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Stand at EuroCucina becomes proof of success story
With a stand of no less than 200 square meters, Steel Benelux is making a big splash at this year's EuroCucina in Milan. The fair is internationally considered an important benchmark within the kitchen industry. For Steel, this is the moment to show what the brand stands for: ease of cooking, character and uncompromising quality.
According to Christian Borsboom, general manager of Steel Benelux, 2025 was a particularly good year. In this regard, the recent share purchase by Elica is seen as a positive development. “The cooperation offers opportunities in terms of knowledge, materials and network,” Borsboom said. “Everyone is on edge and we are looking forward to it.”
During EuroCucina, Steel will present several new variants of stoves, fresh color schemes and a first: a fully modular indoor kitchen, equipped with all the appliances we are used to from the brand. With this, Steel explicitly takes the next step in total concepts (they previously launched outdoor kitchens). What exactly this means makes us extremely curious.
A key focus remains the continued rollout of Full Glass induction cooktops. Starting in June, this technology will be available for the entire range, including the popular Genesi and Ascot series.
The unique Full Glass technology ensures that the glass of the induction cooktop extends all the way to the edge. This not only results in a tighter installation and higher quality finish, but also a larger effective cooking surface. More space, more freedom and an even more powerful visual statement in the kitchen. In addition, Steel shows 120 cm wide induction stoves, models with frosted glass and variants with integrated worktop extraction. Functionality and design go hand in hand here.
The fact that more and more chefs are privately choosing a Steel stove fills the brand with pride. Borsboom: “The fact that chefs at home choose a Steel stove says something about how they view our semi-professional products. But in addition, the Kesbeke family also chose a Steel.
Steel stoves are assembled piece by piece by one person. That working method ensures maximum attention to detail and a high level of finish. “We don't make concessions purely for the sake of price,” Borsboom emphasizes. “We look at what suits our stoves best in terms of materials, specifications and ease of cooking. A Steel range stove has to be good. Because chefs choose us, that is confirmation for us that we produce quality.” After all, the typical Steel user loves cooking immensely. From slow-cooked meat dishes to homemade bread, the oven is used intensively. Italian thoroughness and passion for gastronomy clearly come together in this.
Steel's built-in ovens are also gaining in popularity. Where many kitchens are dominated by all-black walls, Steel deliberately opts for a distinct look. The ovens are manufactured from 316 stainless steel and then powder coated. The result is a robust product with character. According to Borsboom, kitchen retail also sees the added value of special stoves more and more clearly. “It's not like ten years ago, of course, but retailers
see that range stoves can really add value in the kitchen. If you present it well, there are very definitely consumers who are happy to install a characterful ergonomic stove.”
Steel continues to listen to retailer and end-user needs, including with solutions such as stoves with integrated worktop extractor. With preparations for Milan in full swing, the brand is gearing up to show once again why Steel is uniquely Italian: creative, quirky and uncompromisingly Italian - and this time with an overall concept that goes beyond the stove alone.
Bevisit our booth at EuroCucina!
