Hobart Independent does dealer exclusive brand switch

The dealer-focused arm of Hobart Warewash, Hobart Independent, is launching a range of machines developed with its distributor partners in mind to replace its existing BarAid brand.

Available exclusively to dealers, the new five-strong Ecomax Plus range (a compact glasswasher, glasswasher/undercounter, hood-type and rack conveyor) is said to offer distributors clearer lines of range differentiation and a more coherent selling story, when allied to Hobart’s existing line up.

Tim Bender, UK sales director – Warewashing at Hobart UK, said: “The introduction of Ecomax Plus means distributors now have three clear tiers – good (Ecomax), better (Ecomax Plus) and best (Profi and Premax machines) – from which to choose when selling and specifying to their clients – a key requirement uncovered during feedback from our recent UK-wide dealer research piece.

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“Created in 2003, the Ecomax Brand has grown in reputation, both in the UK and Europe, becoming synonymous with German build quality, ease of use, reliability and, most importantly, affordability. A more than worthy successor to BarAid, Ecomax Plus provides an easily recognised mid-tier solution for every market under the Ecomax umbrella.”

Hobart recently completed a large body of equipment distributor research as part of its UK-wide ‘dealer conversation’. The launch represents the latest phase of outputs, with the UK manufacturer looking to foster even closer relationships with dealers and promote a greater air of trust and transparency that it hopes will benefit the wider industry.

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