BERTAZZONI PAUL WHY THE ERT INTERVIEW
BERTAZZONI: PAUL WHYTE
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‘Independent retailers will continue to thrive because of their knowledge, specialist and personal aproach’
W Q&A
Q: Can you tell us about your journey into the appliance sector and into your current role at Bertazzoni? Paul Whyte (PW): I entered the electrical retail industry bright eyed and bushy tailed in 1993 as
hilst still being relatively young in the UK, Bertazzoni is actually one of the world’s oldest family-owned appliance manufacturers. Established in
Northern Italy in 1882, it’s built on more than 140 years of innovation and has a very strong heritage in kitchen product production. “Our UK business has grown steadily over the last eight years, laying strategic and targeted roots with partners who complement and love our brand,” states Paul Whyte, Commercial Director at Bertazzoni UK & Eire.
“The past 18 months in particular have been very positive, in our opinion, and that, combined with a strong line-up of new products in the pipeline, means we’re transitioning into 2026 with an optimistic outlook.”
Bertazzoni is one of the world’s oldest family- owned appliance manufacturers. Paul Whyte, Commercial Director at Bertazzoni UK & Eire chats with ERT about the brand’s focuses for 2026.
a Business Analyst, fresh out of university. Over the last three decades I’ve worked with either retailers or manufacturers, including Currys, Comet, AO, Whirlpool & GDHA and joined Bertazzoni in August 2024.
I’ve always loved the industry as a whole, but I’m particularly impressed with all the effort and technology that goes into kitchen products. This is one of the reasons the opportunity at Bertazzoni appealed to me so much; that, along with the chance to grow a brand that adds style and personality into the home.
Q: What are your current goals for growing the brand in the UK over the next 12–24 months? PW: Our focus is consistency, as we know that’s what our trade and consumer customers
both expect and respect. Our emphasis on retail partners and displays will be complemented by a range of marketing activity, particularly above the line and social media partnerships. We’ll also continue our unwavering commitment to excellent customer service, without question.
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