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Franke UK introduces new sales & distribution policy to secure future of the brand
Coming out in direct support of its specialist retailers loyal to the Franke brand, Franke UK has introduced a new policy to ensure they can sell Franke product with confidence and protect them from 'market free riders' who have been deliberately and recklessly damaging the Franke brand on the Internet.
In recent months, Franke has been working to introduce a selective distribution system which will give certainty to the supply of and sale of its sink, tap and waste management products through specialist retailers. The policy applies to the UK and Ireland, covers all Franke branded products and came into effect on September 1st.
The strategic partners of Franke have aligned themselves with the company's values of technical expertise, design innovation and quality and have the necessary experience, knowledge, customer service, aftersales care and premises to work with a luxury, top end brand. Effectively, Franke's strategic partners will in time become brand ambassadors and an extension of the brand itself.
The strategic distribution partners for Franke branded products are: Waterline/MWD/Allied; Sinks & Things; Swift; Cooper Callas; PJH Group; Leaker Direct; Bodel and Kitchen Accessories.
Says Tracey Bamber, managing director:
"We are building strategic partnerships with key distributors who see the benefit of supporting the integrity of the Franke brand in the marketplace. Franke has a long respected heritage but it has come under fire in recent years, ranging from infringement of our intellectual property to unregulated sales on the Internet and our aim is for that to stop."
The policy has the full support of its strategic distribution partners. Michael Head, managing director of Waterline/ MWD / Allied comments: "I am delighted that Franke is implementing a policy that sends out a clear message to the market about the supply and sale of its products.
"Franke is setting out to support the retailers who have helped them over the past 30 years to build up their successful brand. Waterline will be working with them to ensure we continue to hold the largest stocks and provide the best service at all times."
Mike Hayward, managing director of Sinks & Things, says of the new policy: "For us in London and the south east, the bulk of our business is with independents and it has suffered enormously. I'm delighted with the approach being taken and I'll be shouting it from the rooftops to our customer base. This is really great news for retailers, although they will want to see the proof of the pudding."
The selective distribution agreement is the first stage in Franke's strategy.
The company will shortly be launching a major initiative that centres on supporting specialist retailers and, as part of this, appointing strategic partners on the Internet who are approved to trade in Franke branded product. The company's goal is to develop a harmonious multi-channel approach that collectively upholds the values of the Franke brand.
Concludes Tracey Bamber:
"Specialist retailers are valued ambassadors of the Franke brand and we are committed to restoring their loyalty and affinity with it. Franke is proud of its 100 year heritage and in the internet age we are determined to drive it forward in a way that benefits all of our strategic business partners. The selective distribution policy is the first in a number of initiatives designed to secure the future of the Franke brand for the next century."
T: 0161 436 6280
13th September 2013