OBE Hettich | Versatility as a value proposition to reach new markets

However, due to market changes and instabilities, products face demand crises that jeopardize the company’s very existence. These situations require a long-term perspective to identify new opportunities to respond to.

At dot., we supported the intrapreneurial team at OBE Hettich during a process spanning over two years. We gained an in-depth understanding of the company’s processes, roles, and teams, exploring the main strengths of their technical products and studying new sectoral opportunities where these functionalities could be applied.

Additionally, we activated a team to lead a new innovation strategy to transform the organization.

The new era of OBE Hettich begins with a redefined value proposition. Thus, technology, kinematics and experience become part of a unified narrative within the company, enabling the communication of the company’s strengths and products to new sectors and operators with whom they had not previously engaged. This shift positions them not only as suppliers of auxiliary products but also as an innovative team specializing in complex kinematics.

The project established an internal Innovation Lab called OBEKinematics, a space for exploration focused on versatility. Here, the boundaries of products and spaces across various sectors are tested, leveraging the company’s knowledge and experience in manufacturing kinematic systems.

In this space, two types of versatility are explored, leading to different applications:

→ Product versatility: Adapting the kinematic systems they master to various products to enhance the capabilities and functionalities of those products.

→ Space versatility: Adapting kinematic systems to spaces to expand the capacities and utilities of different environments, exploring the experiences these spaces can provide.

The project has successfully repositioned OBE Hettich as a pioneer in versatility analysis. Thus, the strategic value offered by the hardware has taken on a new dimension, transforming it into a facilitator of new movements and customer experiences.

This focus on versatility has been well received in previously untapped sectors, such as the automotive industry, which sees OBE Hettich as a strategic partner capable of providing new movements (and hardware) for automotive interiors, addressing future challenges like autopilot technology, space optimization, and safety—opportunities where new versatility solutions can be implemented.

OBEKinematics has transformed the organization, enhancing the production plant, expanding innovation roles, and generating new showroom spaces where versatility is taken to its highest level.