Charvet reveals 'off the shelf' range for dealers

Charvet yesterday unveiled its One cooking series to the UK market for the first time — and declared the range would finally make the brand ‘affordable’ to customers that have previously regarded it outside their budget.

The modular offering, which Charvet Premier Ranges will stock in the UK from April, is being hailed as a ‘dealer friendly’ range as it can essentially be sold off the shelf.

Whereas the company’s traditional bespoke suites command anything from three to six week lead times and are built to spec, the One range will be produced in advance of order and held in stock to ensure instant availability.

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Speaking at the Hospitality Show, Charvet officials told Catering Insight that the One range would be at least 20% cheaper than prices for its 700 series, which is currently considered the most price-accessible line that the manufacturer offers.

Charvet says the build quality and durability for which its suites are known will still be evident in the One range, however it has been able to strip out design features that aren’t wholly central to the cooking experience to drive down the cost.

Enamel panels and branding nameplates on the front have been removed, as have fancy flues and colours. The assembly process also benefits from a greater level of automation than is possible with the hand-built bespoke suites.

“The One range provides a real viable dealer option,” said Wayne Cuomo, managing director of Premier Ranges. “It is going to offer a lower entry price but it is still built using the manufacturing principles for which Charvet has always been known. The other important thing is that the modularity of the range means the installation time is up to 60% faster.”

The timing of the launch chimes with developments in the restaurant market, according to Charvet’s CEO, Pierre-Alain Augagneur.

He points out that Charvet has traditionally offered suites built to last in excess of 15 years, yet many chains and operators now reinvent their brands or concepts every five to seven years. It simply isn’t viable for them to pay a premium for a suite designed to last that long, but the One range now provides them with the opportunity to own a Charvet without breaking their budget.

“We can now offer these companies a heavy duty range that comes with a more accessible price and which delivers the return on investment they require,” said Augagneur.

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