We have already written about Infinity Luxury, the Croatian luxury outdoor shower manufacturer that has opened the door to the global market this year. And that is mostly thanks to the communication on the business social network LinkedIn, reports HRTurizam.
Infinity Luxury products are intended primarily for hotels, luxury holiday homes with swimming pools, camps, aquaparks, and resorts. An interesting business model is based on b2b communication, not to owners or the mass market, but architects and distributors. This is a great example of differentiation in the market and branding of products outside classic outdoor showers.
Recently, Infinity Luxury signed a cooperation agreement with Glowbal NZ to represent and sell its products in New Zealand, Australia, India, the Pacific Islands, and Southeast Asia and a cooperation agreement with Alu Floors, which will sell premium Croatian products in France. Sweden, Norway, Finland, and Denmark.
Only a month later, new markets opened up. Thus, Infinity Luxury is currently available in Israel, New Zealand, Scandinavia, Spain, Portugal, Switzerland, Poland, Dubai, Austria, China, Georgia, Serbia, the Czech Republic, France, Italy, and the opening of the Slovak market is expected soon.
As Stefano Ladavac, director of Infinity Luxury, points out, the success of breaking into foreign markets can be attributed exclusively to communication and marketing on Linkedin and the excellent team that leads the communication. The success is thus greater because the opening to foreign markets began this year, and until today, or in three months, they have opened cooperation in over 15 markets.
“Honestly, our communication and marketing on LinkedIn are most deserving of success. Angela and Matej did a lot of work there, and what that means in concrete terms is best shown by the fact that we made 90% of contact through LinkedIn. As there were no fairs, conferences, or “face to face” communications this year, we focused on Linkedin, which proved to be a complete success,” Ladavac points out.
When asked how they communicated on LinkedIn, Ladavac said that they communicated that they were looking for distributors and directly contacting decision-makers and companies they wanted to cooperate with. “There was no special strategy; we made a detailed list of who we want to work with and who we want to communicate with to get the opportunity to listen to us and actually show them who we are, what we do, and why we love it so much,” said Ladavac.
The business model is based on communication with architects and positioning itself as a “must-have” premium product.
“Now, after a long time, we have released a new website that has started to generate great traffic, and we are currently developing a communication subpage on the site only for architects. The most important thing is the architect’s education and open communication, that we have a product that is not just a shower and a product that comes at the end of the project. Rather than having a product that fits into the architect’s whole vision at the very beginning of project planning, to make it a part of the project, and when it is finished, it becomes an eternal sculpture in the exterior. And that is the challenge that we want to present through marketing and the brand,” says Ladavac.
The key communication to architects is to keep Infinity Luxury products in mind during the planning phase to become part of their overall design and signature.
“We are focused on communication with architects, as well as education on distributors. We prepare various materials targeted for them. Architects must perceive our product as a sculpture in their overall design because, after all, the whole design is their sculpture with a personal signature. It is not easy to get someone to hear you and explain your story to them. The main challenge is that we are seen as a company that produces outdoor showers, and here we clearly want to differentiate between the brand and our company. We try to find a strategy to present our product differently at the beginning of the conversation, i.e., that the shower is just one feature of our product. By the way, each of our products is 80% handmade, and only 20% of the production process is done through a machine,” says Ladavac and adds that gives uniqueness and the possibility of personalization.
Ladavac also points out that he sold his share in the company last month or that two entrepreneurs entered a smaller part of the ownership. He decided to sell because of the experience and know-how they have and to better arrange the whole story about global partners and sales.
“We are currently ready to produce 50 products a month, which is a figure I certainly stand behind and which we can deliver. Currently, the biggest focus is for all partners to start the sales process. Of course, I am aware that it takes months or at least a year to create a brand in their market and start selling. According to the current reactions and talks with foreign partners, there is a great possibility to start with serious exports this year,” states Ladovac and adds that he plans to finish this year with 15-20 products produced every month and given how big the market is, there is a possibility of it being more.
“I would like to continue to grow, and already this year there is a big difference in sales, which is certainly due to communication on LinkedIn, branding that is not the focus on price, but on sculpture in the exterior and communication directly to architects,” concludes Ladavac.
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