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FUNCTIONAL DESIGN
"Our collaborative work on the design of the Silence Force Extreme
range for Rowenta falls into two dimensions - ensuring that buyers
recognise the benefits of the product and adding value to the brand in
accordance with its values and other product categories. On the one hand, we worked
on material to ensure both low noise level (honeycomb texture creating a sound
trap) and robustness (metal front shield and pedals). On the other hand, we
worked on ergonomics to promote easier use (handle and accessories studies to
ensure straight back posture, selection of power possible by foot etc.). Throughout
the process, we ensured that the Rowenta style was maintained with harmonious,
elegant and pure lines."
Fabrice Renault, Design Workshop Manager, Home and Personal Care
An open mind
In addition to internal expertise and Group relations with inventors, the Group has also opened up
its innovation to a structured network of external partnerships with laboratories, competitive clusters,
universities, research centres etc. In order to accelerate this process, the Group has also turned to start-ups with
a strong technological content. We began this approach in May 2011 by setting up the SEB Alliance investment
fund, with an initial capital of €30 million. SEB Alliance made its first investment in the field of digital
technology and associated products, acquiring a majority stake in Key Ingredient, an American start-up based
in Austin (Texas) and specialising in the development of digital solutions for the kitchen.
2011 DISTINCTION:
GOLD MEDAL FOR THE BEST INTELLECTUAL
PROPERTY
22 Business and Sustainable Development Report 2011