Annual Report Sustainable Development Report ... - Groupe SEB

your world is
aspiring
Groupe SEB has exploited its outstanding brand assets for many years with a clear strategy of differentiation
and complementary market positioning. These brands – each with its own personality – spearhead distinctive product
collections which are designed to respond to the multiple needs and aspirations
of consumers around the world.
Ambassador brands
The Group deploys a strategy of specialist well-known
brands in each of its product worlds – the worlds of cookware
and small electrical appliances – by exploiting each brand's
complementary strengths. Tefal is the global brand and an
industry benchmark in cookware. An expert in nonstick
coating technology and renowned for the variety and
originality of its offer, it targets its collections on the middle
and upper segments. In addition, in the last two years,
the Group has propelled itself into the high-class cookware
market – first with the takeover of America's prestigious
Brand values
creation
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• Five world brands
– Moulinex, Tefal, Rowenta, Krups and Lagostina.
• Regional brands
– T-Fal and All-Clad (North America);
– Arno, Panex and Samurai (South America);
– Calor and Seb (France and Belgium).
• Two product worlds.
Krups – ‘Prep Expert’
All-Clad brand, and then, in 2005, Italy's star cookware brand,
Lagostina. With the acquisition of Panex, the Group won
leadership of Brazil's cookware market.
In the world of small electrical appliances, our four showcase
brands – Moulinex, Tefal, Rowenta and Krups – span the entire
market. Each brand's distinctive values appeal to a well-defined
constituency, and each brand's identity inspires its product
catalogue, advertising, design, and targeted positioning
through selected retail channels.