A new product line structure and a streamlined corporate design make the manufacturer's expertise more visible.
Kaisersesch, November 5, 2026. For many years, the family-owned company was primarily active as a manufacturer and white-label partner for retailers. This business remains an important part of the company’s strategy. At the same time, CLASSEN is consistently expanding its own brand. To this end, the company has realigned its brand positioning, product lineup, corporate identity, and communications. The first results of these efforts are already visible at retail partners’ points of sale.
With this reorientation, CLASSEN aims to more strongly link its heritage and technological expertise to the brand. At the same time, the product selection is intended to become simpler and more understandable for consumers. A clearly structured product range, transparent product benefits, and a consistent brand identity are designed not only to make it easier for consumers to navigate the offerings but also to support retailers in advising customers and marketing the products.
“We’re not changing what CLASSEN is at its core. Rather, we’re making it more visible what stands behind our products: a family-run German manufacturing company with in-house development and comprehensive expertise in materials and technology,” says Céline Quervel, Managing Director of the CLASSEN Group. “Our goal is to strengthen CLASSEN as a brand in the long term while simultaneously offering retailers and consumers greater clarity.”
TWO PRODUCT LINES UNDER ONE BRAND AT
A key component of the brand strategy is the reorganization of the product portfolio. Under the CLASSEN brand, the flooring lineup focuses on two product categories: laminate and CERAMIN. Product lines such as PURA in the laminate segment and TERA, based on CERAMIN®, fit into this overarching structure.
Instead of explaining product diversity solely through technical features, CLASSEN is aligning its communication more closely with the characteristics that are actually relevant to the respective purchasing decision. The aim is to make appearance, price, and specific product benefits easier to grasp at a glance. Technical information remains available, but the focus is initially on the product benefits relevant to the consumer. A new pictogram system further supports quick orientation.
Retailers are also set to benefit from this: A transparent product range structure and clearly communicated product differences are intended to support presentation at the point of sale as well as customer advice and product display in online stores.
MANUFACTURER EXPERTISE IS BECOMING MORE VISIBLE
As it builds its brand, CLASSEN is also placing greater emphasis on its industrial roots. In the future, the company’s in-house development and production, as well as its expertise in materials and manufacturing technologies, will be more clearly associated with the brand.
A visible expression of this development is the redesigned corporate identity. The logo, typography, and visual language have been modernized and deliberately streamlined. The new brand identity will be gradually rolled out across packaging, samples, sales materials, digital platforms, the point of sale, and trade show appearances. In terms of design, CLASSEN is deliberately opting for a minimalist and clearly structured look.
“In a product landscape where brands try to drown each other out with ever-louder messages and more eye-catching designs, we deliberately focus on calm and clarity,” explains Raphael Mecke, Creative Director of Marketing at CLASSEN. “We don’t want to stand out through loudness, but through a clear, consistent brand identity. Because sometimes, calmness is the strongest statement of all.”
The first elements of the new brand identity have already been implemented at the point of sale by retail partners in home improvement stores. In the coming months, the new brand identity will be gradually rolled out to additional touchpoints. CLASSEN will also provide a comprehensive overview at BAU 2027 in Munich.
With this reorientation, CLASSEN is combining two strengths: its long-standing expertise as a manufacturer and retail partner with the consistent development of an independent brand. More CLASSEN does not mean more complexity, but rather greater clarity and stronger visibility of what already stands behind the products today.
