HUNTINGTON BEACH, CALIF. — BSH Home Appliances said it will not exhibit at the Kitchen and Bath Industry Show (K/BIS) in Orlando next April and will instead stage its own event that is exclusive to its Bosch, Thermador and Gaggenau brands.
According to BSH president/
CEO Reinhard Metzger, “The decision is based on the compelling need to focus solid attention on the innovations being brought forward by each of our brands” — which will be launching new product concepts next year — “and to more effectively communicate brand positioning.”
He added that BSH’s message might be missed in the high-traffic hubbub of K/BIS and said, “The traditional trade show format was determined to be too limiting in communication opportunities due to the high volume of attendees.”
Explained senior VP/marketing Michael Rockstroh, “We are looking to maximize the interaction between brand management teams and customers. A company-only presentation provides BSH with the opportunity to give utmost attention to this audience … and also ensures maximum reach in its North American market.”
The move, which only affects the company’s participation at next April’s K/BIS, also reflects the fact that its brands’ product innovation cycles aren’t driven by industry show dates, Rockstroh said.
An announcement on the form and venue of BSH’s alternative event is expected within the next few weeks.