New product launches - KI Europe

Understanding target audiences, generating desire & leads for new products

During my time at KI Europe (2014 - 2022), the company brought numerous new products to market for workplace and educational environments. Some of these products were created in-house by the local design team, others adopted from OEM suppliers, and some introduced from the US parent company's in-house new product development team.

Ricochet wobble stools

Launched: 2021

This product was launched in the US by KI Europe's parent company specifically targeted at education facilities. However, bringing it to the UK, the colourways available had to be amended for local tastes and therefore most of the marketing materials created for the US launch could not be used locally. Also in the UK, it was thought this product would also attract interest from higher education and even workplaces, with the growing awareness of neurodiversity and the need to design inclusive spaces.

To launch the product to the target audience of interior designers and furniture resellers, the following activities and collateral were commissioned:

CGI animation & real life videos showcasing the features and details of the product
Photography & CGI imagery for use on website, social media, print media, and advertising
Press release successfully distributed by PR agency
Case study of a special educational needs school who were early adopters of the product
Blog post - "Keep it moving – how to improve student cognitive performance through movement"

Sales growth 2021-2023: +238%

Year-on-year sales growth 2021-2023: