December '19

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rv-pro.com December 2019 • RV PRO • 45 Goran Lunden. It wasn't until two years ago that Gustaf Lunden jumped in to help his father with the business. "I've worked in the retail logistics industry for 12 years. About two years ago, we decided to focus on entering the U.S. market," he says. "We had to set up the company and find logistics partners. We had a few smaller part- ners already and from there we got our product (online)." After working for large companies throughout his whole career, Lunden says he wanted to do something for himself on a smaller level, and the timing worked out for him to step in, as his father turns 70 years old. "He realized he might need some help in expanding the company. We agreed to try to work together and so far, so good," Lunden says with a laugh. "We have a lot of fun working and work very well together." The first step to expanding into the U.S. was to set up an office and get the word out. Omnia Sweden established an office and warehouse just outside of Chi- cago. The warehouse holds the full assort- ment of Omnia product and is the main hub for distribution. Building Relationships Beyond the benefits of having a direct relationship with retailers and distributors, Lunden says working with business part- ners offers his company the chance to do what it does best, which is offer support. "We would rather have partners in retailers and distributors that we help out with product knowledge, exhibitions and marketing – those things we're good at. If we have those partners for consumer sales and network sales, that would be best," Lunden says. "Since we are so small and don't have a super big range of products, we are experts on our product and will be able to discuss all of the customer's needs. Some companies might need a lot of help with exhibitions and shows, while other companies might rather have marketing support. We're super flexible in meeting customer's needs." Lunden has been busy attending industry trade shows and contacting dis- tributors to get the word out about Omnia. Lunden does product demonstrations at shows where he bakes for customers to explain how the product works. "It's all very much about relation- ships," he says. "The decision to start up a company in the U.S. means we need The versatile Omnia stovetop is capable of making dishes for breakfast, lunch and dinner. "Whatever you can cook in an ordinary oven, you can do in the Omnia, but you get a different shape," Lunden says in reference to the product's circular design.

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