Manufacturer Smeg is planning to renew its focus on the commercial foodservice arena by building a dedicated UK distribution channel in 2014.
The Italian brand, which has its UK HQ in Oxfordshire, recently recruited Phil Coulstock to its field sales team, and he will take charge of the brand’s activities in the catering equipment space.
Smeg is best known for its iconic domestic refrigeration units, but is keen to complement this with a stronger presence in the commercial sector. It sees dealers as a fundamental part of the strategy moving forward.
Coulstock will initially focus on developing Smeg’s warewashing and cooking product lines, which include glasswashers, front-loading and pass-through dishwashers as well as specialist bake-off convection ovens.
Smeg hopes Coulstock’s understanding of the catering equipment distribution channel will unlock the growth potential of the brand in the commercial space. He previously worked for Hobart and Hobart Independent, where he was most recently responsible for developing and growing commercial business with key distribution partners.
Rick Forman, Smeg UK’s sales director, said: “We’re delighted to announce the appointment of Phil, whose background in the commercial catering industry will undoubtedly be a real asset to Smeg. We wish Phil the best of luck in his new role and are confident he will relish the opportunity to develop our business and product range in this key sector.”
While Smeg is predominantly recognised as a domestic brand, it does have existing coverage of the UK commercial market to build upon. RH Hall currently distributes select items from its cooking portfolio on an exclusive basis in the UK, while Nelson has been bringing in its warewashers under its own label.