Just like the computer processors, with the payoff “Intel inside” now well-known by everyone, or like the Brembo brakes or Recaro seats on Ferrari cars: two brands that work together for the single goal of excellence.
We can summarize it in a nutshell, what has been presented recently in Radicofani, in the province of Siena, Stosa headquarter, the fifth largest Italian kitchens producer. It was right at the seat of their prestigious client that the head of the Austrian Grass, a name that needs no introduction in hardware industry and equipment for furniture, have presented a partnership to the press with highly innovative characteristics.
Stosa – 74 million euros turnover with an export reaching 15 percent of the total product – today, in fact, is “Grass inside“, having started with satisfaction a strong collaboration started with drawers “Made in Austria”, but that by the end of the year will include other products, starting from the hinges “Tiomos”. In technical terms we speak of “ingredient branding”, or the underscoring of an ingredient that makes it better – in this case it is worth to say “more powerful” … – the “recipe”. An experience very popular in many industries and products, but which makes its debut in the world of furniture: a world premiere!
The initiative has been illustrated by the Grass’ global brand manager Harald Klüh and by marketing and distribution director Frank Nessler, very pleased with this first episode of a new way to bring their products. It is clear the will of the Austrian giant “… to add value to their product coming to a deeper understanding of what is Grass, even at the final consumer,” said Nessler. And then: “We are particularly pleased that this first step is done in collaboration with a prestigious Italian brand”.
Stosa is a brand that for some time is paying much more attention to their brand, to be closer and recognizable by the consumer, despite an increasingly important share of the kitchen “no brand” that produces every day. Grass – recently acquired by the Wurth Group and with 285 million euros turnover – will continue with Stosa a series of joint initiatives, to participate in some trade fairs for marketing activities already in the planning stage. Soon Stosa will use, as we mentioned, only Grass motion systems, highlighting this choice with the quality seal “moved by Grass,” which will be put on their products.
