Electrolux sets out distributor growth plan

Electrolux Professional yesterday brought all of its UK partners together under one roof for the first time since implementing a major restructuring of its distributor network.

The company’s 2014 Partner Event — held under the theme of ‘Stronger, Better, Together’ — was the first that Electrolux had hosted for more than two years.

Since then the brand has launched a new partner programme and fine-tuned its distributor network, reducing the number of key dealer accounts it works with from 250 to around 60.

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Head of region, Darren Lockley, said the company’s efforts over the last two years “leads us to where we are today” and added that it was committed to growing its business with partners in the room.

“We have made an investment in people, products and time — and that is the key one: we have still got the same amount of area sales managers which means more time to work with you and grow your business.”

Lockley shared Electrolux’s strategy for the next three years and said that if it meets its growth targets then the collective equipment sales opportunity for UK partners would potentially be £28m by 2017.

He said growth would come from moving into new market territories, capturing more replacement orders, increasing its work with chains and building on its strong position in the project and scheme business.

Partners attending the event at the Chesford Grange hotel in Warwick yesterday also heard from other key senior executives from Electrolux UK, including marketing manager Julie Fell, head of business development Nigel Westall and field sales manager for foodservice Louisa Luxton.

The company revealed plans to enhance its partner programme, offer co-branded website and social media opportunities for distributors, and introduce an online booking system so that partners can maximise use of its Innovation Centre in Luton.

Esther Staskiewicz, SVP global marketing, and Philippe Zavattiero, SVP western Europe, also took to the stage to give UK partners an insight into the wider global and European strategy.

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