CONVERSATION WITH JOÃO PROENÇA RITO, GENERAL MANAGER AND HEAD OF LEIKEN’S B2B VISION
At Leiken, the kitchen plays a strategic role in large-scale and prestigious architectural and real estate projects.
In the European contract furniture and kitchen market (B2B) — currently undergoing profound transformation, driven by new demands for sustainability, flexibility and design — Leiken continues to strengthen its position as a trusted partner for developers, architects and investors.
In this conversation, João Proença Rito, General Manager of Leiken, shares his perspective on the evolution of the B2B division, the complexity of contract projects and Leiken’s role in supporting developers, architects and investors.
What are the new drivers of the sector?
The first driver is undoubtedly sustainability, which has evolved from a reputational asset into an essential requirement for competitiveness.
Recycled materials, environmental certifications, low-impact production processes and supply chain traceability are now demanded not only by end clients, but also by developers and large international companies.
In the contract sector, this translates into a growing demand for modular, durable and easy-to-maintain solutions, designed to reduce replacement cycles and environmental impact over time.
Another key factor, as highlighted by Leiken’s General Manager, is the increasing demand for customisation.
In the contract sector, more and more projects require tailor-made solutions capable of responding to the specific needs of the brand, the context and the target audience.
This scenario shifts the focus from standard product to project: the most competitive companies are those able to integrate design, engineering and production, offering a complete service that goes beyond simple supply and installation, within a competitive pricing framework.
In this context, Leiken — thanks to its know-how and over 25 years of experience developing projects for private clients — positions itself as a trusted partner, combining its philosophy of bespoke products with the dynamics of the contract market.
How is the target audience
evolving in the B2B market?
The B2B and construction sectors are facing new demands, particularly the growing need for housing for younger urban populations, driven by rising property prices and the shift of the market towards the middle class.
Leiken’s goal is to continue evolving from mid-scale luxury projects to large-scale developments for the middle market, maintaining competitiveness across these segments, tailored to their specific realities.
The company responds to contemporary challenges — such as integrating kitchens into smaller apartments and maximising functionality in compact spaces.
Within this framework, Leiken positions itself as a consultative partner, capable of adding value to the overall project.
In contract projects,
what is the role of the kitchen?
In the B2B market, the kitchen is a central element in enhancing project value, often a specialised area requiring dedicated design distinct from general carpentry.
It is essential to act as a specialised consultant, understanding the investor’s objectives, the profile of the end user and their specific needs before the design process begins.
This is why Leiken aims to be involved from the earliest stages, providing consultancy to develop solutions aligned with budget, aesthetic and technical requirements, in close collaboration with architects.
How does Leiken interpret Italian
design heritage?
Leiken’s identity is deeply rooted in the value of Italian design — attention to detail, quality of materials and timeless aesthetics.
However, what truly defines each project is the brand’s ability to translate this heritage into its own recognisable language.
The end client perceives their kitchen as a Leiken creation, not merely as “Italian”.
In the B2B context, dialogue with architects and engineers naturally focuses on technical specifications, finishes, dimensions and price.
It is precisely within this process that Leiken’s identity emerges — as a brand capable of reconciling design culture with practical, project-oriented solutions.
What capabilities support the B2B division?
Leiken’s B2B division has been led by me since 2018, across its entire vertical: commercial, project management and delivery.
Together with Nadir Cassamo, company manager and responsible for partner selection and project concept definition, we form the leadership of this structure.
We are supported by a multidisciplinary team that oversees all stages of development and execution.
From design and technical departments to on-site coordination, planning, logistics, installation, quality control and after-sales service, each stage is handled with rigour and expertise.
This integrated approach enables efficient management of complex mid- and large-scale projects, ensuring consistency between concept, production and final delivery, while maintaining high standards in the contract segment.
How has the B2B division evolved?
Throughout its history, Leiken developed several B2B projects, having suspended activity in this sector during the 2008 crisis.
In 2019, the B2B division was relaunched and has since experienced significant and sustained growth — from managing 2–3 small to medium projects (15–20 kitchens) to currently handling multiple mid- and large-scale developments, representing a built and pipeline volume of over 1,000 kitchens, with Greater Lisbon accounting for 80% and the Algarve region 20%.
This growth is supported by the careful selection and training of in-house teams, as well as long-term partnerships ensuring strict compliance with deadlines and service quality.
Client acquisition — and especially retention — and their trust in our evolving process have been fundamental to sustained growth.
Today, B2B represents around 55% of the company’s turnover, compared to 45% B2C — a rare balance in this sector.
What will be the future challenge?
As the European contract furniture market evolves into a more complex and structured model — where target audience, design, sustainability and technical expertise play a central role — success will not belong to those who produce more, but to those who best interpret the needs of contemporary spaces and translate them into industrially efficient processes.
In this context, furniture becomes a strategic tool for value creation.
