Context:

The company, Backhausen GmbH was founded in 1849 and was run as a family business for a long time. For over 160 years, innovation and openness for avantgarde movements have been a key feature oft he high-quality upholstery and curtain fabrics designed and produced in Hoheneich (Lower-Austria). In 1850, Backhausen was awarded the gold medal at the London World Exhibition, and in 1888, the company was commissioned as purveyor to the Austrian Imperial Court and titled „K. u. K. Hoflieferant“. In 1970, Backhausen was awarded the „Austrian Coat of Arms“ quality certificate. Backhausen was also one of the chief suppliers to the „Wiener Werkstätte“ (1903-1932) and cooperated closely with its principals such as Kolo Moser and Josef Hoffmann. After change of management control the challenge was to reestablish a competitive premium focused global brand equity based on Ambition, Tradition and Design.

Action:

Consultancy for the Development of - Immersion and Strategy Review - Brand Definition, Key Messaging Deployed in an international Sales Convention Meeting in June 2013. Preparation of a collaborating for a new collection with the world-famous architectural Office Coop Himmelb(l)au

Result:

Revenue Restrengthening, Profit & Brand Equity Development, Innovation Leadership, Go-to-market-strategy, Consumer Understanding