Innovation Driver Vepa Conquers the German Market
Networking, PR and tailored content draw attention to sustainable furniture
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Für das Unternehmen Laminam erarbeitete unsere Agentur einen strategischen Contentplan, der die Design-Kollektionen und Referenzen des Keramik-Herstellers in zielgruppenwirksame Inhalte transferiert.
Vepa has long been a Dutch pioneer in the field of sustainable furniture production. A few years ago, Vepa entered the German market, which is known for its deep understanding of design and high quality standards. In our role as communicators, we are helping Vepa to establish its innovative and holistic approach to sustainability in a market that has yet to see a similar initiative. Our goal goes beyond mere branding: we want to pave the way for a new definition of sustainability in furniture design.
The right content for the right channel
As Vepa's strategic partner, we go beyond the boundaries of traditional PR. Our approach is to capture the multifaceted aspects of Vepa's sustainability philosophy and translate them into a sophisticated storytelling concept that not only reaches the German market, but also moves and inspires it. We develop our content into a variety of formats, including advertorials, feature articles and newsletters. Each piece of content is tailored specifically to the German market, with the aim of highlighting the uniqueness of Vepa's sustainable approach. We don't just meet our target groups in one place - we analyse the existing channels and tap into them with the right content. Each content module is designed to create a differentiated understanding of the importance of sustainable furniture production. We combine in-depth information with inspiring stories that raise awareness and interest in ecologically responsible furniture in Germany.
Janwillem De Kam, CEO of Vepa, and Gertjan De Kam, Head of Design, in the Vepa production hall.
From one-way waste to a circular economy: Vepa has found a way to develop an innovative material to make chairs from surgical waste.
Vepa's innovative material developments and design processes are highlighted in the creation of our content. Our content covers the entire spectrum from the sustainable sourcing of raw materials to the production of furniture. We tell the stories behind the products that so powerfully demonstrate Vepa's commitment to environmentally friendly production and show how the company is pushing the boundaries of furniture design.
Vepa at Orgatec 2022 - an impressive media response
Vepa's presentation at Orgatec 2022 in Cologne marked an important milestone in the brand's introduction to the German market. Under the motto "Fair Furniture for Future Ways of Working", we succeeded in positioning Vepa as an innovator and visionary in sustainable furniture production. Through targeted advance communication and effective media relations, we generated a strong press response that extended far beyond the boundaries of the trade fair. Our carefully crafted press release and strategic positioning of the brand meant that Vepa's innovative products - from the plant-based Hemp Chair to Felt Colour and Blue Finn chairs made from recycled materials - were in the spotlight.
Our role also included active networking with key media representatives and multipliers to ensure that Vepa's message had a broad yet targeted reach. We built a narrative framework that brought Vepa's products and their commitment to sustainability and circular production to life. In doing so, we turned the stand into an interactive experience that not only gave visitors an insight into Vepa's eco-friendly production methods, but also illustrated the company's deeper philosophy and commitment to a sustainable future.
Vepa handles raw materials very carefully. Any leftovers from production are always recycled.
Strategische PR -
Von der Vision zur Realität
Seit 2018 konzipieren wir PR-Maßnahmen für den renommierten Münchner Leuchtenhersteller Ingo Maurer. Als langjähriger Wegbegleiter der Unternehmerfamilie mit tiefem Verständnis für die Unternehmenskultur und unserer jahrelang gewachsenen Expertise in der Lichtbranche brachten wir viel Leidenschaft für diese anspruchsvolle Aufgabe mit.
PR at the cutting edge
In order to maximise Vepa's presence in the German market, we constantly review and evaluate our PR strategies and make adjustments where necessary. We measure success not only in terms of numbers, but also in terms of the response we generate - among professionals and the general public. Our campaigns are both an echo and a catalyst, anchoring Vepa's message in the German design landscape and positioning the company as a thought leader in sustainable furniture production. Our collaboration with Vepa is a long-term commitment based on building sustainable partnerships. We are committed to establishing Vepa's brand in Germany and realising their vision of a sustainable future in furniture design.
The design of the Whale Boardroom table is inspired by the appearance of a whale on the surface of the water. It is made from Amsterdam canal plastic.
Our client
VEPA the Furniture Factory is a leading manufacturer of office and contract furniture based in the Netherlands and part of the Fair Furniture Group. From product development to production, the company follows the principles of the circular economy. Vepa's programmes combine functionality, sustainability and contemporary design in a wide range of products, including tables, cabinets, chairs, lounge furniture and storage furniture, all of which are 100% locally produced. Vepa also leads the furniture industry in developing its own material innovations and creative recycling methods in collaboration with local partners.
Further References
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At the Pulse of the Industry
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