never boring.
kiwi flooring.

A stagnant market. Interchangeable products.
So what now?

Stagnation is rarely a product problem. It is a brand problem: where nobody takes a stance, buyers compare — and then price decides. kiwi now shows how SWISS KRONO turned a gap in the market into a new category.

Radically reimagined.
Built with methodology.

We were the first brand in the flooring market to put the end consumer at the centre of brand development, not the wishes of the trade. That sounds obvious. In this industry, it was a break with convention.

• A new category

  
  • Wood-based hybrid resilient floor — its own category, not a better laminate
  • AI-powered niche analysis found the gap: no comparability, no price war
  • Room to set its own pricing and shelf placement in retail

• A new target group

  AI-generated
  • Generational analysis with TrendsActive as the foundation
  • First in the market to address Gen Y and Gen Z directly — end consumer before trade
  • Strong brand affinity widens the customer base and builds lasting loyalty

• A new brand approach

  
  • Positioning and paradigm shift with BrandTrust, brand core clearly defined
  • A stance instead of a spec sheet: sustainability, transparency, more than 80% wood
  • Simplifies the choice at the shelf and turns buyers into fans

• A holistic brand experience

  
  • Identity, packaging, communication and sales all of one piece
  • Bright yellow packaging as the recognition anchor in retail
  • Value-based sales: quality and satisfaction instead of price war

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• AI-generated
• AI-generated
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