The distribution company responsible for Gaggia machines in the UK is looking to aggressively expand the brand’s partner sales strategy over the next 12 months in a bid to improve its coverage throughout England, Scotland and Wales.
Watermark, a long distribution partner of Gaggia’s in Ireland, is also in charge of the Italian coffee equipment outfit’s UK affairs and it believes there is scope to establish a raft of new partnerships.
Watermark boss David Lawlor insists the company is sensitive to the issue of over-distribution and won’t recruit distributors in places where a partner is already present.
However, parts of the map, including the North-East, East Anglia, South Coast and South Wales currently look barren and it’s these regions that are likely to command Watermark’s attention.
“What we are looking for is representation in every county and I think because customers are best served by somebody locally on the ground, we are looking for somebody within a relatively short distance that can give that level of customer service to the final user,” Lawlor told Catering Insight.
“I think that would strengthen the brand immensely. If we have 15 or 16 active distributors at the moment, we should be looking to at least grow that by seven or eight this year.”
Watermark now has a UK office in Buckinghamshire, which contains a showroom for dealers to showcase equipment to prospective customers.