In Focus W M F
Strengthening
its position WMF Professional is strengthening its position as an “Expert of Table Culture” with the launch of its first porcelain collection. Marten van der Mei, managing director of proHeq GmbH, discusses the company’s goals and what he hopes the new collection will do for restaurateurs.
“We want to support our customers in the daily challenge of setting the stage for their food”
Why is WMF launching its first own porcelain collection? We know the credibility that is linked to the WMF Professional brand and its product segments. That is why we have decided within our repositioning to offer our customers products for the entire table setting. In this way, they not only receive high-quality products, but also everything from a single source. Always upto-date and stylish. The aim is to provide our customers with all-round support for their complete furnishings. This includes the equipment segment where it is crucial to offer a wide range of products. What was the focus during the development process? When developing the SYNERGY porcelain collection and the STYLE LIGHTS trend and lifestyle articles, our focus was on being able to offer customer-specific solutions - for both classic and trend-oriented gastronomy. We want to support our customers in the daily challenge of setting the stage for their food. Aspects such as outstanding quality,
practical and feasible handling for service, and reliable sustainability play a decisive role in this. How does WMF Professional keep developing trends for the table setting? One important aspect is our constant market analyses, which also focus on other sectors such as fashion, automotive or jewelry/ luxury goods. Based on these results, we transfer current trends to our product worlds with the help of workshops. This is, of course, a continuous process. What customer needs were you determined to meet with this new range? Every day chefs and restaurateurs face the challenge of setting the scene for food and the table setting - this scene must be “Instagrammable”. Our collection supports them in this, as the countless possible combinations provide inspiration for every gastronomic concept. What sets this collection apart from your competitors? For the professional catering
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