POS BeA system from the side

BEA - Presentation system for specialist retailers with plenty of individual scope

Back to overview
Logo BAE Group

Even high-quality products don't sell themselves. For the German brand BeA, BUSSE has virtually reinvented the presentation of goods with an independent shelving system and a shop-in-shop solution for specialist retailers throughout Europe.

BeA is the brand name of Joh. Friedrich Behrens AG and is regarded as a seal of quality for fastening technology. At its headquarters in Ahrensburg near Hamburg, BeA produces pneumatic nailers, gas-powered nailers and fasteners such as staples, pins, nails and screws. Customers mainly include the furniture and packaging industry, prefabricated house construction, the skilled trades and the automotive industry.

Since 1910, Joh. Friedrich Behrens AG has developed into a globally trading company with more than 600 employees and more than approx. 100 million euros in sales. Subsidiaries and associated companies distribute BeA products in Europe and South America.

In the future, specialist dealers should be able to present BeA products even better, and the company also wants to win new customers. Busse was therefore commissioned to develop a modular presentation system that specialist dealers can set up easily and cost-effectively.

For the joint implementation with BeA, the BUSSE team held a kick-off workshop and reviews, created concept and design in sketches and 3D CAD. Textile prints were made for life-size visualization, and Busse also coordinated with Tegometall as a manufacturing partner.

Videos, tables and brochures support the self-explanatory presentation of the devices, accessories and fasteners are clearly assigned - product selection made easy for the customer! In addition, the specialist trade benefits from the shop-in-shop solution, as the product warehouse is located on the same shelf.

The specialist dealers reacted euphorically to the new BeA shelving system because it offers them a great deal of individual scope in the presentation of BeA products in their salesrooms. It has the potential to excite existing dealers and customers as well as attract new ones.

Suzanne Fischer-Zernin, responsible for Brand Management at BeA, said of the result: "We are thrilled with the creativity, the high development speed and a design that could be realized almost unchanged. We found an independent solution together with the Tegometall system. You can't develop any faster or more focused."

But what is a shelf without new products? In parallel projects, BUSSE has, among other things, completely revised the design of the D90 gas nailer, including the transport case. At the international trade fairs, Dach und Holz (Cologne), Eisenwarenmesse (Cologne) and Holzhandwerk (Nuremberg) (Ligna in Hanover), BeA achieves an excellent response to all new releases.

POS BeA system from the front
BeA tool
BeA case open
BeA case closed
POS BeA system from the side

Our skills

Product design

CAD surface design

Your contact person
Tobias Neuber, Head of Industrial Design, QM Representative
Tobias Neuber, Head of Industrial Design, QM Representative
Logo of the iF DESIGN AWARDReddot design award LogoLogo of the Design Center StuttgartLogo of the Good Design AwardsLogo of the Design PlusLogo of the UX Design Awards
Das moderne BUSSE DESIGN+ENGINEERING Headquarter mit großen Glasfenstern wird von innen beleuchtet und hebt sich vom dunkler werdenden Himmel während der Dämmerung ab. Das Bild zeigt architektonisches Design und natürliche Beleuchtungseffekte.