With seven stores and 60 staff across Argentina, CUK is a store that has a simple, yet strong, mission: to create a hassle-free and memorable shopping experience and to always offer a warm, personal touch.
CUK was one of five retailers around the world named as a IHA Global Innovation Awards (gia) Global Honoree for Retail Excellence at The Inspired Home Show in Chicago in March. The gia program is sponsored and organized by The Inspired Home Show and the International Housewares Association (IHA).
Captivation, personalized attention and a variety of quality products are the pillars of success for the retailer. “Our best marketing is good customer service – this is what makes word-of-mouth so effective for us,” explains CUK’s owner, Damian Fleisman.
“For example, one morning a customer bought a cake pan, and we jokingly told her to bring us a slice of cake to try after she had baked in it,” Damian says. “Incredibly, she returned to the shop that very afternoon with the cake and treated the entire team to it! On other occasions, customers have returned with small gifts, such as chocolates, for our staff members to thank them for the excellent service.”
Damian explains that to him, it’s not just about selling products, but also making a customer feel valued, and that’s why they have so many repeat customers: “We hope that when people leave a CUK store, they feel satisfied with having been well served. I believe that when a customer comes in for the first time, they feel valued by us, and this is what makes a difference.”
Damian felt so confident in the brand’s excellent products and service, that he and the team went to Chicago for the gia awards convinced they would become a global honoree.
“To be honest, we were expecting to win because we believed in the brand we’d built,” he says. “We were very happy and really proud of the recognition, and we were able to share this happiness with our families and convey the pride of this award to the entire CUK team. It has reaffirmed our belief in our values of teamwork and excellence in customer service.”
Product Offerings and Building a Brand
CUK has also built its strong brand around a great variety of quality products that are well organized and easy to find, and a shopping experience that is enjoyable and hassle-free.
The gia winning store is in the main shopping center in Buenos Aires, and it’s divided into two main areas: The first features the kitchen and everything needed within it, such as accessories, utensils, preparation products, organization pieces, storage and more. The other area is dedicated to dining and decoration, with everything a customer could need to host a wonderful dinner party, from tableware, glassware and cutlery to more decorative items such as vases, lamps, paintings and even furniture.
There’s also a smaller additional space with a playful, colorful display of brands made for babies and children. After all, they’re always in the kitchen and dining room with the family.
“The balanced combination of the two main categories represent the essence of the CUK brand in a single place—the lifestyle and aesthetics of our brand,” explains Damian. “What I love about our company is the attention to detail that went into designing the store, and the quality and variety of the products offered. Add to this, the commitment of the entire team to the brand, and I think CUK is an excellent place to work.”
The gia expert judges agreed that the visual merchandising at CUK is “pristine, harmonious and inspiring,” also noting that the store layout is well-considered, with unique fixtures highlighting the different product categories. The judges also pointed out how every item has its own place, with wide aisles and sophisticated signage making it a very comfortable store to shop.
Creating an Ambient Atmosphere
Scent, music and lighting are some other elements that differentiate CUK’s approach to retailing. They add to the homely, welcoming atmosphere and the peaceful ambience that leads to people staying longer.
“We have several musical playlists that were specifically developed for the store to provide a backdrop of calm sound, which pleasantly accompanies the shopping experience,” Damian explains.
CUK also has its own exclusive aroma, adding another touch to the multi-sensory shopping experience. The scent is a mix of green tea, cucumber and amber, and it is also offered to the customer in the form of a diffuser.
Lighting is crucial to the CUK experience. “Lighting is what marks out the retail journey for the customer,” Damian says. “Throughout the store, lighting has been strategically placed to enhance the most important spaces and corners, creating focal points that separate one category from another.
The gia judges agreed that the lighting is exceptional. “CUK does something special in each category with lighting, such as highlighting hanging greenery, and this lifts the merchandise up, making it more appealing to the customer,” they commented.
Nurturing Human Connection
Part of CUK’s ongoing success will always be rooted in the importance of human connection and making customers not only feel welcome, but valued.
“The attention that we provide to our customers is what makes us unique,” says Damian. “We always prioritize making sure our customers know that they are being listened to, that they are respected, and that they will always be well advised at a CUK store. We strive to understand their needs and thus we’re able to provide them with the appropriate products.”
As the presence of AI continues to grow, and the world becomes more automated, Damian agrees that applying new technology can help to streamline processes and make mundane business tasks easier. But CUK will always rely on the human connection that people feel when walking into one of the stores.
“I believe that retail will be driven by the growth of online stores, but I also think that when you have a beautiful store, well-presented quality products, and excellent, attentive service, customers will continue to shop in person,” he says.
This pursuit of personalized human connection will no doubt continue to draw more people to this gia global honoree, while also ensuring that loyal customers keep coming back.
To learn more about CUK, visit cukbazar.com.
Sponsored and organized by The Inspired Home Show and the International Housewares Association (IHA), IHA Global Innovation Awards (gia) is the world’s leading awards program honoring overall excellence, business innovation and creative merchandising in home goods retailing. For more information about the gia retail program, the co-sponsors or participating in 2025-2026, contact Piritta Törrö at [email protected]. Additional information on gia is also available online at TheInspiredHomeShow.com/Awards/gia-Retailing.
For more information about The Inspired Home Show and to pre-register for the 2026 Show, taking place in Chicago on 10-12 March 2026, visit TheInspiredHomeShow.com.