In New Zealand, Blum supports cabinetmakers, kitchen manufacturers, architects, and designers with a strong specification and showroom presence, while adapting its global brand to connect with local audiences.
Blum has been a member of ArchiPro since 2015, using their curated profile to showcase products to an engaged audience of homeowners and industry professionals with active projects.
The Challenge: Bridging the Gap Between Trade and Consumer
Blum’s communications have historically catered to a technical audience - cabinetmakers, joiners and trade professionals. But as homeowners increasingly seek out their own project inspiration, product information and suppliers, Blum needed to diversify their brand presence. Their print marketing had served them well for years, but shifting consumer behaviours called for a more accessible, digital-first approach.
This presented two key challenges: how to reach homeowners without compromising their professional focus, and how to bring a global brand story into a local context.
The Solution: ArchiPro as a Strategic Digital Partner
Blum’s partnership with ArchiPro - now entering its tenth year - has become a core component of their digital marketing mix. The platform allows Blum to share their story in a more relatable and regionally appropriate way, while still delivering the product accuracy and polished brand professionals expect.
“ArchiPro is a premium platform, and for us being a premium product, it’s a really nice fit," shares Shelena Whittaker, Marketing Consultant at Blum New Zealand.
ArchiPro has enabled Blum to move beyond static trade listings into a space where storytelling, content, and product visibility work together to support brand discovery.
What’s Working: Content, Connection and Consistency
Blum’s presence on ArchiPro is grounded in strong content and expansive product tagging. With a large product library built on the platform, their visibility has grown organically through professionals tagging Blum products in their completed projects, placing them in real-world, in-situ contexts for prospective clients to explore. Today, Blum is tagged in over 700 projects on ArchiPro, giving their hardware consistent exposure at key decision-making moments.
This activity contributes to an average of 1,280 daily interactions with Blum’s profile content - a strong indicator of sustained, high-quality engagement from both trade professionals and homeowners. Their content sees a 7.38% click-through rate, with 5.32% of those clicks leading to high-intent actions, most commonly visits to Blum’s website. This level of platform engagement not only amplifies visibility but also provides valuable insight into audience behaviour, helping the team better understand what drives discovery and decision-making.
This visibility extends beyond the digital space. Blum’s ongoing involvement in ArchiPro’s Home Design Evenings has allowed them to connect directly with both specifiers and homeowners in a premium, high-intent environment. Their teams attend these events and return with qualified leads tied to active projects.
To inform their ongoing strategy, Blum leverages the Profile Pages report to track which articles and products are driving the most engagement. These insights help the team identify what’s working, guide future content decisions, and evaluate the success of product launches year on year.
All of this adds up to a marketing ecosystem where ArchiPro supports more than just visibility - it delivers meaningful engagement, high-quality exposure, and consistent alignment with Blum’s premium brand.
Through ArchiPro, Blum has carved out a space where technical excellence meets consumer inspiration - ensuring their premium products are seen, understood, and specified by the right people, at the right time.
Key Takeaways
- Product Visibility with Context: Blum is tagged in over 700 projects by professionals on ArchiPro, giving their products authentic, real-world presence across the platform.
- Events That Deliver Leads: Regular participation in ArchiPro’s Home Design Evenings allows Blum’s sales and showroom teams to engage with both specifiers and homeowners, consistently generating high-quality leads tied to active projects.
- Content Performance Insights: Blum uses ArchiPro’s Profile Pages report to identify high-performing content and products, helping to guide future campaigns and optimise product launches.
- Premium Brand Alignment: ArchiPro’s curated, design-led environment aligns seamlessly with Blum’s positioning as a premium supplier in the architectural and interior design space.
- A Strategic, Evolving Partnership: With over 10 years on the platform, Blum’s collaboration with ArchiPro has matured into an integrated part of their long-term marketing approach - supporting visibility, connection, and growth.