Wide range – wider export opportunities

Svitlana Kostiantynova, head of the export department for sales to Western Europe, is convinced that Nowy Styl Group’s market success, including in foreign markets, is ensured by a largely wide range of its products.

– This is our strategic feature, which favorably distinguishes us from competitors. And when the company in 2014 refocused on the European market, the assortment component played a crucial role in the fact that “Nowy Styl” quickly went there, established itself there and every year feels more confident, already having 19 offices in 13 countries to which it supplies products under seven brands. The company’s products are sold by more than two thousand dealers.

If we take into account that the leaders in the import of New Style products are Germany and France, then there is no doubt about the export success of this well-known domestic manufacturer of office furniture. And it would be strange if, being the third in Europe (in terms of turnover) manufacturer of furniture for offices, public areas and sports facilities and having its factories in several countries, “Nowy Styl Group” was not its products widely represented in world markets .

Apparently, the export feature of the office furniture segment is that they often need to be adapted to the taste and mental differences of different countries. Even such relatives as Germany and France.

– You can really be surprised that the needs of customers in these countries are different. Often even radically different. Those products that are top in sales in one country may not succeed in another. Therefore it is necessary to adjust basic models of products to needs and features not only of the markets of different regions of the world, but also the neighboring countries. For furniture sold in Germany, even made a special certification of “proven safety” GS – the most demanding of all, not only European but also global. Of course, it is not an easy task to bring the products to the level of this certificate, but we have achieved it, and this has further strengthened our position in foreign markets.

– You said that you regularly communicate with foreign clients to not only understand their needs and requests, but also to guess the trends of tomorrow. So what will they be like in the coming years?

– Since we always create new collections with a view to the future, I will say with confidence that what we have in the range today, which we demonstrate at exhibitions, will be in demand in a few years as well as now.

– Probably due to its creative design advantages?

– Undoubtedly, we attach no less importance to this component of the value of the product than its functionality. Our design service employs very experienced people who have been creating successful office furniture for years. But we also work fruitfully with famous foreign designers – Italian (including Francesco Herazzi), German, Polish, including the British Hillary Birkbeck, who, incidentally, together with the company presented our new products at the spring exhibition in Kiev. The value of working with such celebrities is that the products they create have a long “life” as a classic, relevant for decades. In addition, their advice is valuable and important to us, even when their projects are not implemented, so we maintain constant contact with them, constant communication.

 

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