Arte-M learns Russian

German Hüls Group intends to expand its productoffering systematically for Russian customers.

10/04/2014

Until recently, the Russian buyers have been familiar with only two brands by Hüls Group, namely Hülsta and Rolf Benz, offering premium class home furniture. However, since 2014 the group have been also actively promoting midrange segment goods in Russia.

The line of Hüls Group mid-price products is represented by the brands Arte-M, Loddenkemper and Femira. All three brands are assumed to find their customers in Russia. However, it is furniture from Arte-M that is expected to become the engine machine of sales. Arte-M is one of the top German mid-price suppliers.

Export strategy of the company is targeted at several markets. Arte-M mentions German-speaking countries, France and the Benelux, Eastern Europe, Russia and also Asia.

“Now the main growth areas are Eastern European countries and Russia,” — claims Folkan Karabel, Export Director of Hüls Group. “The German market is no longer growing, but still remains the broadest for us. In Asia we are represented mainly in China, but it has developed its own marketing specifics, so we work only on the enterprise markets, dealing with packaged supplies to construction sites.”

The company expects that it will be possible to promote Arte-M in Russia among retailers working in the home furniture industry.  

 

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