Interview: WMF

Strengthening its position

WMF Professional is strengthening its position as an “Expert of Table Culture” with the launch of its fi rst 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 off er 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

sector, the product must be practical and versatile, while offering reliable quality. This is exactly what is anchored in our history in addition to the USP “Made in Germany” - we also call it our DNA. The biggest difference to our market competitors, however, is that we as WMF are able to offer restaurateurs and hoteliers the complete table setting. As “Expert of Table Culture” we offer everything: from the breakfast area in the hotel or guesthouse to the lunch and the banquet or flying buffet to the elegantly set table. Our porcelain and trend collection SYNERGY and STYLE LIGHTS can be perfectly combined with our general assortment. Last but not least, the design and shape language of our porcelain clearly stands out and is therefore unmistakable.

In your opinion, what markets have the greatest sales potential for you?

We have seen a great deal of interest from all markets during the launch. We are focused on Continental Europe and the USA however, as brand awareness is high and the barrier to entry is therefore lower than in other countries.

Can restaurateurs and hoteliers also order SYNERGY with individual decor?

Yes of course. We offer our own decors, but we can also transfer customers’ individual decors onto the porcelain. If required, we are also happy to develop a completely new decor together with our customers.

There is a wide selection of accompanying trend items. What is the concept behind the various products?

STYLE LIGHTS is oriented to the pulse of time, meaning this collection lives on new ideas, and takes future trends into account. In this way, new products are created again and again. We have based our selection of materials on trend forecasts that weren’t limited to the tabletop sector. Materials such as ceramics, glass, wood, marble and cast iron bring a completely different feel, interesting shapes and surfaces to the tabletop. In addition, different color combinations give our porcelain that certain something. STYLE LIGHTS should stand out from the standard.

What is the importance of mix & match for the table setting?

Mix & Match is one of the most essential features of SYNERGY and STYLE LIGHTS. The countless combination options ensure that restaurateurs and hoteliers can sustainably integrate any product from the collections into their own gastronomic concept. Even if they change this concept, the equipment can be flexibly adapted or supplemented.

What has been the initial reactions from customers?

The reactions have been very positive throughout. Both in terms of design and quality, plus the ability to combine the basic range with the special signature items. In addition, the extensive range of STYLE LIGHTS trend items, which leave nothing to be desired, is very impressive. We have already received the first orders before the first samples have been sent to retailers and distributors. So, the SYNERGY & STYLE LIGHTS concept has convinced all along the line.

Endless

possibilities…

The WMF StylAR APP brings the combination possibilities for the Basic Collection, Signature Items and Style Lights to life via augmented reality animations and video sequences that offer 360-degree views of the selected products.

The StylAR APP offers users the ability to discover all the facets of the porcelain pieces and create table settings that inspire with the endless options available from the 40 items in the new SYNERGY porcelain series, which is complemented by the expressive SIGNATURE items with a further 130 trend pieces made of ceramic, marble, walnut and ash wood, glass and cast iron in the STYLE LIGHTS range.

If users are interested in the individual pieces, the respective item numbers are available directly in the app. An info button takes users directly to the WMF Professional website and the right contacts.

“With the WMF StylAR APP, we not only offer a solution that makes table design fun. Rather, we are setting new standards as an Expert of Table Culture," explains Marten van der Mei, managing director of proHeq GmbH.

WMF StylAR is now available for download in the App Store and on Google Play.