After Schmidt, Cuisinella and ID Pro, the Alsatian furniture company announces the launch of Spoon & Room, its new interior design brand, as well as the opening of its first showroom in Paris.
“With Spoon & Room, we want to offer modular and eco-responsible furniture designed for several lives, thus offering a design solution adapted to the aspirations of our time, accessible and sustainable.” It is with these words that the president the Schmidt GroupAnne Leitzgen, summarizes her ambition with the launch of Spoon & Room, the group’s new interior design brand unveiled on November 6 during a press conference.
Fourth brand of Schmidt Groupe, it completes its portfolio already made up of Schmidt and Cuisinella for the BtoC market, and ID Pro for the BtoB market. To stand out, Spoon & Room was designed around three key principles. “A differentiating eco-responsible offer, a very urban, city center concept, and finally a multi-channel offer”summarizes Laurent Blum, general director of the group.
A “phygital” offer
On this last point, Spoon & Room represents, in fact, the first “phygital” brand of Schmidt Group. While a first showroom has just been inaugurated in Paris (located on Boulevard du Temple, at the intersection of the 3rd and 11th arrondissements) and the opening of other points of sale is planned in the coming months, the website Spoon & Room was designed to offer customers the possibility of personalizing each piece of furniture (color, size, finish) in the same way as in store. “Urban consumers have different expectations in terms of the purchasing journey. It was therefore important that this new brand be as close as possible to their expectations by giving them the possibility of purchasing products on the web or in the showroom, starting a purchase on the web and complete it at the point of sale or vice versa”explains Anne Leitzgen.
And for this first point of sale, the group imagined a space combining the exhibition of the brand’s different furniture and the reconstruction of a 40m2 apartment. For the moment, three flagship products make up the catalog of this young brand: the “Bibi” (a bookcase “ideal for reading a good film”), the “Cuisine Mobilier” (“always ready to cook or move”) and ” the perfect island” (a piece of furniture allowing you to “share a meal or simply telework”).
More durable furniture
Fully customizable, these three pieces of furniture – whose starting price is around 1,100 euros – have one thing in common: they are easily modular. “This allows us to give several lives to our furniture and therefore to offer sustainable products to consumers”indicates the president of the group. The brand was actually built around this principle of sustainability. Particular attention is also paid to the materials and their origin.
In order to support this launch and drive traffic to the showroom and the sitethe brand launched, on November 12, an activation plan both digital (notably on social networks) and physical (with a poster campaign deployed around the Parisian showroom).
Source: www.ecommercemag.fr
