the showrooms
Q: What are your aims and objectives for the division in the market? A: To continue to increase our attractiveness in the marketplace and to continue to reinforce the brand globally. There are countries where the brand is very strong, but others where the brand has been, shall we say, a little forgotten, which is where our fresh, new brand campaign – The Great Stage – comes in. We want to remind consumers about the importance
of their kitchen and how Franke
products can help bring that to life and make their lives easier.
Q: How will the new branding help retailers? A: Our duty is to support and facilitate the work of our trade partners through communication channels to the consumer. It’s about communicating what the brand stands for, but also creating a cohesive and consistent message across all markets. This is very important not only for us as a brand, but also for our trade partners, so that we continue to build momentum, understanding and recognition of the brand among consumers. That’s got to be the ultimate goal, right? To ensure we help drive footfall into the showrooms. Going from being known for sinks
and taps to a brand that can provide solutions across the whole kitchen space. I mention this because it highlights what we’re doing to enhance the retailers’ appeal with consumers.
Q: Covid had a huge impact on consumer behaviour but what effect has it had on the relationship between how retailers view your brand and what they need from you? A: During the Covid crisis retailers had to rely on good suppliers because there was a peak of demand. As we’ve already discussed, serving them perfectly became difficult at times, but what was
Borra on... being a role model
“As you can imagine, 40 years ago, engineering in Italy wasn’t an obvious career choice for a woman, but I stuck to it and succeeded with a lot of help and support from people along the way.
“So, yes it rather comes back to that idea of putting wings on people – I do see that part of my role
is 28 to help anyone to excel.
“My contribution is sharing my story. I suppose, showing that it is possible to have a family and a career. However, it’s not always easy and I will openly admit that I made mistakes along the way. “I try to create an environ- ment that gives everyone the opportunity to grow without
having to make a choice
be tween work and family. “Franke is a well-balanced business. We have men and women in leadership positions across the business and I think that word balance is the key here. Having a diverse workforce is important, as it brings
you end user.” closer to the
key was that retailers could see which suppliers were really going the extra mile for them. They saw the true colours of many suppliers. It’s all about relationships when things get tough.
Q: Describe your approach to management? A: I strongly believe that to have a functioning and successful business organisation, as a manager, you need to know what drives your team, so that you can support them and, by doing so, ensure that they are doing what you need them to do from a business perspective. People are your biggest asset and they are really important to me and my management approach. I spend an enormous amount of time getting to know people – where they are in their personal and professional lives. Understanding how they tick can only be a positive outcome to the business. Another thing I’m extremely passionate about is taking a risk on people. My bosses took chances and put wings on me and I feel a very strong obligation to do the same for others.
Q: Considering the market uncertainty, what are your predictions for the global kitchen market this year? A: It’s impossible to predict what will happen. While there is uncertainty and there could well be some volatility in the market, I believe that being pessimistic is the worst thing you can do. In my experience, there is always a silver lining somewhere. Being a realist and being prepared is one thing, but being a pessimist is another. There is so much that’s out of our control, so my advice would be to concentrate on the things that you can control.
For us, that’s about concentrating on what we can bring to the market. Making sure it’s meaningful for the retailer and consumers and that we can manage costs and supply so that our retailers are able to meet the needs of their customers. Being agile so that you are prepared for when the market stabilises is also essential.
· January 2023
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