Austrian furniture fittings manufacturer Blum, is set to launch a consumer campaign as it works out an expansion plan in the country. It plans to promote the activity to increase the mindshare among consumers.

The company will open Blum branded shops-cum-experience centres in 59 locations, which will cover all the state capitals. It will build exclusive Blum experience centres, while it already has 15 such centres already so far. It will complete sprucing up the remaining centres by the end of 2025. The company is launching an experience centre at the IT hub of Gachibowli in Hyderabad, in association with Space Interiors India. It will open another store in Hyderabad in the next six months. 

The company chooses the franchisee route to expand the network, with most of its products purchased by home designers and carpenters. The experience centres would showcase drawer systems, hinges, lift systems and seamless motion technologies. The company’s main product categories include lift, hinge, pull-out and pocket door systems for furniture. The company targets the premium and mid-segments with its products. 

The company, which exports its products to 120 countries has branches in 32 countries. 'The Mumbai' has five stores in Mumbai and three in Bengaluru. It has plan to open more than one centre in some cities. Blum India is an arm of the Austrian firm with 2.4 billion euros in revenues last year.