More of an informal guided tour than a press conference, Expert SE demonstrated its family-oriented strategy and renewed sustainability mission, continuing the “we Kendo better” initiative established last year for the 40th anniversary of Kendo, its own-brand product portfolio, unique in the electronics retail trade.
Acknowledging IFA Berlin’s status as the most important trade fair for the company, Frank Harder, board member for sales, marketing and e-commerce at Expert SE, presented a new brand strategy and new products too. “We have built and established Kendo as a trusted brand over the past 40 years. With our new premium design and contemporary specifications, we are now presenting Kendo [as being] even younger and more modern. We are convinced that we can offer our customers attractive added value with our Kendo products,” Harder said.
In terms of price, the Kendo products are in the entry-level to mid-price segment, without sacrificing high-quality materials and high standards in the area of sustainability. “The topic of sustainability is very important to Expert, and is constantly being expanded. The conscious handling of the topic is also reflected in the sustainable materials in our new products,” explained Holger Pöppe, department manager for brown goods at Expert SE. As well as plastic-free outer packaging, all new Kendo products are produced in a plastic-neutral manner, in co-operation with the Plastic Free Planet organisation, using plastics removed from the ocean and recycled.
expert’s IFA 2022 display sees new products from 20 different exhibitors, including Lego, on show in Hall 7.2a. Own-brand launches include the Kendo Partybox, a large, powerful Bluetooth party speaker with LED light effects that change to the rhythm of the music.
Hall 7.2a, Stand 101[caption: Frank Harder, board member for sales, marketing and e-commerce at expert SE]