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You could call it a hibernation from which we have awakened and which has provided us with a lot of energy and vigor to put ABK innovent back on the map. Maurits Elissen of ABK innovent does not shy away from imagery to reinforce the rebranding.
ABK innovent is certainly a well-known name in the kitchen sector. Back in 1997, ABK innovent began as a supplier of extractor hoods, but today we know the Varsseveld-based company as a specialist in stainless steel. "We had perhaps dozed off a bit in recent years," admits Maurits. "Meanwhile, we have awakened from our hibernation, have a lot of energy and strength to write new and beautiful chapters in our story in the coming years. We are doing this again with the philosophy of our founders as our 'leitmotif': the question is not 'can we make it' but rather 'how can we make it, exactly as the customer wants it?' With this vision of customization, we make each stainless steel part unique."
"The belief in ABK innovent as a brand and the expertise of our people, that has always remained," Maurits said. "We are going to emphasize that expertise even more and we are adding a solid brand strategy. After all, we have noticed that our name is well known in the kitchen industry. We will continue to profile ourselves as the specialist in stainless steel. You can take that 'we' quite literally because Serife Güler-Yildirim recently came on board as an extra account manager to spread our story. In the coming period we will also further refresh our stainless steel collection, with unique solutions for cooking, rinsing, extracting and preparing. The focus is on ease of use, quality and durability. These are qualities that are reflected in our minimalist style that is both timeless and modern."
Maurits: "I am a positivo and like to surround myself with energetic people, people who pull the cart and dare to dream. This is how beautiful dreams arise that we want to achieve, some faster than others. We are thinking about participating in the Küchenmeile, either with a manufacturer or with our own stand. In a slightly bolder dream, we go to Milan as exhibitors. Without pressure, without a concrete roadmap with an end date in mind. And, another tip of the hat, hard work is underway on our own line of outdoor kitchens. Of course, with design and production 100% Dutch. A trajectory that is in the very early stages. So keep a close eye on us in the near future."
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