Watermark drives Gaggia sales towards dealers


Watermark UK is hoping to develop a larger network of dealers for its commercial range of Gaggia espresso coffee machines.

The distributor aims to encourage dealers to take on the high end brand by providing post-sales support direct to customers, even if they haven’t made the initial sale.

The concept behind Watermark’s “new deal for dealers” is to make it as easy as possible to sell Gaggia coffee machines. “What we are saying is, if you want to provide the whole package: machines, servicing and after sales support, that’s great, we’ll give you any help you need. On the other hand, if you just want to sell machines, we can supply the after sales support, direct to the customer.”

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One year after relaunching the Gaggia commercial range into the foodservice sector, Watermark UK hints that demand for the machines is more than it can handle without a larger network of dealers.

“We’ve had an enormous amount of interest from end users and operators, both independent and groups,” says Watermark’s managing director David Lawlor. “On the one hand, we need to increase our distribution network to meet demand. At the same time, some distributors are wary of taking on a new range because of the service support they will have to give.”

Lawlor explains that Watermark will take a phased approach whereby new dealers gradually take over customer servicing, if they want to.

“There is huge demand for the Gaggia brand and we want to be able to meet it,” says Lawlor. “We’re offering a comprehensive range, from traditional espresso machines to fully automatic models, and while it’s clearly a premium brand the pricing is very competitive.

“The new deal makes Gaggia an even more appealing proposition, to both coffee specialists and general catering equipment distributors.”


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Rob Corder

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