Borek outdoor furniture
As a producer of premium garden furniture for the professional hospitality sector and demanding consumers, Borek was looking to attract new dealers.
Request for Sorpasso
We were asked to develop a name and consumer campaign to establish Borek as a specialist in new colours and attract new dealers.
The strategy
In consultation with the management of Borek it was decided to apply the same strategy and implementation used for Wijzonol. Sorpasso focused on custom fashion in the luxury segment. Couturier Frans Molenaar lent his name to the brand and his ideas on colour were translated into new products under the name Haute Terrasse. This resulted in a sleek, minimalistic collection of garden furniture and umbrellas in Molenaar’s characteristic black-and-white tones.
The desired target of 11 new dealers was attained using premium print ads in lifestyle magazines, high-quality brochures and POS shop materials.
