In less than 12 months, the Capital Cooling brand has transformed. Although the Edinburgh-based manufacturer has always focused on delivering quality refrigeration equipment, Capital Cooling is now placing emphasis on supporting the industry.
Originally founded back in 1996, Capital Cooling is known throughout the hospitality and foodservice industries for its ranges of both bespoke and off-the-shelf refrigeration, freezers and coldrooms.
Now, the manufacturer has rebranded and repositioned in order to deliver a clearer focus to the UK catering equipment and dealer markets. The company’s rebrand, launched in April, gives the brand a fresh, modern feel as it seeks to take the business into the next phase.
The first stage of this transformation took place at the end of 2017 when the company was restructured, allowing the team to embark on this period of growth and enhanced industry focus.
This initial restructuring was followed by the appointment of a new CEO in November last year. Industry professional, Steve Steadman, joined the refrigeration manufacturer as CEO, bringing with him more than 30 years’ experience at large, blue-chip companies and other industry manufacturers.
His appointment was a further move to bolster the manufacturer’s rapid growth and expansion, with Steadman utilising his commercial business and industry knowledge to transform the previous operation.
“Capital Cooling has already been through an extraordinarily rapid transformation,” he said. “Between myself and the fantastic team we have here in Edinburgh, we are all working hard to take our operation to the next level.
“The rebrand is just part of this and it mirrors the new vision we have for the UK market. This, along with a new website, forms a wider strategy which aims to solidify our place as a prominent supplier within the equipment industry.”
Since joining, Steadman has brought on board no fewer than seven team members across all areas of the business including finance, sales, research and development, and project management.
“When I was brought on board, I could see that while we already had a very strong team at Capital Cooling, there was still an opportunity for us to strengthen certain areas,” said Steadman.
“To be able to welcome the wealth of experience that we have in the last 4 months really is fantastic. We have incorporated an impressive amount of knowledge from the catering dealer sector and I am excited to see how we can grow this over the coming months and years.”
Steadman and his team are focusing on steering the brand from a sales and service perspective, ensuring that all of the procedures are in place to allow them to offer current and potential dealer partners a heightened level of support.
He said: “We are always looking to expand the relationships we hold with UK dealers, with an aim to ensure dealers feel that sense of commitment from us.
“Our recently-launched new website reflects that commitment, too. We have totally transformed our online presence and removed all of the e-commerce functionality and prices, allowing inquiries to flow through our dealer network.”
This new site which has launched alongside the refreshed branding provides the online gateway between the team and their dealer base, where project teams can discover product information and contact details to allow them to get in touch with the Edinburgh HQ.
Steadman and the team are also looking to provide dealers with the tools to drive sales through their business. He said: “Dealers need everything possible to ensure they can make a sale to the end user, and we are also keen to ensure that dealers can make suitable margins on everything that they sell. We understand that the market has started to fall in on itself, becoming a race to the bottom on pricing. Our aim is to get back to the days of selling based on quality, service and equipment performance rather than simply on who can sell the cheapest item.”
Capital Cooling also offers its own logistics network, allowing the company to deliver equipment for dealers, and even offer flexible options such as next day pallet delivery, unpack and position, and the removal of old equipment. The company is also in the process of moving its southern logistics operations from two separate hubs in St Helens and Northampton to one ‘super-hub’ in Lutterworth, a move that will improve efficiencies and, in turn, enable an improved service to be passed on to its clients.
This refocus will also see Capital Cooling seek to tackle new markets within the foodservice industry, with its ever-growing portfolio of products expanding to suit the differing needs of multiple sectors. The brand currently offers a wide selection of multidecks, display chillers and freezers, storage chillers and freezers, bar refrigeration, coldrooms and more.
Walk-in chillers and freezers are currently a big focus for the brand, which can all be built bespoke to suit the needs of a dealer’s project. The team at Capital Cooling are aiming to work closely with dealer project teams to ensure that the end user receives a refrigeration system completely tailored to them.
Premium Italian supply
Capital Cooling is set to welcome a new range of premium refrigeration equipment, as part of the company’s dedication to growing its equipment portfolio.
The supplier is now an exclusive supplier of the Ilsa refrigeration brand, an Italian manufacturer that develops premium chilling systems for catering, pastry, ice cream, and pizza professionals.
Capital Cooling CEO Steve Steadman said: “Ilsa delivers a truly superior product range, designing and manufacturing equipment that is suitable for every need, whilst taking into consideration aesthetics, ergonomics and the environment. All of the team are thrilled to welcome these fantastic products to the fold and are looking forward to informing the dealer market of all the product details.”
The Ilsa range includes a selection of refrigerated cabinets, which are not only useable for storing food but can also turn an end user kitchen into a well-organised and efficient work system. The refrigerated cabinets are available in two product lines: Neos and Evolve, which focus on quality and reliability.
Also available through Capital Cooling will be Ilsa refrigerated counters, a functional and practical range with an innovative design, making them versatile for front and back-of-house settings.
As well as refrigeration, the Ilsa retarder provers will also join the Capital Cooling product line. Suitable for those operating in the bakery sector, this unique Ilsa bakery system is a controlled proving product which focuses on technology and functionality.