Striving to Expand and Explore New Sectors

Steve Preiner, Director of Marketing at BSH Canada, has been with the innovative company for five years and has a history of working in the appliance industry for 15 years. BSH Bosch und Siemens Hausgeräte GmbH, is the largest manufacturer of home appliances in Europe. BSH is notorious for its outstanding quality, design and performance. It is one of the leading companies in the sector worldwide and it is constantly striving to expand and explore.

2 Questions with Steve

Looking to the future, how is BSH going to be a leader in innovation?

We are constantly looking at innovations that consumers can really use. The innovations we manifest and products we produce are based on consumers that really enjoy cooking. We look ahead, two to three years down the road and at people who care about the final results. These type of consumers, we call them “culinary enthusiasts” look at what enhances the experience and the results.

Do you have specific rituals for re-setting your team to be creative?

We try to differentiate ourselves in a highly saturated market. Our product innovation sets us apart. We do have the advantage of having a couple of European brands in our portfolio. To the product level, we try to come up with innovations that we apply to residential side with induction cooking and so forth. It is focused 100% on the end user. We go straight to the consumer via advertising, social media and through our two live show rooms, L’Atelier in Montreal and Luxe Appliance Studio in Toronto. The type of customer we attract is doing a full-on kitchen renovation. Our show room facilities contain appliances and offer our consumers the ability to engage and experience the appliances in a kitchen setting. The people who attend our show rooms care about cooking, design and performance. We have executive chefs in each of the facilities and do live cooking classes. It is a learning curve and a discovery curve. An example of this is cooking risotto in our ‘Gaggenau Combi-Steam'oven. Our appliances allow our consumers to think outside the box and enhance their culinary experiences.