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: Reform takes over the world

- 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.
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