Multichannel distribution strategies in the european cookware industry

A case study of groupe seb central-europe

Absztrakt

This study analyses the multichannel distribution strategy of Groupe SEB Central-Europe Kft., a leading cookware manufacturer in Hungary, focusing on its four channels: online and offline direct-to-consumer (DTC), business-to-business (B2B), and indirect wholesale/retail. The research combines secondary data with five semi-structured expert interviews to assess channel structures, operational roles, and strategic trade-offs in the context of changing European cooking habits, generational patterns, and post-COVID e-commerce growth. The findings show that indirect retail – especially electro specialist partners – still generates most of the revenue, while the online DTC channel records the fastest growth, reflecting wider digital disintermediation trends. Persistent channel conflicts arise around pricing, portfolio allocation, and the tension between manufacturer-led DTC expansion and long-term retailer relationships. The paper concludes with strategic recommendations, including artificial intelligence (AI)-based customer service, live commerce, and data-driven inventory management, highlighting their potential to support more resilient, efficient, and consumer-centric distribution systems in the European cookware sector.