Multi-brand strategy

Our multi-brand strategy enables us to  :

• better respond to the many expectations of our consumers throughout the world
• ensure a vast international presence by combining global and local strategies
• implement an offensive sales policy vis-à-vis retailers – organising in-store events, optimising shelf presentation and generating growth for themselves and the Group.

Each brand has a well-defined identity with specific values that are reflected in the product offering, features and design, as well as in a radical and consistent language. With this in mind, Groupe SEB applies coherent brand systems that are both differentiated and complementary and that fit long-term and transnational consumer behavioural trends.

Groupe SEB manages 6 separate and complementary brand systems, corresponding to its international brands (Moulinex, Tefal, Rowenta, Krups, Lagostina, All-Clad).

These 6 brands guide the Group’s policy for innovation and product development – each brand is allocated product innovations that embody its own particular, differentiating values. In this way, brands can address different consumer behaviour:

Rowenta > High performance, > Demanding, intelligent, harmony > Respect for the environment

Moulinex > Modernity, do it easily and it well > Energetic, intuitive

Tefal > Ingenuity, convivial living, shared happiness > Generous, positive

Krups > Search for perfection and performance > Status recognition > Passion

Lagostina > Elegance and italian refinement, seduction > Balance between aesthetics and technology

All-Clad > Timeless and authentic, professionnal > Quest for excellence and prestige > Innovation to benefit tradition and know-how