Brakel-Erkein, Germany - From 22 to 25 August 2012, the IWF supplier and machine trade fair, the most important event of its kind, took place in the Georgia World Congress Center in Atlanta. This was a very special trade fair for the German system components manufacturer Vauth-Sagel, since in the anniversary year the company presented itself for the first time with its own stand under its own name.
In past years, Vauth-Sagel was also present at the IWF in Atlanta but merely with some selected products via the stand of the trading partner there. So this year for the first time Vauth-Sagel showcased its full competence on a stand of 144 square metres, the appearance of which was in no way inferior to the attractive presentations of other trade fairs. And, what is more, the stand provided a good overview of the complete range of the company from Brakel-Erkeln, which is holding various special products specifically for the American market.
“For us, this year’s trade fair in Atlanta was a genuine milestone”, explains CEO Claus Sagel. “It has proven true that there is a major difference between exhibiting with a partner and exhibiting under an own brand. In the run-up to and during the trade fair it became clear that we had taken the right strategic decision. IWF 2012 exceeded our expectations. We were able to welcome many partners from industry and trade to our stand. American kitchen manufacturers, in particular, reacted very positively to our products.”
With the help of two model kitchens, one with the typical American Faceframe appearance and one in the European style, Vauth-Sagel, showed all that is currently possible with regard to installation technology. In particular, the Recorner maxx swivel, with which a swivel installed directly on the bottom panel replaces the bottom crossbar, received many compliments. In addition, there were two completely new corner cabinet prototypes to sample, and these also gained an extraordinarily positive response. The response of the visitors to the exhibited products confirms that Vauth-Sagel with its extensive experience in the furniture industry also has the right sensitivity for the American market.
The 60-page product catalogue, catering specifically to the American market and attractively depicting the large Vauth-Sagel product range, was also available in time for the trade fair. “This catalogue is also surely a reason why our premiere in America was such a success”, states Frank Fahnenschmidt, Head of Key Account Sales America. “America is similar to Germany in that it is a very service-orientated country and this kind of positive support is very well received.”
In order to intensify contact with customers also after the trade fair, Vauth-Sagel jointly created a new co-operation structure with PAM Trading in August 2012. In the recently founded joint company, PAM Trading dba Vauth-Sagel America, production and the sales and distribution system in the USA are being expanded in a targeted way.