We unpack the future of the kitchen with Heinz M. Buhofer, CEO of Swiss luxury appliance brand V-Zug
Swiss luxury kitchen brand V-Zug may be a newcomer to Singapore, having opened its Zugorama flagship showroom at Scotts Square in 2018. But its history can be traced back to a metal factory in Zug, Switzerland in 1887. Today, with over 4 million appliances sold in Switzerland alone, it is estimated that 50 per cent of all Swiss households own at least one V-Zug appliance. The brand started its international expansion in 2008, and has been steadily gaining global recognition.
V-Zug prides itself on streamlined appliances that belie its state-of-the-art technologies. The company never stops innovating and takes sustainability seriously—its factory in Zug is set to be completely carbon-neutral by the end of this year. V-Zug is currently helmed by the fourth generation of its founding family, led by CEO Heinz M. Buhofer. We speak to Buhofer about what sets the brand apart in the market and how it plans to anticipate the needs of the future kitchen.
(Related: V-Zug Debuts Its First Fine Dining Restaurant In Singapore)
What distinguishes V-Zug from other luxury kitchen brands?
Heinz M. Buhofer (HB) Refinement—a subtle interpretation of luxury. To us, design is the art of combining function and beauty. Our products are not only designed to look elegant; they are also filled to the brim with technology. They can be seamlessly integrated into any modern home and they enhance the lives of people by bringing them convenience.
We see the sale of an appliance as the start of a meaningful relationship with the customer.
We conduct classes to teach customers how to use and maintain their appliances; there are also classes to train their domestic helpers.
Do you notice any specific preferences for kitchens in the Asian region?
HB There is demand for gas hobs in Asia. Our gas hobs are specially developed to cater to the region. We use our knowledge in induction hobs to develop the gas hobs, which come with electronic controls. For example, if you want to simmer something, the hob will control the flame and heat level for you. That would not have been possible with a traditional gas hob. That is how V-Zug addresses trends. We don’t blindly follow them; we try to innovate to deliver better products.
(Related: Here's A Smarter Way To Design Your Kitchen)