BORA's Andy Cummings – Why seeing is believing in the world of kitchen retail

In a sector where product performance and premium design often take centre stage, it’s easy to overlook one of the most powerful tools we have as an industry – experience, says Andy Cummings, group lead ASM UK at BORA.

At BORA, we’ve witnessed the profound difference that truly experiencing a product can make, whether that’s a customer stepping into a showroom for the first time or a retail partner deepening their connection with the brand. There’s something about seeing, touching and using a product that goes beyond any sales pitch or brochure.

You can describe an intuitive interface or explain the benefits of downdraft extraction, but until someone actually sees a steak sizzling on the Tepan grill  or tastes perfectly crispy wedges from the BORA X BO oven, the impact doesn’t quite land. That hands-on experience builds understanding and trust in a way words alone can’t. It’s about bringing the product to life, making it relatable and real.

This focus on experience isn’t just about moving more units. It’s about creating confidence: confidence in the product, the brand and ultimately the retailer. Time and again, retailers tell us how hosting live events or engaging with the brand firsthand equips them to better guide customers and feel more invested in the products they sell. The difference is clear: when people can experience the product, they ask better questions, have more meaningful conversations and feel more certain about their purchase decisions.

But we also recognise the practical challenges retailers face. Not every showroom has the space or resources for live cooking demos, and customers don’t always visit at the perfect buying moment. That’s why we took the experience on the road with our Truck Tour across the UK and Ireland.

The mobile platform allowed us to reach both retailers and consumers directly, in locations that worked for them, from kitchen showrooms and retail partners to public festivals like Taste of Dublin. The simple, live cooking demos showed how the full range of products work together: from cooktops and ovens to accessories like the vacuum sealer BORA QVac and BORA Cool. It’s a dynamic way to communicate the brand and product benefits in a natural, engaging environment.

For retailers, seeing and feeling the products in action often translates into a deeper belief in what they’re offering. That kind of belief is invaluable; it builds stronger sales conversations and enhances the customer journey. And for consumers, it removes doubts and turns curiosity into enthusiasm.

BORA’s approach to brand building reflects this understanding. The recent Gold Award at the German Brand Awards for excellent brand management recognises the way the company creates emotional connections, not just through messaging but through real experiences. It’s a validation of a strategy that prioritises relationship-building alongside innovation and design. This systematic approach to brand management highlights the importance of consistency, precision, and passion in building lasting relationships, with both retailers and consumers. It’s a reminder that great brands don’t just happen; they’re carefully nurtured.

For retail partners, offering events that showcase products live can be a powerful way to engage customers and stand out in a competitive market. But beyond driving sales, it helps foster a sense of community and shared excitement around the brand. It encourages retailers to become ambassadors, not just salespeople, creating stronger connections with their local markets.

The kitchen is a deeply emotional space. People want to connect with it on more than a functional level. They want to feel inspired and confident in their choices. Providing opportunities for people to experience products firsthand supports that emotional connection, whether it’s through a showroom visit, an event or even a mobile demo like the Truck Tour.

Experience, then, is far more than a marketing buzzword. It’s a fundamental part of how trust, enthusiasm and loyalty grow and it’s a tool that retailers and brands alike should continue to prioritise in an increasingly competitive landscape.

In an industry where the quality of a product is assumed, experience becomes the differentiator. It’s the way a brand becomes memorable, a retailer becomes trusted and a purchase becomes a confident investment. As we look ahead, embracing experience will be crucial for anyone looking to build lasting success.