12.04.2023 | 5 (+ 1) questions to Dr. Annette Becker and Matthias Reddemann

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Dr. Annette Becker and Matthias Reddemann on interview. (Image source: Duravit AG)

In order to focus more strongly on our customers’ needs in future and to keep pace with the constantly changing market requirements, Duravit AG performed a strategic restructuring in product development and management: Annette Becker, Vice President Global Marketing, took charge of the newly merged area of marketing and commercial product management of Duravit AG, while Matthias Reddemann is responsible for the management of technical product development as Head of Group Product Development. The company is currently establishing a customer-focused working method that drives new technically innovative product developments from two sides – from the concept through to the market launch. In the following conversation, Annette Becker and Matthias Reddemann talk about the benefits of this restructuring process, the associated challenges, and look toward the ISH, the industry highlight of 2023.

Question 1: Dr. Becker, you started at Duravit AG in Hornberg in the Black Forest in July of last year. What expectations were confirmed and what surprised you?
First of all I have to say that I was positively surprised by my start at Duravit. I was given a very warm welcome by a highly motivated team, which made for a really smooth arrival in the Black Forest.
My expectations were confirmed in that Duravit has an incredible amount of potential and offers many opportunities for successful further development of the brand. The new strategic, explicitly customer-centric orientation is the basis for this development.

Question 2 – Matthias Reddemann: The reorientation means you can focus more strongly on the development process - what are the benefits of this?
With Annette Becker and her team looking after commercial product management and us concentrating on product development on the other side, we can manage the whole process significantly more quickly and in a more goal-oriented manner because two teams are actively driving new projects forward. Additionally, responsibilities are allocated more clearly and the working methods have become more transparent.

Question 3 – Annette Becker: You’re in charge of the newly created department of Global Marketing, which merges marketing and commercial product management. What’s your experience to date with this strategic change?
As Matthias Reddemann has already touched on, this strategic orientation means we can move significantly more quickly, because product development and management are intermeshed and run in parallel.
From my perspective, we can work in a much more goal-oriented manner in terms of customer needs. If we keep the market squarely in view and under constant analysis, we can respond to the different market requirements more directly and develop innovative products that are tailored to our customers’ needs.

Question 4 – Matthias Reddemann: You’re in charge of technical product development. In your view, what are the biggest challenges here?
Of course, communication is a big challenge because we need to find and establish the various coordination channels to start with. We develop products to meet global demand – so it’s important to keep an eye on the international market and the specific requirements there. After all, what’s sought after here in Europe doesn’t necessarily overlap with other countries. That’s why we talk to a range of different interfaces to get a holistic view of things. That’s a challenge for the future.

Question 5 – Annette Becker: The ISH 2023 is the highlight of the year. How important is a trade fair in the digital age and is the financial outlay worth it?
In fact, the ISH is the highlight for us this year. We have a great many interesting, innovative and extraordinary new products that we were finally able to present to the trade audience.s Especially after the long break, we were looking forward to the personal contact with business partners, architects, trade and craft as well as the exciting dialogue and honest feedback on our products.
In 2023 we’ll be adopting a hybrid model for trade fairs for the first time, i.e. we’ll be supplementing the physical booth in Frankfurt with a range of online formats such as a virtual booth. That’s a really exciting development.

Question 5 + 1 – Matthias Reddemann: When you think about the Duravit innovations for 2023 – what’s your personal highlight?
For me it really is the spectrum of new products that we’re bringing to market this year. From unusual colors, innovative materials through to timeless designs – I’m confident that we’re really well placed in terms of the product portfolio and can offer the right solution for a range of target groups and price brackets. This aspiration will also be the yardstick to measure ourselves against in coming years.