The year 2024 is a time of huge changes at Pfleiderer. In spring, the manufacturer officially announced the sale of all Polish shares in Pfleiderer Polska to Breticontic Investments, represented by Bogdan and Elżbieta Kaczmarek, and to Innova Capital. After the takeover, work began on rebranding the brand.
– We are changing, and change means development and challenges. The new owner means new investments, which gives us a chance to develop. So we see great potential in this change, which we can now use. And we will use it, says Grzegorz Kulesza, managing director of Woodeco.
The brand will gain not only a new name, but also a new website. Change is also an opportunity for the development of business partners.
– Change means improved product quality, new investments, also in ecology and the circular economy. Introducing new products and improving price competitiveness – emphasizes Grzegorz Kulesza.
All hands on deck
Many people were involved in creating the new name, which replaces the well-known name of Pfleiderer.
– We based the construction of the Woodeco brand on the results of qualitative research, market analysis, trend analysis, as well as workshops within the organization – explains Anna Szmurło, Communication Manager.
Pfleiderer employees also participated in coming up with a new name. There were many ideas, and the winner was Woodeco, which perfectly balances words related to ecology and wood. Woodeco only uses wood from sustainable sources to produce boards, and a significant part of its production also includes recycled wood. Woodeco is a responsible partner, not only for its customers, but also for the natural environment.
– Responsible partner, this slogan perfectly reflects the vision of the Woodeco brand. This emphasizes the importance of partnership in relations with customers, employees, suppliers, but also responsibility for our natural environment and the local community – emphasizes Anna Szmurło.
– What we build our brand on is a very solid strategy based on research and the team that implements this strategy – marketing director Jakub Wołodko.
Solid foundation
– Every change is a challenge, and such a big change is a huge challenge. However, I believe that with such a good team as our company's employees, it will be successful – assures Grzegorz Kulesza.
– Pfleiderer is changing, but the team is not changing. This transformation is in the hands of people who not only believe in it, but also see it as an opportunity for their own development, says Jakub Wołodko. – There is another thing without which this would not be possible, which is knowledge. Before we defined the strategy, we asked our customers, employees and other market stakeholders how they would like to see the new brand and how we are perceived at the moment. What I'm proud of is that partnership was very strongly emphasized in all these interviews. And this is the foundation that we promise not to change, he adds.
Changes embedded in time
Pfleiderer divided the rebranding of its brand into two stages of change. The first stage includes changing the brand name to Woodeco and changing the name of the distribution network to Woodeco Partner. The second stage is to change the product display at sales points.
– We plan to implement changes related to external communication in the production plants in Wieruszów and Grajewo by mid-August, and rebranding of the entire network by the end of 2024 – says Łukasz Spólny, Trade Marketing Manager.
Moreover, simultaneously with the rebranding, the brand is working on implementing current projects. This is not only about the new Mood Stories collection, the official premiere of which is scheduled for early 2025, but also the design of info kiosks, which will be a central and inseparable part of the product exhibition.
– Info kiosks will be used to present the Mood Stories collection in a digital and interactive way. This is a kind of novelty on the market. Info kiosks have been gradually implemented at points of sale since April this year, where projects combined with demonstration kitchens are being implemented. – says Łukasz Spólny.
