US refrigeration firm sets up European base

A US manufacturer specialising in undercounter ice making, refrigeration and wine preservation products has opened an office in Europe and plans to expand across the continent.

U-Line of Milwaukee will use the office to launch its Modular 3000 Series to European customers and supply a market that it claims has been “deprived” of high quality undercounter kit.

The firm typically targets the high-end residential market, but also supplies its products to trade customers.

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U-Line has chosen Helsinki as its base, claiming the city is a “perfect hub” for international expansion due to its close proximity to the rest of Europe, the Middle East and Russia.

VP of sales and marketing, Mark Russell, will be in charging of putting the foundations of the European business in place, but U-Line intends to hire a European manager in the next 12 months so that Russell can return to the company’s HQ next summer.

“We’ve been evaluating the European market for some time and it’s clear that there is a need for premium undercounter refrigeration and wine preservation products,” said Russell.

“This market has been deprived of high-quality, premium undercounter options and I’m proud to say that with the launch of our Modular 3000 series, this will no longer be the case.”

U-Line’s corporate headquarters have been based in Milwaukee since 1962 and it established a West Coast office in Laguna Beach, California six years ago.

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