Case Study: bulthaup e-commerce

bulthaup kitchens are still sold exclusively via a dealer network. bulthaup itself is not active in e-commerce, although bulthaup kitchen accessories are available to buy on the Internet. Until 2019, the only activity in terms of online sales with lead generation is a dealer search on the bulthaup website. A message or appointment request can be sent to dealers through this. Like many luxury kitchen manufacturers, bulthaup is suffering from dwindling brand awareness – particularly among young people. As a result, dealers are receiving fewer and fewer inquiries about new business. bulthaup is expected to counter this trend and invest in proactive lead generation and brand visibility, particularly on online channels. A project has been launched with XQ-Digital for this purpose.


Picture: bulthaup Online Shop (

About bulthaup

bulthaup has been developing products for people for almost 70 years. Combining the art of engineering and aesthetics creates long-lasting products in terms of functionality and design. Founded in 1949, the family-owned company stands for uncompromising when it comes to quality, for passion, for ethical standards and for values such as craftsmanship and design. Even in times of rapid change, bulthaup has remained a company that sees itself as a place of questioning and insatiable curiosity. At Bulthaup, kitchens are not just kitchens, but living spaces and places for people to meet, get together and communicate.

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