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28th January 2021
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KitchenAid appoints sole UK distributor
KitchenAid, the luxury cooking brand, has appointed a sole national distributor, DR Kitchen Appliances, effective from 1st May 2011.
KitchenAid has been evaluating its distribution strategy in recent months in an effort to provide the very best service for the company's retail partners and elevate the brand to the status it deserves.
"It has taken much soul searching to find the right partner for the KitchenAid brand," explains Andy Burns, Head of Business Unit - Kitchen at Whirlpool UK. "We have worked closely with many distributors over the years and appreciate the difficulty for distributors to provide the specific focus required for a premium brand when they are also handling a portfolio of major domestic appliances.
"Our aim is to work with a company that would be one 100% dedicated to selling, marketing and supporting the brand to the very highest service level that our trade partners expect of the premium KitchenAid brand."
DR Kitchen Appliances - part of the BOGOD Group - has been appointed to develop the brand and has established a new division dedicated to the sales & marketing of KitchenAid through the kitchen specialist channel.
Howard Bogod, Managing Director of DR Kitchen Appliances says: "This is a tremendous opportunity and we are delighted with the new KitchenAid partnership. We have proven expertise in the long-term development of premium brands, high quality distribution and our experience will afford the opportunity to substantially grow the luxury brand in the UK.
"We have many exciting plans, including a central London showroom in the near future."
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21st April 2011