VERNON HILLS, IL— In a strategic move to support its growth initiatives, Winix has relocated its North American headquarters, here. The new location will also support further expansion of the business, Tony Kircher, CEO of Winix, told HOMEWORLD BUSINESS®খ.
The new headquarters now serves as the company’s head office and distribution center, but plans to use the facility for the manufacturing of air quality appliances by late 2018 are underway, according to Kircher.
He noted that, after an extensive search of properties in the Chicago area, the company found Vernon Hills to be best in class when it comes to infrastructure, amenities and workforce.
The move comes after substantial growth in the home environment category for the company, most notably within the air and comfort segments, according to Henrique Boscolo, international sales manager, Winix America.
Of those segments, Boscolo noted, “Consumers have started to put more focus on their air purification purchases due to air pollution, and asthma and allergies are topics that are more talked about.”
He added that when it comes to product development, the company has put a focus on creating appliances that highlight design, features and performance, which have served to fulfill current consumer demand both in North America and abroad.
The company has also entered into strategic partnerships with global brands in an effort to differentiate its home comfort lines and fulfill consumer preferences.
For example, the company’s recent partnerships include a program with JBL, a supplier in the audio and visual product industry. The partnership launched Winix’s latest connected air purifier, which featured a built-in Bluetooth speaker.
The unit syncs to a user’s smart device via Bluetooth for remote audio play and features the company’s tower air cleaner design. Kircher noted that the air cleaner is unique in the space in that it does not unite competing applications, such as dehumidification and air purification, a pain point that some retail buyers have noted.
The company’s focus on product development has also spurred brand recognition. “With the design and features our products bring, we have grown our market share, and consumers are looking more for the Winix brand,” Boscolo said. “Providing retailer-specific products has also helped us gain more traction.”
The company’s success in consumer products, Kircher added, is not just limited to North America. “We continue to win market share and are experiencing exponential growth in Asia Pacific and Europe, and we will continue to form alliances with other global brands,” he said.
Moving forward, the company’s growth plan includes expansion of its existing appliance lines within the air and comfort segments. In addition, the company will look to expand into adjacent product categories that “fit in with our mission of clean air, clean water and comfort indoors,” Boscolo said.
An updated marketing strategy is also underway for Winix. “With the knowledge consumers now have about the categories we are in and our growth, both in market share and personnel, we will be able to evolve how we can market our products and our company,” Boscolo said.
In addition, as Winix’s existing product line expands to fulfill consumer preferences and the company expands into new categories, it will look to grow its distribution, added Boscolo.
