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EXCLUSIVE: Ex-Lockhart man launches new dealership with ‘revolutionary’ affiliate scheme

Max Lordwell crop
Max Reeley is launching Lordwell Catering Equipment on 5 July.

Max Reeley, who spent 5 years at Lockhart Catering Equipment in various sales roles, is striking out on his own with a new dealership.

Lordwell Catering Equipment will officially launch on Monday 5 July and is set to feature a unique premise for the sector. The company’s affiliate scheme means that if customers recommend the dealer to fellow operators, they receive a 1% payback of their annual sales for life.

Reeley commented: “The industry needs a bit of ‘youthism’ and we want to be exciting. This world class affiliate scheme is going to be revolutionary.”

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After departing Lockhart in April this year, his original vision was to continue his own Amazon selling business. However, he had a rethink, explaining: “Then I thought that I’ve got all the contacts in the industry I need, I’ve got customers that will buy from me, so let’s just go for it.”

Reeley teamed up with marketing specialist Tom Prest to inaugurate Lordwell, saying: “He’s got really good knowledge on marketing and branding, and shares my mission and vision for Lordwell to be a fun and playful brand.”

The dealership is starting out as an online portal, backed by Reeley’s efforts to go out and visit as many customers in person as possible and build his current network.

And in terms of what Lordwell will be selling, it will be “everything from a spoon to an oven”, according to Reeley. The dealer will be offering major key brands.

Reeley revealed there is a further consideration in the marques that the dealer will take on: “We will be leaning on UK-led suppliers,” he said, with the company’s website boasting that it has access to the UK’s ‘largest stock warehouses’.

While he himself is based in the Midlands, he confirmed that the company will be selling nationwide. The online portal will be designed to be simple to check-out from too, with quick Google Pay or Apple Pay options available.

Reeley is planning big things going forwards, detailing: “Down the line we will be looking to expand with a few more people working for us. We also want to develop a projects side and partner up with an expert team with a similar sort of mission and vision to us.”

Noting that this move is slated for around 6 months’ time, he added: “We haven’t got a direct relationship with anyone yet, but if we find someone sooner that we can work with, then great. We’ll be looking to set that up within quarter one or two of the business.”

Lordwell is celebrating its launch with a competition for one operator to win £1,000 in catering equipment, plus those signing up to its marketing emails will receive 10% off their first order.

Tags : dealerdistributorlordwell catering equipment
Clare Nicholls

The author Clare Nicholls

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