Go to market, growth strategy & online shop
Strategic launch of a kitchen appliance challenger brand
Target audience validation
Launch campaigns with prospecting
A modern website and digital customer journey
overview
what. we did for LAUFEN
The project set out to introduce LAUFEN’s new product line, VARA, as a bold, stand-alone brand positioned at the intersection of design, innovation, and everyday functionality.
VARA is a multifunctional tap that delivers hot, carbonated, filtered, or cooled water. Because it shares similarities with other premium products on the market, its launch called for a distinctive go-to-market approach. Our goal was to showcase VARA’s unique features while building on the strong reputation of the LAUFEN brand.
To achieve this, we validated and refined VARA’s target audience, expanded its positioning, and crafted engaging marketing campaigns that supported both physical and digital launch moments, including a presentation at the Swissbau fair.
A central focus was building a flexible, design-forward website that combined a product configurator with a fully integrated WooCommerce shop. This setup allows customers to buy spare parts and subscriptions directly, while keeping the overall experience simple and user-friendly.
customer
Who is LAUFEN?
LAUFEN is a leading name in the sanitary ware industry. It’s known for blending design, quality, and functionality at accessible prices.
With deep expertise in ceramics, the company has expanded its focus to broader home design—creating products that combine Italian emotionality with Northern clarity and precision.
The launch of VARA represents a bold step into multifunctional kitchen appliances and a meaningful expansion of LAUFEN’s offering.
A rich history spanning 130 years
Extensive global footprint, with sales subsidiaries in countries ranging from Albania to the USA
Aligning marketing activities with product development
Various launch moments needed to adapt alongside product development.
Target audience identification and engagement
Identify who to target through early research, and then keep those audiences meaningfully engaged across a phased launch.
Flexible digital presence
Reflect LAUFEN’s brand DNA while designing a website flexible enough for future growth, new features, and multilingual expansion
Goal
Our main target
Deliver a phased launch strategy that culminated in a brand-aligned digital platform with scalable functionality and flexiblity
Summary
How we did it
This project had two key milestones. The first was the debut of the VARA brand at the Swissbau fair.
To build momentum for this public reveal, we launched a targeted go-to-market strategy that combined audience validation, prospecting, and tailored email outreach. These efforts were supported by on-brand campaign visuals, a landing page, and special promotions such as free fair tickets. We also developed branded treats for the event itself to enhance recall and encourage booth engagement.
The second milestone was the launch of the VARA website. This phase marked the transition from temporary campaign assets to a lasting digital home. In a close collaboration with the client, we designed and built a responsive WordPress website tailored to the product’s unique selling points, integrating a product configurator and a fully functional WooCommerce shop.
Customers can now explore product features in depth, buy spare parts, and subscribe to recurring shipments—all in an experience that reflected LAUFEN’s high-end visual identity and met their internal need for flexible content management.
testimonials
what. clients say
“We are impressed by what.’s work. Their adaptability, especially in accommodating the dynamic nature of this project, proves their professionalism and client-focused approach. The value for investment was outstanding. This blend of flexibility, expertise, and seamless communication made our collaboration a genuinely enjoyable experience.”
