Ambach UK chief sets sights on dealer growth

Ambach UK's chief will be leaving the firm at the end of this month.

The new UK country manager for Ambach has vowed to try and bring stability to the high-end cooking equipment brand’s business in the UK as it sets about developing relationships with the dealer channel.

Alistair Farquhar, who officially took up the post last month, said the brand was keen to build on the exposure it already has in the consultant market, but also intends to do more with distributors going forward.

It is keen to recruit a selection of dealers — or ‘ambassadors’ as it refers to them — that will work closely with the brand to develop the market.

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Speaking at HOST last week, Farquhar said about the role: “[Ambach] is a specified product, consultants like it, customers like it, and it is now moving towards that distributor or ‘ambassador’ route as we are calling it. That is the plan now for the UK market place. It is about stability, good service partners, a good spare parts provider – and really just pushing that as the face of Ambach in the UK.”

Farquhar joins Ambach from Cold Service, where he had been national sales manager since the start of the year. Prior to that, he spent almost five years at Electrolux, initially as area sales manager for London and the South East and latterly as national accounts manager.

Maurizio Vianello, managing director of Ambach, told Catering Insight that Farquhar would work closely with Ali Group’s John Braithwaite, who has been managing Ambach’s UK business since the country manager vacancy arose last year.

He said of the appointment: “John has been the ambassador for Ambach and still is a very good ambassador for Ambach and what we have done since September is introduce Alistair who will report directly to Ambach S.p.A and is dedicated to Ambach 100%. His role is to definitely support John for all the Ambach communication, ensuring that the support is fast and reliable, while also starting the development of a network of Ambach ‘ambassadors’ in the UK.”

At HOST, Ambach was marketing its CHEF850 series, which it launched earlier this year after a major revamp of the cooking line’s design and construction. It also unveiled a new sleeker modular 700 series offering.

Tags : catering equipmentcooking rangecooking suitesdealersDistributorsProducts
Andrew Seymour

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