Carles Montori is responsible for design and implementation of Culinarium’s marketing and communication plan, product selection based on trend evaluation, merchandising strategy, product mix improvement and budget administration. Prior to working for Culinarium, Carles held positions at Mango, Volkswagen-Audi and Y&R, a global marketing communications firm. Carles speaks Spanish, Catalan, English and French.

Carles Montori, chief marketing officer, Culinarium, introduced the family-owned business known for its cookware, bakeware and tableware assortments. Culinarium was founded in 1863 near Barcelona as a hotel equipment company. While continuing to supply tableware to hotels, in 1996 Culinarium began its retail division. It now maintains 19 stores in Spain. It is planning future expansions and opened four new locations this year.

Characteristics of Culinarium’s Target Consumer

• Middle class
  • +35 years old
  • Seeks value for money
  • Loves cooking or cooks daily
  • Environmental sensitivity

Positioning and Strategy

Culinarium offers great products with great prices to home cooks in order to enable them to cook quicker, easier and cheaper and with environmental conscious products. The brand engages in local marketing, cross branding, and creates experiences while viewing loyalty programs as a service.

Its customer-centric approach attracts, converts, and delights. Their touchpoints aim to change a stranger to a visitor, and grow leads, customers and promoters via social media, emails and promotions.

Sales by Product Categories

Cookware  35%

Baking   20%

Cleaning and storage   5%

Tableware   15%

Electrics   15%

Take away   10%

Culinarium carries products by many well-known housewares brands including Oxo, Arcos, Castey, Lekue, Metallex, Churchill, Tristar, Brabantia, Bormioli, Guzzini, Aramis and Wilton. About 90% of their products are branded, 10% private label. Locally sourced products represent nearly 80% of their assortment.

Culinarium is growing its private label business. They maintain direct contact with a manufacturer producing an existing line with a designer. They also work with suppliers to produce products that carry the “Culinarium Design” brand.

Product Selection Process

Products are selected by analyzing their own portfolio, recommendations from their own sales personnel and benchmarking. They rely on direct consumer insights and knowledge.

Buying Process

Products selected are linked to seasonal promotions, such as bakeware for Easter, BBQ and tableware for summer and September back-to-school and takeaway. Special promotions highlight ecoproducts.

Supplier Selection

A pool of suppliers is offered a request for proposal. Culinarium CEO and head of purchasing use qualitative and quantitative methodology to choose vendors.  The ideal supplier will offer agile replenishment logistics, have price flexibility to reduce costs during promotions, offer products that add value to Culinarium’s business and will control prices for each channel, especially internet sellers.

Long-term relationships are based on trust.

Mr. Montori took questions from the audience about pricing, competition with Amazon, and supplier selections.

To learn more about Culinarium, click here.