December 2024 / January 2025
ertonline.co.uk
Q&A
Q: What can we expect to see from Bertazzoni in 2025? Paul Whyte: Even though Bertazzoni is more than 140 years old, the company has never stopped innovating and that’s down to visionary, legacy ownership. There will be some product evolution and revolution next year, especially in range cookers, and these will start to emerge from July. It would be fool hardy to give away our secrets early, but there are some exciting updates which we think will drive our share further in this sector!
Cooling will continue to expand into the
premium sector, thanks to a number of style and technology features; we’re also extending our dishwashing range and there are some very stylish hobs launching later in the year, too. What’s great about having central R&D, design and production teams is that they can get input from markets across the globe and create a product portfolio that either meets or drives demand. What works in one country doesn’t necessarily work in another, so we’re lucky to be in a position where we can pick and choose what’s right for the UK.
Q: How is Bertazzoni expanding and gaining traction in more product categories? PW: At its core, we’ve always been a cooking brand, but the traction in other categories has been driven, in the main, by full-suite purchases. This has enabled us to evolve our product offer over the years to the extensive portfolio it is today. Whilst we won’t be venturing into any new categories immediately, we will be extending and developing our collections in areas where we’re not yet the size we think we should be. We’ve always been cautious not to overstretch ourselves, as overpromising and underdelivering simply isn’t an option at Bertazzoni. Considered rather than rapid growth offers a level of stability for both the company and our customer base, and we’re very mindful of that. Our lean manufacturing programme ensures that we can maintain lead times for customers and consumers alike and being able to provide that reassurance is very important to us. Our ethos is about helping to bring home-cooked food to the family table and for people to enjoy preparing and sharing meals together, so our
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commitment to continued expansion can help provide a fully style-aligned Bertazzoni kitchen which looks and feels fantastic. Of course, it allows us to grow too, but the driving force is to enable the customer to create a stylish kitchen at the heart of the home.
Q: In your new role as Commercial Director how will you support this growth in the UK market? PW: The plan for Bertazzoni UK when Maurizio [Severgnini, MD of UK and Ireland] took the helm in 2017 was to slowly build strong foundations for the business to develop and grow from. The UK market is very important to the group and by working collaboratively, we’ve been able to fulfil our ambitions.
Even though Bertazzoni is more than 140 years old, the company has never stopped innovating
My arrival is part of that journey to fully understand the commercial mechanics of the business and look to enhance and/or improve wherever possible. The end goal being to generate more opportunities to increase brand investment, awareness and visibility. The clear ambition is to continue to grow sales and launch compelling ranges, all with our customers front of mind. > >
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