In today’s competitive tech market, launching a brand requires more than just quality products. It takes strategic partnerships, a nuanced approach to local consumer needs, and expertise in building brand value, awareness and demand. For Dreame, a leading innovator in smart home solutions, success in Ukraine has been powered by House of Brands (HOB), a partner committed to creating value for customers and sustainable growth. Through a strategic collaboration that spans everything from market research and DTC development to brand positioning and superior customer service, HOB has set Dreame on a path to lead the Ukrainian market in the vacuum cleaners category.
Building a Comprehensive Distribution Model
HOB’s Optichannel Distribution System is fundamental to its success, offering comprehensive sales capabilities across various channels—DTC, B2B national networks, regional stores, pure online retailers, sales to other distributors, and, in the future, dedicated Dreame-branded offline stores. With a full-cycle approach, HOB manages each stage of brand development, from initial market research and supply chain management to B2B coordination and full-service DTC solutions. Through its Value Creation System (VCS), HOB not only drives strategic planning and demand generation but also oversees channel management and customer support, delivering measurable growth for the brand. This tailored, client-focused approach has been crucial in expanding Dreame’s presence in Ukraine, giving Ukrainian consumers access to high-quality products that blend innovation with exceptional value.
Dreame and HOB: A Strategic Partnership
Founded in 2017, Dreame Technology rapidly established itself as a global leader in smart home cleaning solutions, with four main product lines: robotic vacuums, cordless stick vacuums, wet and dry vacuums, and high-speed hair dryers and stylers. These products simplify daily tasks, saving consumers time and effort. Under HOB’s management in Ukraine, Dreame has introduced these technologies to a growing customer base, building a reputation for reliability and cutting-edge innovation.
Under HOB’s management, Dreame launched its products in Ukraine, starting with its best-performing robotic vacuums and cordless stick vacuums. The brand’s standout features, including 360-Degree Space Perception, Suction System provides powerful 7,000Pa, Re-Wash functions, and intelligent mapping, have quickly gained traction with consumers. HOB’s strategy highlighted these innovative features, positioning Dreame as a premium choice for Ukrainian households. For example, Dreame’s MopsExtend™ and Vormax™ Suction technology have been key selling points, showcasing Dreame’s commitment to user-focused innovation.
HOB’s detailed market strategies, which included setting up dedicated DTC channels and collaborating closely with retailers, ensured smooth entry and growing demand for Dreame’s products.
Value Creation System (VCS): The Foundation of Growth
HOB’s Value Creation System (VCS) provides a structured approach to maximize brand potential. Built around seven core areas—Market Research, Vendor Planning, Supply Chain Management, Direct-to-Consumer (DTC) Sales, B2B Channel Management, Demand Creation, and Customer Experience—VCS has been integral in Dreame’s expansion. This systematic approach allowed HOB to align its operations and optimize every aspect of Dreame’s brand presence in Ukraine, ensuring effective management and measurable growth.
1. Market Research: HOB makes use of data-driven insights to identify and analyze market trends, consumer preferences, and competitive dynamics, using tools like Power BI, Google Analytics, GFK, and Statista. These insights allow for quick adjustments to market strategy, helping Dreame stay relevant and visible.
2. Planning with Vendor: In close coordination with Dreame, HOB established objectives, KPIs, and marketing strategies before formalizing the partnership. This planning stage included detailed forecasts and resource alignment, creating a strong foundation for a strategic partnership.
3. Supply Chain Management: HOB’s proactive supply chain management ensures seamless logistics, localization of packaging and labeling, and improved payment terms to support Dreame’s market entry and ensure reliable delivery.
4. Direct-to-Consumer (DTC) Sales: HOB launched Dreame’s DTC platform, dreame.ua, offering Ukrainian consumers direct access to the brand. From seamless navigation to secure payment options, HOB provides a customer-centric online experience that builds loyalty.
5. B2B and Channel Management: HOB has also established a solid B2B network for Dreame, partnering with top Ukrainian retailers like Comfy, Rozetka, Foxtrot, Citrus, and Epicenter. Coordinated marketing, channel management, and pricing strategies have helped expand Dreame’s reach in the wholesale market.
6. Demand Creation: Through a comprehensive content marketing strategy and collaborations with influencers, HOB has built awareness and interest in Dreame products. Leveraging Google, Meta, and TikTok partnerships, HOB implements the STDC model (See, Think, Do, Care) to address each stage of the consumer journey.
7. Customer Experience Center: From expert consultations to post-purchase support, HOB’s service model ensures that Dreame customers receive assistance at every touchpoint, creating a loyal customer base and enhancing brand credibility.
Creating Demand and Building Brand Awareness
HOB’s demand creation strategy goes beyond traditional advertising, focusing on educating and empowering consumers. As an official partner of Google and Meta, HOB gains enhanced access to advanced tools, resources, and training, equipping our marketing teams with deeper insights and capabilities in digital marketing. This partnership status enables us to maximize campaign reach and tailor strategies with precision, ensuring Dreame’s message resonates across platforms.
For Dreame, HOB manages a robust social media presence on Instagram, Facebook, and TikTok, Youtube, producing content such as product demonstrations, tutorials, and customer reviews that reinforce brand credibility and foster trust. Influencer partnerships and collaborations with bloggers are carefully selected to reflect Dreame’s brand image and connect with its target audience.
Our unique PESO model (Paid, Earned, Shared, and Owned media) broadens Dreame’s visibility, with efforts specifically aimed at informing and educating consumers about the product’s unique advantages. HOB leverages the STDC model to guide customers through each stage of the buying journey, from awareness to loyalty. For instance, during the “Think” stage, we provide detailed product comparisons to help customers make value-driven decisions. In the “Do” stage, special offers and promotions are introduced to prompt immediate purchases, allowing customers to make choices based on a well-rounded understanding of Dreame’s benefits over competitors.
Exceptional Customer Service: Supporting Every Step of the Journey
HOB recognizes that a positive customer experience is essential for long-term brand loyalty. From the moment, consumers discover Dreame to after-sales support, HOB provides seamless assistance at each touchpoint. Customers benefit from features like expert consultations, a “Test Drive” option, competitive pricing, and flexible payment plans.
HOB’s service team is available through multiple channels, including video calls and messaging platforms, to ensure customer satisfaction. By quickly addressing any service issues and staying connected with customers throughout repairs or returns, HOB builds lasting relationships and fosters brand loyalty.
Results and Leadership in the Ukrainian Market
Since partnering with HOB, Dreame has achieved notable success in the Ukrainian market. According to GFK data from August 2024, Dreame now leads the market in robotic vacuum sales. This growth reflects not only Dreame’s product appeal but also HOB’s effective multichannel strategy, which combines DTC sales, B2B partnerships, and impactful marketing.
Beyond sales, Dreame has earned high customer satisfaction, with consistent positive feedback highlighting both product quality and HOB’s attentive service. One satisfied customer remarked, “The support team was very responsive, and the product exceeded my expectations.” Such testimonials reinforce HOB’s commitment to value creation at every stage of the customer journey.
Conclusion: Sustaining Growth through Strategic Partnership
House of Brands’ partnership with Dreame is a model for effective brand building in a competitive market. By using a comprehensive Value Creation System, aligning with Dreame’s vision, and leveraging a data-driven approach, HOB has solidified Dreame’s position as a market leader in Ukraine. The partnership goes beyond traditional distribution, showcasing HOB’s commitment to delivering value, building brand awareness, and providing exceptional customer experiences. As Dreame’s footprint continues to grow, HOB remains dedicated to sustaining this success, driving innovation, and strengthening the Dreame brand in Ukraine and beyond.