At the world’s leading trade fair for architecture, materials, and systems (April 17-22, 2023), the long-standing ceramic manufacturer Villeroy&Boch Tiles shone a spotlight on the systematic realignment it has been undergoing since 2020. This transformation spans central business areas from product range logic to marketing and digitalization.
The extensive measures aim to enhance competitiveness, to be achieved through close cooperation with customers. “We rely on trust-based partnerships internally and externally to grow together and mutually strengthen each other,” explains CEO Dr. Jörg Schwall regarding the long-term course. “Our motto ‘Shaping the Future Together’ is thus not only directed at our organization but is, above all, a promise to our customers and business partners.”
The presentation at BAU in Munich offered industry professionals and customers a first glimpse of the changes accompanying the profound transformation of V&B Tiles. “We will significantly enhance the brand power of Villeroy&Boch,” says Marketing Director Florian Bausch, who has been leading marketing and product management at V&B Tiles since November 2022. “We are not reinventing Villeroy&Boch Tiles. We will simply speak about the brand in a way that does it justice.” The concept of the booth at BAU was impressive: Three spaces, accessed through imposing archways, invited visitors to discover the new brand world of Villeroy&Boch as part of an exclusive ‘premiere.’ The new brand signature will be rolled out to all other communication channels in the coming months and brought to life through new point-of-sale concepts, exhibition stands, and a dedicated Villeroy&Boch Tiles website.
In addition to strengthening the core business, the repositioning of the Villeroy&Boch brand includes optimizing product ranges, intensifying marketing efforts, and a consistent entry into the digital world. Other key components include establishing a key account structure for project business, wholesale, and key markets, modernizing internal infrastructure, and joining forces with the Turkish company Eczacıbaşı Holding, which has been producing tiles for Villeroy&Boch for 20 years and boasts one of Europe’s most advanced production facilities. Significant milestones such as relocating production from Merzig to the future-ready Bozüyük facility, breaking ground on the new logistics center in Polch, and the implementation of the CRM system Salesforce have already been successfully achieved. The transformation process of V&B Tiles is expected to be largely completed by 2024.
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