23948sdkhjf

Reform – design in the slipstream

| By Dorrit Bøilerehauge | Notify the newsdesk of a story

IKEA kitchens in new design on international markets

Reform started their business only 18 months ago. In short, Reform produces and sells kitchen fronts for Ikea kitchens. Their kitchens are designed by BIG – Bjarke Ingels Group, Henning Larsen Architects, and Norm Architects. Consequently, Reform customers combine Ikea kitchen modules with Reform fronts and table tops, and that is a popular concept.

Nordic Design News talked to the two founders, Jeppe Christensen and Michael Andersen, about their design business and success.

From kitchen to design

To the question of “what Reform really reforms”, Jeppe Christensen explained:

- We reform Ikea kitchens. Our concept is what you may call Ikea-hacking, as we take their good kitchen products and upgrade the design. Ikea sells more kitchens in the world than any other producer. They offer good quality at the price. But we deliver the design. When we looked at international markets, we realized that everybody have access to Ikea kitchens, to Ikea experts and to their sales people, and that is very important for our concept as well.

Michael Andersen added:

- In a greater perspective, we offer the greatest kitchens in the world. And our kitchens are affordable. We reform the kitchen industry. Our way of selling kitchens is untraditional, and when customers are presented to our kitchens, it is an experience.

From local to global

Jeppe continues:

Read more: Ikea launches collection with street fashion-designer Chris Stamp

- It also made good sense to launch our concept on the German market. We still produce the kitchens in Denmark, and but now also we have a Danish architect based in Berlin working for us. Being a Berlin resident, he really knows what interests our customers. It is fundamental for us to understand the German market.

Michael rounds off:

Read more: Ikea repeats collaboration with designer Piet Hein Eek

- In general people are acquainted with Danish design. But whereas we are getting a bit bored with the “new Nordic fuzz” at times in Denmark, that seems to be dawning on the German market now. Besides, the Germans tend to buy with their heads rather than their hearts. The products they buy must be of good quality, they must be durable, and they must be functional.

And the international path continues. Reform just set up in a showroom in London for the British markets to touch and experience their design. Besides, Reform now has a CEO and to staff members in New York.

The set-up in New York is what they call a “soft launch”. So good, that the details of the New York set-up were specified. Otherwise, one could have quite a different impression as to the magnitude of the initial activities for the still only 18-months-old company. Reforming not only the way of doing business but also the pace.


Keep up-to-date with Nordic Design News

Write a comment

Most read

The front page right now

See all News from the companies

PJ Production to participate at ORGATEC 2018

Danish interior and design fair makes a difference to the industry

Brightest brains in the industry share their knowledge at Formland

Trendsetters create personal outdoor oases at Formland

MIDORA Leipzig - Trade Fair for Watches and Jewellery

Formland brings together Danish design!

The Japanese 'Ma' trend brings peace and Zen to Formland

Trade fair for gifts and home trends in September

Formland challenges perfection

Sustainability in focus at Formland

World-famous interior blogger to attend Formland

Come to Vivanti Fair in Dortmund this weekend

A social living room moves into Formland

Free tickets for Vivanti Fair in Dortmund

Creativity shapes the future at Formland

Unique Michelin experience at Formland

Formland launches new trend collaboration

Dortmund Regional Order Days in January 2018 

[Auditorium & Learning - Optimise Your Space]

Grab our latest Look Book online now!

Come and see us in Oslo!

CADEAUX Leipzig – 2.- 4. September

Designer's Saturday 2017

Design duo brings creative settings to Formland

Installation-free bioethanol fires in Vitoria Stone Hotel

Send to a collegue

0.483