REHAU continues vision to help SMEs gain competitive edge

by Francesca

With the KBB industry facing such challenging times, REHAU is continuing to plan for the future by placing independent businesses and SMEs at its core.

Since unveiling its latest ‘more than an edge’ campaign for kitchen and bathroom solutions at this year’s KBB show, REHAU has continued to adapt its operations behind the scenes in order to best serve the market’s changing circumstances.  

Well known for its industry leading edgeband solutions, REHAU has always been at the cutting edge of this essential furniture material. However, it is keen to express that there is much more to the German-owned polymer company.

Until recently REHAU has worked quietly on the quality and innovation it can offer the KBB industry. In a move towards servicing those who are making more bespoke and independent furniture solutions, REHAU has redefined its offering for small and medium enterprises (SMEs) in order to provide them with a more diverse yet stylish product range. This is a big change for the company who see this as a positive step towards bringing more individual and high quality solutions to personal spaces throughout homes and commercial spaces.

Leading this new direction for REHAU is Scott Williams, Sales Manager within the Furniture Solutions division, who sees the move as a new and exciting one. It’s a completely new path for the company to take as most of the industry are familiar with the REHAU brand via larger enterprises and joint ventures, but now it is ready to unlock further potential by targeting a wider diversified premium market.

Scott and his team are keen to partner with SMEs and help put them in the strongest position possible for when lockdown measures are relaxed. A comprehensive suite of marketing materials and business support will therefore be on offer to help designers and retailers appeal further to homeowners looking to make home improvements at this time. Furthermore, through offering a product hierarchy of ‘good, better and best’, businesses will be armed with a flexible range of solutions to match all customers’ needs.

Scott says:

“Like many businesses across sectors right now, we are using this time to plan ahead and hit the ground running when things begin to return to normal. We truly believe our offering can help generate new business by exciting homeowners, and we are already seeing this happen across a number of pilot projects.”

In order to facilitate this new customer type and their order requirements, REHAU is able to utilise the capabilities of its subsidiary brand Waivis, an engineering company which joined the Group in 2008. It is also undertaking a digital transformation project in order to enhance and tailor the ordering process.

While REHAU did exhibit its renowned RAUKENTEX edgeband range at the KBB Show – one of the largest available ranges in Europe – it also showcased a more holistic solution with other surfacing and tambour products. This included REHAU’s high performing RAUVISIO crystal range, a high-performance acrylic which can also be used as a glass alternative, available in a selection of plain and exclusive stone decors. REHAU’s newest polymer product has many comparable features to real glass or stone, but has none of the disadvantages associated with processing it. REHAU now offers the Crystal range in three formats, including made to measure components, from just one piece. The company was also proud to feature its seamless zero joint technology, with a primer, colour matched adhesive, and the technically advanced polymer functional layer.

REHAU’s new approach was well received at KBB and work has already started with a number of SMEs in this space. This is just the first step of many in a bid to diversify and provide something new to the market.

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