Bork is a manufacturer of home appliances, trading in Russia, CIS countries and Poland. It is a significant producer of household appliances; in Russia particularly, its share of the Russian market of home juicers in 2009 was estimated at 30-40%. Registered as a German company, Bork operates mostly in Moscow, Russia. The company outsources manufacturing in Hungary, Germany, South Korea, China, Italy and France. Bork's product range includes electrical kitchen appliances, vacuum cleaners, heating, ventilation and air conditioning, electric fans, irons, hair dryers, and sports equipment. Since 2012, Bork has risen to the top of the sales rating for small household appliances, namely juicers and grills. The company is registered in Germany. The official name is "BORK Electronic GmbH". Therefore, until about 2014, the German image dominated. When Bork started, it was a wholesale company, not a manufacturer. A design suitable for Russian families is being developed in Russia, thought the equipment is manufactured in China, Eastern Europe, Turkey and other countries that are OEMs.
History
In more recent times, Bork is spending 3-4 million dollars developing a network of monobrand flagship and boutique stores in prestigious areas of Moscow. Seven stores are currently being operated, with more to come in the future.
Marketing Policy and Sponsorship
Bork marketing strategy is unique for the home appliances industry and is focused on supporting premium positioning of the product. Bork actively develops mono-branded flagship stores and boutiques; offers premium customer service including free delivery of products on Mercedes-Benz mini vans; uses high impact highly visible billboards for outdoor advertisement; sponsors well known culinary-entertainment programs on TV. Bork was an official sponsor of the 2006 World Football Championship.
Awards
In 2007 Bork won “Brand of The Year” award in the category of Household Appliances and recognized as a top 100 brand in Russia according to the World Brand Academy Rating Bork also won 'Article of the Year in Electronics' in the Retail Grand Prix '08.
Interesting Facts
The Company officially sponsored the World Football Championship broadcast in 2006. On August 24, 2008, an official record in Russia was set for the largest volume of fresh apple juice prepared using a Bork juicer. During 9.5 hours of continuous juicing, 750 kg of apples were processed into 376 liters of juice. 6 people operated the juicer. This event was recorded in the Book of Russian records, which was certified with a relevant diploma. Discovery Channel crew recorded the entire event for a later national broadcast.
