The Alliance Association offers its shareholders a large portfolio of individual private labels, an advertising concept, various marketing and space concepts, as well as neutralization concepts, with which you can differentiate yourself from other competitors and expand your local brand strength. The range extends from high-quality to appealing to individual. To establish authentic brand worlds, consistent brand building must be pursued to increase individual brand awareness and offer customers sufficient points of connection for positive experiences.
As part of the new strategic positioning of the Alliance Association, we have recently revised the concept of our private labels prisma®, casada®, and home. We are currently working on realigning Ambienta and LEBENSWERT. So you can look forward to large-scale campaigns with a new look and new content this year.
Family stability, connection to home comfort – these are the most important motives that shape the target group of our private label casada®. Their sense of tradition and order is also reflected in their preference for conventional furniture. All furniture summarized under casada® can be individualized, thus fulfilling customers’ desire for comfort and functionality in their own homes. Comprehensive decoration and marketing packages for our shareholders round off the completely newly staged brand world of casada®. Learn here more about casada®.
Our kitchen brand, established since 1998, works only with the best in the industry and offers our shareholders a reliable label that covers all requirements from entry-level prices to the upscale price segment. Sensitive attention to detail, life-oriented planning options, and quality products “Made in Germany” characterize our successful industry leader, which has recently been completely restaged. A new form of photography and a new presentation style in magazines, brochures, and in-store communication prove that this reliable brand can be counted on in the future as well. Learn here more about prisma®.
Affordable luxury for the self-confident trendsetter. This summarizes the guiding principle of our new and high-quality private label loft. With selected suppliers and a range that includes almost all areas of life, the appeal is directed at a particularly financially strong target group that values upscale furnishings. Thanks to a clear design language and timeless design, the loft range is suitable for representing one’s own status, which is a special buying incentive in the targeted buyer group. The space concept to support our shareholders includes all measures and aspects from the POS to the website.
“Individual furnishing.” This motto will continue to be our guiding idea in the supplier and range compilation of this private label, which stands for exclusivity and high-quality furniture, even after the relaunch. The range includes upholstered furniture, dining rooms, bedrooms, living rooms, and kitchens. The furniture and marketing concept appeal to customers who want to live in a high-quality, individual, and modern way (so-called performers from the Sinus milieu). Look forward with us to the comprehensive brand relaunch this year.
Muted colors, natural materials, and the pronounced use of natural woods characterize this marketing space concept of the Alliance Association. The division into the areas of Country, Factory, and Nature demonstrates the range and possibilities of the assortment, which appeals to wood lovers in the upscale price segment. The combination of products in the basic assortment and the addition of only a few selected suppliers protect our shareholders from further strain on their assortment. This year, LEBENSWERT will be completely relaunched in its external presentation, without questioning the natural core of the brand. We are already looking forward to it.
Design-oriented goods, aesthetic linearity, and high-quality furniture from various assortments are combined here under the advertising concept goodBRANDS. The name says it all, as we unite furniture from companies such as COR, Brühl, and Kettnaker. The representative claim that the target group has for their own home is also reflected in the external communication and the advertising concept.
Here, our shareholders put together the assortment according to their own wishes and needs and also determine the model names themselves. The visually restrained design of advertising materials, advertisements, brochures, and prospectuses has recently been relaunched by us in words and images and reflects better than ever the basic tenor aimed at harmony. The middle class finds itself in this brand: casualness, naturalness, and everyday practicality are just as important here as the themes of sociability and family – all keywords that are also reflected in the new marketing concept. Depending on the location, our shareholders operate this concept under the brand home or LUXXEA – this is how we guarantee territorial protection. Learn here more about home.
Under the brand freiraum, a contemporary assortment of take-away furniture is offered, ranging from entry-level prices to the mid-range segment. In addition to simple solutions that are usually in stock, programs in all product areas (except kitchen) are also sold with extensive type plans. Here, the target group between 20 and 60 years can experiment and express themselves individually, because an outstanding feature of freiraum is the great combinability of the furniture, which fits in easily everywhere. The target group is broad and includes both first-time residents and young families. The furniture should adapt to needs. Leisure time is highly valued, and personal identity is expressed in the furnishings. The advertising messages tailored to this underscore the mindset: “When a sofa becomes a free space”, “when a bed becomes a heavenly kingdom”. The brand presence includes a broad communication mix of print and online; monthly promotions and attention-grabbing material at the point of sale.
SB Preisbrecher stands for a wide range of take-away assortment with immediate availability. Always the latest living trends – purchased at national and international furniture fairs. Best prices through bulk purchasing also guarantee a large stock of goods in the furniture stores. SB Preisbrecher mainly appeals to first-time buyers and price-conscious customers. The brand stands for trendy but also consumer-oriented furniture to take away. The assortment is rounded off by planning programs for the small budget. The kitchen segment is particularly striking as an important guarantee of success. This is a first-class alternative to the competition. Here, individual consultation in the mid-price segment with full service such as delivery and assembly plays a major role. An important point is also the brand presence with the broad communication mix of print and online advertising. Monthly promotions make the markets visible alongside attention-grabbing materials at the point of sale and encourage purchases. Learn here more about SB Preisbrecher.
If you would like further information about our neutralization concepts, please contact our Association Representative.
Marko Steinmeier, Managing Director