Q INTERVIEWWITH BLUM &A Krystyna Threlfall
Blum
Matt Broughton is joined in conversation by Blum’s Marketing Manager, Krystyna Threlfall, as they discuss the company’s progress so far this year, and what more we can expect in 2025.
Matt: We’re well and truly into Q2, but perhaps I can first ask how the first quarter of 2025 was for Blum? Krystyna: The first quarter of 2025 has been an exciting and productive start for us at Blum! We really hit the ground running by focusing on key initiatives to set the tone for the year. One of these has seen us exploring habits, both our own and our customers. We’ve been diving deep into how we can make a real difference in their daily lives and uncovering fresh opportunities to integrate solutions that fit seamlessly into their furniture designs. It’s a more complex task than it may seem, given the diverse needs of our customer base, but we’re taking a long-term perspective, ensuring we support both their future and our own.
Matt: Do you already have any opinions on how business will be this year? Krystyna:We have some exciting stories to share as we move into the summer, which we’re confident will support a good year for Blum UK. The industry as a whole has seen challenges and market dynamics have certainly been shifting, so for Blum UK, it’s about being focused on delivery and the positive impact we can make for our customers through our commitment to relevant products, quality and service.
Matt: Do you have any overarching goals for 2025? Krystyna: As we get ever closer to learning about our customers' needs, we have also been learning more about the most common behaviours when
it comes to specifying or choosing a kitchen. We are keen to start challenging and shifting those behaviours, to ensure kitchens and furniture around the home incorporate solutions that will last a lifetime. This is where products like AVENTOS come to life and a goal for 2025 is to encourage trial of the AVENTOS top range.
Matt: So please tell us a little about the AVENTOS top range. Krystyna: AVENTOS top is a product that enables Blum partners to lead and innovate the conversation around the benefits of lift systems in the home. There is a huge opportunity to reconsider how we use storage space and optimise our experience through AVENTOS top. Our range has been developed and optimised
6 BKU MAY 2025
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