Wilfa enters personal care

That is what Norway manager Brage Blomdal at Wilfa says, when we meet him in September at the IFA fair in Berlin together with the company's export and market development director Finn Kristoffer Larsen.

- Why a new brand?

- We are targeting a completely new audience for us, other than those who associate Wilfa with blenders and kitchen machines. We have therefore chosen a different brand, and a different visual appearance for this sub-brand, says Blomdal.

He explains that the next products to be launched are hair dryers, curling irons, straighteners, and multi-irons.

When we meet the two IFA guys, it is at the premises of the distributor Aqipa.

- They are Wilfa's largest distributor in Europe, and our largest export customer, excluding the Nordic markets, and distribute our products in Austria, Switzerland, Spain, Portugal, Italy, Poland, and the Czech Republic. Instead of exhibiting on the trade show floor, as we have done in previous years, we have our own room this year in the premises Aqipa rents at the fair, says Finn Kristoffer Larsen.

USA and Australia

He has been the export and market development director at Wilfa for a year, and reports good results.

- We have grown by almost 200 percent in the European markets, and are now establishing ourselves with our own company in the USA. As part of this initiative, we are exhibiting for the first time in January at the CES fair in Las Vegas. In addition, we have just started a collaboration with a major distributor in Australia, who is currently rolling out Wilfa products in the major chains there, says Larsen.

At the Berlin fair, Wilfa emphasises its new hand blender ProStick, which has been developed in collaboration with the Norwegian national culinary team.

- This is a product we are very proud of, which we consider to be the best hand blender on the market, says Larsen.