Company

BORA heightens its commitment to cycling with hansgrohe

06.2016

BORA heightens its commitment to cycling with hansgrohe as the new, second title sponsor from the 2017 season

Raubling.

BORA Lüftungstechnik GmbH, a manufacturer of innovative cooktop extractors, is strengthening its commitment to the world of cycling. BORA is remaining the first title sponsor of the cycling team from Raubling and setting the wheels firmly in motion for the WorldTour. In addition to the Bavarian company, which began its activities as a sponsor of the German cycling team in 2012, the jerseys worn by Manager Ralph Denk’s team will now also be adorned with the name of a second prestigious German brand: hansgrohe. This will further highlight the team’s German identity. From the 2017 season, the team’s name will change to ‘BORA – hansgrohe’.

BORA founder Willi Bruckbauer explains the reasons for the partnership: “The road that we started out on with our sponsorship four years ago has proven to be an extremely successful one. In addition to the rapidly growing level of brand awareness, particularly in countries with an affinity for cycling, we are recording far higher levels of demand, inspiring our distribution partners and identifying strongly with them and achieving excellent popularity in our target group.”

The co-sponsor, hansgrohe, is a traditional brand from the Black Forest. The premium products stand for innovative design, sustainable technology and exceptional functional quality in the world of showers and bathroom and kitchen mixers.

“We firmly believe that hansgrohe is the ideal partner for us: both BORA and hansgrohe are committed to offering extraordinary products, forging new roads and providing the highest quality. We also have a similar target group. This is a dream partnership for us as water and heat are the two key elements in a kitchen”, highlights BORA founder Willi Bruckbauer.

About the company

BORA develops and produces innovative premium built-in kitchen appliances with impressive design standards. The German-Austrian company group positions its portfolio internationally with the claim ‘More than cooking’. Since Willi Bruckbauer founded BORA in 2007, the company has been committed to questioning the ordinary. The mission: we are revolutionising the kitchen as a living space. With extraordinary products for extraordinary experiences.

The story began with the innovative cooktop extractor systems, which use intelligent technology to draw cooking vapours downwards and are continually evolving thanks to BORA’s own drive for perfection. The product portfolio has since been expanded to include steam cooking and baking systems, followed by refrigeration and freezing systems as well as cleaning and washing-up systems. The product ranges and live experiences undergo ongoing development to ensure that BORA fans and customers can continue to enjoy the very best cooking experiences. BORA products are characterised by outstanding performance, simple cleaning and simple operation. Thanks to their timeless design, they fit perfectly into any kitchen, where they provide fresh air and a clear view.

BORA employs over 750 people worldwide, primarily at its sites in Raubling, Niederndorf and Sydney as well as in its Flagship Store in Herford. The company sells its products in more than 40 countries all over the world. The BORA company group is an attractive, multi-award-winning employer whose products have received multiple internationally renowned design awards.

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