Redefining Luxury Kitchens
Introducing Bertazzoni to the US Market
Discover the Italian elegance and superior craftsmanship of Bertazzoni's premium cooking systems, now available in the U.S. market.
Challenges & Objectives
Launching a Legacy
Bertazzoni wanted to introduce its fifth-generation family-owned brand of top-of-the-line ranges and cooking systems to the North American market. The goal was to leverage a strategic B2B network to engage a captive audience of dealers and industry influencers, establishing Bertazzoni as a top contender in luxury kitchen appliances. Key objectives included showcasing the brand’s authentic Italian craftsmanship at a major industry event and expanding its dealer network across the U.S. and Canada.
Solutions & Implementations
Innovative Launch Strategies
To achieve effective market entry, Bertazzoni orchestrated a special event at Wynn’s Ferrari Museum during the premier Kitchen and Bath Show (KBIS) in Las Vegas. The venue was chosen to highlight Bertazzoni’s shared paint process with Ferrari, highlighting the brand's luxury and quality. The event featured the unveiling of the company’s new Heritage Series, facilitating personal interactions between the Bertazzoni family and key media players from the U.S. and Canada, perfectly timed with their schedules. This strategic positioning helped both showcase the products and humanize the brand, connecting its rich history with a modern audience.
Results & Impact
Remarkable Market Entry
The launch event significantly boosted Bertazzoni's profile. Top editors from prominent publications like Better Homes and Gardens, Good Housekeeping, and Dwell attended, resulting in extensive national coverage. The media exposure helped Bertazzoni establish crucial relationships with reporters and was pivotal in expanding the dealer network. Post-event, Bertazzoni was recognized as a top newcomer at KBIS and received an exclusive invitation to present their products to the editors at Meredith Corporation, further solidifying its footprint in the competitive North American luxury kitchen market.