AT THE KITCHEN TABLE WITH SEMANTIC
If you walk into the flagship store of SieMatic in Amsterdam with the idea that this German kitchen brand
is still about standard mass production, brace yourself. That is no longer what SieMatic is!
In recent years, they have increasingly developed in custom work. Nowadays, every SieMatic kitchen
is unique and produced 1-on-1 by only specialists. Because I think that more people want to
– and even need to – know about this, I sat down at the kitchen table for an interview with Rainier Zweep,
who is responsible for commerce and marketing at SieMatic in the Netherlands.
MANUFACTURA IS FAR FROM STANDARD
In the 1920s, the August Siekmann Mobelwerke, which later received the label SieMatic, produced sideboards and storage furniture. These were sold by other companies and used in fitted kitchens. When they came into contact with the end user themselves, they also immersed themselves in the kitchen and interior design industry. Among other things, this led to the production of the so-called handle-less kitchen, which they were the first to market.
Around the 1980s, SieMatic came up with the idea that design should by definition be beautiful. But what is beautiful? Tastes simply differ. At the turn of the century, the answer was confirmed in two styles, modern and classic, which – in order to further personalize that kitchen – could be made into different variants.
This subsequently developed in a number of lifestyles with which end users could identify. In addition, adjacent spaces could also be adapted in that lifestyle. New techniques and machines also made it easier to manufacture unique products and thus to produce customized products.
MANUFACTURA IS MORE THAN CUSTOMIZED
Just as the label “Made in Italy” or “Dutch Design” has a number of characteristics, so does “Manufactura”. It all starts with a good design. By this SieMatic means that it is not only about the design and the appearance, but also that it must be possible to make and install it and that the whole then functions properly. That means craftsmanship and professionals at every stage of the entire process. In other words, Manufactura.
MANUFACTURE MEANS INDIVIDUALITY, ALWAYS
SieMatic sees each project as an individual assignment and uses the same approach, no matter how extensive or small-scale. Rainier Zweep: “All products are still manufactured in our factory, where our craftsmen and machines have naturally been developed from mass production to customization. Over the years, our reach and our knowledge has also grown. Many studies mean that we know the market very well in all parts of the world. That is why we can think and unburden our customers at the very beginning of a project. Whether it is a real estate developer, an interior designer or a private individual.”
MANUFACTURE IS ALSO PERSONAL ASSISTANCE
SieMatic also takes care of the elaboration of the ideas of the interior professional, with regard to design, technology and realization and makes good agreements. “We sometimes say jokingly: with SieMatic you can earn money. For one customer, this means (substantial) savings and for others, literally earn money, in the form of commissions and margins, for example. Various revenue models are possible, depending on who does what. Unburdening is also custom work. We are – without any obligation – a sparring partner when it comes to the use of spaces and we share our knowledge with regard to technology and materials. It goes without saying that we offer assistance with regard to executive tasks such as realization and assembly and you will receive a non-binding offer from us within 48 hours”, says Rainier Zweep.
Are you an interior professional and seeking for assistance in the field of kitchen- and interior design? Step into the flagshipstore in Amsterdam and be overwhelmed!