February 2018 ertonline.co.uk


Paolo Bertazzoni


We will retain our core focus on range


cooking, but also have plans to expand our presence in the built-in market, both in the UK and worldwide


Maurizio Severgnini


21


accounts, but then there those that sell the brand less frequently and buy through distributors. The target is 150 dealers, but equally we’re also talking to some distributors to give us the reach. It’s all


Brass burner on Bertazzoni range cooker


about coverage in the right places. We don’t want to be market leaders.


PB: The route to market is a very clear commercial policy, so all the interests of our dealers are respected. We do not need to push a huge amount of product and sell it whatever it takes. We sell it because our products are desirable and the retailer can make money.


MS: We create a demand and dealers appreciate adding value to their business by dealing with us. We have a very clear commercial strategy, enabling our business partners to earn the correct amount of margin for the products. Which is not the case with many other brands in our market.


Q: Where do you see the biggest potential for the brand? MS: Just looking at the range cooker category, where we are strongest, we don’t have total territorial coverage yet, which means there are plenty more consumers that have the opportunity to access our brand. We will retain our core focus on range-cooking appliances, but also have plans to expand our presence in the built-in market, both in the UK and worldwide.


Q: What’s your view on Brexit? PB: I think everyone will come to their senses. The disadvantages of breaking up are so clear that nobody will go down that road. Neither party


could afford it. Hopefully our politicians will find a way to make it work for us as businesses and for us as people. We’d have been better to stay together, but that is just my opinion. I know Britain is an island and has always had a very independent approach to things. I’m sure this is a serious setback for us, because the influence of Britain was very important and very fruitful. So we’ll see how this will develop.


Q: Some appliance suppliers, such as Smeg, are saying things won’t improve for three or four years… PB: For us, growth is possible. For people, or companies, that have been in the UK, like the German brands, and Smeg of course, there are more uncertainties. But we have progress ahead of us.


MS: We’re now starting to put our roots down and we’ve got plenty of growth to come. Normally, in a storm, it’s the big trees that suffer. The little ones survive. We don’t ask the retailer for a massive amount of capital expenditure. We don’t tie up their cash in stock, on products that might sell or might not. There are a lot of benefits in dealing with us. It’s not just the discount you give, it’s the total package you offer. And in a world where competitors are pushing volume at all costs, which creates pressure on the margin a retailer can make, it gives a reason to choose Bertazzoni.


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