Two cornerstones of strategy

Nobia strives to be a world-class kitchen specialist. We take the best apects of our etrepreneurial culture and combine them with advantages of economies of scale.

We develop our customer relations by offering attractive, scalable concepts and a well-defined brand strategy, which allows customers to see what makes each brand unique and preceive its added value. Nobia's brands and the knowledge of consumer preferences shall also contribute to strengthening corporate customers' business.

To achieve efficiency in the value chain, Nobia must capitalise on economies of scale. The number of items will be reduced by more than half by using common kitchen carcass standards and agreed platforms for the various product categories. Longer series and a brand-independent production organisation will facilitate continued streamlining and specialisation. As a result, Nobia will become a more attractive partner to suppliers and increase the percentage of sourcing from low-cost countries.

Effective this year, the company will be divided into two units: Commercial, where the main focus will be on brands, and Operations, which will be responsible for optimising product ranges, production, sourcing and logistics. This strategic change process is scheduled to be in place from 2010 to 2014.

The two strategic cornerstones

1. Attractive customer offerings and distinct brands

2. Efficiency throughout the entire value chain