Diamond polishes its offering for UK dealers

Belgian catering equipment brand Diamond claims it is now a more dealer-friendly business after recently revising its operating structure in the UK market.

Diamond products had previously been brought into the UK through Sussex-based Steelbox following a formal distribution contract between the two organisations.

That partnership has now been replaced by an agency arrangement that effectively acts as an extension of Diamond’s workforce, which the company believes will make its offering more appealing to dealers.

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The new approach should see dealers benefit from the central support that Diamond can provide from Brussels, simplify invoicing and allow the company to offer better margins by virtue of the fact that there is no longer an ‘intermediary’ in place.

Maurizio De Santis, who is responsible for Diamond’s operations in the UK, says the company is determined to support key partners in terms of pricing and product training.

Its main selling point, however, is that it offers in excess of 5,000 items of cooking, refrigeration and laundry equipment, all under one brand and available from a single source.

“There is a lack of quality catering equipment available from only one place, which is the reason Diamond is different,” said De Santis. “We can offer access to good quality products in one go, on one invoice, without messing around. That is the philosophy we are trying to build with our distributors.”

De Santis claims Diamond’s emphasis on high quality, affordable equipment that addresses the midrange tier of the market also sets it apart from competitors, particularly the big B2B and internet players that also typically offer supplies and light equipment — two categories that Diamond has deliberately chosen not to enter.

“Diamond very carefully selects products to put in the range and anything that doesn’t fit will be immediately removed,” he says. “The quality and prices are among the best you will find in the market.”

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