BERTAZZONI: PAUL WHYTE THE ERT INTERVIEW
October 2025
ertonline.co.uk
Q: How important is aftersales service and install support to your brand promise in the UK, and how do you ensure it? PW: After-sales service is very important to us and we see it as a cyclical process. In order to maintain and support a premium experience, we continually share learnings with HQ so we can perpetually improve future products. We strive for the best in everything and will continue to look for ways to be best in class in all aspects of the brand promise.
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Q: How do you see the role of the independent retailer evolving, and how does Bertazzoni plan to grow alongside them? PW: The role and place of the independent retailer has always been evolving and the main things I love about the sector are the personal touch, deep knowledge and local engagement with the community.
The market and its associated channels develop continually, which makes it difficult to predict the winning formula. However, I honestly believe that independent retailers will continue to thrive because of their knowledgeable, specialist and personal approach.
Last, but not least, we invite retailers to shows we’re exhibiting at so they get the full brand experience alongside being amongst the whole Bertazzoni product portfolio. This way they can see just what we’re capable of.
Q: How do you help educate retail staff about Bertazzoni’s Italian heritage, engineering, and design features so they can confidently sell the brand? PW: The Bertazzoni brand is at the epicentre of everything we do and it’s vital for us to ensure that our resellers truly understand who we are and what we do. The core essence and ambience of the brand is fascinating and we genuinely want people to come aboard a journey with us. We worked with Valentina Bertazzoni, sixth-generation family member and style & communication marketing director, to create a showroom at our UK head office that gives a taste of brand heritage and product capabilities. But, if we want to truly immerse a partner into the world of Bertazzoni, we have a fantastic facility
at the headquarters in Northern Italy – Casa Bertazzoni. We can take people, and press, there, as well as the brand-new showroom in the centre of Milan, which we hope to start hosting trips to in the coming months.
Q: What investment has gone into UK- based logistics, spare parts, and customer support to back up retail sales? PW: Our logistics and after sales network has worked very well in recent years and this is down to focus on steady, predictable growth, rather than expenditure.
Our investments have been in the form of time and intelligence into our processes, which has improved our efficiency and availability. We are mindful that as we continue to grow, particularly over the next few years, we will have to adapt some areas in order to manage effectively.
Q: What’s your message to independent retailers considering taking on Bertazzoni for the first time? PW: We encourage enquiries from any retailer that wants to know more about our fantastic products and will welcome them with open arms, primed to invest the time in sharing our story and opportunity.
I’ve been in the industry long enough to know a brilliant brand and great products when I see them and I genuinely think we can enhance and add value to a retailer’s product portfolio. But, I would say that, wouldn’t I!
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