LOW & HIGH BRANDING
The letter Z is the link between the low-mid and the mid-high segment, between Repooz and Dezire and Dez.
The recliners deserve their own brand, their own platform in the shop, a top-of-mind position with the consumer. Repooz is primarily about price differentiation and delivery time, Deziré about personalisation and premium options
De Eiken Zetel is training the spotlights on its recliners. If you have multiple models in house, so can deliver from stock. If you have built up various price levels starting from entry-level. If you can see your recliners disappearing into the mass of furniture on the shop floor, if your retail customers raise this issue with you. Then you know: now is the time, now we will go for a brand. ‘We’re calling it Repooz.’ The recliners get a label, are presented in an in-store concept, profiled as a lifestyle brand.
The Repooz collection comprises some 20 models on a black swivel base, equipped with the move-motion function (manually adjustable headrest) as standard. In terms of styling, there is a choice of six colours (some fabric, some leather). The other options are price-related: manually or electrically adjustable with remote control (storage pocket in the armrest), the electricity supply via a cable or a removable battery. (An extra battery is easy to sell.) The rapid delivery time can truly make the difference.
Dezire is at a completely different level. You have far more options: the design of the arm and backrest, the legs, fabric and leather – perhaps in a mix & match – two or three motors, and all the requisite parts. Just think: 160 options! What a difference! This more luxurious brand is a work in progress. The official introduction will coincide with the unveiling of the first model, the Repooz 1. The starting price for Dezire begins where Repooz ends.
In Brussels the two models will be launched in fitting style. ‘Cheers, enjoy!’
