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Bork (company)
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Bork (company)

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BORK Elektronik GmbH

Type Private
Industry Home appliances
Founded 2001
Headquarters Moscow, Russia
Website www.bork.ru

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%.[1]
Registered as a German company, Bork operates
mostly in Moscow, Russia. The company
outsources manufacturing in Hungary, Germany,
South Korea, China, Italy and France.[1]

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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.

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When Bork started, it was a wholesale company,

not a manufacturer.

A design suitable for Russian families is being

developed in Russia, though the equipment is
manufactured in China, Eastern Europe, Turkey
and other countries that are OEMs (original
equipment manufacturer - ed.).

History
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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.[1][2]

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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;[3] uses high impact highly visible
billboards for outdoor advertisement; sponsors
well known culinary-entertainment programs on
TV ("SMAK"[4][5] on First Channel, "Eat at Home”,[6]
“Breakfast with Julia Vysotskaya"). Bork was an
official sponsor of the 2006 World Football
Championship.[7] .[8]

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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[9]

Bork also won 'Article of the Year in Electronics' in

the Retail Grand Prix '08.[10]

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Interesting Facts
The Company officially sponsored the World
Football Championship broadcast in 2006. [11]

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.[1]

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References

External links

Home appliance brands

Categories

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