GRASS made its successful première at Cologne’s LivingKitchen exhibition in January 2011, taking full advantage of this unique opportunity to demonstrate the company’s strengths at a trade show which is visited by end users. GRASS is committed to significantly increasing its brand recognition in the medium term, and to making end users aware of the comfort that is available behind the kitchen front. For this reason, GRASS was delighted to accept the invitation to exhibit at interzum@LivingKitchen alongside many of its customers from the kitchen furniture industry.

"In our view, this show is clearly the presentation platform for our customers, the kitchen manufacturers. Our presence was aimed at supporting these customers, and at demonstrating to visitors the importance and versatility of the movement systems behind the kitchen front. This approach has been a great success," reports GRASS Sales & Marketing Director Frank Nessler. GRASS attracted a very high number of visitors, especially during the three end user days, and puts this down to its new marketing strategy.

Streamlined design combined with the courage to innovate

As with recent GRASS presentations at all the relevant exhibitions, modern, streamlined design was the striking feature of the stand at LivingKitchen. And the courage to break new ground was particularly evident. Contrary to expectations, there was no actual kitchen to be seen on the stand. The sensational eye-catcher of the presentation was an organically shaped, asymmetrical showpiece reminiscent of a reclining sculpture. GRASS was able to incorporate precision-fit drawers into this object, demonstrating yet again its expertise in drawer technology. It goes without saying that other products from the extensive GRASS portfolio were also on show – albeit discreetly in the background.

As well as attracting attention, this presentation was particularly successful at arousing curiosity. "GRASS stands for high-quality movement systems behind the kitchen front," explains Nessler. "And with our showing at LivingKitchen we have made our visitors eager to look beyond the exterior and find out what is behind it." As a result, end users were able to discover products which can significantly improve user comfort at first hand, either in the cabinet or on the back wall of the exhibition stand. These are messages which have a lasting effect. "We intend to awaken the end user’s appetite for enhanced comfort in furniture and therefore bolster demand in the long term. Our participation at LivingKitchen has shown us that we are on the right track and, in particular, that we are taking optimal advantage of our opportunities," summarises Nessler.

In 2013, when the LivingKitchen exhibition reopens its doors in Cologne, GRASS will be again showcasing the best that kitchens have to offer for visitors from around the globe.

GRASS movement systems

A globally successful group of companies, a fresh brand with tradition and an extraordinary diversity of perspectives – that’s GRASS in a nutshell. With sales revenues of 285.4 million euros in the financial year 2010, over 1,900 employees at 12 locations and more than 200 distributors in 60 countries, GRASS ranks among the world’s leading specialists in movement systems. As development partner and systems supplier to the furniture industry, GRASS has been creating products which inspire its customers for more than sixty years. GRASS slide and drawer systems, hinge, flap and corner cabinet systems are brand-name products that move the furniture of prestigious brands.


SOURCE: GRASS GmbH Furniture Fittings