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Stücke explains: “Although we introduced initial changes in 2009 in the form of numerous product innovations, the NEU IN FORM corporate programme includes holistic optimisations in the fields of design, quality, services, marketing and sales. NEU IN FORM is a concept conceived specifically for our customers, with a view to boosting customer satisfaction and loyalty in the long term."
NEU IN FORM – the product portfolio
Hansa is offering a range of product innovations to kick-start its pledge for improved services for its partners and customers. The new premium marketing segment, HANSAEDITION, sets a further milestone in terms of outstanding design: HANSALATRAVA.
The name HANSAEDITION refers to the company’s "experience water” products HANSALATRAVA, HANSACANYON and HANSAMURANO, which combine to form a new premium concept aimed primarily at designers and architects. Matching washbasins, whose design is aligned to the geometry of the respective fittings, were developed specifically for this segment using the innovative mineral composite Minacor.
In 2010, Hansa will also be focusing on upgrading its mid-range sanitary fittings collection as regards to both design and materiality. The product lines in the HANSALIVING segment have been comprehensively redesigned, undergoing significant enhancements in terms of both function and range. As a result the series in the HANSALIVING segment now offer a wide variety of sanitary fittings for the bathroom and kitchen.
Clear contours and a modern style were the focus of the series’ new look. The objective was to redesign familiar structures in a modern manner as far as possible, thus maintaining product recognition. Self-explanatory functions are now used more integratively, serving as the basis for a simpler, yet affordable design solution. Hansa uses these trends as the basis for its revamp of the HANSADESIGNO line, among others.
NEU IN FORM – contemplating holistic bathing worlds and systems
The addition of the new Hansa washbasins to its bathroom fittings range is a step towards the development of holistic bathing worlds. The Stuttgart-based company has teamed up with NOA Design in order to begin realising the ideas presented in the 2007 study on bathrooms of the future, the “Hansa Innovation Circle”. As a result, Hansa is launching new product solutions and concepts which exceed the customary scope of the fittings division by far.
NEU IN FORM – from tradition-conscious quality manufacturer to design-oriented quality expert
The excellent reputation enjoyed by Hansa fittings is based on quality, functionality and longevity. However, these days, customers expect bathrooms to be more than merely functional. Instead, they should be havens of sensual pleasure just waiting to be enjoyed. The Hansa brand has been developed cautiously, yet continuously in the light of the above. A new generation of fittings was created in collaboration with the designers Bruno Sacco, a legend in the field of automotive design (former head designer for Daimler-Benz), and Reinhard Zetsche, Octopus Design, in addition to the Aachen team at NOA Design under Michael Lammel and Bertrand Illert, which focused on the interplay of design and fascination, aesthetics and innovation more closely than ever before. This was followed by the spectacular HANSALATRAVA, the latest recipient of the iF product design award and the Good Design Award and yet another brainchild by designer duo Bruno Sacco and Reinhard Zetsche. In short, the perfect complement to the multiple award-winning series HANSAMURANO and HANSACANYON.
NEU IN FORM – segmentation ensures orientation: product and style-worlds clustered as segments
New segment structures aid customers with product orientation and purchase decisions. Equipped with an innovative marketing concept, HANSAEDITION now presents a new interpretation of that fascinating element, water. With its visionary premium design products, this segment offers individual solutions for luxury bathrooms. Each segment product line has its own complementary washbasin.
The HANSALIVING segment for modern and innovative bathroom design offers an attractive range of different designs and variations. These series concentrate on reducing water consumption via laminar jet and raising awareness of ecological sustainability for our customers’ benefit.
The HANSAHOME segment’s modern functionality is dominated by single lever mixers. The bathroom series in this segment focus on the necessary core product range for your standard bathroom. The HANSAECO control cartridges can be used to dictate the desired water consumption when the mixer lever is lifted, allowing customers to control their consumption at all times. This is also the case with Hansa’s latest series: HANSAPINTO.
The range is rounded off by the comprehensive complementary programme HANSAPLUS, which includes thermostats, jet and shower systems and accessories in endless combinations.
In addition, Hansa offers separate fitting solutions for hospitals and care facilities, as well as for public and commercial use.
NEU IN FORM – enhanced advisory service for Hansa partners
The new sales structure, which includes centrally and locally active experts, facilitates the provision of more intensive advice and information for customers. The recently launched matrix organisation is conceived to allow cross-functional teams both abroad and at the Stuttgart headquarters to collaborate with key account management, processing customer requirements faster and more constructively. Our network of internationally active sales advisors guarantees the trans-border networking of functions and business partners, from architects/planners and investors to wholesale/specialist trade, which is a necessity in this field.
NEU IN FORM – luxury service
Customers the world over receive information regarding Hansa products and replacement parts in download format 24-7 via the company's online service.
NEU IN FORM – for international markets
Hansa is committed to collaborating with its partners and customers on international projects, fusing tradition and future as it does so. Joachim Stücke, Chief Sales and Marketing Officer, comments: “The term controlled campaign is the buzzword here. This means that we only invest in countries which can deliver long-term success, and we’ve optimized our sales structures again in preparation for this. We intend to use clearly defined export structures in order to provide our existing partners and subsidiaries with more support from the headquarters, for example.”
Hansa is counting on quality, design and an innovative platform technology to create greater leeway, this in order to successfully meet the needs of international markets more flexibly and on an individual basis in future.
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