DKG

Helping Keller Kitchens on a successful mission to the Middle East

Client:
DKG

Challenge:
Entering the MENA region & India market

Result:
A tailor made local strategy, aligned communication & sales tools and an engaging showroom

DKG, one of the top kitchens manufacturers in Europe, offers two quintessential kitchen brands: ‘Bruynzeel’ focuses on the lower segment and ‘Keller’ targets the middle-high segment. DKG wanted to expand their business to the MENA region & India and asked Skyne for help.

With the ambition to expand DKG’s business in the MENA region & India, a pro-active rather than a reactive approach was required. Skyne developed a clear strategic focus, tailored to the region. Based on our insights we advised DKG to enter the market under the Keller Kitchens brand name as its affordable yet high-quality products appealed to the region’s audience. Furthermore, we chose to target the business-to-business market over the consumer market, as there were more interesting opportunities for Keller to service interior architects and project developers. 

We translated Keller’s 80 years of solid experience, their honest way of doing business and their very affordable, yet beautifully designed high quality product offering into a brand with a personal touch. Skyne created a powerful messaging and communication system, inspired by the tagline ‘Designed to live’ which resonated within the brand’s personality, values and positioning.

A refreshing approach to selling kitchens. Next, DKG needed a space to showcase Keller’s products and we came up with an advice on the location and a concept for the showroom. Since interior architects and project developers are the key audiences, the most logical decision would be to gain presence where they are. d3, Dubai Design District was the ideal location to start running Keller’s business and showcase its products.

Keller Kitchens was in need of a unique, inspiring sales tool that informs & triggers their clients and influences the sales process. Skyne developed and produced an attractive sales kit which can be used in sales presentations and be given to potential clients.

After gaining a full understanding of the purpose of the tool, the sales process in the kitchens market and the needs of Keller’s audiences, we developed three creative concepts for the sales kit. Concept 1, which we called ‘Harmonica’ was eventually chosen to be further developed. Our design director Patrick Kos explains the reasoning behind the chosen concept: “This concept creates a harmonica effect brochure by connecting several slim boxes to each other that serve as sleeves for material samples. Each box explains a step in the manufacturing process, contains a sample and has a cut-out window so the sample can be seen, touched and felt. It’s like opening a map with the perfect route all laid out in front of you.”

As a true partner, Skyne is closely involved in translating and implementing the newly developed mantra ‘Designed to live’ into every aspect of the business, from the website, other necessary communication and sales materials, to the design, development and build of the distinctive showroom for Keller Kitchens in the heart of Dubai (United Arab Emirates) at the Dubai Design District.

Furthermore, Skyne and Keller joined forces with two other Dutch design brands to develop the first Dutch Design Center outside of the Netherlands.

How we helped DKG enter the local market

Implementation & Activation

Project management
Website development
Showroom fit-out