In Scandinavia we have long been recognised in the rest of the world for our minimalist approach to design and décor. This is also true of Unidrain, whose award-winning linear drains have put the Danish company on the world map.
We have been popular abroad ever since we started, and we can feel that interest steadily increasing. We are extremely pleased and proud of that. But that does not mean we can rest on our laurels. On the contrary. “We have ambitious growth targets for the international market, and that requires us to make constant and effective efforts and develop our product ranges,” says Birgitte Arendsdorf Olsen, marketing manager at Unidrain.
Technical knowledge is paramount
This requires technical know-how and a market-specific product portfolio to meet the ambitious growth targets. That is why Unidrain is continuously developing and adapting the products as well as looking at each individual market. “We are constantly working to make our product portfolio interesting based on concrete technical knowledge. There are a large number of different building practices in the different countries that we need to keep up to date with. That is why we have also chosen a strategy in which we address each market and each country in its own way,” says Birgitte Arendsdorf Olsen. “Fortunately, we have a team of capable experts and designers who know all about local regulations and technical approval procedures. This enables us to make our product lines as attractive as possible to foreign countries while maintaining our ambitions for further international growth,” she continues.
International trade fair participation
As part of its international growth strategy, Unidrain attends international fairs several times a year. From 20 to 21 November, it was the turn of the prestigious Sleep – the Hotel Design Event in London.
“We had some really good days in London where we were in discussions with a lot of architects and decision-makers within the hotel industry. There was particular interest in our newly-launched accessory series for the bathroom, Reframe Collection by Unidrain. The series helps to make us even more attractive abroad as it provides access to new business areas. At the end of January, we will be at the ARCHITECT@WORK show in London, so we will have kicked off 2018 internationally,” Birgitte Arendsdorf Olsen concludes.