German appliance manufacturer, Bosch and Siemens Home Appliances Group, officially opened their two new Brand Experience Centres yesterday, at their head office in Heatherton.
The BEC’s are divided into two distinct zones, which combine a fully functional training studio as well as an open-plan living environment, highlighting the two premium brands’ range of ovens, cooktops, dishwashers, rangehoods, refrigerators and vacuum cleaners.
This concept is an Australian first for the company and it follows recent launches in Germany, United Arab Emirates, Spain and China.
National marketing manager, Christian Salmen, commented that the company has decided to stay away from the traditional showroom concept, and instead focus on a more intimate and personal design.
“We want everyone who walks through our door to feel the difference that our products can make to their home life,” said Salmen.
“The kitchen is part of our everyday life and you can see the fusion of working areas with living spaces, so we want to provide an environment where our customers can immerse themselves with our products.”
As well as the customer based showroom, the Centres also cater for their retail partners by offering extensive, hands on training for all their products.
BSH claim to be one of the first manufacturers to offer this program and Salmen quotes, “we will continue to invest into our training programs to ensure our trade partners have the full confidence and passion to demonstrate these premium appliances.”
Mark Saunders, BSH Home Appliances managing director, commented that this opening was a significant milestone for the company.
“We have a strong drive to provide the perfect landscape for our customers and help them make their selection according to their individual requirements and specifications,” he said.
“We are confident the new Brand Experience Centres are geared to maintain the core brand values and continue our company’s sales and marketing strategy.”