BEKA 2.0 : THE BRAND REINVENTS ITSELF AROUND A BRAND-NEW INNOVATION

At Maison&Objet, Beka is unveiling “Beka 2.0”, a major overhaul that redefines the brand’s identity, offering, communication and in-store presence. This transformation is accompanied by the preview launch of “Sensa”, a patented innovation that represents its first concrete expression. More than simply a new product, this collection reflects a new strategy developed from an in-depth analysis of consumer expectations.

“Beka 2.0” is the result of several months of work. Consumer studies were conducted to gain a better understanding of market expectations, while communication tests were carried out, particularly in Brittany, with several partner stores and on social media. The results point to the same expectations: consumers are looking for greater simplicity, comfort, reliability and smart solutions. They also want a clearer, easier-to-understand offering. The studies also highlighted difficulties in identifying the differences between certain collections. For Philippe Gelb, Managing Director of Beka France, simply offering one range after another now appears outdated in the face of consumers who expect more than a product offering. The brand must now assert an immediately recognisable universe, defined by its own tone, style and personality.This thinking first led to a repositioning. Beka is establishing a brand territory centred on families and the pleasures of everyday cooking. Sharing, conviviality and simplicity are becoming the guiding principles of its communication, while the products are integrated into a warmer, more emotional brand universe.

The brand’s identity is also expressed through a redesigned logo, in which the famous chef’s hat takes on a more discreet presence. At the same time, Beka is thoroughly restructuring its offering. The collections are being reorganised to clarify the range architecture, strengthen the most relevant lines and develop those that are less suited to current expectations. New segmentation completes this approach, making the offering easier to understand for both distributors and consumers.

Merchandising is another pillar of “Beka 2.0”. The packaging has been completely redesigned to provide a clearer understanding of the different product families. The brand is also developing new support solutions for points of sale, designed to showcase its offering and strengthen its in-store visibility. Unveiled at Maison&Objet, the new stand will allow visitors to discover this universe, along with the new merchandising and communication codes developed as part of “Beka 2.0”.

“SENSA”: A FIRST IN THE COOKWARE MARKET

Presented for the first time at Maison&Objet, “Sensa” represents the first concrete expression of “Beka 2.0” in the product offering. This new collection introduces a patented innovation never before offered on the cookware market: a silicone base integrated directly underneath the cookware. This technology protects cooktops from scratches, significantly reduces friction noise when the cookware is handled and improves stability during cooking. The collection also features an innovative lid, a completely redesigned look, three accessory finishes and a particularly well-considered price-to-quality positioning. This collection marks the beginning of a new generation of cookware, based on an innovation designed around practical everyday uses. Following the arrival of saucepans and cooking pots in stores, frying pans will complete the collection. This first stage will be followed by the gradual development of a complete range built around this exclusive technology.

The rollout of “Beka 2.0” will continue after Maison&Objet. From the end of this year, the brand will strengthen its sales promotion programme by placing cooking demonstrations at the heart of its strategy. Sales teams will have a new demonstration box designed to make it easier to organise in-store events and support distributors. A major communication campaign will support this momentum from 2027 onwards. For Philippe Gelb, “Beka 2.0” marks the beginning of a new chapter. The brand is implementing a long-term vision, structured around a multi-year product plan, a reassessed offering and concrete innovations designed to make everyday cooking more enjoyable, more intuitive and more convivial.

Source: Home Fashion News #62 – Sept 2026 / Translation: Leila Ahmad