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With “made in Switzerland”<br />
product and service<br />
quality, the Forster and<br />
Piatti brands are ideally<br />
placed to be successfully<br />
marketed on an<br />
international basis.<br />
Kitchens and Refrigeration Division<br />
Forster Refrigeration a strong, innovative presence in the market<br />
Thanks to its concentration on the Swiss market for built-in appliances, Forster Refrigeration<br />
saw a slight increase in sales. Its market share for appliances that meet the Swiss SMS instal-<br />
lation standard is over 60 %. One real hit has turned out to be the innovative niche product<br />
Capovino, the first world’s first built-in wine cooler with two different variable temperature<br />
zones for red and white wine. The market received this world first with enthusiasm.<br />
Outlook: Market potential intact, outlook encouraging<br />
Following the successful completion of the restructuring and a strategic reorientation, the<br />
stage is set for the Kitchens and Refrigeration Division to increase profitability. Added to this,<br />
lively new construction and renovation activity is opening up further<br />
growth potential. Forster and Piatti are well equipped to tap into this<br />
potential, and will strive for further growth in market share. To this end,<br />
in spring 2006 the Kitchens and Refrigeration Division is opening a new<br />
kitchen center in Chur (Canton Graubunden), incorporating the three<br />
brands Forster, Miele Kitchens and Piatti under one roof, which will serve<br />
as a platform for more intensive marketing in the promising region of<br />
Southeast Switzerland. Added to this, the division will fill the last re-<br />
maining gaps in its network of regional representatives in Switzerland.<br />
Although the market for built-in refrigerators is showing no clear signs<br />
of growth, the Refrigeration unit anticipates an increase in sales thanks<br />
to its leading position in the Swiss market for built-in fridges and Forster’s<br />
innovative strength. Here selected niche products, distributed on both the domestic and<br />
export markets, should play an even more significant role going forward.<br />
The kitchen becomes a place to live and enjoy — In recent years, the kitchen has evolved<br />
into a true living space. Building clients increasingly expect high-quality materials and a<br />
level of design in keeping with the rest of the living area. Despite a high degree of price<br />
awareness, people are willing to invest more in the kitchen as an area to live in and enjoy.<br />
In parallel with this, demand for expert, creative planning and comprehensive customer<br />
service is growing. People are also becoming increasingly brand aware. With its clearly<br />
defined Forster, Miele Kitchens and Piatti brands, AFG Arbonia-Forster-Holding AG will<br />
derive long-term benefit from this trend. As regular market research shows, consumers<br />
perceive these as three attractive, high-quality brands.
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