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All-Clad, Lagostina et Krups, positioned in the top quartiles of the market
Our extensive brand portfolio represents a real asset for the Group. Our multi-brand strategy is a key
part of our market policy. Each of our 24 brands plays a defined role in developing our product offer.
A UNIQUE BRAND
ARCHITECTURE
Six international brands
These brands ensure both global and local presence. They are above all a means of
differentiating products through a distinct identity and set of values. Their complementary nature allows
them to control market positioning, guide product development and design and personalise
communication. They are an ideal tool for adding value to our offer and responding to consumers’
multiple expectations and requirements. Apart from the values that make up their individual identity,
the brands also champion the Group's commitment to eco-responsibility. They are very reassuring in
markets where the offer can sometimes be commonplace.
Local reference brands
The influencing power of these brands, though more geographically limited, is equally strong.
They have generally been established locally for a long time. Well-known and with a strong image, they
are widely associated with one or more product domains representative of their expertise. With a local
reference, most of them are market leaders or leaders in their sector. These 18 brands are present across
markets in different continents. Our latest acquisitions include brands from new economies: Imusa in
Colombia (as well as Umco, an entry-level brand), specialist in cookware and recently also in kitchen
electrics; AsiaVina, well known in Vietnam for its fans and Maharaja Whiteline, which is popular in India
for its small electrical appliances.
France / Belgium:
Calor, Seb
North America:
AirBake, Mirro, Regal, T-fal,
WearEver
South America:
Arno, Clock, Imusa, Panex,
Penedo, Rochedo, Samurai,
T-fal, Umco
Asia / India:
Asia Vina, Supor, T-fal,
Maharaja Whiteline
18 Business and Sustainable Development Report 2011