SHERIDAN, WYOMING – June 13, 2025 – KETTLER Home&Garden is repositioning itself for long-term growth by unveiling a refreshed brand identity that connects its storied legacy with today’s lifestyle expectations. The transformation—developed in collaboration with Hamburg-based communications agency YeS IDEAS—was revealed at this year’s spoga+gafa garden lifestyle trade fair in Cologne and marks a strategic step toward reestablishing KETTLER as the leading name in garden furniture.
Strategic Refresh Anchored in Heritage and Innovation
As a household name in outdoor living, KETTLER is leveraging its brand equity to carve a new path in a competitive market. The goal: to secure its position as the number one garden furniture brand for modern families and households across Germany and beyond. With the support of YeS IDEAS, the company has crafted a brand strategy that balances tradition with forward-looking innovation.
The result is a renewed visual identity built on emotional storytelling and a lifestyle-oriented aesthetic. The updated brand tonality is described as “life-affirming, cheerful and close to the consumer:inside,” reinforcing the brand’s approachability while maintaining a commitment to quality and durability.
Modern Appeal for Today’s Outdoor Spaces
Central to the revamp is a stronger focus on the company’s iconic logo—an emblem that evokes the full spectrum of the rainbow. Instead of redesigning the logo, the agency reinforced it as the centerpiece of KETTLER’s identity. This strategic choice underscores brand continuity while injecting a sense of vibrancy and modernity into the presentation.
Targeting contemporary households seeking stylish and functional outdoor solutions, the visual language and messaging are tailored to resonate with families looking to turn balconies, gardens, or patios into personalized oases. This refined positioning appeals to today’s demand for outdoor comfort that is both aesthetic and practical.
Trade Fair Launch and Cross-Channel Rollout
The debut of the new identity at spoga+gafa reflects KETTLER’s commitment to leading the garden lifestyle segment. The updated look is set to be rolled out across all digital and print channels starting with the 2024 season, signaling a comprehensive brand transformation that touches every customer touchpoint.
The company’s leadership is confident that this initiative will drive customer engagement and reinforce brand loyalty. As Managing Director Christian Dehn puts it: “When it comes to garden furniture, the first thing that comes to mind is KETTLER. We see ourselves as a quality leader and brand of the middle. The focus of every expansion of our range is always the desire to help shape people's leisure time in the most pleasant way. Our customers have proven their loyalty to us in many ways over the years. They deserve the perfect feeling of good Service and a touch of freedom. This is what we want to bring to life with our new brand identity.”
Positioning for Continued Market Leadership
With its roots firmly planted in German tradition and eyes set on the future, KETTLER is redefining what it means to furnish outdoor spaces in the 21st century. The company’s strategic refresh aims not only to boost recognition and consumer relevance but also to align with broader lifestyle trends where the garden is increasingly seen as an extension of the home.
By blending nostalgic familiarity with modern aspirations, KETTLER is positioning itself to meet evolving market demands while staying true to its legacy of quality, comfort, and customer trust.
Learn more at www.kettler.de