Founded in Germany in 1924, Teka stands among the world leaders in the manufacture of domestic and professional kitchen appliances. They started out as a supplier of stainless steel sinks but decided to focus on kitchen appliances as part of their drive to expand sales. Today, Teka has manufacturing facilities in Europe, America and Asia, and markets its products in more than 100 countries worldwide.
Their Singapore subsidiary, Teka Singapore, was established in 1994. Asia was the last stage in the company’s expansion plans to have a subsidiary office in each continent, and Singapore represented a strategic location to set up key operations for the region.
Originally located in a small office and showroom in Martin Road, Teka Singapore now sits in a large corner unit in UE Square. The showroom aims to be a one-stop solution for all your kitchen needs. It features Teka products set in various kitchen settings, so you can see how their appliances look and work in real life environments. Over 90 per cent of their products from the Teka catalogue are on display. “It’s about marketing a lifestyle, rather than just selling a product,” says K.C. Foo, the managing director of Teka Singapore, who has been with the company for over 14 years.
While most of the appliances available in the European market are offered here, a curation process ensures that the products are applicable and relevant to local cooking methods. Market research, case studies and surveys also help in determining what is suitable for the Singapore market. One example can be seen in the decision to bring in steam ovens, a move that was motivated by a recent trend here towards cooking healthier meals.
Made 100 per cent in Europe, Teka’s appliances are built-ins rather than freestanding. “Built-ins don’t clutter your kitchen,” explains K.C. “So they can offer a sleeker and more luxurious look for your cooking space.” The products range from multifunctional ovens and dishwashers to taps and sinks, with prices varying from the very affordable to premium. What stands out about Teka’s appliances however are the aesthetic. Made from materials like stainless steel and glass, the products adopt a fuss-free appearance that would fit into any contemporary home.
Teka products are incredibly user friendly, but if you need extra help, the company also provides product demonstrations even after purchase. Their after-sale service works on the philosophy of a quick-response time, so you can expect a 24-hour response to your calls and enquiries and a solution to your problem within three days.
As a way to stay on trend, Teka plans to roll out more energy-efficient appliances down the road. Says K.C.: “We are moving into a greener future, so we hope to come up with more eco-friendly products that can do their part for the environment.”
This was adapted from Brand Story vol.1 2016