ADHOC : the come back in the french market
AdHoc, making its big comeback at Maison&Objet in September 2025, is taking a new step forward with strong ambitions for the French market.
Founded in 1995 in Mannheim by Frank Kaltenbach, AdHoc has established itself as an essential German brand in the world of contemporary kitchen utensils. Positioned between tradition and innovation, the brand has built an international reputation by offering functional, aesthetic, and durable products – such as its famous “tea ball,” which became a global bestseller. Over the years, it has shaped a strong identity based on three essential pillars: design, durability, and commitment. Each creation embodies this philosophy, coherently affirming the brand’s position in the field of beauty and utility. In 2019, AdHoc joined the Swiss group Diethelm Keller Brands AG. A new chapter began, marked in 2025 by a structured relaunch in the French market. The goal: to reaffirm the brand’s premium positioning, reconnect with loyal customers, and win over new consumers.
AdHoc’s ambition is reflected in a comprehensive strategy: strengthening visibility, revisiting existing collections without betraying their spirit, enriching the product range, and creating a coherent customer experience both in-store and online. A clear vision, driven by passion: design – rigorous, refined, functional – remains the beating heart of this relaunch. To ensure success, the brand relies on a strong network of experienced, passionate sales agents, currently being finalized. They will represent AdHoc in the field, supported by a rich catalog of iconic products and new releases designed to refresh the range with relevance.
A strong DNA: design, durability, meaning
AdHoc does not just follow trends. It is built on deep convictions: offering everyday objects that are both timeless and inspiring. Quality, innovation, and user experience are core pillars that shape each creation. Designed for long-term use, products are made to last, both through their materials and their timeless appeal. But AdHoc is also a human adventure. A brand born with a family spirit, guided by values of collaboration, respect, and commitment. “What makes this brand unique are the people who bring it to life – their passion, their team spirit, and their shared pursuit of excellence,” says Julia Beck, who has long managed the brand’s marketing activities.
A reaffirmed ambition for the French market
AdHoc is not reinventing itself, it is revealing itself anew. With it comes a renewed desire to offer intelligent, warm, and durable design – serving a more beautiful, fluid everyday life. A promising return, driven by the conviction that a well-supported brand can not only endure but also reinvent itself with meaning and coherence. According to the teams at DKB Household Brands, the brand had reached a plateau in its French development through distributors – a fact also acknowledged by these partners. To go further, it became essential to regain control of the market through direct management, while equipping itself with the necessary communication and marketing tools to strengthen its awareness.
AdHoc has therefore chosen to fully commit, focusing on personalized support for stores ready to take on the challenge of shared success. France, where the brand has built a strong bond with its users, is at the heart of this new dynamic. AdHoc aims to re-establish itself sustainably alongside trusted partners through targeted actions. In this perspective, the brand plans to invest significantly in visibility development, especially via social media, to reinforce its presence in the territory and attract new audiences.
This relaunch, led by Boaz van der Weijden, Commercial Director France, Benelux, and Scandinavia for DKB Household Brands, is also accompanied by a revamp of communication materials, a stronger focus on brand identity, and reinforced dialogue with both distributors and consumers.
Source: Home Fashion News Magazine – September 2025 (HFN58)
