The Bruynzeel Company was created in the Netherlands in 1897 and specialized in carpentry, wooden floors and shipbuilding. In 1937 it also began to manufacture kitchens. In 1982, when it went bankrupt, Bruynzeel Keukens BV was created and began to compete in the low- and medium-range kitchen market in the Netherlands.
In 2004 sales reached nearly €108 million and were expected to grow by 12% (in value) for 2005. The company had almost 500 employees, 350 of whom worked in production and order administration. Most of its turnover was made in the business-to-business (construction market) and the remainder in retail.
Bruynzeel’s success was based on three key factors: The first was excellent brand recognition in the Netherlands — 93% of Dutch customers were familiar with the brand; the second was the trust given by the construction industry — Bruynzeel was the market leader in the Dutch construction market in 2004; and finally, a proven the track record for the quality, reliability and performance of its kitchens.
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