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Prestigious Design Award For Curana

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ROESELARE, Belgium – During the last Cardiff Design Festival, Curana received the Design Management Europe Award (DME). This business award recognises the skills and leadership of management to implement design in their business for commercial success. The winners

Prestigious Design Award For Curana

ROESELARE, Belgium – During the last Cardiff Design Festival, Curana received the Design Management Europe Award (DME). This business award recognises the skills and leadership of management to implement design in their business for commercial success. The winners were appreciated in how design is integrated in their strategy, management and processes to achieve commercial gains.

CEO and owner of Curana Dirk Vens: “Design is very important for an innovative company like us. And so does design management. Whereas design is mainly driven by creativity and imagination, it requires sound innovation management to turn ideas into new products and to bring them successfully to the market.”

Product driven company

Curana is a third generation family business that changed its strategy completely at the beginning of this century. Instead of focussing on own production, it transformed itself into a product driven company. “This strategic decision resulted in a turnover that quadrupled in six years time” says Vens. “Meanwhile, we have become a strategic development partner for leading European bicycle manufacturers.”

Vens continues: “Our strategy is very well defined: on a continuous and very proactive basis, we keep on developing new products and concepts. We have put our focus on new-to-market concepts and we are not at all interested in existing products. We only participate in real innovative projects and refuse to redesign products from our competitors. It has proven to be the best way to maintain our image as innovator in the bicycle industry.”

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