Issue
The majority of the customer base is located in a B2B retail market specifically focused on residential applications such as interior design, DIY, and food retail.
In the existing market segment, there has been price pressure from larger players, combined with declining volumes and therefore lower margins.
It was therefore necessary to think about bringing mass customization and made-to-order to the public and residential market, in other words, to move from overstock to made-to-order.