Look back with a smile

The 10th anniversary of Batavia means that there has been a decade of hard work building the company and the brand. But I look back with a smile and I'm very positive when looking forward. My father told me a few things to pay attention to when I started this company. The most important ones: "being right does not always mean getting it right" and "with promises you cannot pay the rent". Bottom-line is that in a saturated market, where mainly traditio­nal brands own most of the limited shelf space, good things must be created and presented by Batavia to become a respected player. The word marketing is originally a word combination of market and getting, that's why we as Batavians are driven every day by the three key elements of branding: be different, be consistent and visualize!
In general (r)etailers shout that they need innovation but in reality they are careful with most innovations from newcomers. Newcomers however can only succeed by constantly offering different things. This has a huge impact on our product development process, investments and workload since it takes months, even years to launch a product.
Our special items are market teasers and some are even great challengers. They generate opportunities for (r)etailers to improve their sales results but definitely support (r)etailers' own company branding by showing consumers that they offer the trends. In my opinion, especially retailers could really gain consumer loyalty by using newcomers and creating more fun and variety in their in-store assortments. The traditional brands can be purchased everywhere online and do not add differentiation value anymore.

Batavia has recently undergone a rebranding to emphasize our brand positioning as an innovative, dynamic and qualitative tool brand. Our mission and commercial slogan "Innovative Power is our Quality" summarizes the direction. Part of our rebranding is incorporating Batavia Maxx - our new DIY hero - into our advertising and POS.
In 2018 we will launch some great new products, for example our patented Maxxfire, an easy-to-use solution for lighting your BBQ in only a few minutes, a heating element and fan in one tool powered by an 8V Li-Ion battery.
And the Maxxbrush, a 230V roller brush for home and garden. An idea we…