Nordic focus country

Thorsten Schwenecke: Our Char-Broil brand is market leader in Denmark. The brand certainly profits from its exciting roots: Char-Broil is not only America's oldest grill brand and is celebrating its 70th anniversary in 2018, it is also America's favourite gas grill brand.
When Char-Broil made its way to Europe, one of our first stops was Denmark - here we offer a large local location together with our subsidiary Kristwell, which also produces our Dancook brand. Furthermore, we have long, very intensive commercial relationships with our customers Bilka and Fotex at our disposal.

Char-Broil appreciates its long-standing and very successful cooperation with the hypermarkets Bilka and Fotex. But our products are, of course, also listed in several garden centres.

Denmark is one of four focus countries in Europe, and here we have a very successful, comprehensive distribution at our disposal. Of course we also maintain intensive customer relations in all other Nordic countries. For example in Norway Jernia is our second largest customer in the Nordics.

We want customers to be able to experience our brand at the POS and we offer trade attractive shop-in-shop systems or accessory displays which increase awareness of our accessories together with our grills. In addition, we have redesigned the packaging of our accessories in order to communicate a uniform, modern brand image at the POS. We provide tablet solutions and, of course, customer-specific promotion concepts. Our highlight: exclusive outside BBQ Academy pop-up events accompanied with the new, real American Char-Broil BBQ Truck.
At Bilka POSs for example, we provide our customers with an authentic brand appearance in addition to extensive communication tools such as eye-catching video towers with 40 inch screens.
Moreover, from 2018 we are starting with a new Facebook and Instagram channel and extensive PR and blogger measures. This is because the…