A stove story like a boy's book

Crazy about stoves

"Seeing is believing," said brothers Marc and Han ter Braak the last time we spoke to them about their Elementi di Cucina range stoves. So we recently stepped into the Elementi di Cucina showroom in Enschede, only to walk out two hours later happily surprised.

The story of the Ter Braak brothers is akin to a boy's book. Crazy about stoves, they decided to start Elementi di Cucina to grow into a major retailer in the market. Known in the market for their stove knowledge, the duo runs their stove store from Enschede. In 2018, when gas stoves were facing increasing (political) opposition, they started Elementi di Cucina. From day one, it was clear that their combined stove knowledge is a USP for the industry.

That Elementi di Cucina is doing well is immediately apparent when we walk into the showroom. At the back of the large warehouse, the final work is being done on a number of Elementi di Cucina stoves. We are shown around with pride, and proudly so. The company obviously has to compete partly against other big players in the market with induction stoves, but they hope to take an important step with specifications.

Han ter Braak: "For example, Elementi di Cucina offers stoves with- or without extraction. With extraction is with plasma filter and the motor is at the bottom of our stoves. The induction cooktop offers two bridge zones that can also be used as dual zones. What is unique about this stove is that it can always be connected in any household. And do you need to reach something? You can do that just by taking off the right side. Then you yourself, or mechanics can reach everything. And consumers who don't include an integrated extractor have another good drawer underneath for accessories."

Beautiful green induction stove

In the warehouse is the beautifully green EM9036 induction stove from Elementi di Cucina. This 90-centimeter wide stove offers 89 liters of oven capacity and energy class A+. The temperature is adjustable from 50 to 250 degrees. Included with the oven are telescopic guides and a rotisserie spit. And heating up? Between 5 and 6 minutes time to 180 degrees. Han: "We get rave reviews. The integrated extractor with plasma filter works so well that you can actually call it an air purifier as well." His brother Marc points to the controls and explains: "These allow the user to decide what the zero setting is. Some people want the zero setting at 12 o'clock. Others have a different preference. One can turn by quarters and set it as a zero setting."

Durable self-healing material

Elementi di Cucina also offers excellent quality in terms of material. This material comes entirely from the Netherlands. Han: "We want to work as green and sustainable as possible and with this we reduce our transport movements considerably." The materials used are also sustainable. For example, they use Magnelis steel, which not only has lower CO2 in the process, but also has a self-healing property. Cut edges and any damage repair themselves, so no protective coating is needed and it also does not rust through. Han: "We are therefore convinced that this Magnelis steel will really become a topic." The guys from Elementi di Cucina have already told us a lot over the past few months. Just before we leave, we get one more USP. Marc: "The recirculation is not blown out at the user's feet. So no cold feet at Elementi di Cucina."

Not a word about it

Seeing is believing! What the Ter Braak brothers indicated beforehand was correct. After seeing the stove up close, the added is more and more clear. It makes one curious as to where this product will reach. Because there could be many more people interested in it than Elementi di Cucina would have dared to hope.