Modular organisation

Prototypes were shown for the first time at the 2010 Cologne Hardware Fair, though in a separate room which only specially selected guests had access to. The dialogue with visiting specialists resulted in the company being able to put the finishing touches to their workshop system. Then finally it was presented to the trade public for the first time at the 2012 Cologne Fair under the name of “Blucave”. The stand occupied by the supplier company, Batavia, was among those generating the most footfall at the event. “The feedback was simply fantastic,” says sales director Ralf Deubel. In the meantime, initial discussions with DIY stores have been successful and the system is already available to end-consumers. Blucave is a modularly assembled workshop system. Basically it consists of a rail system that is fixed to the wall and can be extended ad infinitum. The individual modules are then clicked onto the rail, or removed again for transport purposes. Special dividers can be introduced into individual elements to provide optimum storage for different themes or functions. For instance, with the help of the adjustable dividers a box for a power drill plus accessories can be organised differently from one housing a sander. Also available is a power module with add-on work light and power strip, as well as an audio module with iPhone/MP3 connectivity for music while you work. There is also a separate range of power tool bodies designed to be simply clicked into the appropriate “controller” module (AC or DC) before use. The system, which consciously relies on its emotional appeal and premium image, can be used not only in the workshop but also in the motor home, van or garage, and even in the laundry. This indicates that the product is targeted not only at ambitious DIYers but also at the young generation, at collectors and women as well. “Altogether,” says Deubel, “we allowed ourselves nearly a whole ten years to develop the system, which has been thought through down to the last detail.” Retailers are offered a bundle of sales instruments for the POS, including displays, brochures, shelf presentations, banners and videos. Blucave is available from Batavia. The firm’s product portfolio includes hand and power tools, products for the workshop, and both indoor and outdoor ranges. Batavia is an internationally operating company that has specialised in the procurement and development of innovative end-consumer products. It was founded three years ago by the present…