Design Progression and Portfolio Optimisation.

Increasing relevance and profit through strategic design.






Design Progression and Portfolio Optimisation.


Increasing relevance and profit through strategic design.



Tvilum A/S is Denmark’s largest producer of flat pack furniture, distributing its broad portfolio of product lines across a global reach. Tvilum approached DEVELOPA to collaborate in the strategic progression of their highly regarded children’s bedroom furniture line.

DEVELOPA and Tvilum successfully gathered and integrated complex market, consumer and operational insights in creating the products and platforms resulting in the new Combee portfolio.

 

 

DEVELOPA operated extensive customer and consumer studies across Europe, working with key account stores and visiting private consumers in their homes. Combining this knowledge with Tvilum’s production capabilities and sales data, the portfolio assortment was optimised to include the most desirable, relevant and profitable items.

DEVELOPA designed each furniture item in configuring the concept for the Combee assortment. The designs take into account the importance of flexibility in the assortment, allowing families to combine items to best suit their individual needs. This involves platform thinking to promote production cost efficiencies through reuse of components and parts across items. Features were included to allow for greater interaction between retailers and consumers while exhibited in-store.

 

 

In creating the aesthetics DEVELOPA uses a series of systematic consideration tools. Bold soft shapes, interchangeable gender colouration and over-proportioned features such as exaggerated door handles combine in creating a fresh and child-friendly design appeal.

The collaboration resulted in a highly relevant, progressive and competitive value proposition for the new Combee portfolio.


DEVELOPA roles: Design Research, Design Strategy, Industrial Design

Client website: http://www.tvilum.com

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