Located in Waldhambach (Bas-Rhin), the historic site of wood-aluminium-mixed carpentry specialist Bieber now houses a new showroom. Its objective: to welcome installers and architects, thanks to two dedicated spaces. Visit.
Waldhambach. A village like there are many in the Bas-Rhin, or more precisely in Alsace Bossue, a plateau to the west of the Vosges. Although housing is less abundant there than agricultural land, this does not make Waldhambach a less important municipality for construction. Because that’s where the Bieber company (whose name recalls “ Pepper which means ” castor in German) has been nested since its creation in 1928.
Faithful to its Alsatian roots, the family business made a name for itself in wood carpentry, before adding aluminum and mixed materials to its skills.
Bieber’s aluminum joinery, formerly produced on the Saint-André-de-Cubzac site (Aquitaine), is now produced in the industrialist’s native village, since the development of a dedicated workshop during the year 2021- 2022. But that’s not the only investment Bieber has made in recent years.
Among those recent and successful: the opening of a showroom to professionals from this summer of 2023.
An old hangar converted into a showroom “ soothing »
« A great tool for our customers “, comments during a press visit Flamine Andrade, director of communication of the HPG group, to which Bieber is attached.
Bieber showroom entrance – Photo credit: VK
Clientele itself diverse for Bieber. “ Already we are going to touch the craftsmen: joiners, installers, carpenters, builders of timber frame houses “explains Gaetano Casa, general manager of Bieber. The manufacturer also capitalizes on networks of artisans, such as the ORCAB cooperative. “ The second big family, it’s going to be everything related majors, major operations. There we will work mainly with the architect of Bouygues type clients, Vinci… “, details the interested party. Not to mention export, which accounts for 2% of the company’s turnover in 2022, with projects carried out in particular in the United States, Switzerland, Portugal, Luxembourg and Belgium.
Work on the showroom begins in February 2023. « Before it was a concrete slab, it was a shed. We just did the ceiling and wall insulation, and after that it’s interior design “, explained Flamen Andrade.
Interior view of the Bieber showroom – Photo credit: VK
The redevelopment plans were drawn by Carré Treize. The instruction given to the Parisian design office: set up a showroom ” soothing “, and that ” highlights our products », souligne Gaetano Casa. « We tried to work mainly with locals, local artisans, whether for tiling, etc. Afterwards, it was our in-house teams who worked a lot for the installation “, completes the general manager of Bieber.
A showcase for a wide range of custom joinery
A whole project with one objective: to show the flexibility and diversity of Bieber’s tailor-made production, which can vary from the installation of a new window to the delivery of 1,900 frames for a project in Nice. ” So we are able to respond to a small renovation project, up to the largest new projects. It is a specificity, because most often we are confined to one area more than another. And at Bieber, we have this ability to do a big job with a design office, and also a classic carpenter “, underlines the head of prescription of the brand Christophe Bieber.
But this complicates the presentation of the offer, according to Flamine Andrade. ” We tell a customer who has a need “We can do everything”, notes the communication director of HPG. Only : ” what does it mean “do everything” “? How is this characterized? Because the depth of the range is so great that the window can have a rather different aesthetic, thermal and acoustic appearance. So this capacity for expression of the product range is part of of the challenges that we have taken up. Joiners-installers who carry out renovations or new builds in residential buildings do not necessarily need to have a price list for flame arresters and fire breaks. Because that is is a site response that is in the tertiary sector”she says.
Hence the need for such a showroom, which participates in the “rexpression of the product range “. Concretely, this translates into the development of the showroom in two spaces. First of all, « a space on the architectural side » with “ hyper-technical products on the construction site, flame-retardant, fire-resistant, bellows, everything that is done in all large public buildings, where there is rather an architect’s language “, describes Flamine Andrade. To this part can be added heavy doors and motorization systems.
Interior view of the architecture part of the Bieber showroom – Photo credit: VK
A second part is more devoted to house-renovation or new residential, “ for our carpenters-installers, with our top products by region. A wooden window in Brittany will not have the same RAL colors, the same codes, the same supports. So, the idea was to show that the wooden window is able to adapt to any region “, explains the communication director of HPG.
View of the range of residential doors on display at the Bieber showroom – Photo credit: VK
« Before, what drove the market a little was often technique. Now, what we notice is that people need to project themselves. They need a universe », confirms in turn Gaetano Casa. Especially since the latest Bieber catalog classifies, for its installer customers, its products by regional universe.
Also, “ this campus was made to train our partners. As we have a very deep range, and as we did not have the tools to train them well, the idea is to bring all of our partners to come, to show them how it works, so that behind, they can understand it “adds Christopher Bieber.
Virginia Crown
Photo of Une: Virginie Kroun
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