BERTAZZONI: PAUL WHYTE THE ERT INTERVIEW
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Making a statement! Making a statement!
Bertazzoni has forged a path to become a true premium brand with historic family values that still ring true today, and Paul Whyte, UK &
Ireland Commercial Director, plans to continue the company’s 142-year legacy while strategically targeting new sectors of the market. He explains all to Jack Cheeseman…
F
ounded in Guastalla in Italy in 1882, Bertazzoni was established by Francesco Bertazzoni and is the oldest family-owned household appliance company in the country, holding one of the first industrial trademarks registered in Italy. Today the company is still family-run and has more than 250 employees; it manufactures approximately 200,000 luxury appliances each year and exports to more than 60 countries worldwide, with this accounting for more than 90 per cent of its turnover. Earlier this year, Paul Whyte joined Bertazzoni UK in a newly-created position of Commercial Director. He previously held positions at Comet, Indesit Group, Glen Dimplex Home Appliances and AO, building extensive knowledge across the entire white goods spectrum.
Talking exclusively to ERT, Mr Whyte reflects on some of the brand’s standout products from recent months, with a particular highlight being the launch of the fully stainless steel Heritage Series range cooker in 90 and 120cm widths. With striking chrome controls and handles, the cooker can be further enhanced with the optional Collezione Metalli – a décor set to further accentuate the finials, knobs and handles in gold-plated, copper-plated or black Nickel-plated options. As well as that, there have been updates to Bertazzoni’s Modern Series built-in ovens and an expanded portfolio in its cooling and dishwashing ranges, with colour extensions like the new ivory finish.
“This year has also been a great one for our Air-Tec cooker with induction top and integrated
extraction,” adds Mr Whyte. “It’s really gained some impressive traction over the last few months, as well as quite a few awards! “Because this three-in-one appliance is so versatile and available in multiple colourways, it’s got very wide appeal. And we’ve patented the technology in Italy, so the Air-Tec has its own logo now too – a stamp of approval if you like – to demonstrate its unique capabilities.” Speaking more generally about business performance in the past year, Mr Whyte reveals that it recorded growth across all areas, including sales, displays, awareness, customer base, product portfolio and headcount… “There’s noted interest and desire for our
products from retailers and customers alike and the momentum we’ve gained looks set to continue in 2025.”
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