RETAIL CONSULTANT SPAIN
Kvik was founded in Kibaek, Denmark in 1983 by Knud Boel Troelsen. Initially, Kvik was meant as a reaction against the established kitchen industry, and how they treated their customers in terms of long delivery times, non-transparent business processes and pricing. Kvik was founded based on a deep respect for its customers and a wish and willingness to create change and provide better services. The principle of constantly challenging the existing is still a core value for Kvik.
In 30 years, Kvik has delivered Danish design at surprisingly low prices. The company has revolutionized the kitchen industry with innovative design, quick deliveries and new ways to rethink how business can be done. Innovation has always been a big part of Kvik’s way of doing business. In 1999, they introduced the concept of “Samtalekøkken, which is widely known throughout Scandinavia. Kvik is also the inventor of XL and XXL cabinets, which today have been copied by IKEA. The vision is “Everyone has the right to a cool kitchen”.
Kvik is part of the Swedish corporation, Ballingslöv Int. AB; which is one of the leading corporations within kitchens and baths in Scandinavia and the UK. In 2017, Kvik had total revenue of DKK 1241m (166 million euros) and an EBIT of DKK 121m (16.2 million euros). The Danish Head office is located in Vildbjerg, Jutland, and, currently, Kvik has 150 stores spread across Europe and Thailand, 43 of them in Denmark. The company has showed constant growth throughout the years and expects to continue that development.
The Present Situation
Kvik has been present in Spain for 10 years now. We started up in Barcelona and Girona. The Barcelona Hospitalet store has been run as an own store to develop our understanding of the market. In 2015 Kvik Hospitalet was transferred to a franchisee, that is operating the store successfully. The franchisees Hemi and Pep Moron Roma have in 2017 successfully opened a city center satellite store in Balmes. A third store in Barcelona will open in Q2 2019.
The Spanish market
The Spanish kitchen market is a very atomised market. The financial crisis has led to a massive drop in the kitchen sector (up to -50% including the B2B segment). An industry shake up has recently taken place with local players like XEY (own manufacturer) and Singular kitchens (selling Alno kitchens) going bankrupt. The market is split between cheap kitchens with little appliances and a more medium high segment with players like Porcelanosa, Schmidt and Santos. The market is slowly and surely turning. There is interest from foreign players like Nobilia (with Eggo) to take a stronger position in the market. Ikea has a market share of +15% in the market.