BERTAZZONI: PAUL WHYTE THE ERT INTERVIEW


developed as such to be a reliable partner to our customers and I believe that’s how we’ve carved our position. To that end, our approach and ranging won’t change massively at this point. We’ve been consistent in everything we have done and very much want to maintain that consistency as much as we can.


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Q: It’s been seven years since Bertazzoni established a UK base; how would you sum up those seven years? PW: From getting to know the business as part of my induction, I think the company has come far in a relatively short period of time. The team, a proportion of which has been with Maurizio since day one, has worked extremely hard to create an exciting brand and products which add value to our retailers, the market and end customer. The solid foundations and principles at the


centre of the business have given us a sound platform to build on and, whether that’s the people we employ, customers we work with or partners who we engage, it’s vital for us to do the right thing. We see this continuing steadily in the near


future, too, but also have ambitions to explore new opportunities as they present themselves – it’s all linked to Bertazzoni’s continued evolution.


Q: What are the key differences between the UK and other European markets? PW: Aside from the different ways in which kitchens are specified, the UK market is very reliant on trust and loyalty, which aligns nicely with the way we operate. Being present in different markets enables us to flex the business accordingly and we benefit greatly from the insights and input we have from across the world.


Q: Bertazzoni holds a strong position as a premium brand in MDA, but in this tough climate for consumers how do you ensure the brand remains relevant and accessible? PW: To coin an adage, slow and steady wins the race! Our business model was


Q: What is it that you think makes Bertazzoni stand out in the market? PW: It’s important for us to offer consumers choice, so when they buy a Bertazzoni appliance the options are almost endless; being able to hand pick the style, configuration, cooktop, colour and finish supports our promise of a quality brand and buying experience. To me they are the best looking products in our sector, with plenty of substance to boot! When I see our products side by side with our immediate competitors, our colours look magnificent, as you’d expect from the same manufacturing processes of high-end Italian supercars! They are stylish products that represent Bertazzoni’s values of family, food and engineering and this is evidenced in the commitment – recently stated by Valentina Bertazzoni – to make machines that help people cook every day and take care of their family in the kitchen.


Q: How do you encourage your retail partners to promote the benefits of Bertazzoni products in their stores? PW: As word, sales and visibility have grown, we have felt a pull from our partners for our stylish brand that has predictable and consistent design values. The closer we are as people to


December 2024 / January 2025 ertonline.co.uk


our partners, the more we can communicate our product ranges and benefits clearly so this then reaches the end customer equally clearly. Bertazzoni products are widely referred to as a statement appliances and therefore offer a point of difference in the home, as well as the shop floor. Retailers are an invaluable conduit between the brand and end customer and we benefit greatly from their ‘boots on the ground’ knowledge and experience. I really look forward to assisting and growing with our current customers and hopefully we’ll be able to partner with some new sectors to further expand our reach.


Q: What are your plans for 2025? PW: Now that would be telling wouldn’t it?! To coin another phrase – if it ain’t broke, don’t fix it; so we plan to keep doing what we’ve been doing, but with a few secrets and surprises along the way!


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